Marketing your street dance fitness class in a time of economic uncertainty will require you to plan very carefully. When people are jittery about the future, they are more hesitant in parting with their hard-earned cash, and will need convincing that they can’t get a better deal elsewhere.
Use Free Platforms – and Over-Deliver
Nothing in business is truly for free, but using social media has to be the lowest cost alternative to paid advertising that exists (with the exception of free word of mouth promotion).
So make the most of Facebook, Twitter, Youtube, Pinterest or whatever other platforms you’ve signed up for by packing them with as much content as your time allows. Why? Because if there’s one sure thing to say about your customers, it’s that they will have questions. Whether they want to know what colour the dance floor is, how many people are in your dance fitness training class or what your phone number is they should be able to find the information quickly and easily. If they can’t find what they’re looking for in front of them, they might check out the competition’s page – or the moment to take action might just pass them by.
If you do decide to look into paid advertising, whether online or out in the local community, be very careful with how you spend your money. Ad sales people can be very persuasive (that’s their job), but you need to know that you are paying a good price to reach the right people, in the right area, in sufficient numbers.
Try to find out how many of your dance fitness certification ads will be circulated, where they will be seen and who they will be targeted at. A well-placed ad can repay its value several times over but may cost slightly more than a cheaper ad that doesn’t fit your needs.
Have you really checked out the competition?
Before you can sell your street dance training certification classes to prospective customers, you have to know exactly what it is those customers want – and offer it to them.
Sounds simple, but it’s easy to fall into the trap of measuring yourself only against the dance studio across town while completely missing the fact that all your potential students are enjoying the free ‘swim and dine’ offer at the local pool, or bulk ordering supplements from the new health shop promoting the latest diet craze from America.
Try to broaden your idea of what a competitor is. In reality, it is anything that competes for your members’ time – even (and perhaps especially) free activities such as going to the beach or sitting on the sofa watching CSI.
Next, jot down a list of advantages and disadvantages between you dance fitness course and your competition. Once you have done that you will have a clearer picture of the benefits you can highlight, while seeking to compensate for – or at least minimise – your challenges. For example, you might find that you can make up for a lack of car parking space by tweaking your class times to fit in with a low-price bus service.
By performing this exercise, you won’t be wasting time and money promoting factors that your target market are just not interested in.
Get Out in the Community
As mentioned earlier, free word of mouth publicity is gold dust in marketing, and you can do a lot to help get the message out there without spending a penny. First, by providing first class customer service and answering queries promptly you will increase the chances of members talking positively about your street dance training class and even recommending you to their friends and family.
Really get to know your members and find out what they do for a living and what their close relatives do. There may be opportunities for cross-promotion right under your nose.
Look at what’s going on in your community (fairs, sporting events, charity functions, etc.) and get involved, your Local Authority website is a good place to get started as well as your local newspaper. If you are qualified to provide dance fitness for kids – Street Fit Kids® classes you might consider providing a prize of a free dance fitness class for your local school fair raffle. Or you could perform a demonstration at a sporting event and get the audience to join in.
Whatever you decide to do, by making sure you spend your money wisely, you will increase the chances that people will invest their limited funds in a Street Fit® future with you!