Thread: Advertising for Classes and/or Coaching?

Over the weekend, I had a long conversation with a teacher who, despite being one of the most respected and experienced dancers/teachers in our area, has found that interest in her classes/coaching is down somewhat. This could be an effect of the bad economy, but it seems that some of the younger, newer teachers are faring somewhat better. I am kind of baffled that she is not drawing more students, as she is one of the few dancers still active from "the old school," she continues to attend workshops to stay current, and makes regular appearances at large and small scale events around the country. Considering her extensive experience, I would think that she would be more sought-after. We discussed advertising/marketing strategies, but I am extremely unexperienced in this area. Sooooo Bhuzzers -
What do you look for in a teacher/coach? What sort of advertising or marketing worked for you as either a teacher or drew you in as a student?

Good question! Personally, I use word of mouth as my guide. If people recognize her as a respected teacher, then I check her out. Also, I look for someone who will challenge me. However, I am an "insider," and so my methods are different that someone who is completely new to BD.

Does this "old school" teacher have a website or other online marketing plan? I think that's how most people find teachers (or anything!) these days.

Website, check. Word of mouth - well at least from me and a few others - check.

She's definately challenging - does not teach choreography, but focuses on personalized style and polishing. You could not tell her students by watching a performance - they all dance their own style, which I think is a HUGE asset. However, it seems that if one doesn't offer choreography, newer students are more timid to take classes. Am I off on that observation?

I wondered if it's the explosion of bellydance via DVD as well as the number of teachers in a given area (the Bay Area in this case) that is hindering her?

Sadly, I expect it is a case of casting pearls before swine. Instructors who teach straightforward, traditional dance have always struggled to compete with the newest kids on the block and the latest fusion props. Serious students tend to want to work with the classic-style teachers, while the more perfidious elements of the dance community are off chasing whatever's hot now, so what if your teacher expanded her studio offerings by subcontracting an expert who taught a sideline class such as ME music, language, or culture--something that would draw new serious students into her sphere?

Interesting...I know that she does some focus on props, but maybe she needs to "up" that side of her marketing.

I think beginners like choreography because it makes them feel like they have learned to "dance." Drilling moves is harder, not as much fun, and can be difficult for newbies who can't envision how it all fits together.

How's the SEO on her website? People need to find the website to find her. Also, is her studio in a convenient location? My general feeling is that brand new students will pick a dance class based on convenience (to the schedule, to their home/work, etc).

That was sort of my theory too, when we were speculating as to why enrollment isn't looking rosier right now.

I think it is easier to sign up for a class that predominantly teaches choreographies - it's quicker to learn someone else's steps than to figure out your own. It's possibly a quicker path to performing as well. And it's also easier to select a teacher in this line of thought or approach simply by asking "Who do I want to dance like?"

But then we get into a little bit of a sticky area, because if you were to ask me my opinion, I think learning only via choreographies is extremely limiting. I know many do not share this point of view - and that's totally fine with me. Agree to disagree, right? But personally, I don't want to dance like anybody but me.

So perhaps to narrow the question down a bit, how do you make this style of dance (non-choreographed, develope your own style, etc.) desirable to either newbies or established or more experienced dancers/students?

*edited because I realized I completely overstated my opinion on choreography and possibly came off waaaay too harsh*

I recently had this convo with another well established dancer who like me, had taken basically 2 years off to attend grad school. In the belly dance community, if you aren't dancing at haflas / have a booth at events, people don't remember that you are there. So on top of a good website and WoM, being out in public, post cards, etc are going to be helpful

{{{HUGS}}}

I think brand-new students aren't informed enough to think about whether a teacher offers choreography or technique, nor are they informed enough to know that haflas exist where they can go to see prospective teachers dance.

I'd suggest re-examining the content on the web site and other marketing materials and asking, "Is this compelling? Does it make my classes sound like fun and exciting? Do the photos show me looking cool and in touch with what today's dancers want to learn, or do they show me as looking old-fashioned, stodgy, and boring? Do the promotional materials show the unique, special things about me that make me a great choice as a teacher? Do they present me as knowledgeable, fun, etc?"

You said she had word of mouth & a website, but didn't mention if she had video clips online, even a youtube channel where people can see her dancing and her students dancing?

Originally Posted by *Shira*

I think brand-new students aren't informed enough to think about whether a teacher offers choreography or technique, nor are they informed enough to know that haflas exist where they can go to see prospective teachers dance.

I'd suggest re-examining the content on the web site and other marketing materials and asking, "Is this compelling? Does it make my classes sound like fun and exciting? Do the photos show me looking cool and in touch with what today's dancers want to learn, or do they show me as looking old-fashioned, stodgy, and boring? Do the promotional materials show the unique, special things about me that make me a great choice as a teacher? Do they present me as knowledgeable, fun, etc?"

I agree with Shira about the marketing materials. Most new folks really aren't saavy enough to know what questions to ask or what style they are looking for. Is her marketing fresh and up to date? Is she on twitter & facebook? Or does she only has a website? I suspect she needs to integrate her online presence a little more fully.

Also, there are students who get started because of friends. Does she offer any sort of referral program or incentive? Refer a friend and get a class for free? Etc?

I do think there is some value in doing public performances in terms of getting seen. Does she do any of these things?

I think it also depends upon who she is looking to market to. Is she interested in getting more beginner students? or is she looking to have more intermediate/advance students to coach?

Beginners have a tendency to go with whatever is conveniently located, so maybe she could up her local advertising.

As an intermediate student I've relied upon my main teacher for recommendations. I like to see a website that is neat and clean and has all the pertinent information on it. Having clips of dancing is really helpful.

I think that she should find a way to spin her teaching style as positive and non-threatening to beginners.

I checked out a couple of the items suggested, and she does seem to have her business represented in most, if not all, of the current online popular destinations - FB, youtube, etc...

I don't know much about who she is targeting - however I do know that she teaches all levels. This is an interesting thought to process and perhaps strategize differently for each group level she markets to.

This is all great info though - and hopefully a good jumping off point for her and others :)

Originally Posted by Khalilah

I checked out a couple of the items suggested, and she does seem to have her business represented in most, if not all, of the current online popular destinations - FB, youtube, etc...

Having representation is good, but what I was really wondering was how integrated it is. Can the people who visit her website find her fanpage & twitter accounts? Or conversely, can those people who find her on facebook easily get to her website? Does she have any way to collect email addresses and send out updates for new sessions, performances, etc? Perhaps a targeted facebook ad would be useful and affordable.

Is there any possibility of posting a link to her website? If you want to keep it private, could you just pm me? I would love to take a look and see if there are specifics I could offer. Perhaps she's missing keywords in her metatags on her website...or other things that are easy to fix.

When I took lessons, I looked for a dancer with experience, and someone associated with a troupe(in my area, there wasn't anyone close by that I knew personally). I'd seen dancers and knew who I didn't want teaching me...if I saw students that looked awesome, I wanted classes from them.
HOWEVER...I absolutely did not expect to learn choreography. I was taught technique, and I still think that's the way to go. Choreography came later, after I knew what to do with my technique.

Originally Posted by Tourbeau

Sadly, I expect it is a case of casting pearls before swine. Instructors who teach straightforward, traditional dance have always struggled to compete with the newest kids on the block and the latest fusion props. Serious students tend to want to work with the classic-style teachers, while the more perfidious elements of the dance community are off chasing whatever's hot now, so what if your teacher expanded her studio offerings by subcontracting an expert who taught a sideline class such as ME music, language, or culture--something that would draw new serious students into her sphere?

This is what I was thinking. Also, do the newer teachers throw in some of that Shakira stuff? Because I think that aspect could be a part of the problem.

Some of it is just ebb and flow but I do think the economy factors in. I know of a couple top notch dancers who suffer low enrollment from time to time. My own classes have been consistently full but there's been an occasional dip in enrollment for no apparent reason from time to time.

The best advertising is word of mouth! If you are a thoughtful, patient teacher who takes time and pride in your teaching and class, it will show and people will say nice things about you. I've gotten several new students from current students who tell their friends how much fun my class is!