Thread: Class attendance at an all time low! How to smartly advertise?

Hey all,
Im sure this is a common thing througout the country given the current state of the economy. Ive been teaching for about 10 years now with an average beginner class of 20-25 people for 8 years. Last year things started to sluff a little down to 10 or so...
I began my spring session last night with ZERO registrations! So you see im in a predicament.
What was done for the past for advertising?

• Website - highly ranked in Google
  Google Adwords
  html based monthly newsletters & class start date announcements (current list approx 575)
  Printed newsletter within the Rec Center community
  Rec center website links
  business cards at businesses/handed out at restaurant shows
  Rec center weekly email newsletters
  Printed fliers at Rec Center
  Facebook

Those things alone for 8 years have kept my class attendance pretty high. It seems as if those resources are tapped.

Does anyone have ideas on what I can do additionally?

My ideas:

• student refferal program/discount
  advertise in local "discount" program similar to Groupon

Thanks in advance!
xoxo,
-Nadirah Johara

I like the student referral idea, rewarding your loyal students who bring friends is a great way to show that you appreciate their loyalty.

Others I know who have done a groupon have had mixed feelings on it. It does bring new faces in the door, but they tend not to stay at regular prices later, they just move on to the next groupon deal after yours is done.

Some companies like to have special offers just for their employees, so if there is a business nearby, you can talk to their hr dept about putting an announcement in their employee circular.

Hosting a special event, like a workshop, or hafla can also bring some new faces in the door, of course you might already be doing that.

Adjusting the class offerings a little might be helpful. Retention seems relatively good in performing group style classes or programs where students can feel like they can advance. And you can require attendance in a technique class to support the performing group class.

Good luck. It sounds like you've already invested a lot in the success of your business. I hope things look up for you.

Lately - our DFW market is fairly well saturated w/ classes, workshops, Hafla's and stage shows. THTX & I were just discussing this.

Both Neenah & Dee Dee have used Group-on with very positive results. Be great if you were first to market on the west side of town with this deal - it could boost your rosters.

You might want to look through these threads, if you haven't already:

Advertising: Classes & performances.
Change is HARD!!!
Anyone used Groupon?
(There are also a couple of threads specifically about competing with Zumba in the archives.)

This problem is happening everywhere, and I don't think anyone has figured out a way of reversing it. I get the sense that the teachers who have tried Groupon found it was great for recruiting people who only wanted one cheap class, but not so hot for finding students who wanted to stick around and take more classes at full price. Unfortunately, as the economy goes, so go the budgets for events where dancers get hired, and as a community, we've always depended on that kind of visibility as a major recruiting tool. Wish I had an answer, but things are tough all over...

@ shems - thanks for the ideas! I do already sponsor workshops and have 3 levels of classes with many performing opportinities. This really just flabberghasts me that I can go from successful to NILL. Thanks for the great ideas!

@ maggie - yeah in Dallas there might be oversatturation but on the west side there is not as many instructors and also less population. Haflas workshops etc also highly concentrated in Dallas.

@tourbeau - Ill definitly check those threads out! Thanks for posting them!

General groupon comments: I don't want to make this tread about groupon just a reason why I don't want to use it. First of all the common discount is 50% then groupon takes 50% of what you make. You are making 25% of your general income. Yes it MIGHT bring you in 4 times as many students and make it up in volume but Im not THAT big. I have one beginner class and limit it to 25 with 4 sessions a year. Besides Ive read some articles that Groupon "owns" your customer not you. THis is a great article to decide whether or not to use it: Is Groupon Good for a Small Business? Do the Math - NYTimes.com
I want to invest in local, possibly our local newspaper diso**** program or amazonlocal instead.

Craig's list is free, I always advertise there.

Your post puts fear into my heart, I have a new session starting soon. Attendance has been okay up until now, but no guarantees, right?

Good luck and I hope things pick up immediately!

Newspaper ads, craigslist, and facebook advertising are a few other things to try. The local paper or classifieds paper gets read a lot more these days than you might think. A couple other teachers I know are getting a good chunk of students from newspaper ads. I had some success going around town posting fliers up on well read bulletin boards... coffee shops, post office, and the local university were the places my fliers got noticed most.

Like Tourbeau said, it's rough out there right now. People don't have a lot of extra spending money (and there's zumba to compete with), so we have to work really hard to make them want to take classes. In some areas, it's gotten to a point where it's just not worth it anymore. Good luck to you... hope you're able to turn around your class attendance!

For the second time in 15 years (the first time was last November), I cancelled a class through what has been heretofore a very steady City gig.

I'm thinkin' Craigslist and other stuff, too!

Deborah

I'm in the same boat. My numbers are down, my local market is saturated, and people just aren't spending. Currently my int/adv student base is solid. What that tells me is that people who are already invested in dancing are continuing to do so, my adult ed "fitness & fun" clientele is pretty much nil right now. I'm focusing on student showcases and other ways to "reward" the continuing dancers for their hard work. I also went to an hourly/profit share agreement with the studio owner where I teach. I used to handle all my own registration and just rent the studio hourly. I couldn't keep that afloat these past 2 years (after 10 years of sold out classes). I'm hoping being on her punch card program will bring in more students and I'll be able to turn things around when the economy improves.
My advice would be to keep chumming the waters for new students but to invest your energy and $ into retaining students through incentives, referral discounts, et cetera.

FWIW, I think it is hard to sell bellydance classes for people who haven't seen it done recently. It may be that they have this idea that it is gonna be too hard, that it is not for them, or whatever else. A teacher I know brings a laptop to registration nights at Parks and Recs and plays clips of her dancing. The prospective students see it, have questions and she's right there to answer them. She says she signs up a lot more people that way, but I don't have any hard numbers for you.

Good luck!

Originally Posted by kemintiri

It may be that they have this idea that it is gonna be too hard, that it is not for them, or whatever else.

I wonder how much of this plays into why Groupon doesn't yield better results. It's certainly possible that the problem with the "Hey, anybody who's out there, try one class for free!" approach is that it simply doesn't attract people who are interested in anything but the most superficial of dabbling, but a lot of students, even the high-motivation ones, walk away from their first class feeling overwhelmed and hopelessly awkward. It's tough to get an idea of how difficult the dance is actually going to be for you from one hour of trying to move muscles you've never moved that way before.

How much of our GP image is based on the concept of "Look how ridiculous it is when newbies try to do this"? Practically every contact our classes have with the media is like that, except for the ones where the reporter comes to a session and spins a yarn about how challenging it was and how sore she was the next day. Neither of those approaches are great sales pitches. When students don't come back for Weeks 2, 3, 4, ..., when the moves start to feel a little more natural and the thought that you might actually be able to master them starts sounding a little more plausible, it's not surprising they lose interest after an hour.

Wow it really is amazing to see how many people are having the same issues. I remember talking with some of my "seasoned" instructors who have been around for a while and they do see this ebb and flow over the years. Part of it might have to do with the fact that there is no Shakira talking about her hips don't lie or Britney Spears becoming a slave for anyone in mainstream media. I got tired of "I want to dance like Shakira" but the fact of the matter is...it got people interested!

I'm going to concentrate on my restaurant performances and make and pass out fliers there. I do like the idea that people get interested in "seeing it". Plus people have fun when they get up on stage with you!

Ill also try student referrals. What have people done for these? I was thinking refer 2 people in the same session and you get yours free?

Im trying our local newspapers "deal saver" as well. Its similar to groupon but more local and less pricey!

I also may try the ideas of putting fliers/postcards at nail salons, dance businesses, even weight loss centers like medifast or jenny craig.

Ill do what I can to whether the storm. Lets cross our fingers it doesn't last too long!
xoxo,
-NJ

My classes have been at historic lows, too. The beginner class has 8 in it this time, which is the most I've had for about a year! (and I was usually at around 20 in the past, too).

I did Groupon.... and Living Social/Amazon. I'm convinced I would have had a much better experience if I offered drop-ins. The impulse-buyers weren't serious enough about classes to settle into my session system well.

I've learned that (at least until word gets out and they're overwhelmed) nail salons will let me put postcards/brochures/flyers on their drying table! Great way to reach women who have some disposable income.

Open houses with free demo classes & performances have been a mixed bag for me. If I can get the newspaper to do a story, they're great! Otherwise the time/effort I spend getting the word out about the free demo might have been better spent promoting regular classes.

I've done a referral program before. It was frustrating. I offered a $5 discount to both the new student (to help my students get their friends in the door) and to the student making the referral. If you got enough referrals, your next sesison would be free! But what I would up with were people who were just humoring their friends by trying a session of classes they didn't really want, no one stayed long-term. Then for years afterwards my students wanted something from me every time they referred a friend. (I would have to jack up my prices in order to offer all the discounts people want) :( YMMV

Something else that's working for me... just handing brochures to the grocery store clerk (she came in with multiple friends from work!) waitresses and other people I encounter on a regular basis. I'm thinking of creating an initial discount coupon (if I did drop-ins, I'd do a free one!) and handing those out like candy!

A couple of old threads with some ideas:

Street Teams

Value-Added vs. Cheap: Adapting With the Times (LONG post ahead)

Advertising: Classes & performances.

Promoting Classes

I carry class flyers w/ me all the time( full color--2 photos of me). I fold them up to fit in a baggie in my purse( so the print on the flyers doesn't rub off or run off when they get damp). So then when i am at the gym or wherever( hopefully not looking too scruffy) I can hand them out. I had a 18 person class for beginners last time. I was surprised since last year was usually about 8 to 10 people. I'm not sure why? Maybe the economy in S. Calif is getting better. My class pretty much all comes from the Parks and Rec. for the city. I have been working at retaining some beginners--hopefully I'll find out next week when the next session starts. I had a boost this time from a student (older folky/hippy gentlemen---the women never seemed bothered by him being there cause he is just there to dance). Anyway--I had done Lauren's idea of getting coffee cans for drum practice. My student brought in 6 dumbecks of various sizes and frame drums/tambourines enough for all 18 people. I think the excitement kept people coming the whole session. I brought him lots of chocolate and cookies!!!! I talked up the next session when we will do a fast routine( i do drum, fast routine and veil--focus on one each session). We'll see how many I have "captured/inspired" so that they will come back. I usually have only 2 to 4 repeats so the new ones are curious. I need more committed beginners cause some of my intermediates have dwindled away.

I've actually been seeing a pretty steady increase in my class numbers. Summer sessions always drop low since I'm in a college town, but that's about it. I actually see the largest rises in numbers after I do a performance. Since I teach at a prominent dance studio, I get the chance to perform for parents, friends, and other community members who haven't really had much of an interest in bellydance before or were too nervous to ask about it. After seeing what it actually looks like, the front desk sells out of hip scarves and I magically get 5-10 new people.

I think it's just a matter of going after the right market. People don't have money or time these days and you have to remember that connections are the best form of advertisement sometimes. Hope that helps

What about doing some busking and have some students/friends tag along in hip scarves to pass out flyers? (Assuming that is allowed in your city) I always get lots of questions from the most random people when I am out performing somewhere unexpected.

Tourbeau makes an interesting point I've been thinking about a lot lately. I want to try to get students to dance a little by the end of their first class. Not just "I learned two moves I can hardly do and I wriggled like a worn on a hook" but hopefully "I danced a little and it was fun!" I think maybe part of why people like things like Zumba is they are really moving instead of standing there doing one move for half an hour and never getting to feel like they are dancing. Don't get me wrong, you need to get them to learn to do the move properly. But maybe there is a way to teach the move properly and quickly so that they can start dancing with it, and build upon it while they are moving instead of drill, drill, drill in place. Anywho, I am getting a little off topic. Just some food for thought.

Originally Posted by dima

I want to try to get students to dance a little by the end of their first class. Not just "I learned two moves I can hardly do and I wriggled like a worn on a hook" but hopefully "I danced a little and it was fun!"

YES, this is absolutely possible and really boosts retention rates!

Even if they learn three moves at their first class, they can put that together along with a simple pose or two to a piece of music at the end of class. And look forward to adding more next time!

I teach choreo to beginners. It's simple choreo, taught over a 6 week session. Once in a while I feel like I get some flack here on Bhuz for it, like somehow because I let my students string the moves together in order they can't possibly be learning proper technique. That's just silly. That's like saying people have to play JUST notes on the guitar for six months before they can play Twinkle Twinkle Little Star. It's not how people learn best. And besides, we always say this danc eis more than just a movement vocabulary. Students need to see how the moves work with music. Drilling won't give them that.

Originally Posted by dima
I want to try to get students to dance a little by the end of their first class. Not just "I learned two moves I can hardly do and I wriggled like a worn on a hook" but hopefully "I danced a little and it was fun!"

I'm glad you said this as i get ready for the next session next Tuesday. If they have a couple of moves that they can go home and show their kids or husband or friend---then the good feeling from the class continues. I do choreo for beginners also----i have done easy and a little harder. I think this time i'll do a harder one and just tell them that they can do it as best as they can. And drills on undulations and camels will be done for just a short time---keep em moving and having fun.

Originally Posted by Lauren_

I teach choreo to beginners. It's simple choreo, taught over a 6 week session. Once in a while I feel like I get some flack here on Bhuz for it, like somehow because I let my students string the moves together in order they can't possibly be learning proper technique. That's just silly. That's like saying people have to play JUST notes on the guitar for six months before they can play Twinkle Twinkle Little Star. It's not how people learn best. And besides, we always say this danc eis more than just a movement vocabulary. Students need to see how the moves work with music. Drilling won't give them that.

Me too! I'm reminded of the episode of Friends where Phoebe tries to teach Joey to play the guitar, only he isn't actually allowed to pick up a guitar...

In their very first class I teach a little bit of technique then go straight to follow the bouncing butt. Choose your movements and music carefully and it's exhilarating for them rather than terrifying!

Back on topic, I'm trying to harness the power of a personal recommendation with a bring a friend for free promotion.

I just had an idea. You could put in your flyers that that first 5 people to register for the class get a free coinscarf. People LOVE free stuff. You could get a bulk order of those cheap chinese hip scarves (the best wholesale price I've gotten is about $5 per hip scarf) and give them to those 5 that show up to class. It's not too much of a loss on revenue, and it might help to get some people in and stay.

Or you could say in your fliers, that you will have a drawing each class for one person to get a free hipscarf. That might help you keep attendance too and hook more people into it for the long term.

My concern about this is that people within the dance community may see hip scarves as the equivalent of a ballet student in black leotard and pink tights, but the rest of the world may see it closer to the tutu. If you're recruiting students for a full session, that's different than if you're letting them come for one class and walk away with an item they may consider more "real costume" than anything they've seen at the Halloween store, but I still wonder what the message is. We can't stop people from seeing a hip scarf on Shakira and hunting down where to buy one online, but I don't know how effective using scarves as a class promotion is. Gotta pay the bills and all that, but wouldn't it be a better enrollment strategy to recruit students who are interested in classes (buy five sessions, get the sixth one free) or fellowship (sign up for a month and bring a friend for free), because it seems they'd be more likely to stick around than someone who wants a scarf and now that they've got it...?

Originally Posted by Tourbeau

My concern about this is that people within the dance community may see hip scarves as the equivalent of a ballet student in black leotard and pink tights, but the rest of the world may see it closer to the tutu. If you're recruiting students for a full session, that's different than if you're letting them come for one class and walk away with an item they may consider more "real costume" than anything they've seen at the Halloween store, but I still wonder what the message is. We can't stop people from seeing a hip scarf on Shakira and hunting down where to buy one online, but I don't know how effective using scarves as a class promotion is. Gotta pay the bills and all that, but wouldn't it be a better enrollment strategy to recruit students who are interested in classes (buy five sessions, get the sixth one free) or fellowship (sign up for a month and bring a friend for free), because it seems they'd be more likely to stick around than someone who wants a scarf and now that they've got it...?

People can buy hipscarves pretty much everywhere. Online, in stores, at the mall...I'm pretty sure no one would leave a class with a hipscarf and think they had just been given a full professional costume! And if they do think that, they have bigger problems than just getting a hipscarf in class.

I like bribery. I use it with my law students at my day job all the time . Get 'em in the door however you can, and then do your best to keep them there.

Originally Posted by Tourbeau

My concern about this is that people within the dance community may see hip scarves as the equivalent of a ballet student in black leotard and pink tights, but the rest of the world may see it closer to the tutu. If you're recruiting students for a full session, that's different than if you're letting them come for one class and walk away with an item they may consider more "real costume" than anything they've seen at the Halloween store, but I still wonder what the message is. We can't stop people from seeing a hip scarf on Shakira and hunting down where to buy one online, but I don't know how effective using scarves as a class promotion is. Gotta pay the bills and all that, but wouldn't it be a better enrollment strategy to recruit students who are interested in classes (buy five sessions, get the sixth one free) or fellowship (sign up for a month and bring a friend for free), because it seems they'd be more likely to stick around than someone who wants a scarf and now that they've got it...?

depends on what you're trying to advertise. As weird as it seems, a hip scarf for the bride to be can make or break a bridal shower contract. Sentimentality & keepsakes to the rescue! the bring a friend discount has worked better for me for regular classes. I did a local version of groupon and the beginners who started through that have actually stuck around, which surprised me, honestly. They've also been talking me up on the military base, apparently- fingers crossed! I tried a package deal with a discount on 6 weeks of classes plus a set of finger cymbals, no takers. but maybe people are just scared of the finger cymbals.

I have the same experience here in Houston. My beginner classes used to be full and now I can barely keep five people in it! I've also been picking my brain trying to figure out the reason, and I think one of the main culprit, at least in my area are the gyms! The zumba classes say they include "belly dancing" in their workouts plus they wear a hip scarf, so people think they're learning some belly dance!!! I say this because it's happened to me in several ocassions that I get students wanting to join the Intermediate class saying they want to get better witn their belly dancing. When I ask for how long they've been dancing, they go: "about a year or so in my zumba class"

Yeah... crazy!

So if "belly dancing" is included in their gym membership, why pay $50-60 a month for a real belly dance class??
Sadly, they do not know the difference... :(

This is why I bellydance in my Zumba classes as much as possible, then when people come up to me and ask "how do you do that?" I tell them it's from bellydance classes and oh, I happen to have cards with me if you're interested...

(I don't teach Zumba or bellydance, but I shill for the local bellydance teachers whenever I can!)

Another thing is that most people find belly dancing hard!!! I have students show up with the idea that in a month or two they will learn how to belly dance well. Once they realize it takes commitment and hard work they lose interest... they don't want to work that hard to have fun! So they choose to "shake" it at the zumba class instead :(

As a veteran - I personally have always thought that having a discount for military members (and their families) is always a good idea. You could even offer the same type of discount for other civil service type careers: i.e. police, fireman etc. Typically these jobs don't pay all that much and the families really appreciate that you thought enough of them to offer a discount.

Competing with the "zumba train" is difficult. I have attempted zumba numerous times and honestly it's hard on my joints. I have two students who are zumba converts now that they have discovered that belly dance is JUST as much of a workout but it MUCH easier on the joints.