Now, with our latest enhancements to class types & schedules, it’s easier to execute multi-day marketing events, like Free Dance Days, Discover Dance Days, or your next open house.
But what exactly is a multi-day marketing event? And should you be using one to attract new students?
According to this blog post from Marketo, event-based marketing is the process of developing a themed display, exhibit, or presentation to leverage in-person engagement and conversions. So with multi-day events, you’d keep the same theme for multiple days, but your overall goal is the same all week long: to attract new students. And you accomplish your goal by ultimately offering trials in classes with empty spots.
A few examples of multi-day events are:
- Free Dance Days: a week-long event (generally taking place from Monday through Friday) that offers free trials in existing classes with empty spots. If you’d rather charge for trials, see example #2 below.
- Discover Dance Days: a week-long event (again, usually taking place from Monday through Friday) that offers paid trials in existing classes with empty spots. Note: You should use this event if you are charging for trials.
- Open House: a multi-day event that highlights free or paid trials in existing (or new) classes with empty spots. We don’t usually recommend adding new times for the sake of hosting a multi-day event, because the actual class time may not work for the visitor.
Now back to the other question, should you be using event-based marketing to attract new students? The short answer is yes.
5 Reasons to Use Multi-Day, Event-Based Marketing to Fill Your Classes
- Build general awareness. Through events, you gain the perfect opportunity to educate your market about everything you have to offer & let prospects experience your studio’s culture first hand.
- Generate leads. From the prospect perspective, it makes send they’d have to give you their contact details & sign up for a specific class to attend your multi-day event. In the end, this means you generate more leads, without the pressure of asking prospects to commit upfront.
- Get free publicity. Keep in mind, local media is likely to attend big events, especially if they’re positioned as a “community give back”. I’d recommend reaching out to your local news stations & inviting them to attend, live cast, or sponsor your event. And if they say no, pay them to be there.
- Upsell existing customers. It’s 7 to 12 times easier to convince someone who’s already buying to buy more, so don’t forget about existing customers too! Allowing existing customers to attend multi-day events usually leads to more units/enrollments in the end.
- Simply put, it’s fun! Multi-day marketing events are a fun way to kickoff your year & fill all of your classes to the brim! Plus, you’ll walk away having introduce yourself to plenty of potential new families & students, even if they don’t enroll on the spot.
How to Setup Multi-Day Marketing Events Using Studio Suite
When executing multi-day marketing events in Studio Suite, Class Types are used to tag or group together classes & later display only those classes with that particular “tag” or “type” on a schedule.
- To get started, simply create a new class type labelled the name of your event (in the example below, we’ll use “Free Dance Days”).
- Next, adhere that class type to all of the classes you’d like to offer during this event.
- And finally, make a few tweaks to your new schedule so that it only displays classes with the event-name class type. Again, in this example, we’ll use “Free Dance Days”.
Let’s get started (this take about five minutes)! 👇
Add a new class type (Settings > Class Types) that matches the name of your event. In this example, we’ll use “Free Dance Days”.
Next, you need to adhere this class type to all of the classes you’d like to offer during the event.
To adhere a class type, Edit the first class you’d like to offer for this event, scroll until you see the “Choose class type(s)” option > click Change > Click on (or search) for the Free Dance Days class type. Save your class!
Repeat this step for all of the classes you’d like to offer during this event.
Now, your last step is to create a new schedule for your event & apply three simple tweaks to the settings of your new schedule (after you publish your changes, Studio Suite will provide a link for you to promote your event).
To create a new schedule, click on Schedules > New Schedule inside Studio Suite.
To wrap things up, make these three simply tweaks to your schedule.
- First, set a start & end date for your schedule/event.
- Next, tweak your schedule so it only displays classes with the class type for your event (in this case, we’ll use the “Free Dance Days” class type).
- And finally, remove “Free Dance Days” from the list of available filters, because visitors won’t need to use this as a filtering option when selecting classes.
Let’s walk through these three tweaks together:
First, you need to set a start & end date for this schedule.
To do this, click on Change under “Set a date range for this schedule” > change the “Start schedule” setting to “on a specific date > choose the start date for your event. And of course, choose the end date as well.
Next, tweak your schedule so it only displays classes with the class type for your event.
To do this, click on Custom under “Select which classes should display on this schedule” and uncheck all class types, except for the class type you created for your event. In the example of Free Dance Days, we’d make sure only the “Free Dance Days” class type remains checked.
Now, because all of the classes offered during your event will share the “event name” class type, it doesn’t make sense for this class type (which is really only being used to group the classes together) to appear on the list of available filters.
To wrap things up, remove your “event name” class type from the list of available filters. In this example, we’d uncheck “Free Dance Days”.
And of course, Save your schedule!
Remember, it takes about five minutes for Studio Suite to rebuild your schedule. This means, if you check the live link, your changes may not appear right away.
When you’re ready to start filling your classes, simply share the link to your live schedule. To find your link, go to Schedules > Edit > View Schedule.
And that’s it. Congratulations! 🎉
Now you’re ready to run your next (or first) multi-day event. Of course, we’re always here to help, so reach out to support if you have any questions.