Success with Groups
Last week, I spoke with Kelly Bennett from Valencia School of Music, who has experienced wild success with group classes, particularly with the Kidzrock program I created and licensed to her and other music school owners worldwide.
Why Some Succeed and Others Struggle With Groups
Some licensing partners have seen incredible results—earning $40,000 to $60,000 a year—while others struggle to even get one or two classes going. This disparity raises the question: What’s the difference?
The Importance of Marketing and Mindset
The program itself isn’t the issue, as many schools, including mine, have thrived with it. Some music school owners claim that parents in their community prefer private lessons over group classes. However, parents actually prefer an outcome, and effective marketing can show them that group classes will better achieve that outcome. Offering a guarantee, or “risk reversal,” further boosts confidence, making parents more likely to choose group classes.
Case Study: John Kozicki and Michigan Rock School
Today, I’m speaking with John Kozicki, owner of Michigan Rock School, who consistently fills his Kidzrock classes and maintains a waiting list despite limited space. Like Kelly, John’s success isn’t just due to specific marketing tactics, but a strong belief in the program itself.
The Power of Belief in Group Classes
From speaking with John, Kelly, and other Kidzrock licensing partners, I’ve concluded that their success comes down to mindset. Many music schools present group classes as a cheaper alternative to private lessons, which diminishes their value. However, if you genuinely believe in the unique benefits of your group classes—such as fostering teamwork and leadership—you have a moral obligation to prioritize them for all new students.
Genuine Passion Drives Success
Your belief and passion for your group classes will resonate with your staff and potential students. If you’re genuinely excited about the value these classes offer, that enthusiasm will be contagious, making group classes the preferred choice for parents and students alike.
How to Market and Fill Your Kidzrock Classes With John Kozicki
1. Top 3 Marketing Strategies for Kidzrock
Host an Open House
One of the most effective ways we’ve found to spark interest in Kidzrock is by hosting open houses. Early on, these events proved to be a great method to get people excited and interested in the program.
Sales Phone Call
When parents inquire about lessons for kids aged 4 to 7, I always recommend Kidzrock. I explain that we used to offer private lessons for this age group, but they often ended after about a month. This comparison helps sell Kidzrock as a more suitable option.
During these calls, I make sure to gather relevant information about the child. I ask questions like, “Who are we talking about today?” and “Tell me about your kid.” I also inquire about their age, music preferences, and personality traits. This helps me tailor the conversation to highlight how Kidzrock can meet their needs.
Educate Parents About Kidzrock
Many parents are unaware of alternatives to private lessons and default to that option. It’s crucial to educate them about why Kidzrock is a better fit for their child, especially if they want to keep them engaged in music.
I keep the conversation casual and gradually introduce the idea of Kidzrock, emphasizing its benefits: the chance to experiment with different instruments, no pressure to purchase an instrument upfront, and the opportunity to form friendships and perform on stage.
2. Handling Objections to Private Lessons
Stay Top of Mind by Offering Help
If a parent insists on private lessons, I don’t push back. Instead, I recommend other places that specialize in private lessons. My goal is to help parents find the best fit for their child, even if it’s not with us. If they’re not interested in Kidzrock, that’s perfectly fine—I’m here to assist them in any way I can.
3. Preparing to Launch Kidzrock
Hire the Right Instructors
The future success of Kidzrock largely depends on having the right instructor in place. Out of the 10 instructors I have, only two teach Kidzrock because they have the right personality for it. The others, while great at what they do, aren’t suited for this program. Ensuring you have the right instructor from the start is crucial.
4. Troubleshooting Challenges with Kidzrock
Evaluate All Aspects of Your Music School
If a school is struggling with Kidzrock, it’s essential to evaluate multiple factors: How is the program being promoted on the website? How are prospective students and parents being handled over the phone or by email? Is the right instructor in place? Identifying these issues can help pinpoint where adjustments are needed.
