A small group near me decided they wanted to hold a special event on Leap Day 2008. It’s the first time they’ve put something like this together–rumors have it that there will be workshops and a performance, but we’re not really sure. See, they’re using a great marketing tool to keep everyone interested–

Suspense!

They posted a cryptic message on our local bulletin board in Sept.  Here’s what it read:

We hold this date for ransom.

~until then

Now, it happened to be National Talk Like A Pirate Day. (Which explains the–um–unique message)  A regular “save the date” announcement that far in advance of an event would usually fall completely under the radar. Most would read it, say “that’s nice,” and promptly forget about it.  But because it was so cryptic, it made people incredibly curious.

Once or twice over the next few months they let out a little more information, but they still haven’t told us what’s up!  I know I’m curious…I always check that thread for news…and I will very likely end up going to the event. February 29th is now branded in my brain as a “special” date, one I have something going on.

That’s fantastic salesmanship!

So, where could you add a bit of mystery into your own marketing?  You could have a “mystery choreo” for your next class session (and give clues to see if your students can guess–maybe it’s music you use in class, maybe it’s a skill you’ve been teaching lately…)  Or you could have a “surprise guest” at your next event.

The key to building suspense is letting a little bit of information out at a time, and making it fun.

Anyone out there have more ideas? Let’s hear ‘em!

Tis the season to shop for gifts. So, what do you give the gal who has everything?

A gift certificate to your bellydance class!

Let your students know that they can purchase gift certificates for their friends to attend a special “BFF” Intro Class during January.

A Best Friend class works like this–a current student buys a friend a gift certificate to an introductory class that lasts 4 weeks (you can make it longer, if you like.) Then the current student gets to attend the class for free. The two buddies get to go to class together, and hopefully the new student will get hooked on the class and feel confident enough to attend on her own in the future. No one likes to start something like a belly dance class by themselves, it’s way more fun to go with a friend!

This is a great gift this time of year because lots of people are already thinking about those New Year resolutions to exercise more. You’re giving your friend a night out with the girls, an easy way to get some exercise, and a clutter-free gift she’ll love.

You can make the offer even more attractive by giving your student a discount if she buys certificates for multiple friends. (Imagine, the whole office coming to dance class together!)
Be sure to print out an attractive card so the gifter will have something physical to give the giftee.  (In fact, you could go one step further and offer an intro package with a basic hipscarf, practice CD, and the certificate for the class.)

The gifting season is in full swing.  Don’t wait for your next class to let your students know about this, email them!

What’s the very first, bottom-line, you-gotta-have-it marketing tool? Here’s a hint: It’s free, and you probably already have one.

Nope, not a website. It’s your mailing list.

Marketing is all about communication. And in order to communicate with prospects (whether they are club owners, potential students, or future audience members) you need their contact information. At the very least you should have a name and an email address for all your dance contacts.  It’s better if you can get a physical address, too. That way you can do occasional mailings for larger shows and such. Who doesn’t like to get “real” mail in the mailbox?

You probably already have a list of your current (and past) students from whatever you use for registration. But you should also have a link for a list sign-up on your website, and a written sign-up sheet at any performances, workshops, or other events you hold.

Once you have a list, you can use it to let people know when new classes are starting, info about workshops, upcoming events and performances–anything at all related to your business. For students, you can wish them a happy birthday, or congratulate them on graduating to your next level class. Of course, you don’t want to annoy folks with too frequent mailings, but don’t let the list get stale, either. If you don’t have anything new going on, you can still email people with news about a great video you recommend, or a new band you just heard.

Do this on a regular basis and guess what? You’re writing a newsletter.

So, what are you waiting for?  Get those names and addresses out and send ‘em a holiday greeting!

Hi and Welcome to the Bellydance Business Blog!

I hope this blog will fill in some knowledge gaps for professional dancers and teachers out there who want to make a full-time living with their art. Marketing is not a skill you learn in dance class, but it’s absolutely vital if you want to turn that once a week restaurant gig or tiny beginner class into a career.

Have you ever dreamed of having your own studio? One you could decorate any way you like? A place you could have classes anytime of day, as many times a week as you wanted? A space where you could rehearse late into the night? Maybe you could set up a little shop there where students could purchase zills and hipscarves…

Have you ever fantasized about quitting your day job and teaching full time?

Have you ever wondered why some teachers always have full classes and exciting projects going on, and some can’t manage to keep a single class going for more than a few months?

If you answered “YES” — this is the place for you!

We’re going to talk about recruiting new students, getting higher paying gigs, advertising and marketing, successful mindset–all the things that will enable you to keep moving forward.

I’m sick and tired of watching talented, generous dancers quit the business because it’s too hard to make a buck! Making money isn’t some closely guarded secret. It’s a skill, and it’s not difficult to learn.

Remember when you were a baby dancer and shimmies or rib circles or (insert favorite hard move here) seemed impossible? But once you developed the skills needed to perform the move, it was easy, right?

Well, this blog is where we’re going to learn the marketing and sales skills necessary to run a successful bellydance business. Whether you’re a teacher or a dancer on the club circuit, you’re going to be amazed how simple it is to apply basic marketing techniques to your own business and watch your success blossom.

I’ve been a pro-dancer (spent my college years doing ‘grams for a living,) I’ve been a company Artistic Director, show producer, costume designer, and teacher (a little of everything for over 20 years now–yikes! not sure I wanted to admit that ) I’m also a professional marketing consultant and have developed systems that will help you build your dance business to whatever level you want.

Now, I know there are professionals and teachers out there who aren’t into making money. They just want to share their joy of movement with a few friends and put on a show now and then. Great! Those folks still need to attract and retain students. They still need to advertise their shows. They still need to know the stuff we’re going to talk about here.

This is a place where everyone can learn (including me!) I hope we can all share ideas and success stories–make this a community effort. Comments are welcome and encouraged!

Let’s get to it.