Time is ticking away and the pressure is stressful. There's not enough minutes in the day, and the daunting notion that with every minute passing goes another opportunity of a young child that chose Netball instead, or a parent just happening to see the ad of your competitor before yours. It's enough to drive you into a state of anxiety...
But we all have to remember to breathe and accept that we cannot be everywhere and do everything. Good enough has to be good enough. This is the time for us to work smarter not harder, to think outside the box and to do the things that our competitors aren't doing to get the attention of all those potential customers that are floating around in our communities, just waiting for a dance studio like ours to come along and introduce them to the wonderful world of dance.
Let's once again break down our potential customers: TYPE A - The child has asked if they can start doing dancing, and the parent is actively looking for a studio that is the right fit. TYPE B - The parent knows a little about dancing, maybe they danced when they were younger, or they're just simply fans of the art form - or maybe they've watched a little too much Dance Moms - but they have decided that they want to put their little one into dance classes and are shopping around to find a studio that ticks all the right boxes of what they perceive a good studio to be like. (Notice how I said "perceive"?). TYPE C - The parent has never really seriously considered dance before, or if they have it was a brief thought that nothing was done about. No action has been taken to find a studio - but perhaps if an enticing offer or exciting opportunity came along they might like the look of it and consider trying their child in it... maybe just because it looks fun. TYPE D - The (older) child or teen has a friend that dances already with your studio and would like to join, but either hasn't taken action to persuade their parents to let them yet, or they have tried but the parents aren't convinced yet that it would be a good idea. Thinking of our customers in these various situations, it's easier to then understand our to best and most effectively communicate with them to get their attention, offer the right value proposition, and provide the relevant information that might ease any hesitance in the parents' mind (answering concerns and providing good reasons for them to rationalise the decision).
9 times out of 10 though, it seems to just be all about being in the right place at the right time, so my advice is... be in as many places as you can all the time. So once again we're back to the impossible. But just focus on PRESENCE. The best we can do is to make sure that our dance studios have as much presence in the community as possible. Digital, social, events, newspaper, radio, in shops, posters, billboards, letterboxes, out of the mouths of raving fans, in schools, in pre-schools... if you want to be found, then you've got to be out there.
TODAY'S CHALLENGE: THINK ABOUT THE ABOVE CUSTOMER CATEGORIES AND HOW YOU COULD "FIND" AND SPEAK TO THE NEEDS AND WANTS OF EACH OF THOSE DIFFERENT CUSTOMERS.