Look Beyond the Music Lesson to Boost Your School’s Image
On my podcast, I often talk about how important it is to look beyond just the music lessons when trying to improve how clients see your school. The real magic happens outside the lesson room—unexpected moments that make people smile, laugh, or think are what truly drive word-of-mouth marketing.
The Power of the Unexpected: Liquid Death and Dave’s Killer Bread
I recently came across two great examples of this. The first was at CVS while I was browsing the drink section. Among all the Red Bull and Monster cans, I spotted one labeled “Liquid Death.” My first thought? “What on earth is this? Who would name a drink ‘Liquid Death’? And why would any parent buy this for their kid?” It looked extreme, even for an energy drink, which is what I thought it was.
Turns out, I was wrong. I later heard on a podcast that “Liquid Death” isn’t an energy drink at all—it’s just flavored water. They took the edgy look of energy drinks, slapped on an even wilder name, and used it to sell something healthy. It’s bold, unexpected, and it grabs your attention, which is exactly the point.
Another brand that caught my eye is Dave’s Killer Bread. This isn’t just any loaf of bread; it’s got a story. Dave, the founder, spent time in prison and, after his release, created this product that’s all about second chances. He hires people who, like him, have had a tough time getting back on their feet. So, buying his bread means supporting a mission. It’s not just a catchy name—it’s a story that people love to share.
Both of these brands did something surprising, and that’s what makes them stand out. As music school owners, finding ways to create your own unexpected moments can make your school the one everyone talks about.
Creating Community and Culture: A Coffee Shop That Stands Out
During a recent power outage in Cleveland, I found myself searching for a spot to work and ended up at a local coffee shop that was open late. When I walked in, I noticed they were hosting trivia and open-mic comedy. Curious, I asked the guy behind the counter what was going on. He told me they see themselves as more than just a coffee shop—they’re a community hub. This wasn’t just a place to grab a coffee; it was a spot where people gathered, laughed, and connected.
Even though I was just there to work, I felt like I was part of something bigger. The vibe was so welcoming that a couple of strangers passing by even said hello to me. It’s these kinds of little moments that make this coffee shop different from the others, creating a sense of belonging that gets people talking.
What’s Your Music School’s Story?
These experiences are great reminders of how powerful unexpected moments can be in getting people to spread the word. As a music school owner, ask yourself: what are the parents and students talking about when they leave your school? People love to share good stories, but those stories often come from things beyond the typical lessons.
Think about small, fun touches that can surprise and delight your clients. Maybe it’s a teacher making a quick video of them singing a birthday song to a student, using the student’s name, and sending it to the parent. Or maybe it’s something like having a popcorn machine in the lobby, like Danny Thompson did at his music school. It made a mess, but the kids loved it, and it became a story worth sharing.
Look for Inspiration Outside the Lesson Room
Find simple but memorable ways to make your everyday activities stand out. Recitals, for example, are great opportunities to shake things up. Don’t just stick to the standard performances—add something unexpected, like trivia questions with little prizes. It makes the event feel more interactive and fun.
Years ago, at one of our concerts, we had leftover summer camp t-shirts in random sizes. So, we turned it into a game and gave them out as prizes for answering local trivia questions. People loved it—not because the shirts were perfect, but because it was fun to win something in front of everyone. It made them feel like they were part of the event, not just watching it.
Take Charge of Your Word-of-Mouth Marketing
Sure, word-of-mouth marketing will happen naturally when you offer great lessons, but you don’t have to leave it up to chance. Be intentional. Look for creative ways to surprise and delight your clients so they have stories they can’t wait to share.
By going beyond the lessons, creating unique experiences, and being proactive, you can boost your word-of-mouth marketing and create a buzz that sets your music school apart.
