Thread: How do you reach stay at home moms?

I recently added a day class to my studio at the request of a student. The class was decently successful...I had 10 people sign up for the 8 week session, which I'm now almost at the end of. Most of the students have expressed that they will be signing up for another session, but I'd really like to expand and possibly add more classes. So I would love to tap into the "stay at home moms with school age kids" demographic. The problem that I'm having is how do you reach them?

My immediate thought was community bulletin boards in places where they would hang out possibly. I discovered that most places have done away with their community bulletins boards and a lot of them that still have them only allow non-profits to post anything. So no go at Starbucks (no board), the Library (non-profit only), or playgrounds (no board and no litter policy, so can't post them anywhere or I get fined). I'm unfortunately a real deal starving artist, so I can't currently afford to advertise anywhere. And the local papers have strict policies about listing in their community events sections...must be free to the community in order to get listed.

So I'm at a loss! I've posted fliers everywhere that will allow me, but I can't seem to reach the SAHM section. (I am getting good response off the fliers, just not for day classes). Everytime I run into someone and mention the day class they get excited about it, so I dont' think its that there isnt' a demand. I just can't seem to figure out a good way to reach this particular demographic.

Anyone have some fresh ideas? I'm thinking of reaching out to local groups like DAR, Newcomer's Club, Junior League, etc to be considered as a guest speaker. But what else can I be doing to try to tap this particular demographic?

My first thought was the family activity newspapers in your area- but you don't have advertising dollars.
I'd try craigslist for one. Maybe even offer to do a short program at a couple area schools.

Host a free intro class and advertise that in the paper (and at the library, preschools, etc.).

Post fliers at the grocery store.

Teach at a community center and advertise through them.

Meet some moms and connect that way.

Don't try to take fliers for the for-fee class to the preschools; more than likely they won't allow you to hand them out.


I really like my daytime classes and feel like I am truly giving these women some quality "me" time, which is exactly what a lot of them need. They need to remember that they are more than "Johnny's mom".

A free intro class is a good idea -- you can probably get free publicity in your newspaper's calendar section.

What are the rules about putting flyers on windshields? If it's legal (people do it all the time, it probably is??) you could windshield cars at the park/playground on a sunny day, or at Chuck E Cheese's or wherever.

Search the 'net for local MOPS groups (Mothers of Preschoolers). They usually meet at churches, sometimes schools, and are often large groups. They're always looking for speakers for their meetings -- they'd probably be thrilled to have a demo class at a meeting! You may find several in your area. (if you can't find them online, try calling a couple of larger local churches).

yup - go for the intro class.
Most schools have newsletters - try targeting the ones in the immediate area, same thing with sending a brochure to the preschools, and mom-tot groups, even sunday schools.

Another thing to do is to find the online places that these moms hang out in.

We have Triangle Mom2Mom here. We also have Triangle Mommies. There is another national one....the Mama Network or something. Join all those types of sites and post a belly dance profiles and upcoming events.

I'm a stay at home mom and I suggest submitting a short ad in the school newsletter. You might also check places like museums. I was in a Mothers and More club once before, you might see if their might be any in your area.

Edna

Community newspaper advertisements. Flyers/posters at preschools and schools. Poster on the wall at the supermarket (mine has such a board and it seems to be quite common). Posters/flyers at the library. Mail drops.

I guess if you try to think, what do stay at home mothers do and where do they go, you will come up with ideas. I am thinking, they empty the mailbox and are probably more likely to read the things that arrive in it. I know friends of mine who are stay at home mothers have commented that they check those community papers and things to find out about good free or cheap events that they can take their kids to - so they read them.

Try mothers morning out programs - maybe volunteer to do a sample class.

flyering at places they shop at?

Off the top pf my head...

Flyers at:
Hobby Shops: Local Yarn Shops, Scrapbook stores, Crafting Stores
Rec Centers: YMCAs
Mom Centric: La Leche League, Mom's Groups, Children's Resale Stores, Parent Teacher Organizations, Children's Library, Pediatricians Office, OB-Gyn Office

Originally Posted by Lauren_

A free intro class is a good idea -- you can probably get free publicity in your newspaper's calendar section.

What are the rules about putting flyers on windshields? If it's legal (people do it all the time, it probably is??) you could windshield cars at the park/playground on a sunny day, or at Chuck E Cheese's or wherever.

Search the 'net for local MOPS groups (Mothers of Preschoolers). They usually meet at churches, sometimes schools, and are often large groups. They're always looking for speakers for their meetings -- they'd probably be thrilled to have a demo class at a meeting! You may find several in your area. (if you can't find them online, try calling a couple of larger local churches).

Fliers on windshields are a huge no no around here. Its actually illegal. As are roadside signs. You get caught doing it and its somewhere in the ballpark of a $500 fine for each instance. Ouch. And they actually have a crew that goes around looking for the stuff who takes their job seriously. While I appreciate the complete and utter lack of litter, it totally sucks as a small business owner!

I hadn't thought about Moms groups...that's a great idea! I'll have to start putting feelers out to find the ones around here. I'm sure they'd love to have a free demo!

Originally Posted by SamiraShuruk

My first thought was the family activity newspapers in your area- but you don't have advertising dollars.
I'd try craigslist for one. Maybe even offer to do a short program at a couple area schools.

I haven't had any luck with craigslist...I had listed my classes there before. But I think its mostly cause I live in the suburbs and its not as widely used here. I'm going to keep posting there and maybe try adjusting my tactics with the posting. Haven't given up on it yet.

I actually go to a few different local all girls schools and teach the dance segment of their PE classes. I do a talk about "alternative fitness" (that you dont' have to run on a treadmill to be healthy). I have a complete blast doing it and so do the kids. Some of the schools pay me, some don't. So far I haven't gotten any students or business off of it, but I think its because the schools I've been working with are a little too far driving distance for regular classes when there are closer teachers to them. I'm working on getting my foot in the door at a school that is closer to me. I'm also hosting a Mother/Daughter workshop for Mother's Day in May that is getting a fabulous response and have an in at a local school to get the fliers passed out to the high school students. I'm hoping that will help.

Thanks so much to you all for all the absolutely fabulous suggestions! Its sparking a lot of ideas for me for some new places. Its truly amazed me how many places wont' let me put my fliers out! But I just got an offer from a local high end salon to put my stuff out there and it looks like a few other similar businesses are going to put my postcards out as well. It helps that one of my day students owns 3 Anytime Fitness franchises...she is putting my fliers, etc at her gyms and is even talking to me about possibly heading to her place to teach a few day classes rather than at my studio (about 30 minute drive between the two). I think her people are going to sell out my Mother/Daughter workshop in May...so many have expressed interest that I'm opening up sign-ups early and have set it up so that I can host a second workshop as well. So cool!

And I love the ideas about doing a demo at a mom's club meeting. While I've done this at clubs like the New Orleans Newcomer's Club, Daughters of the American Revolution, etc etc etc I hadn't thought to look up Mom clubs! Can you believe that? LOL I'm definitely going to be beating the bushes for the mom clubs!

Its so funny...I'm a mommy and I know nothing about the "mom scene". I've been a traveling performer for the last few years so I don't' really know much about my town despite having lived here for almost 4 years now. I'm making effort though!

I'm also in a great mood right now because I just found out that 4 local media outlets picked up a decent length story about me. I'm hoping that will help!

I'm going to explore doing a free demo class as ya'll suggested too. I haven't done anything organized with that...I do allow people to try a class for free, but hadn't done an organized demo night yet. I think that is something that I need to take a hard look at doing. When I was teaching square dance (oh yeah...I'm a dance nerd on a whole different level!) we used to do what we called "greenie night". That was a few dances where we'd allow the general public to come check it out before we started teaching a new class. I think its time for me to bring that over to my BD classes. And I hadn't even thought about being able to circumvent the "free stuff only" rule the local papers have by doing that! Ha! The dawn cometh. LOL

Thanks again to everyone for the help...some great new ideas to try out!

Oooh! perhaps a local bead store would be interested in setting up a display by borrowing a hipscarf from you. They could entice their customers into buying beads and you could introduce them to a magpie friendly activity. It's win win!

Some really great suggestions already. I was going to suggest contacting some of the local health clubs, but it sounds like you've already got that covered with your Anytime Fitness student. I had an odd week day off a few months ago and went to the gym. I was amazed at how many people were there in the middle of a week day. The pilates class I took had twice the number of people that are in the one I usually take on Saturdays, and they were all women so I'd guess that several of them were stay at home moms.

Originally Posted by rachelw

Some really great suggestions already. I was going to suggest contacting some of the local health clubs, but it sounds like you've already got that covered with your Anytime Fitness student. I had an odd week day off a few months ago and went to the gym. I was amazed at how many people were there in the middle of a week day. The pilates class I took had twice the number of people that are in the one I usually take on Saturdays, and they were all women so I'd guess that several of them were stay at home moms.

The gyms around here are extremely proprietary...wont' let me put anything out. And because of local law, I can't paper the parking lot or put up signs in the vicinity.

They did however offer to let me teach a class there for $10 an hour. <insert dripping sarchasm here> So generous! I would love to leave my gorgeous studio (complete with disco ball!) and go teach at your place for $20 bucks a week where I'll get treated like dirt and have my class schedule moved around constantly. Pffft! LOL

I'm lucky that my student happens to own 3 franchises...I wish they were the ones that were in my immediate area! I also coordinate a rather large local health & wellness expo, so I'm working a deal with her to have her and some of her fellow franchise owners have a booth...so I might get my toe in the door with my local guy (who she unfortunately doesn't know very well) through that. And yes...I'm giving myself a booth too!

Its truly amazed me how many places won't play nice and let me put stuff out. <sigh> Good news is that its not because they think what I do is dirty! They just don't want to put anyone's fliers out. I can't wait until a few months from now when I have some $$ to do some real advertising!

Sorry bout the quasi rant <grin>

Everyone beat me to the punch. I taught a class for a "Moms Night Out" group once. It was tons of fun. And they paid for the class too...so it wasn't just a demo.

I definitely think Mom's groups are your best bet. I would look to see if any local groups have message boards online. If they do read it! Find out what appeals most to that group of women. Get to know them. Then, see if they have a thread for advertisement/promotion. You might want to drop a note to the moderator and ask if its ok to post a promo for a free intro class there.

Another idea, in a similar vein, is to see if there is a well-read mommy blogger in your area. This would be a blogger who has a slightly more journalistic approach to her journal (i.e. its often still day to day life stories, but the blog is used to communicate to a broader audience than their few close friends and relatives) - usually they are very well written and very well read. Often they will include product or service reviews in their blog. Sometimes they are even affiliated with a local news source such as newspaper or radio, thats a bonus. READ their blog, get to know them, then send an email asking if they would be interested in a demo class (which you would also promote via other means). Hopefully they will come, maybe bring other bloggers with them, and not only do they get to experience the class, but they will (hopefully) share it with their readers, who will also (hopefully) sign up!

After reading all these great suggestions, I think I'm going to target these groups with a package of information: A letter offering to be a guest speaker, information about my day classes, and a flier about my upcoming Mother/Daughter workshop (which is turning out to be so popular that I'm having to add a second class time! Yay!).

I think that I'm not going to mention being a guest speaker for free. I just won't mention compensation at all. Some groups have a budget for speakers, some don't. I don't want to give the ones with a budget an automatic freebie.

Thanks again to everyone who has responded. I'm feeling much more armed after hearing all the great advice. I feel like I have a plan now and can tackle it! And honestly, that's really what I needed...just feeling like I wasn't floundering anymore.

just one more way to find a moms group: every so often I take my son to the coffee shop that has a play area in the back, and the place is SWAMPED with moms and toddlers. they all found each other on meetup.com (or is it .org? whatever). also look up yahoo groups.

as a SAHM myself, I would be annoyed by somebody who tried to infiltrate my group just to sell me a class, but somebody who joined and asked, hey, anybody have advice for getting the word out on classes, anybody interested in a free introductory class? would have a better response. :)