Thread: Marketing frustration

I've been taking classes in marketing these past 2 semesters and I have come to the point in my dance business here that I'm re-evaluating my marketing and I would some ideas or even just general discussion to help get the creative juices flowing.

Quick background on my situation: I am in a small town at the moment in the Bible belt and I am an independent instructor/performer (i.e. - don't own a studio, contract with those I teach at on a per-session basis).

I started with the usual, business cards in local businesses, fliers and my website with my nice pro pictures and information. That worked great for a while, but it's getting to the point where anyone with a hip scarf can throw up a flier, claim to offer classes, and to the GP they all start looking the same, so some people are making their decisions on price. Website research doesn't help because we have some seriously false claims of past training by certain "instructors" here so someone may think they're learning with a longtime dancer and they're really learning from a 3 week wonder-structor who immediately goes about telling them that every other dancer in the area is a slut and never to speak to any of them or go to any events in the community (she rips down fliers and hides info). Some people see past this and leave, but they're so disgusted by the experience that they write off all bd since they only see raqs skank at the restaurants.

I want to reach new people, I just don't know how to differentiate my image from the others and increase the perceived value of my services as both a teacher and performer. My classes are not the cheapest in the area, they're not ridiculously priced, but they're not "$5/class and a friend gets in free" and I make sure my students really learn and have a good time doing it. I've had great student reviews so far and great word-of-mouth referrals, so obviously they feel it's worthwhile to learn from me and that's given me some great opportunities to teach at several places.

I know I need to show my target market why they "need" my services and how it will benefit them, as well as why I am a good choice, but I've never lived in a small town and where I grew up was just a touch different.

So... what creative marketing has worked for you? What has been the most successful in bringing you new students or educating/attracting more of the public (I don't want to poach students... not my thing)? How do you differentiate yourself from your competition and increase your perceived market value?

I've been thinking about it so much this week and I'm just tapped out...

I offer to dance free for legit 501C3 charities and also at home women's parties...tupperware etc. and give a mini class for 30 minutes. Radio spots worked well for the younger group.

If you haven't already, go to the site Bellydance Business Academy. She has some great info on marketing your services and new ways to reach people.

Not having seen what your competitors look like, but perhaps try a look that is very obviously different to them.

For e.g. play up the folkloric aspect rather than the spangly bedlah look?

Perhaps more close up portraits so people can get a feel for you as a person rather than as a "person in a costume"?

Maybe discuss with your students what they enjoy about your classes and ask them for some testimonials that could go on your promotional material.

A very quick look at your website doesn't really give me a feel for YOU. Perhaps a statement about how you feel dance will enhance the lives of others could go at the top, above the class info?

What type of person do you want to attract to your classes and where will you find them? Take your marketing there rather than competing on noticeboards with the three week wonders.

Here's a website from one of our most successful bellydance businesses : Bellydance WA ... what I like about this site is that Renate has given her business a personality as well as a professional look. I think a potential student can get a good feel for what classes with BellydanceWA would be like.

This may help them to decide to go to BDWA rather than the local six week wonder who promises to teach them to be sexeee.

Hmm maybe you should revamp the website, I checked it out and it was Nice but not jaw droping. I think you should also get some pro studio pics taken, and make the photo on your home page be one if the jaw droping photos and make it HUGE. You need buisness cards and flyers that set you apart. I have one of your buissness cards from when i baught a veil and my honest reaction was oh she is wearing a choli. Not that cholis are bad but the students that know a bit about the dance may look at your card and say oh cool, then say the same thing. I love buisness cards i keep all the ones i get and though you are beautiful your card isnt jaw droping.........I like the back side close up of your face in the gold bedlah but you have 2 facial close ups, maybe re do the side that says professional belly dancer and you are wearing the choli. I hope i am making sence I would love to see you in a eman or bella and have the full body, so that you can say HEY i am a REAL pro check out my great costume, then flip it over and say hey i am also up close and personal with the facial shot. I also like the black back ground it is very mysterious, you may try that on your web site as well. I would contact michelle joyce and she if she could help you revamp your website. Those are just my thoughts. I hope they make sence and help you a bit

Could you offer a folkloric class called, "Dances of the Holy Land" and teach both a simple debke and belly dance basics? That might draw in some of the Bible belt types. Could you attract that crowd using an approach of teaching the use of belly dance as liturgical dance?

Your "classes" page seems a bit dry. It jumps right into listing course titles and dates/times. Also, as a class title, "Belly Dance Technique and Strength Training" as a class title doesn't have much pizzazz. You might want to open that page with a 2-3 sentence paragraph saying something like, "Explore your feminine, graceful side through this traditional dance from the Middle East. Learn to move with strength, control, and fluidity." Or some other words that are designed to capture the idea that belly dancing will bring a bit more confidence and romance into your students' lives. Also, find a way to mention that your class is suitable for beginners who have never previously set foot in a dance class - it's amazing how many students are afraid to sign up for class because they don't have previous dance experience.

It sounds like what you're looking for is a USP -- your "Unique Selling Proposition". All that means is the one thing that's special about you, the reason people should choose *you* over your competition. There are lots of things to use as a USP...
*most experience in the area
*closest to public transportation
*only native-Egyptian born dancer in the area
*largest, or most active studio
*specializing in tribal, or Egyptian, or pre-natal....pretty much anything that makes you unique.

Ask yourself "why should a student pick me?" and then answer the question in all your marketing pieces and on your website.

Speaking of which, a website is only as good as the traffic you're driving to it. How are you driving traffic to your site? print ads? online ads? press releases? public performances? flyers? There are lots of ways.

Also, I noticed that your website is primarily about *you.* (what you do, where you do it, how long you've been doing it...etc.) In order for a piece of marketing to effectively make a *sale*, it must be all about the reader. What does *she* need to see in order to make the right decision? What information does *she* need to know? Instead of "I'm teaching a beginner veil routine this session." say "Come join our beginner class and learn a lively veil piece. You'll have so much fun, you won't notice the time fly by."

Also, you want the nervous potential beginner to go to your site and see other students having a good time. Are there a variety of ages/sizes/fitness levels in your class? Show that to your reader. Let her know there are women in the class who are just like her. People won't make a decision to buy unless they are completely comfortable with the idea.

Do you have an email list? Constant communication with students *and potential students* is key to maintaining full classes. If you don't have a mailing list, start one by collecting names and email addresses of all your students. Then anytime you do a demo or public performance, make sure there's a place people can leave their name and email address for you. Once a month or so, send out a simple email with info about classes, upcoming performances, etc. Tell a funny story that happened in class...make it look like *the* place to be! You want those on the list who aren't in class to want to try it out. At the end of the email always include a link to your website and you email/phone number so people can get in touch with you.

Hmmm, that got long....sorry.
Best of luck to you!
Mira

This is an excellent thread, everyone, great points! My website is almost finished and I'll be adding a few of your suggestions before it's launched.


Khalida

Thanks for all the info! I'm getting my MBA and actually hope to specialize in marketing, and while I can come up with strategies for others pretty easily, the whole idea of marketing myself as a dancer is just hard for me because I'm so afraid of messing up. I'm petrified of coming off like "Miriam is a grand-pooh-bah master of belly dance and just her presence makes the sun shine. By studying with Miriam you will gain the perfect body, lose 10 years off your looks and actually feel your personal connection with the feminine divine."

So anyway, I'm going to go ahead and re-vamp the site this weekend and put it up for suggestions.

For the moment, I have to work with the photos I have, which are the outdoor pro shots on the beach, the performance photos and the head shots. I'll be getting a few individual photos taken as part of a troupe photo shoot I've set up for my girls with my folkloric dress and I will be setting up a personal photo shoot sometime before early August so I can re-do my business cards and update the website with newer photos (although all these are within the past 13 months).