Top Strategies for Marketing Group Classes
Some music schools are wildly successful with group classes, while others struggle with enrollment. In this episode, I speak with Kelly Bennett of Valencia School of Music, who falls into the wildly successful category. I was curious to learn more about what tactics she implemented to achieve such impressive results. Kelly discusses her success with my Kidzrock group class, but these ideas can be applied to any group program.
1. Build a Strong Online Presence
Kelly emphasizes the importance of a well-optimized website highlighting group classes. Many potential customers discover group classes through online searches, making it crucial to ensure your website is informative and easy to navigate. Additionally, a strong online presence helps establish credibility and makes it easier for interested parents to find the information they need.
2. Leverage Referrals and Word of Mouth
Another effective strategy Kelly uses is creating a great experience that naturally leads to referrals. When students and parents love the group classes, they are more likely to recommend them to others. Kelly believes in providing an unforgettable experience, from the quality of the classes to the excitement of performances, which encourages satisfied customers to spread the word.
3. Train Staff to Promote Group Classes
At Valencia School of Music, staff members are trained to promote group classes as the best option for certain age groups. For example, when parents inquire about private lessons for younger children, the staff is prepared to recommend group classes instead. This approach not only fills group classes but also ensures that parents understand the benefits of group learning for their children.
Addressing Parents’ Concerns About Private Lessons
When parents express a preference for private lessons, Kelly’s approach is firm yet understanding. She encourages them to try a group class first, with the assurance that if it’s not a good fit, they can then try a private lesson. This strategy helps parents feel more comfortable with the idea of group classes and often leads to them choosing this option after seeing its benefits.
Advice for Schools Launching or Struggling with Group Classes
Kelly offers practical advice for schools that are either launching or struggling to fill group classes:
- Host Demo Classes: Organize demo classes during off-peak times, like holiday weekends, to give potential students a taste of what the program offers. This helps attract serious students without giving away free spots in regular classes.
- Use Guerrilla Marketing: Kelly started her school with limited resources, relying on guerrilla marketing tactics to spread the word. She focuses on reaching a thousand sets of eyes through social media, emails, and local blogs to ensure maximum visibility for her group classes.
Importance of Teacher Training and Student Retention
Kelly stresses the significance of thorough teacher training, particularly in behavior management. She spends three months training her teachers, ensuring they are fully prepared to handle the dynamics of group classes. This investment in training not only improves student retention but also enhances the overall quality of the program.
In Conclusion
Kelly Bennett’s success with group classes at Valencia School of Music highlights the importance of a strong online presence, word-of-mouth referrals, strategic staff training, and innovative marketing tactics. Her advice is invaluable for any music school looking to build or enhance its group class offerings.
