How to make parents your secret marketing weapon (Part 1)

idance, participation | 0 comments

Challenging behaviour in the studio…

It’s… difficult. But what it’s coming from parents?

Many parents believe they know what's best for their kid, yet the majority of them have limited expertise in the sector.

On top of it, too many parents barely read the information sent and you can feel like you're spoon-feeding information to them.

Given sometimes outrageous behaviour it's difficult not to feel frustrated with parents, especially when they are one of your biggest headaches.

What if you discovered a secret that no one else had?

What if you could make them your asset?

Parents are not being difficult on purpose; they're just trying to solve a problem. And the good news is they’ve already chosen YOU to be part of the solution!

You may take advantage of parents' "enthusiasm" after gaining a firm grasp on these ideas.

In the next few blog posts, we will explore how to do just that!

Dance parents are a great… and can be a challenge. They know their child better than anyone and can read them like a book. Unfortunately, they think they see everything – good and bad and they aren't afraid to tell you what they think – even if it's brutal, and 100% wrong.

But I've also come to realise that for a studio owner parents are one of the most powerful forces on earth.

They have the ability to influence their children and community through words, deeds, and example – so why not use them as a secret weapon for your business?

Wait… you’re suggesting to have parents MORE involved?

Now I know what you're thinking: "Why would parents want to spend more time in my studio when they are already spending so much time and money?" And why would I want to subject myself to more torture?

Well, firstly, because it's their child and this is your job as the dance studio owner. We've even found that creating a parents' dance crew can be a powerful motivator for parent support. Secondly, they’ve chosen you. It’s in their interest for you to be a success.

They can help grow your business, lower your churn rate and reduce your expenses.

Ok…, so in what way can parents help?

Instead of seeing parents as an obstacle, think of the ways that parents can help you improve your dance studio. With the right support, dance moms and dads can help your studio by:

– Promoting your studio on social media (specifically instagram)

– Promoting your dance studio at their local school

– Sending dance ideas to you… trust me you will be surprised at the reservoir of creativity you have with some parents

-If they can't dance themselves, they can make costumes, do makeup, etc, when appropriate, at my home ballet studio in San Diego, California parents were often core to the costume department sewing team.

– Attending all of the competitions and fundraisers you have to offer not just as spectators but as part of your extended team.

– Sharing positive experiences with friends, family members, and on social media and being ambassadors for your studio

– Volunteering in the studio or helping out at events

– Supporting the dance team through financial contributions.

-And for the parents who can dance (or want to), you can offer dance classes for them, either during the dance lessons or at a separate time.

By tapping into parents, businesses can strengthen their image in ways that are almost impossible to do with marketing along.

The possibilities are endless, but the key is to get started!

There are some things to watch out for

Parents who feel like insiders can also spread rumors or create drama. So, it's important to keep an open line of communication, set clear boundaries and stay on good terms with all parents. They are, at the end of the day, also dance moms and dance dads.

Building a positive relationship with parents can be one of the most powerful tools in your dance studio toolkit.

Don't you agree?

Would love to hear your thoughts! Ready for part two of this post on how parents can help improve dance studio marketing efforts?

Stay tuned…

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