Simpedia

Bernadette A., California

Bernie (USA)  My hope in tonight’s chat session is to give you some creative ideas to help build your studio while minimizing expenses related to advertising and marketing

I’ll spend the beginning part sharing my thoughts and experiences with you and will answer any questions in the later half of the chat.

I thought I’d start out and tell my story of how I started building my studio with Simply Music over two years ago. I trained with Neil and decided I wanted to get my 5-10 students right away so I placed an ad in a major newspaper for two weeks. It cost me about $1000. I did get about 12 calls and held an FIS. Interestingly enough, nobody signed up.  Both Neil and I were shocked, but in hindsight I really think I may not have conveyed enough confidence about Simply Music. It was certainly a learning experience for me.

(To note, these days my FIS presentations are a lot different. In January, I held an FIS where I had 100% sign up – 15 students – I’m sure it was the underlying confidence in Simply Music that I was transmitting to new potential students)

I was determined to get my students somehow but was limited in my funds for advertising, especially after spending what I considered a lot of money for our meager one income family. I didn’t give up though. I began with the people that I knew and from there my studio has blossomed to now 45 students.

My contact time with students is about eleven hours a week and I still maintain a philosophy of minimizing costs for advertising – and I am in a metropolitan area of almost about a million people.  And in a demented way, I actually make a game out of it for myself: how little can I spend on getting students while teaching the minimum amount of time making the maximum amount of money. How’s that for an entrepreneurial type A?

So how do you build a studio with low budget ideas? Here are some thoughts:

One of the most effective tools that an SM teacher could utilize to promote themselves and their studio is their business cards. We run into people everyday. This interaction with others compounds over time and can be a means of advertising by gratuitously handing out your business card.

Let me give you an example, if you give your card out to three people a day, five days out of the week, in a year’s time that would be 780 contacts for the year. Out of those contacts, you’re bound to get students.  The only cost involved in this kind of advertising is stepping out of your comfort zone and possibly experiencing embarrassment and the business cards themselves. But at the very least, it is action with minimal cost.

Is it worth it? Definitely, if you get a student. It may not be the clerk at the check out stand that you gave your card to, but it might be their Uncle Joe who they passed on your card to.

Please note, that it is very important on the back of the business card that you write down the definitive statement of Simply Music. You want to distinguish yourself from other “piano” teachers and this statement will help you stand out. Does anybody do this already with their business cards?

Karen G. (USA)  I do.

Cheryl  Yes.

Sue C. (AU)  What is this statement?

Bernie (USA)  Business cards are easy to carry and we have such a fantastic program that we can always talk it up. Sue, it is the one where it says SM is a remarkable, Australian-developed piano and keyboard…etc.

So your first means of advertising is the business card.

Flyers are another means of advertising. I actually got my first student through a flyer that I gave out to ALL my friends and family. I just let everybody know that I was building my studio and was taking on new students.  Inevitably someone responded. Of course, they were impressed with the flyer and what the method had to offer.

Let me mention at this point that I did not compromise on the quality of the flyer that I used. I used quality textured bright white paper with colored photographs – I actually printed them off on my printer.

Cheryl  Do you use your own photo on the flyer?

Bernie (USA)  No I use what Neil has provided – the quality is excellent.

Cheryl  Which flyer?

Bernie (USA)  “Breakthrough piano method has students…” – that flyer.  I wanted to make sure that I presented a professional quality flyer that would truly represent my studio. I even got a call one time from a parent who happened to pick it up off the ground at some undisclosed place. The flyer caught his eye because of the attractiveness of it.

These flyers could be used to pass out at local businesses, dance studios, daycare centers, professional clubs, and pediatricians’ offices. These are just a sampling of places you could go to. I’ve found that it is best to introduce yourself to a contact person and ask permission to put the flyer up. High traffic areas are not always the ideal; places where people linger would be better i.e. lunchrooms – you want a captive audience.

If you run out of ideas of who to give the flyers to or where to post them, then utilize support people (i.e. spouse) in your life to make a list of how you can extend your network. Implement their ideas. Then use another support person to generate ideas

Cheryl  Do you use pull-off tabs? Or just tack up a bunch of flyers to a bulletin board?

Bernie (USA)  I don’t use pull off tabs although I think it is easy for the reader, but I just stash a whole bunch of flyers somewhere or I post it. With permission of course.

Kerry V.  What has been the cost for these flyers?

Bernie (USA)  I have a high quality photo printer already so my cost is the ink and quality paper. I use textured because of the nice feel.

Another way to advertise is through the newspaper or any kind of circulation like a newsletter. The major key to newspaper or newsletter advertising is sustained exposure. Usually, it takes a reader more than one time to respond to an ad (on the average the stats say it takes at least 7-8 hits before a reader takes action). This can add up in cost so what I have done is tried to find newsletters that charge minimally.

For example, I was able to get students through a local homeschool newsletter, it only cost me about $40 each time I put it out quarterly – it has paid off. If a local school has a newsletter, I would consider that.

I don’t do much in the way of major newspapers any more because of the cost of it however, if you got together with other teachers and had everyone pay for part of it that would maximize your advertising as well. Many teachers that live near each other do this and find it effective.

Sue C. (AU)  Do you use photograph paper for business cards?

Bernie (USA)  I use quality business cards – linen textured. Professionalism is what you want to convey.

You can also advertise in the yellow pages/and other publications together.

Whether you use business cards, flyers, newspaper, newsletters or yellow pages, take advantage of the website that Simply Music has to offer. It conveys to potential students that you are serious about your business – always refer them to this. It can tell so much more than what a business card or flyer can say.

Your current student base is also a resource to pull from. I offer a $40 credit towards their lessons if they refer a potential student to me and they sign up. This has been a key way of building my studio. I keep the quality and reputation of my studio high so that they are happy to refer students. Some studios are just built on referrals alone, so maximize this opportunity.

Look for point people as well to help you advertise. Let me give you an example. My girl’s dance teacher takes lessons from me. She has a studio of over 200 dancers. Of course, she lets me put flyers out at her studio.  She is also allowing me to advertise in her program at her recital come next July. There will be over 1000 people at this recital. I plan to personally pay for the program and it gives me exposure to people I would never be in contact with.

I’ve also called principals of local private schools to find out if they will allow me to pass out flyers to all of their students.  Some of them are open and some are not but when they are, they are willing to let you go for it.

One school of 800 responded and it has opened doors for me to continually advertise at that school.

Cheryl  Advertise how?

Bernie (USA)  Cheryl, I sent out a flyer to every single student at that school. This only cost me $40 to make copies, and the teachers gave them out.

I work in conjunction with my piano tuners as well. I make sure that they are well supplied with my flyers and business cards. This was the jump start I needed to start groups and shared lessons because the calls kept coming.

Sue C. (AU)  What size flyer Bernie, A4?

Bernie (USA)  8 1/2 X 11

Cheryl  What time of year did the flyers get sent?

Bernie (USA)  I sent it out about May. This got me going to start groups in the summer. I also had permission to advertise at their summer day care facility. They gave me a room to teach from. After the summer, I converted all of them back to my home studio. I lost some but that was okay.

Cheryl  Did you pay for the room?

Bernie (USA)  No, I did not. I asked permission.  It was scary sometimes to step out on a limb and go for it. I figure the only thing they could say is no.

Sue C .(AU)  Did you have a color photo on the flyers?

Bernie (USA)  On that one Sue I did not. It was a black and white photo, but the same flyer.

My piano tuner is continually referring students to me. I keep him stocked with business cards and flyer and call him all the time to make sure he has enough.

Cheryl  Do you think black and white vs. color makes any difference?

Bernie (USA)  I think that color photos draw the eye to the page – yes in my opinion they make a difference. It costs more for sure but if its going to bring the exposure that’s key. I would also suggest that you use an outside printer as well – it costs more but is worth it.

Cheryl  How about your location – where do you teach?

Bernie (USA)  I teach out of my home.

I’ve also called Piano stores and talked with the manager to advertise SM.  Here’s a thought: offer to give free piano lessons to people who buy keyboards/piano for a month.  The managers that I have spoken to have been very supportive of what I am doing. They have even offered a room where I was able to do an FIS.

Anyone ever heard of the Costco piano road show. This is where piano sellers go from warehouse to warehouse advertising their pianos. I make sure to speak to them and let them know that I am a piano teacher in the area. I give them flyers, business cards, and the website. I get calls from these as well.

They go to different areas of the city at Sam’s Clubs, Price Clubs, Costco to sell their pianos. These salesmen/women are very open. Especially if you indicate that you offer something different.

Sue C. (AU)  Back to $40 referral, how much are you charging for lessons (don’t have to answer if this is personal)?

Bernie (USA)  I live in the Bay Area, Silicon Valley and charge $136.00 for private and $108 for Shared Lessons.

Cheryl  This is for 4 lessons per month?

Bernie (USA)  Yes Cheryl.

I’ve also advertised on the internet – a relevant one to me is Craigslist. If you have that in your area, take advantage of it. I was able to get about 10 students from it.

I conduct high impact quality recitals-from these I get students as well.  Always have flyers/cards available.

Emilie  What do you mean by high impact quality recitals?

Bernie (USA)  Neil provided me a structure to follow – keep it in an hour. Make sure your students know their songs perfectly…etc.  This is another conversation, however, new people come to these all the time and its a great way of getting students after they see what you can offer them in 12 lessons.

Emilie  I know this is not tonight’s subject but I don’t have a clue about what doing recitals entails, is there a place on the SM website that talks about it?

Bernie (USA)  Emilie you might want to check it out on Simpedia.  They are free advertising.

So you can see that there are tremendous amounts of ways to advertise without spending much at all.

Sheri (USA)  Bernie, do you give flyers to tuners you don’t personally use?

Bernie (USA)  I give flyers to anyone who will take them and use it.

Cheryl  Where do you hold your recitals?

Bernie (USA)  I hold recitals at a church enough to accommodate more than my students and families.

Sheri (USA)  When you contact principals of private schools do you do it in person or through the phone?

Bernie (USA)  Sheri I try to get an in with these schools some how by finding out who is connected to the school.

Sue C. (AU) Harping back to the referral money, would the credit be equivalent to 2 lessons?

Bernie (USA)  Sue the answer to that would be different for all.

Emilie  About how many people usually attend a recital?

Bernie (USA)  Emilie, I have had about 60 -85 people come again free advertising.  I uphold a high standard in all that I do as it relates to my studio even in my communication to my parents. When I convey this professionalism they have no problem referring me.

Cheryl  Does the church charge?

Bernie (USA) I’ve used 2 different churches; they do not charge me but do this a s a community service to the neighborhood. I have given donations to the churches so that I am on good terms.

Emilie  I’m wondering if i could do it in my 15′ by 15′ room, sounds like that may be too small?

Sheri (USA) Emilie, I do a recital in a fairly small room, move all the furniture and seat about 50, mostly on folding chairs, students sometimes on the stairs. Fifty people including 10 – 15 students. It works out nicely.

Bernie (USA)  Does anyone else have any great ideas about how to advertise on low budget basis?

Cheryl  Anyone use car signs?

Sue C. (AU)  I have a car sign, someone is responding.

Karen G. (USA)  While this doesn’t apply in all situations, since I homeschool my son, I joined a co-op in part so I could get to know other homeschool families. I put flyers out a homeschool co-ops. Most of my students are homeschoolers right now.

Sheri (USA)  Flyers on peoples’ porches.

Bernie (USA)  I have seen a guitar person advertise a sign on a busy street corner

Karen G. (USA)  I also make mention of Simply Music when signing my name in certain emails to certain groups.

Sue C. (AU)  I have a SM sign, licensed SM teacher on my letter box.

Kerry (AU)  I have had the opportunity to use a display cabinet in the local library. I have generated one student from it however the exposure is great.

Sue C. (AU)  I have a badge made up and wear when shopping.

Bernie (USA)  I have also done silent auction.

Cheryl  please explain your badge, Sue.

Sue C. (AU)  Play Piano Now. Under that Sue one side & logo other side. I figure if I only get one out of it, it will be worth it.

Kerry (AU)  I have given a FIS for the seniors for the library too.

Bernie (USA)  Wow these are all awesome. I really believe that there are creative ways to go about advertising if your budget is limited; again it just takes courage and perseverance in trying new things.  Learning how to accept no’s is important too.

We only have about four more minutes.

Kerry (AU)  I have left my business cards at the local 7/11 and my children talk about it when they are in the shop to get interest. No calls yet but the cards are going.

Cheryl  What is a silent auction?

Bernie (USA)  Organizations put on an auction but it is silent. They put out all their products they are auctioning; the proceeds go to the organization.  I put out 1 free month of SM lessons.

Any other questions?

Sheri (USA)  Cheryl, schools do silent auctions a lot — call them. . .

Cheryl  Okay Sheri.

Sue C. (AU)  What does it take to wake up a conservative community?

Cheryl  Chamber of commerce offers opportunities for exposure also.

Bernie (USA)  Thanks for attending this evening and I hope it was helpful to you.

Karen G. (USA)  Thanks!

Sheri (USA)  Thanks much Bernie for great ideas!

Cathy H. (USA) Great job Bernie!