Dance School Advertising: 3 Tips for Writing Ads for Your Studio
There’s a great deal of work that goes into running a successful dance studio. From balancing budgets to managing staff, studio owners do so much to help create an environment where new generations of dancers can grow and learn. The fact of the matter is, however, that all that work can’t amount to much if there are no students to take classes or patrons to attend events. While there’s much to be said about the value of word of mouth from satisfied customers, dance studio owners can’t rely on other people to do their advertising for them. It takes a proactive approach to create an appealing marketing campaign, and it takes creative dance school advertising ideas to make those marketing plans inspire new clients to walk through the door.
1. Know Your Target Audience
While it’s great to imagine a world where every single person wants to buy your product and to give business to your studio, you know that simply isn’t the case. Some people will be more likely to use your services than others, so it’s important to target them with your ad campaigns.
The first step in being able to write ads for your demographic is to determine who that group of people is. Forbes reported that business owners must start by identifying who will be most likely to use your product. For dance studios, that may mean considering the ages you serve, the styles of dance you offer and the level of competition that students can expect. If you run an all-inclusive studio that allows for varying levels of novice dancers, or you primarily focus on younger students, you don’t want to write an ad that’s too focused on elite dancers, as you’ll alienate students who want to learn and take your introductory programs. Conversely, if your biggest sell is that you offer a rigorous training program for top-level dancers to expand their skill sets, you want to make sure you use the language that will appeal to their goals instead.
Regardless of the kind of services you provide, you need to remember that you have two separate groups you need to appeal to – the students of course, but also their parents. Parents and students will have some overlapping goals, like ensuring safety, fun and education, but they’ll take different factors into account. Parents will be more likely to focus on costs than their children are, for example. While it’s all well and good to create dance school advertising that appeals to the students’ desire to perform and enjoy their time, it’s ultimately up to the parents to decide if they’ll sign up for the lessons or not.
Consider ads that can do both, like an ad with flashy images that can attract new students but uses language that will draw in parents. Think of terms like “flexible class schedules” or “personalized payment plans” or appealing ways to describe any other specialty you might offer that will ease any parent’s worries about the time or costs that can be associated with an extra curricular activity. You can also choose to create separate ad campaigns that run at the same time: one that targets students and one for parents.
2. Choose a Platform to Spread Your Message
Once you’ve nailed down who it is you’re writing to, you need to determine the best way to let you message reach them. Fortunately for studio owners today, the internet and social media have dramatically increased the channels that business owners can use to communicate with clients.
One of the biggest mistakes that any business owner makes when trying to advertise a company is not tailoring content to the right platform. Carefully consider where your dance school advertising piece is going to appear before you start writing. Facebook ads, for example, have a different set of space and character limits than a Google Display Ad. Don’t waste your time writing out an ad only to discover afterwards that it doesn’t fit the restrictions of the site you’re using. Do a little research on what the requirements are for what platform you want to post on and then go from there.
Social media ads can be helpful because they let you target certain groups. On Facebook, for example, you can target by age, location and other interests. You could target a specific dance school advertising piece so that it’s only seen by people in your area that have listed “dance” or “ballet” as an interest, or whose favorite movies include “Center Stage.” Social media can also let you advertise for free in some cases. If you have a strong social media presence, simply making new posts can help you get the word out. Just be aware that this strategy will rely on other people helping to share your content so new people will see it, which can be risky.
While digital advertising is effective, don’t completely overlook traditional methods like newspapers and radio commercials. A lot of this will be geographic – do a little research, even if it’s just a quick search engine query, to find out which channels are the most popular in your area.
3. Answer Their Questions Before They Ask
People often don’t like advertisements, so it’s important to write dance school advertising content that can quickly grab their attention and tell them what they need to know before they get bored and move on. Start by answering the “five w’s an an h:”
- What are you offering?
- Who is it for?
- When does it take place?
- Where will it be?
- Why should people be interested?
- How do they get involved?
You don’t have to spell the questions and answers out, but make sure your wording is clear, concise and provides that information. Entrepreneur recommended that you read your ad copy out loud to yourself. It should only take a few seconds to read all of it, and you shouldn’t be stumbling over any complicated phrases. If you want to say more, instruct people to contact you directly, or to visit your website. There you can have pages that list the important cursory details on top for the people who are skimming for information, but you’ll also have room for more stories and anecdotes for people who want to read more.