Marketing

Helping HandsI recently came upon an article entitled 10 Tips for Engaging a Volunteer Community. The article piqued my interest and led me to Jeffery Cufaude’s blog. Here is a quick summary of his work;

Jeffrey Cufaude is an architect of ideas …custom-designing keynotes, workshops, and leadership conferences that promote learning and community.

What most impresses me about the blog is not that Jeffrey is a musician, a teacher, or even in the arts. And yet his articles are relevant and to the point. As an “ideas architect” (something I had never heard of before), his topics are broad enough to appeal to the masses but specific enough to be useful in my day to day work.

blogOwning your own studio can be a bit lonely.  Especially if your studio is small, and you don’t have other employees and aides with whom you interact regularly.  But being a studio owner doesn’t need to be isolating.  There are many professional organizations out there that can provide opportunities for comraderie and collaboration and the reasons to join them are many.

Networking

When I first knew our family would be moving, I contacted the president of the local music teachers organization from the area where we were relocating.  When I got to town, I had coffee with her and discussed ways to get started with students.  She was incredibly helpful in helping me understand the market in my new town, and since her studio was full, she referred three students my way.  Through word of mouth, these three students grew to twelve students in a few short months.  Another teacher in our organization gave my name out to a local school, where I also picked up several students.  I have done my best to pay it forward; now that I have a waiting list, I have sent students to new teachers in our group and I know that they, too, have been grateful for the referrals.  It is my experience that teachers in these groups want to support one another and help each other grow their studios whenever possible.

Two common struggles of teachers/studio owners are motivating students and keeping students long-term.   These are, of course, related to each other.  A student who isn’t motivated to practice his instrument probably isn’t enjoying the experience and isn’t progrPejman-Recital-Hollandessing, and it’s likely that it won’t be long before his family feels the investment is a waste of money and decides to pull their child out of lessons. 

That said, I’ve never been one to implement reward programs to try to motivate a student.  I’ve known teachers who provide prizes or even monetary rewards for students who practice a certain number of times per week, but in my experience these can be ineffective and expensive.  Instead, I have found that providing students with performance opportunities motivates students to practice and in doing so, helps encourage a long-term relationship with the student and his family.

E_mailA few months ago I wrote a blog post about ways to communicate with your customers.  I will now focus on specific ways the Internet alone makes contact with our clients simple and effective.  I firmly believe that keeping the lines of communication with our business contacts open not only results in a long-term relationship with our customers but also a more pleasant and effective relationship for all involved.

The Internet makes it simple to keep customers up-to-date on everything happening in your studio–events, continuing education, performance opportunities.  Using the Internet to frequently communicate information lets customers know that you are an active and involved teacher.

digitalMost readers of this blog–like me–have probably gone to a lot of trouble to advertise your studio.  When I first moved to Wisconsin, I paid for a huge ad in the paper, stuffed mailboxes with coupons, and hung flyers at every business in town that allowed them.  No one called.  After a few months of this, I put an ad on craigslist.  In a few short weeks, my studio was full and I had to begin a wait list.  

We are definitely living in the digital age.

Studio owners today must learn to use the tools we have available to us online if we’re to be successful in marketing our business and communicating with our clients.