Category Archives: Early Childhood Marketing

Marketing to Millennials for Summer Music Programs

Early Childhood Marketing, ,

This time of year before summer break rolls around is the time when many parents are panicking about finding wholesome activities for their children. Sedentary behavior such as sitting in front of a screen all summer can set them up for health problems down the road.

While there are many camps situated with physical activities, there are fewer that help to keep the brain stimulated. Summer music classes and programs that incorporate music and movement provide both. Getting the word out to parents can be a daunting task, but to reach them most effectively, reach them where they are and tell them what they want to hear. In 2024, you are most likely marketing to millennials. Here are some tips to help you reach them and with the right message.

How to Reach Millennials Both Online and Off

  1. Create an online destination – Millennials are digital natives, so having a strong online presence is key. Whether it’s a web site for your music studio, a social media presence, or both, online is where millennials look for summertime activities.
  • Focus on Experiences, not Material Things – Most Millennials report that they are looking more at experiences for their children, not tangible items. When marketing to these parents, talk about what their kids will do and learn in your summer music program.
  • Consider Online Advertising – Even as Millennial parents spend a great deal of time online, reaching those outside of your social community can be challenging. While referral incentive programs can help, putting a small budget into advertising can pay off rather quickly. Companies such as Facebook and Google often offer a certain amount of free advertising to get you started, and Facebook Marketplace is free locally!

It can sometimes feel challenging to market to millennials. But like any other target audience, they have preferences and certain tendencies that provide good marketing opportunities. Crafting a message that feels like its talking to them personally while getting it in front of them where they are comfortable will go a long way in marketing your early childhood summer music program. 

Goal Setting for Teachers in the Childhood Music Classroom

Early Childhood Marketing, Early Childhood Music, music and movement, Musikgarten Teachers, , , ,

The annual turning of the calendar generates reflection of the year past as well as expectation for the year ahead. Whether we wish to or not, during this time we often go through a mental exercise of regrets and aspirations. When looking to improve our personal as well as professional lives in the new year, purposeful, formal, and written goal setting has been proven to be more effective in changing or improving behaviors.

A helpful way to accomplish this is by following the SMART goal acronym, reminding us that goals should be Specific, Measurable, Achievable, Relevant, and Time-Bound. For the early childhood music teacher, as with any educator, there are goals that will make the classroom more effective. But when that teacher is also the owner of a children’s music studio, there are also goals that regard the business. Each set of goals affects the other and combine to make a successful studio.

Goal Setting for Teachers (of any kind)

For educators, it’s important to always be learning and improving teaching practices. The tasks involved in this endeavor can be quite overwhelming. These simple recommendations may help to reach those goals without losing your mind in the process.

  • Get feedback from your students, parents, supervisors, and/or peers – Often times, what we perceive as needing improvement is unwarranted, while some other areas may not have even occurred to us.
  • Write your SMART goals and remind yourself every day – With the initial chaos that a new teaching period often brings, it’s easy to lose focus on things outside the classroom. Posting goals somewhere to be seen often helps keep you focused.

Goal Setting for the Children’s Music Studio (or any small business)

Managing a classroom is challenging enough without having to run and maintain a successful early childhood music studio. However, it’s important to put on your business owner’s hat and set goals for the studio as well.

  • Go through the same reflection and feedback process – While improvements to the classroom often coincide with business goals, other considerations such as cost or communication outside of the classroom should be considered.
  • Consider the functional areas of the business – As with any size organization, there are major functional areas that also affect small businesses – Management, Production/Operations, Finance/Accounting, and Marketing/Sales. There is a great deal of resources available to help understand and improve these areas.
  • Set growth goals and the marketing tactics to achieve them – Most business owners want to grow, but sustainable growth is paramount to success. Sell it first, then build it is an established business axiom. One shouldn’t hire new teachers without the students, or expand classroom space without the need.
  • Start small and build gradually – Many organizations try to go “too big, too fast,” which is why many small businesses fail within the first few years. Take a tip from the tortoise, slow and steady wins the race.

The new year brings new opportunities and hope for a brighter future. Focusing on fewer, yet specific, goals for the classroom and the early childhood music studio will help to ensure long term success.

Fall Checklist for Children’s Music Studios

Early Childhood Marketing, , ,

With the turning leaves and cooling weather of fall, children start back to school. Teachers have had an all-important  break, and are refreshed and ready to face a new year and often times, a new set of students. Early childhood music studio owners and teachers often run classes year-round while teaching the same groups of children as they progress in music. However, Fall still presents an opportunity for educators to reinvigorate their children’s music programs. Four ways in which to do that include outbound marketing programs, refreshing teaching space, reviewing lesson plans, and stocking up on classroom materials.

Perform Outbound Marketing to Grow Your Studio

Children’s music studio owners know that in order to sustain and grow their business,

it’s important to feed new students into the program. The following outbound marketing programs can help grow the number of new music students, and in turn, revenues.

  • Referral Programs – Provide incentives for parents to invite other parents to join your studio.
  • Eblasts – Whether you are using your own internal email list, a purchased list based on your target demographics, or a list offered by local organizations, emails can be very effective.
  • Direct Mail – Postcards or letters with incentives towards targeted demographics or neighborhoods are most helpful when repeated periodically.
  • Organization/Group Opportunities – Organizations such as the PTA, Mommy’s Groups, Neighborhood Facebook pages, and other organizations for young parents offer sponsorship and outreach opportunities.
  • Social Media – A fairly inexpensive way to reach out to potential customers while sharing your brand and benefits.

Refresh Your Teaching Space

Creating a space that is conducive for learning is very important for students’ cognitive performance. Here are just a few ideas for making your teaching space new and inviting to students:

  • Provide ample space for each student – As your classes grow, so should your teaching space!
  • Get organized to reduce clutter – A clean classroom helps students focus on the lesson and the teacher, not distractions.
  • Add a splash of color – Having a colorful classroom, such as carpeting or wall hangings, adds excitement and gets kids excited to come to music class.

Review Lesson Plans

While many lesson plans are “tried and true,” reviewing and looking at them in a different way can be exciting for even the most experienced educators.

  • Think if new world examples to explain established concepts – Explaining concepts with something students can relate to makes a better connection to the subject matter.
  • Each review uncovers new revelations – We often read books and watch movies multiple times because of things we may have missed the last time around.
  • Review aids recall – Just as with studying any subject, review always helps to recall information. Thorough knowledge of material gives teachers confidence.

Stock Up on Classroom Materials

Children’s music classrooms often have many more tactile materials than traditional classrooms, so having an ample and operable supply on hand is very important:

  • Plan for growth – While you may be reluctant to carry inventory over your expected class size, you don’t want to turn a windfall of new students away because you don’t have the necessary materials.
  • Wear and tear – Many materials, especially musical instruments, can experience the same wear and tear as children’s toys. Proper sound and tone are also important when teaching musical concepts.
  • New edition – Written materials often go through various editions and may have subtle changes and corrected errors. Check with your publisher to make sure your materials are up to date.

The new school year presents a time for teachers and students to re-energize their love of learning. Taking some steps in the children’s music classroom can help create new growth in the program as well as nurture a positive learning environment.

How Music Instruction Reduces Screen Time for Kids

Early Childhood Marketing, Early Childhood Music, Musikgarten Teachers, Uncategorised, , ,

Parents and teachers alike understand the challenges that screen time poses to children as well as adults. Prior to the Covid pandemic, kids ages 8-18 were spending up to 7.5 hours on average in front of a screen for entertainment. More than half of that time was spent watching television. COVID-19 and the lock-down made matters even worse. Despite the need to attend online classes for school, overall digital device usage increased by 5 hours, with adolescents averaging even higher at 8 hours a day.

As our children’s screen time has increased substantially over the past decade, the ill effects of it on the physical and mental well-being is being studied more and more. Pediatric health professionals and children’s educators alike highly recommend other means of entertainment for children to offset this epidemic. Children’s music education is one such means of entertainment that helps reduce screen time.

The Health Effects of Screen Time in Children

Children’s health professionals point to many issues that may arise in children that are exposed to an excessive amount of screen entertainment:

  • Impaired emotional and social intelligence.
  • Sleep deprivation and disturbed sleep cycles.
  • Mood problems such as irritability, depression, anxiety, and ADHD.
  • Poor self-image, weight problems, and body image issues.
  • Vision issues such as eye strain and myopia.
  • Neck pain and carpal tunnel syndrome.
  • Social isolation and fear of missing out (FOMO).
  • Phantom Vibration Syndrome, where a person imagines their phone is ringing or vibrating when it’s actually not.
  • Obsessive, excessive, compulsive, and impulsive use of digital devices.

Children’s Music Education to Reduce Screen Time

Pediatric health care professionals recommend exposing children to other activities to reduce their screen time as well as increase their interests in other entertainment. Teachers of children’s music education have long known the positive impacts that music classes have on a child’s well-being during their developmental years and beyond:

It is clear that as technology increases at a greater and greater rate, it will compete for the attention of humans in developed societies. Children are even more susceptible to the negative impacts of excessive screen time in their developmental years. Supplemental music lessons offer an alternative to screen time while providing all of the benefits that music instruction offers to kids – including self-imposed limitation of screen time; increased problem-solving skills, time management and prioritization; increased self-awareness and social skills, and more.

Music and Fine Arts Education More Important Than Ever

Early Childhood Marketing, Early Childhood Music, ,

It is no surprise to anyone involved in fine arts education over the last several decades that arts classes have been gutted in public schools all across America. Since the recession of 2008, 80% of the nations schools were faced with budget cuts. That, along with No Child Left Behind and Common Core State Standards, pushed education administrators to prioritize math and science over other subjects such as music, drama, and art. Although the economy eventually recovered, these programs still have not. More recently, a robust economy showed some of the best state tax revenues in decades, administrators were looking at bringing back some support for these programs.

Enter Covid-19. The estimated impact of the pandemic on America’s creative economy is well documented. Quarantined from school, many children had no other access to music instruction or the fine arts. These cuts to the arts in public education has created a greater need for other organizations, such as early childhood music studios, to step up and fill the gap. Owners and educators of fine arts studios understand the many and crucial benefits that the arts provide to people of all ages, especially children.        

The Benefits of Music and Fine Arts Education for Children

Over the years, this blog has served to remind children’s music educators what they already know about the benefits of music instruction at the earliest ages. But in the wake of the Covid-19 pandemic, fine arts education is more important than ever:

Children in a Musikgarten Music Makers: at Home class.
  • Music Class builds Self-Esteem in Children – Participation in music helps children to feel smart and accomplished. Singing and dancing together aids music students in understanding that an ensemble is more powerful than its parts, with everyone contributing their singular efforts to create something bigger. Helping them to understand that their part is important to the success of the entire sound create a sense of worth and value.
  • Music Exercises the Brain and Improves Learning in Children – Participating in music, as well as learning a new instrument such as piano, changes the brain and improves learning. Like exercise does for the body, music does for the brain – improving understanding of language and written communication. While teachers have been trying their best to keep children engaged over screens during the pandemic, music can serve to help keep their brains tuned up for learning and prepare to return to the classroom.

Including musical training, drama, and art into a school’s curriculum has been recommended by educational researchers again and again, but many school systems show no inclination to reintroduce these classes any time soon. Therefore, it falls upon outside fine arts education organizations to provide these all-important opportunities. For children’s mental health and preparedness in the aftermath of a pandemic, fine arts instruction is more important than ever.

Back to the Children Music Classroom Post Pandemic

Early Childhood Marketing, Early Childhood Music, , , ,

As with about everything else, we are all very tired of topics being written on the Covid-19 pandemic, and are ready to move forward to normalcy. As we cautiously move back to in-person school settings, there are several things that children’s music teachers and other educators say have changed in their classrooms. The CDC has provided its Operational Strategy for K-12 Schools, but in private educational settings  such as early childhood music education, policy is often left up to the school administrators, music studio owners, or even classroom teachers. With parents’ opinions and levels of anxiety about a return to the classroom differing, most educators cannot control parents’ decisions on whether to send their children back into the classroom. What they can control, however, is their own classroom policy to clearly communicate to parents how they intend to move forward. Here are some helpful tips for putting together your own post pandemic classroom policy:

Teachers Tips for Returning to In-person Music Teaching   

  • Publish and Post a Written Policy – Whether parents prefer to take every precaution, or feel that they are unnecessary, most will certainly want to know how your classroom will be managed. Distributing and posting your policy on the matter will give them the information they need to decide, and they will thank you for it.
  • Clearly Define Your Mask Policy – Parents are making decisions on whether their children will continue to wear masks in public settings, and you don’t want to surprise them one way or the other. If you are not requiring masks outright, consider a mask optional policy. While it may muffle singing a bit, it puts the ultimate decision clearly in the hands of the parents.
  • Social Distancing – Children’s music classrooms are a very communal experience, often with activities such as circle time and close contact such as hand holding. Teachers should consider whether they are going to practice social distancing in their classroom, and clearly communicate the rules to both parents and students alike.
  • Vaccination Policy – In many early children’s music classes, especially with infants, the parents are often attending and personally involved. Therefore, a vaccination policy is important to communicate to parents whether you require adults to be vaccinated in your classroom or not.
  • Classroom Hygiene Procedures – Whether it’s Covid, the flu, or even a cold, it’s safe to assume that most all parents do not wish for their child to get sick. Not only does it mean suffering for their child, but also time that might have to be spent away from work, or potential to infect other family members. Clearly explaining your classroom cleaning process for parents, as well as offering sanitizing products around entrances and bathrooms help to offer greater peace of mind.
  • Sick Policy – We are all accustomed now to the question “have you felt sick or had a fever in the last two weeks?” Teachers understand how quickly a sickness can spread around a classroom of children, whether a simple cold or something worse. Clearly state your policy for participation if a child or parent is currently sick. With all of our newfound experience in remote learning technology, some teachers may even offer remote participation as an alternative for sick parents or children.

Children’s music studio owners and teachers understand that clearly communicating with your parents and students is important for the long-term success of your business. Whether its marketing or curricula, keeping parents in the know serves everyone. Clear communication is no different for returning to in-person learning. While you ultimately get to make your own decisions on the policies of your music studio, parents ultimately decide on what they deem in their children’s best interests. In the end, most all parents will appreciate you providing the information to make their own decisions about returning to the music classroom.

Marketing for Summer Music Camps and Classes

Early Childhood Marketing, music and movement, Musikgarten Teachers, Summer Music Classes, Uncategorised, , , ,

With the summer quickly approaching and Covid guidelines continuing to relax for in-person instruction, parents returning to work are going to be looking for opportunities for their children while school is out. Although the official first day of Summer is not until June 20th, children’s music studio owners and teachers can get the jump on filling their summer camp and class rosters early with some simple, yet effective marketing approaches they can start on right away:   

Marketing for Summer Music Camp and Class Registration

  • The Low Hanging Fruit of Existing Customers – While the old adage that “it takes five times the expense to gain a new customer than to retain an old one” varies from business to business, the effort and expense that it requires to find a new customer is considerable compared to one you currently retain. The key to taking advantage of the “low hanging fruit” that current students and families present is through consistent and frequent communication.
  • Customer Communication is the Key – Because you have provided services to existing customers in the past, you most likely have their preferred method for being reached. Furthermore, because customers voluntarily purchased from you in the past, they have in effect granted you permission to contact them again. Often called permission marketing, this concept is valuable in how your communication is recognized. It is familiar, and therefore cuts through the bombardment of marketing messages we all receive on a daily basis. Whether its by email, snail mail, text, or phone call, your communication has a much better chance of reaching a customer who recognizes you. 
  • Categorize Your Audience to Customize Messaging – The more a marketing message or offer can be customized to its particular audience, the more likely that audience is going to respond. This is most easily applied to current customers. Your correspondence with them should have a much different, more familiar feel than if you were reaching out to new prospects. Using information that you know about that audience provides a more personalized message. For example, using the name of the music student or their last completed music class lets recipients feel special. A message to a new potential customer may be more about educating them on your music studio or the benefits of early childhood music education. The more you can categorize your target audience into segments, the more you can customize the message or offer.
Musikgarten Summer Marketing
  • Offer Incentives for Music Camp Registrations – With so much already on their plates, and so many program options for parents during the summer, offering an attractive incentive is often what gets them over the finish line to make the purchase. Early bird registration is a good way to increase response early in the process, even if you don’t want to discount your price. Simply using language to show urgency such as “availability is limited and on a first come, first serve basis’” or “registration is beginning to fill up,” increases action. FOMO, or fear of missing out, is a powerful motivation. Incentives can also be used to get new music students through tactics such as referral or buddy programs. Value provided to existing customers for referring a new student, whether it’s through discounted pricing or a free camp T-shirt, will help to gain new registrations. Children love to enjoy music camp along with a friend!  
  • Reach Out in Different Ways – If there was a single, silver bullet that marketers could use to get loads of new customers, the cat would have been out of the bag a long time ago. The key with most marketing campaigns is to “rinse and repeat.” This means presenting the offer to a target audience multiple times so that they recognize and/or remember it. Frequency, or number of times a marketing message is presented to the same audience, is important for retention of the message and offer. In addition to repeating a message through the same marketing channels, another good way to gain more frequency is through cross-marketing, where the same message is presented to the same audience, but through different ways. For example, you may post a referral program on social media, and also send it out through an email blast. In addition to providing more frequency, one method may be more effective in reaching a particular prospect than another.  

Summertime presents great opportunities for children’s music studios to provide kids with a highly enjoyable and entertaining activity while giving parents a much-deserved break. Savvy studio owners and teachers know to start early by offering opportunities to register. Current or past customers are the low hanging fruit to reach out to first, because they are already familiar with your business. Social circles of those audiences can then be expanded through targeted incentives through messaging frequency within the same and across different marketing channels.

Small Business Tips for Emerging from an Economic Downturn

Early Childhood Marketing, Early Childhood Music, Musikgarten Teachers, Piano Teachers, ,

With the recent approval of two Covid-19 vaccinations, and a second economic relief package from Congress, small businesses such as Children’s Music Studios can begin to share the hope that the economy will start to pick back up in 2021. Many small business owners have not fared well during the crisis. Some 30% to 40% of those most affected by social distancing have gone inactive since February.  Typically this time of year, small business owners are setting goals and making plans for growth in the coming year. The need to plan and adjust is just as important now as ever, but the approach and mental process is different in a flagging economy.

Tips for rebuilding your small business after Covid-19

  • Understand your prospective customers perception – Consumers are extremely cautious coming out of an economic upheaval. If they believe money is going to be tight (even if they have it), they are going to behave as such. Your message to them should be that your services are very important and a good value. It is also a good time to focus on keeping quality and customer satisfaction high.
  •  Take a hard look at your finances – It’s important to monitor your cash flow very carefully and forecast it at least three months in advance. Separate the essential expenditures from those that can wait, and work with creditors to spread or reduce payments while you get back on your feet. If your cash flow projection means that you will need to borrow in order to stay afloat, identify financial resources to help you recover.
  • Put together a marketing plan – You will not be able to market the exact same way as our economy comes limping out of the pandemic. Start by letting people know that you are back to business and offer them something of value to show you are in this together. We have previously explored how to make the best use of existing marketing resources with little additional cost. However, while many companies cut back on marketing in an economic downturn, savvy business owners understand it can be a good opportunity to capture market share with smart investment.
  • Develop a time line and contingency plan – When resources are scarce, a time line can help you to understand what actions (and expenses) should be addressed first. Rebuilding a business is just that – a step-by-step building process with contingencies. Knowing how and when to address priorities helps to balance resources.  Finally, be better prepared for the next time an unexpected downturn happens – and it will. Take what you have learned from this experience and prepare a well thought out plan for a better reaction to loss in customers and revenue.

While it is unfortunate that many small businesses across the world will never be able to open their doors again due to this pandemic, studio owners of children’s music programs can begin to make concrete plans on how to recover stronger than ever. And when the next downturn happens, that valuable experience will make them better prepared to endure it.  

Musikgarten is the leader in early childhood music education — for children and teachers, that offers a complete multi-year educational program that helps infants, toddlers, and children develop a deep love of music and the ability to express it. For more about Musikgarten and its offerings, go to https://www.musikgarten.org/.

Nurturing Customer Relationships with Music Students and Parents

Early Childhood Marketing, Early Childhood Music, Musikgarten Teachers, Piano Teachers, , , ,

While we are by no means out of the woods of this pandemic, the recent vaccine news gives us all some hope that there is light at the end of the tunnel. Predictions for when we can safely resume normal activities vary from early Summer to the end of 2021. Depending on the state in which their children’s music studio resides, and personal preference, early childhood music program teachers will have a degree of flexibility as to when they can begin to offer in-person learning. For many educators, this time after a long and painful separation from beloved students cannot come too soon. With this anticipation in mind, studio owners and teachers can be marketing to return with a large number of enthusiastic students and parents.

Preparing to Return to In-person Children’s Music Classes

Many owners and teachers of children’s music studios have been offering online classes for students and parents during the pandemic, but most all agree that in-person teaching is preferable. So, in order to transition to a robust return to an in-person classroom setting, here are some marketing tips to consider.

  • Existing and Past Customers – the Low Hanging Fruit – Most of us have heard the marketing adage that it costs five times as much to gain a new customer than to keep an existing one. Focusing efforts on Customer Relationship Management (CRM) rather than new customer acquisition begins with developing and managing your Customer Relationship Database (CRD). A CRD is basically a customer contact list with other customer characteristics. Business owners can start compiling a database by dusting off old customer records and creating a single list of customer contacts with whatever information you may have, whether its mailing address, phone number, email, or a combination of those. Spreadsheets are very handy for this, and can also include children’s names, their age and level of music education, etc. Please keep in mind that this kind of information is very sensitive, so it’s important to take precautions to safeguard access to the list.
  • Categorize Your Contact List – Some music studio owners may haveyears of contact records witha mixed bag of phone numbers, addresses, and or/emails. You will want to separate your CRD in as many like groups as possible. Contact method is a good way to start because it often dictates how you will contact your customers in marketing campaigns. Start with emails first, because it is still one of the most cost-effective way to reach customers. Depending on how you decide to use phone numbers, group texting can be very cost-effective (but be sure to set it up without all reply), but does not work on older landlines. Addresses for mailing programs would be the least cost-effective method of contact because of postage costs. You may also want to then categorize your customers by former and current, past purchases, or music program level. Keep in mind that just because someone has not been in the program for five years does not mean they are not a valuable contact.
  • Plan and Execute – A robust and well-organized Customer Relationship Database does no good if it is not utilized. Once your list is compiled and organized, put together a plan on how you will execute your marketing efforts. How many categories do you have with each contact method? For example, emails for current customers vs. emails for past customers.  Marketing messages and “calls to action” for each category will vary, with current customer emails encouraging new class sign-ups, while past customer emails may ask for a referral or testimonial. Determine your goals for each category, and what steps you must take to reach them. There are many free and paid Customer Relationship software programs that can help with emailing, texting, and even traditional mailing programs.
  • Messaging the Message – Before pulling the trigger on an email, text, calling, or mailing marketing campaign, you will want to make sure your messaging is clear while matching your various targeted categories. For example, you will not want to ask a past customer whose children are now grown about music classes for their grown children, but you may ask them if they know parents who might benefit from your services. For getting back to in-person classes, write your message as to create anticipation for the upcoming classes. Lastly, be sure to ask recipients to take action in your message, whether it is signing up for a class, going to your web site, or forwarding an email to a friend or family member who might be interested. The bottom line is to create a message for each category of contacts that is meaningful for that specific group.

While cases are still rising, the eventual end of the Covid-19 pandemic is finally coming into sight. In preparation and anticipation for that, now is a good time for children’s music studio owners to gather and organize their customer contact information into a Customer Relationship Database. With this CRD, there should then be a solid plan on how marketing campaigns will be executed, so when the time comes, you are ready.

Musikgarten is the leader in early childhood music education — for children and teachers, that offers a complete multi-year educational program that helps infants, toddlers, and children develop a deep love of music and the ability to express it. For more about Musikgarten and its offerings, go to https://www.musikgarten.org/.

Five Basic Steps for Marketing Early Childhood Music Programs

Early Childhood Marketing, Early Childhood Music, Musikgarten Teachers, Uncategorised, ,

With so many things needing attention at once, it is all too easy for owners of children’s music studios to lose focus on basic marketing principles that will help them ensure the ongoing success of their business. We often unintentionally get bogged down in the day to day activities, where more long-term plans are placed by the wayside. As a refresher, these five very basic marketing steps should be periodically addressed in order to help operators of childhood music programs stay on track and prevent “missing the forest from the trees.”

Step 1 – Setting SMART Marketing Goals

Goal Setting is the first important and crucial step in the marketing strategy process. We have explored in the past how to develop SMART goals and achieve them, because if you don’t know where you want to be, how can you plan to get there? Traditionally, goal setting for businesses was recommended at one- and five-year intervals. However, depending on changes in your business environment (such as the Covid pandemic), you will want to review and adjust your goals as needed.

Step 2 – Determine or Realize Your Target Market

A target market is the particular group of consumers at which your children’s music program is aimed. For example, your overall target market may be families with young children. Market segmentation further divides the larger market into smaller, more defined categories, such as parents or grandparents of young children. Even further, you can divide them into demographic, geographic, psychographic, and behavioral segmentation. The more specific the segments, the better you can focus your marketing resources. If you don’t know where to start, a good place is your current customer base. What are their similarities in those four segment categories? Once you have determined your current customer, you can expand marketing efforts from there to similar audiences.

Step 3 – Developing a Marketing Message

“You can lead a horse to water, but you can’t make them drink.” No matter how well you have identified your target market and segments, if you do not offer value to them through your music studio offerings, they will not enroll their child. Therefore, you must determine your value proposition or “pitch” in order to explain why they should enroll their child in your program. As a professional children’s music teacher, you are well aware of the numerous benefits that early childhood music education to children. The key is to create a concise statement or series of statements of this value called a Marketing Message. This is your “elevator speech” that should be consistent in all of your marketing and sales efforts and only slightly tweaked for different market segments.

Step 4 – The Competitive Positioning Statement

As with any business, it’s important to understand your competition. This may be indirect competitors that don’t offer the exact same product or service but yet compete for your target market’s resources. For example, children’s dance classes or sports programs that also enrich the lives of children may compete for your parent’s budget or time. It’s also important to know your direct competitors – other early childhood music programs. Think about how you can market or sell against both types of competitors, which is often summarized in a competitive positioning statement.  This is generally stated more in positive terms of the different benefits your business offers than negative terms such as “throwing shade” on your competitors. As with the marketing message, indirect and direct positioning statements will be slightly different.

Step 5 – The Marketing Mashup – How it All Comes Together

The final basic step in the marketing strategy process is to combine all the previous steps. In a nutshell, it is to present your unique value proposition to your target audience(s) in order to reach your marketing goals. A unique value proposition is how you combine your marketing message with your competitive positioning statement in order to differentiate your children’s music studio from its competition. Depending on the goals you have set and your marketing budget, you can determine the best way to reach your target audiences through the various marketing channels available. Remember that the more specific you are with your target market segments, the more efficient you will be with your marketing resources – whether in time or money.

While there are many other decisions to be made about implementing your marketing plan through sales and marketing channels, if you begin with these basic steps and refer back to them consistently, you will have a good marketing foundation for your early childhood music studio. Keep in mind, however, that marketing is both an inexact science as well as an iterative process. Fully expect that you will make mistakes along the way, but with a good marketing strategy, they will have less of a negative impact and make you that much smarter the next time around.