Advertising in Annual School Calendars
Found in: Marketing & Advertising
Sue C., Australia
I have been contacted by fundraising for a school. They asked if I would like to place an exclusive advertisement for piano teachers on their annual wall calendar which I think every household gets that goes to that school. That means I would be the only piano teacher on the calendar but there are many other advertisements on it. The calendar lasts for one year.
The price is high I think, but the school is not too far from my location, and I have four vacant after school spots, for which I would like at least eight students in shared lessons.
Do you think this is too much to pay or a good way to advertise? I have to let them know by tomorrow.
Karina S., California
I used to sell advertising for a radio station so here is my two cents:
IF they are saying they need an answer by tomorrow?? Well, this means their deadline is looming and they are ready to go to print. If the deadline passes and they don’t sell this slot that is an opportunity cost for them. What this means for YOU is that YOU are in the driver’s seat! And, if the person that contacted you hears the slightest excitement in your voice they win. So I would suggest you wait until at least 2pm (if they need an answer by end of business tomorrow right?) and then see if they contact you. If not and you REALLY want to do this I would call them and ask the following:
- What is their reach and/or circulation/distribution?
- What will the “add-on” be as a last minute buyer (notice I don’t say “if” but “what” – assume the close) Add-ons…extra flyers and/or inclusion to their e-mail dist list for special promos for your studio, etc.
- Is there another vendor that has a larger ad that might share cost so that you can defray some of your cost and share ad space. But this would only be if you are placing a FULL page (1/2 for you and 1/2 for the other) Make sure for anyone reading this….IF you ever do this check out the other business FIRST and make sure is it someone you are happy to align your studio with.
- Since you are agreeing (assume you do) ask what it the best way to have access to their mailing list? (then you can e-mail directly!)
Finally, make sure you know your placement! (Lower right hand or Upper left) If you decide to buy, firstly tell the person you have also been contacted by two other organizations so you will consider ad placement with them at 1/2 fee and in color…then stay SILENT! First one to talk loses!
These are just a few suggestions. I don’t know honestly if this will be the same as here in the states. Being from a Latin America country – all we do is negotiate. I have yet to visit your lovely country but I would give it a go.
Kerry V., Australia
In the past these ads for me, have proved to be a complete waste of time. These calendars and newsletters may go out to each family, but they are tossed aside for ‘later reading’ which most times doesn’t happen. Or, put aside for another day and still on their fridge (which is a good thing). However, If you were interested to do this, you may wish then to advertise IN their school newsletter too. That way they see you in more than one place which may give you a ‘trigger’.
If ever you feel doubt, unsure or your gut says no, follow that. Trust that you will make the right decision. If you do decide to advertise it may be best to do some ‘homework’ about the school, the demographic of the children, economic status, and interest in music lessons etc.
Shelly W., California
I agree with Kerry that it may be good to check out the demographics of the school, and make sure that it seems like this would be an effortless fit for your studio expectations. One benefit already is that the school is close to your house!
If it seems like this school community would be a good fit for your studio, I would go for it.
I think I have read on the forum regarding ads that it’s good to have an ad run multiple times, as people may miss it the first few times, but then the familiarity with your name grows. You would have 12 repetitions in one year. If you’re the only piano teacher, this could be good!
I have grown my studio to almost 50 students in less than a year through word of mouth alone that started from a school I work at. My personal experience has been that once you establish credibility within a school, it becomes very easy to acquire new students through the excitement of the parents and students who take lessons from you.
Even if you got only four students out of the ad, you would make up for the annual fee within a month!