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Precisely How Ballroom Dance Studios Can Increase Earnings: Unleashing More Diversity and Energy in the Process Silas Mueller
Submitted 2014-03-15 23:57:43 By Dr. Daryl Green
Summary: Learn how today’s dance studios can tap the fastest growing minority segment within the country and acquire more profitability in the process.
Despite the financial crisis, Americans still aspire to dance and envision themselves, ‘Dancing with the Stars’. Since 2008 Giants Ricky Romero Jersey , the dance studio industry has noticed an upward growth movement except in 2009. Tv shows like “Dancing with the Stars” and “So You Think You can Dance” provide a perfect stimulus for this industry.
Given the difficulty of growing and sustaining profitability in a financial crisis, this article offers ways to attract an untapped market in minority communities so that dance studio owners can create a market advantage in their local areas that their competition will have a tough time duplicating, therefore leading to more sustainable success.
According to estimates, there are over 15,000 dance instruction studios in the United States, generating over 1.4 billion dollars. On average Giants Orlando Cepeda Jersey , most dance studios have annual sales of $100,000. The best known dance studios are Arthur Murray International with 190 franchised studios worldwide and Fred Astaire Dance Studios, with 110 United States dance studios, according to IBISWorld Inc. reports.
In reality, most of the dance studios in this country are fairly the same size, offer similar services Giants Mel Ott Jersey , have comparable pricing, and can effortlessly be substituted with other entertainment options. Therefore, identifying differentiating services amongst dance studios is often difficult for customers. However, John Gamble and Arthur Thompson, authors of Essentials of Strategic Management, argue that having superior capabilities that cannot be easily duplicated is one way to ensure a sustainable competitive advantage.
With the struggling economy Giants Matt Williams Jersey , buyers will continue to be more selective about how they use their disposable income. Consequently, an enterprising dance studio needs to develop a targeted program to solicit minorities in the community as new customers. adly, most dance studios have overlooked marketing to a more diverse clientele. For instance, the city of Knoxville (Tennessee) ballroom dance studios are mainly targeted for White Americans.
Actually, some dance studios target White people from 25 years old to 64 years old. This reality often means dance studios fight over the same potential market. Nevertheless, demographic changes continue to take place in the Knoxville area. For instance Giants Matt Moore Jersey , the most substantial increases in population from 2000 to 2010 are in the minority communities of Blacks (8%) and Hispanics (192%). In numerous locations, these demographic changes are substantial enough to provide a dance studio a competitive advantage in a crowded market. Knoxville isn’t the exception. These demographical shifts are taking place across this nation.
Surprisingly, the majority of the dance studios lack diversity and a clear understanding of how to be attractive to a more diverse clientele. In fact, some dance studios generally overlook minority interest due to a lack of understanding or interest. The standard wisdom is that most Blacks and Hispanics wouldn’t be interested in ballroom dancing.
Emily Norris, co-owner of Dance Tonight Studio in Tennessee, is a extremely acclaimed dance instructor and performer with her husband Jeremy Norris. She acknowledges that it is a tragic mistake not to pursue a diverse clientele: “I think it’s so important to reach out to other demographics in our region that are traditionally not involved in ballroom dancing to increase the diversity within our studio.” Yet Giants Matt Cain Jersey , attracting more minorities to ballroom dancing can’t occur without thinking strategically. The following suggestions are supplied to attain a more diverse clientele and gain greater profitability:
1. Understand the diversity culture. A studio needs to do the necessary homework on reaching out to a customer base. The minority population is no exception.
2. Eliminate any stereotypical assumptions. With the lack of knowledge or information, some owners really feel that minorities would not be interested in ballroom dancing.
3. Create an atmosphere of inclusion at the dance studio.
4. Ask current customers for assistance in reaching out to new customers.
5. Recruit more diverse dance instructors if necessary.
6. Provide marketing material that promotes diversity. Tailor the marketing strategy for greater effectiveness. Each demographic is different.
7. Develop strategic alliances in minority segments of the community.
With less disposable income, customers are more selective about how they spend their dollars. This article demonstrates how dance studios can be more lucrative and competitive b