If you’re planning to start a dance studio or already own one and are looking to attract more customers, you’ll need to understand the target market for dance studios and be crystal clear about who the ideal customer for your dance studio is and who isn’t.
The last thing you want is to target your marketing and sales efforts toward the wrong audience and bring in leads who will never convert into paying customers.
For instance, what style of dance will you offer – ballet, tap, and hip-hop classes? Something else?
What demographic will you target – Children? Teens? Adults?
In this article, we’ll review the target market for dance studios and understand what each market segment looks for when they choose one dance studio over another.
Who is the Target Market for Dance Studios?
One of the best ways to understand the target market for dance studios is to understand why someone would need a dance studio. Once we understand the potential market’s needs and motivations, we can classify the market into segments and study each segment independently of the other.
Such an analysis gives us the following customers segments for dance studios:
- People looking to learn a certain type of dance
- Parents of children who would like to take dance lessons
- People looking to get fit and healthy
- A Dance Group or Performing Arts Organization
- People who would like to rent a large space for an event
Let’s take a look at each of these market segments more closely.
#1. People looking to learn a certain type of dance
When people want to learn a particular style of dance, what they often do is look for a dance studio where they can learn it.
Anyone looking to learn a certain type of dance such as ballroom, hip-hop, or salsa will need a studio that has room for different types of dancers.
In addition, people who want to specialize in one specific area will need space that has enough mirrors and floor space so they can practice their technique.
A dance studio that is set up with enough individual rooms for classes and groups will attract more dancers in this category.
#2. Parents of children who would like to take dance lessons
Parents of children who would like to take dance lessons are another profitable target market. However, this category of the target market can only be converted locally. No parent wants to register their kid in a dance studio far away from their home.
Another reason parents are willing to pay high premium prices for dance studios for their kids is so they can keep them busy when they are not in school.
Classes can also get pricey depending on how often they’re held, so parents may want a weekly or monthly membership that’s more affordable than paying per class. To attract this customer base, studios should offer reasonable pricing plans with a variety of options that can be tailored based on their needs.
#3. People looking to get fit and healthy
People who want to get fit and healthy are also a major target market for dance studios. They might register because they love to dance, but they usually have a motive to get in shape through dancing.
The challenge of becoming better at something always seems more achievable when it has a tangible goal like weight loss or getting stronger. The competitive side of some people who enjoy dancing means that they need an outlet to be able to compare themselves with others.
Ballet, tap, jazz, and hip-hop classes are great options for this as these can all help people get healthier while giving them a goal (like learning new moves).
#4. A Dance Group or Performing Arts Organization
Dance groups or performing arts organizations often use dance studios for their practice and rehearsals for competitions. They can also serve as a good marketing opportunity since these groups are always taking pictures of themselves in dance studios and using them to promote their performances on social media.
Additionally, dance studio owners can ask these groups to bring in new students as it is easy for dancers from a group to recommend the studio where they rehearse if they are happy with it. Dance groups aren’t only a target market, they also attract more potential customers. So, they both bring sales and free PR.
#5. People who would like to rent a large space for an event
An interesting target market for dance studios includes people, businesses and other organizations who need a large space for an event.
People who would like to rent a large space for an event often turn to dance studios as an option because of the large halls they usually feature.
This set of people is not necessarily dancers. They may only need the large space because they are expecting to host a large crowd.
Although, a lot of people don’t realize that these spaces are expensive, especially if they’re looking for one that is reasonably priced in a city with a higher cost of living.
A lot of spaces will require long-term contracts or special requests to secure them, so be sure you know to entice them with discounts in your marketing campaign.
Conclusion
The target market for dance studios includes a wide range of people and not just those who love dancing but also those who take it up as a sport and even those who simply need the space that a dance studio can offer.
In this article, we reviewed different segments of this market. Clearly, the most obvious one includes people looking to learn a certain type of dance. Children often take up dance lessons at a young age making their parents a target market for dance studios. Likewise, people take up dance for getting fit and healthy.
Dance groups and performing arts organizations may need the facilities a dance studio has to offer. The same goes for people, businesses, and other organizations who may simply want to rent out a dance studio for non-dance activities like group meetings, large birthday parties, and the like.
