Piano teachers try all sorts of things to grow their studios; they ask for referrals (this can be awkward for some), they advertise in newspapers or website directories (this is becoming less effective by the day), and they give away free lessons (this works… really well, if done correctly).
But there is another advertising strategy for rapid studio growth that may be the king of them all… let’s call it “the friend factor”.
It is based on a very simple premise… people are more likely to do something if they know that their friends are doing something.
Consider This…
A study in California revealed that people were more likely to use fans than air conditioning in the summer if they were told that many, if not most, of their neighbors were using fans.
In fact, knowing that their neighbors were using fans was a more powerful incentive than knowing that they could save “X” amount of dollars on their hydro bill.
This anecdote was taken from the book Think Like A Freak… which I highly recommend.
What this means for your studio
So what does this mean for your studio? It means that you should focus a ton of your energy on public awareness campaigns.
Here are 11 great places to start:
- Host a Bring a Friend Day
- Teach your students music from Me and My Not-So-Musical Mates
- Invite friends to My First Gig recitals at local coffee shops
- Take your studio on the road and engage in school performances
- Create Youtube performances that can be shared on social media
- Host Piano Parties where each student brings a guest
- Find goofy ways to involve friends in home piano practice (ie. narrate TEDDtales)
- Hold a joint recital with a local dance studio… your kids provide the music
- Have your students collect pledges for your studio’s Piano Play-a-thon
- Help your students compose musical birthday gifts for their friends
- This one is up to you (see below)
This is just a sampling to get the wheels turning. But I bet our readers would love more. So in the comments below, we’d love to know how you apply “the friend factor” to your piano studio advertising.
Nicola says
Something I’m planning on trying this term is to get students to play a piece they love to many different people as possible, maybe with a small prize for the student who plays for the most people.
Andrea says
Fabulous idea Nicola!
Stephani says
Ooh, how would you do a Piano Play-a-thon? That sounds intriguing!
Andrea says
An idea for a future blog post Stephani!
Kristen says
I was wondering that myself. I’m not a piano teacher (yet) but I’m using some of your techniques to refresh my own piano skills.
Rebecca says
I run a free community ensemble for my main instrument (flute). All of my students are encouraged to come and to invite more members, even if the music is a little too hard for them (I alter parts regularly for beginners). Added bonus? I actually get to play in the ensemble instead of just teaching, so I can let my hair down a little – it’s a very fun way to do things! While you might get a few full-time students from the group, most of the referrals come because the group is performing regularly and sounds good, so members invite lots of people to listen. This also leads to “brush-up” lessons for the adults in the group who haven’t picked up their instrument in years – not regular income, but a lesson here or there never hurt.
Abigail Poirier says
I live in a close-knit community, so the friend factor has pretty much happened with no effort on my part. If a friend attends a lesson, I do always include the friend, usually in the game at the end of the lesson, but sometimes all throughout the lesson. Makes it more fun 🙂
Katie says
Abigail that sounds like a great idea.
I’ve been teaching for a few years now and I’m always looking for fun ways to keep my students interested like playing duets, or hosting “piano parties” for a group of them together.
I was just wondering could you suggest some of the games you use at the end of the lesson please? I like the idea of games but unfortunately this is where my creativity ends.
Any tips or recommendations would be greatly appreciated!
Shelley says
What do you do for Bring a Friend day for a small group setting? I’ve tried it once, but wasn’t really happy with how it went. I would like to try again! Thank you.
Angela says
Hmmm…maybe a Scavenger Hunt?
Lori says
I actually have a waiting list due to friend networking. I wish I could take more students, I just don’t have the time. 🙁
Andrea says
A great problem to have Lori! 🙂
Amy says
Regarding “Me and My Not So Musical Mates”: I see that is is a PianoBookClub selection. I’ve recently joined the club; will this title be available for new members?
Andrea says
Hi Amy – yes, past books will be released to current members of PBC (only) starting at the end of this month!
Amy says
Woohoo! Thanks.
Fiona says
I teach a recorder class in my local primary (elementary) school. This keeps my name “out there” at the school and in the community and means that I too, have a small waiting list most of the time for piano lessons.
I also think it is so much easier to find students when you have school-aged children yourself, as you are constantly making contact with other parents who soon find out you are a piano teacher! As my children have only a few more years’ schooling, I expect I will need to work harder on this area in future.
Li-San says
Great tips that I’ll implement when moving country to establish another piano studio in Washington State.
Barbara says
I used the “Man’s Best Friend” approach. My studio hosted a benefit concert for the Humane Society. We had adoptable animals at the concert so you can bet lots of students’ friends attended just to get to see the animals…well, and of course to see their friend play piano:)
Dana M says
I have considered doing a monthly “Music Class” for my piano students. It would cost the same as a 30-minute lesson, but would last for 60- or 90- minutes and a friend (sibling, neighbor) would come for free. It would include a little piano, but more games, movement, listening, drumming, rhythm work, etc. I used to be an elementary music specialist for K-6 schools, and have a billion ideas I could implement. I just need to get a few students on board. I plan on pushing this idea (in a tactful manner, lol) at our recital next weekend. 🙂
Robyn says
I love sharing videos on Facebook & Instagram of our students- especially if they share them with THEIR friends!
Paul says
What I have done in the past is to host a concert at my church to raise money for a good cause. The last time we raised money for a member of our church family who was struggling. It is a win win win situation where my students learn what it is like to give back to the community, we help a person or charity and my students get a chance to play at church and invite all their friends
Mrs Buchanan says
I hosted a local Talent Show at a community college for our recital and prayed for support from the community. Gathered over $2,500 in cash and prizes just for the Puttin’ On The Ritz Show by asking the local businesses for support, every day encouraging a few more. My husband was MC, enlisted friends that were musical in the community as judges, and had over 30 people call me to participate. Now I have 150% more students than before as word of mouth, and being cheerful, thankful for contributions, and presenting 1 free piano lesson coupons as part of the winning prizes. That was a lot of hard work, but well worth the effort. Now my name is out. Mailed the rules of the show when the participant signed up or called me.
Andrea says
What a fabulous idea! Sometimes the things you put the most effort into have the longest-lasting benefits. Kudos to you for being willing to just go for it!