Need help promoting music school.

8 replies
One of my clients is a music school and they provide singing lessons, piano lessons, guitar lessons, violin lessons, etc. as well as teach visual arts (drawing and painting).

I was hired to rebuild their website and create some videos for them.

Before I rebuilt their website, however, I hired someone to do some keyword research for me (not my best skill). I did a bunch of on-page SEO for the site and it now ranks on page 1 and page 2 for the various keywords I was told to use. I also created a video for them which I just started doing some simple SEO work on and it's now is on page 2 for one of the main keywords.

I just added Google Analytics to the site (stupid me forgot to add the code when I first built the site...too many projects going on at once) so I'll start tracking the traffic soon.

But while we've been waiting for the site to get ranked and start bringing in visitors, we've done a few other marketing ideas which aren't working.

One of the ideas I helped them with was creating a print ad to put in the program of a local musical performance. The print ad included a QR code that took the visitor to a mobile website offering 50% off one month of lessons. They placed the same ad in a local magazine. I did put the Google Analytics in that website and it's received just 13 visitors.

They've tried some other marketing ideas without me as well which has mainly been offering either 1 free lesson or 50% off a month's worth of lessons. With the 50% off, the 4 lessons for the month come to a total price of just $60. They had a few inquires but no takers.

Even though they're not really paying me as a marketing consultant, I still want to help them out because they're very nice people and I know they'd be amazing cheerleaders for my company if I can get them more business.

But I'm not sure if it's just a general problem with the economy and people are simply not looking for music lessons nowadays, or their discounts aren't the "hot button" that their customers are looking for.

It's an amazing place to visit which is why I suggested doing some videos and putting them on their website. They even have a recording studio for bands and musicians to come in and record their own CDs.

Can anyone give me some general suggestions on what I can do to help them bring in more students?

Thanks.

Mike
#music #promoting #school
  • Profile picture of the author Stranger Danger
    Originally Posted by 512 Designs View Post

    One of the ideas I helped them with was creating a print ad to put in the program of a local musical performance. The print ad included a QR code that took the visitor to a mobile website offering 50% off one month of lessons.
    -Why the extra step? The flier should act as the coupon. Do not make them take an extra step by visiting a website.

    As far as ideas...videos work great for this sort of thing. For example, have some of their instructors make some videos for you to promote (targeting local/buying keywords). Have them play an instrument on camera...playing something cool/popular that people will want to learn. They can tell the local viewers where they can get lessons in town so that they can learn how to play the music etc. Music videos like this work great on youtube.

    Target local churches (hand out fliers or something). I grew up going to youth groups and what not, and I can tell you that church kids are always learning musical instruments.

    Likewise, target local schools and music stores. Heck, target grocery stores - or any place that has a bulletin board. Gas station/pump stickers (get permission first). Any clubs that play live music - you can target bands for studio time etc.

    If you face any apprehension, offer to do some webdesign (or something) for free, in exchange for letting you place your fliers or posters etc.

    Alternatively, you can continue to optimize their website and add more long-tail keywords (both, with and without local modifiers).

    If they don't have a google places listing, set one up and get it ranked!

    Set up an adwords campaign.

    Outsource anything that you don't feel comfortable with.
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    • Profile picture of the author 512 Designs
      Originally Posted by Stranger Danger View Post

      -Why the extra step? The flier should act as the coupon. Do not make them take an extra step by visiting a website.

      As far as ideas...videos work great for this sort of thing. For example, have some of their instructors make some videos for you to promote (targeting local/buying keywords). Have them play an instrument on camera...playing something cool/popular that people will want to learn. They can tell the local viewers where they can get lessons in town so that they can learn how to play the music etc. Music videos like this work great on youtube.

      Target local churches (hand out fliers or something). I grew up going to youth groups and what not, and I can tell you that church kids are always learning musical instruments.

      Likewise, target local schools and music stores. Heck, target grocery stores - or any place that has a bulletin board. Gas station/pump stickers (get permission first). Any clubs that play live music - you can target bands for studio time etc.

      If you face any apprehension, offer to do some webdesign (or something) for free, in exchange for letting you place your fliers or posters etc.

      Alternatively, you can continue to optimize their website and add more long-tail keywords (both, with and without local modifiers).

      If they don't have a google places listing, set one up and get it ranked!

      Set up an adwords campaign.

      Outsource anything that you don't feel comfortable with.
      The reason for the extra step was because it was only a business card sized ad and we thought that by taking them to a website, we could give them more information and explain the offer better. I guess that's why they always tell you to test test test ads that you create.

      Thanks for all the other ideas. I especially like the ones about going to the churches and finding local bands. And the music videos are another great idea that we definitely could do for them.

      I appreciate your help.

      Mike
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  • Profile picture of the author racso316
    Man I love talking about marketing. Let's see:

    1. Contact their database and interview them on why they do business with the school and what would be a great offer for the school to have

    2. Create a USP. Why would anyone do business with the school, why pick this school and not a competitor?

    3. Create a referral program

    4. Contact their own database of current clients and start a direct mail sequence promoting that referral program

    5. Contact inactive past clients of them and re-activate them with a sweet deal.

    6. Buy a list of people who have bought an instrument in the past 2 years or so.

    7. Craft a direct mail sequence to contact the list you bought with a killer deal/offer

    8. Contact other businesses their target prospects do business with and create strategic partnerships. Let's say music store.

    9. Create flyers to leave at music store in exchange for a percentage.

    10. Music store sends a letter of endorsement to their database in the school's behalf in exchange for a percentage. Follow up.

    11. For every item bought in the music store, the buyer gets a "1 month free" coupon for the school, in exchange for a percentage or a $XX payment.

    12. Promote the music store by direct mail to the school's database with a killer offer/deal, and get a percentage of their sales.

    13. Create an after school program and contact surrounding schools with a killer offer/deal to parents.

    14. Contact college or college students with a killer offer/deal.

    15. Have a "client appreciation" party every month and have the students bring their family and friends. (have a killer offer/deal for them)

    16. Have an "open house" and promote it through print media, radio, database, strategic partners.

    17. Have a concert series where the students perform and have them bring their families and friends (have a killer offer/deal for them).

    18. Host a concert series of outside small bands/groups and invite database.

    19. Acquire contact information of the small bands/groups and create a mail sequence where you promote the recording studio and have a killer offer/deal.

    20. Promote the recording studio to the schools current clients and have a killer offer/deal for them.

    21. Use Press Releases in each and every of these instances (student concerts, outside band concerts, open house, client appreciation party, etc) Make sure you get the community on it.

    22. Create a video dvd of the school and give away as educational package with direct mail.

    23. Create a video dvd of the recording studio and give away as educational package to outside bands/groups.



    That's all I have for now. Although regarding the offer they had of 50% off for first month. I think that's worth testing, if it is not working as you say. I know for me, regarding martial arts schools, I didn't care they had 50% or anything off. What gets me is when they have a gift or an item they give away, for example, a uniform. In the school's case it could be "join us and get a guitar for free" or something like that. If you think about it, it's around the same amount of money as 50% off of a month. Either way, the current offer might be bland and unexciting so it might need some tweaking.

    Hope it helps and good luck
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  • Profile picture of the author Quentin
    One of the strategies we use for clients like this is to do a business release.

    We did this with our preschool when we bought it and we were only half full but after the business release we were full.

    Set up a short program of some of the students and then a short speech about what the centre offers. Make sure you have a good media package to hand out. You know a PR Release with some pictures and the businesses different services.

    Invite all the local media, school headmasters, some key local businesses like music stores, trainers, mayor, local polies, some local musicians etc. The media is the main one and the local business leaders are to give credibility.

    Video the whole process as this would then be a great WSO and product to offer other people a similar process. This can also offset some of the costs.

    We have done about 10 of these and they can really boost their profile plus they get some great exposure.

    Quentin
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    • Profile picture of the author beeswarn
      Quentin's answer (#5 above) is the best so far. We call this an "Open House" event in the USA. It has always worked and will always work with proper publicity and preparation.
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  • Profile picture of the author Aaron Doud
    Quentin's answer is great and one of the things I was going to suggest but not in as much detail. An open house or grand opening event is always a great way to get business.

    As for other suggestions the key is figuring out the following.
    1. Who is their target market?
    2. Where is their target market?
    3. How do you get the traget market to convert?

    I know it sounds silly easy but in the liong run it is. But so few companies do these steps.

    For example why did they put an add in a program for a local musical performance? To me this doesn't sound like a good target market at all. Why?

    1. People paying to see a musical performance are normally into listening not learning. Learning may be for their kids.
    2. Those who would be into lessons would be wanting lessons for their kids. ASnd they would want the best. How do i know this? Basically people who go to classical music have a higher income than the average american. They are also more likely to be in the "rat race". They don't get music lesson for their kids because their kids want it. They get the lessons so little Johnny is doing better than the neighbor's kid. They do it to show off. Now if you're place is marketuing to this crowd it is find but discounts and coupons isn't the way.

    I also wouldn't have used a QR code and mobile website as this created needless extra work. What did going to the mobile site do to convert them? Did it get them on a list? Maybe if you wanted to market to them directly you might have them use SMS but it doesn't feel right for this. I would have went old school with a coupon or simple ad if that is what they felt would work. Extra steps means customers are less likely to convert. KISS always.

    So who are they targeting? Kids more than likely. Income scale of the parents of said kids will be a factor in how and where they market it.

    How did the current clients find them? Why did current clients choose them? These are a big key to simple replicate what worked. This is an area I would focus on myself.

    I don't know the music business well enough to give hands on advice. My aunt has been into music guild, dance, and acting all her life and runs dance clothing stores so I know a bit about a related business to maybe give you a feel for it which hopefully I have. If this were a dance studio I know basics of how I would market it. Hopefully some of this converts over to instrament training.

    1. Google Places: You need them to rank as people looking for them that have no idea where to look will google search. Parents are busy. I am a single dad with full custody of a 21 month old. I'd be choosing a place close to me for that reason.

    2. Referrals: Honestly if looking for someone to teach my daughters something I am going to ask her friend's parents and other parents I am friends with. My oldest is in dance and my ex-wife has brought that place two other customers in the 4 months she has been there. So have them focus on their current clients and get the referrals.

    3. Schools nearby especially if they have music programs. This is where you get the clients that will lead into the referrals they will need in the long run. And what if the school doesn't have a music program? maybe they can volunteer once a week for two hours and provide it. Talk about a great chance to get little Suzy to tell her mom she wants to learn music.

    4. Girl Scouts/Boy Scouts: Similar to 3. Same idea maybe every month or two they help out with a music based badge or similar.

    5. Churches: Similar to 3. Why not provide a musical program once a month for a sunday school?

    6. Facebook: You want their clients and potential clients to like them and interact. This is really a form of #2 but can happen without the parent asking another parent. They will see their friend post that Taylor is really enjoying the lessons at _____ and will look into it for Sarah.

    You'll notice that a lot of what I am suggesting isn't at all internet marketing. Why? Because that isn't how parents choose things like dance studios. I'm a huge internet geek and spend like 14 hours a day online between my job and home. I am always on my iphone when I am out shopping. I am literally as plugged in as you get. And i would not at all think about searching. I might post on my facebook page for suggestions. I would ask at work. I would ask other parents. See how referrals and being the name people think about is the key?
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  • Profile picture of the author rugman
    Open house is a great idea - maybe an open house with a band playing all day - i am sure the instructors could pull that off. free hot dogs - free lessons that day maybe.
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    • Profile picture of the author Summertime Dress
      I think promoting it as a "school" is entirely different from "lessons" -- just from a mom's perspective. I used TakeLessons.com for a period of time and was very pleased because of the background checks and also the teacher comes to your home. We have sinced moved to another private teacher. I wasn't looking for a school, but rather one on one attention -- preferably same gender, and looking for long term relationship in a casual setting. I found this new teacher based *strongly* on referrals. First, I contacted my church to see if anyone in their music department could recommend someone. They in turn referred me to the local guitar shop because they knew the owner. The guitar owner referred me to our teacher. I would focus on building a referral program and, like someone else mentioned, on defining the target market. Why did their current clients choose a school setting versus in-home lessons? What is the school's USP? Also, they will be competing with private schools who offer their own after-school music programs and teachers. Hope this helps.
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