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.
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.