Several popular dance shows and movies and the development of a more health-conscious population have driven growth for the dance industry. In fact, according to the IBISWorld Dance Studios Market Research Report, the dance industry has had an annual growth of 2.9 percent between 2010 and 2015, totaling 8,569 businesses with 50,266 people employed. And there is more good news: The industry is predicted to continue its growth over the next five years as the economy improves and consumers have larger budgets for recreational activities. How are you going to recruit these new dancers to your studio, you ask? Check out these dance studio marketing strategies to kickstart your fall recruitment.
1. Appeal to the Younger Generation
The past decade has been marked by an increased awareness of health and fitness in the United States. Campaigns and initiatives have set out to fight childhood obesity and create an overall healthier youth. Statistics show that Generation Z, people under age 20, are certainly more health and fitness-conscious than previous generations.
According to the Nielsen Global Health and Wellness Survey, 41 percent of Generation Z are cognizant of GMOs, ingredients and organic products and are willing to pay more for healthier foods. This compares to 32 percent of millennials and 21 percent of baby boomers. Such consumer trends toward improved health are also supported by IBISWorld’s report on Gym, Health and Fitness Clubs, which showed an annual growth of 2.5 percent between 2011 and 2016.
The youth population is concerned about fitness and health, and dance studio owners should appeal to those interests. Recruit new youth by advertising the great health benefits of dance and offering high-energy, fitness-oriented classes.
2. Have a Strong Social Media Presence
Social media is where we get our news, where we shop, where we socialize. Search Engine Journal reported that in 2014, 72 percent of all internet users were active on social media, and that number has increased since. This provides the perfect platform for businesses to engage in marketing, including dance studios.
Owners can post videos of performances, advertise promotions and create a key network. According to Nielsen, 83 percent of consumers trust recommendations from friends and family more than advertisements, meaning that when an existing dancer or parent engages with a studio’s social media page, others will then be drawn to engage. Their networks will become the studio’s, creating a broader and more probable community from which to recruit.
3. Offer Classes For Senior Adults
On the topic of generations, the baby boomers are rapidly retiring. The Pew Research Center estimated that 10,000 baby boomers will turn 65 each day until 2030. That creates an abundance of people who will be retiring and looking for new hobbies to fill their days. Recruit these potential new dancers by offering a variety of senior classes. And the great part is, you can offer the classes during the morning or afternoon so that they will not conflict with your existing schedule.
4. Maintain an Easy, Up-to-Date Website
As a service-based business, a dance studio must provide a pleasant experience for its consumers. In today’s world, that means having an easy to use website that allows new recruits to sign up quickly and effortlessly. Entrepreneur suggested having clear website copy, a strong call to action for users to sign up and proof of your studio’s presence on social platforms as the best three ways for businesses to convert website visits to purchases, or in this case, to new sign-ups.
5. Educate Your Community
As a dance studio owner, you may not only be competing with other studios for new dancers. Instead, you may be up against with other sports, other commitments and families’ lack of time. Educate your community and explain the importance of dance! Besides a medium of self-expression and art education, dancing builds physical health and personal confidence.
Dancing can and should replace some of the other extracurricular activities that students have during the school year, so be sure to show off the benefits of dancing at your studio. But, it takes careful planning and a variety of dance studio marketing strategies to reach that community. Making some great performance videos or other multimedia can go a long way in showing (not telling) potential customers about the amazing experiences they might have at your studio.
