Attracting a Diverse Audience

How Daniel gained 200+ students in 6 months.

Daniel*, a dance instructor from Paris, wanted to attract a diverse group of students. He envisioned a studio where people of all ages and backgrounds could dance together. But he struggled to make his vision a reality. That's when he turned to me for guidance.

Daniel had seen there were older people in the local community who seemed to be lonely or bored. We conducted surveys and held open houses to understand better the locals. We wanted to know two main things. What did people want, and who were the community influencers?

There was some interesting diversity in the population. Older people - the classic Parisiens. Working couples and individuals. Students. Refugees and migrants. Their feedback shaped our strategy. We learned that people wanted fun, engaging dance classes that fit their schedules. And they wanted to meet other people.

Next, we created unique dance programmes. Daniel was keen to offer thés dansants (dancing teas) for older people on Sunday afternoons. He had friends who could play the old numbers on the accordion. He found a caterer to handle the all important refreshments. The focus was very chic, quite elegant, and an opportunity to dance and socialise. He took great delight in learning that some people found lovers and passion on a Sunday afternoon as well.

Daniel introduced themed dance nights, family dance classes, and even dance fitness sessions. These programmes catered to different interests and skill levels. Each class focused on having fun and building connections. It was easy to introduce the idea of dance lessons to people who'd spent an enjoyable couple of hours.

To help spread the word, we called in the community influencers first. They encouraged their circle to come along. From there Daniel used a mix of online and offline marketing. Daniel revamped his website, making it easy to navigate and sign up for classes. He also started a social media campaign. He shared videos and success stories from his students. These efforts helped build excitement and draw in new students.

One key to our success was making everyone feel welcome. Daniel greeted each new student in person and made sure they felt comfortable. Daniel opened and closed each session with a warm greeting. This personal touch made a big difference. Students felt valued and eager to return.

Over six months, Daniel's student base grew to over 200 active members. His studio became a lively, diverse community where everyone felt at home. People of all ages and backgrounds came together to dance, laugh, and learn.

Daniel’s journey shows that with the right approach, you can attract a diverse clientele. It starts with studying and listening to your community. Then offer unique programmes, and make everyone feel welcome.

PS: Don’t try to build your community alone. Interaction and connection are vital. Consider how creativity coaching can help you develop effective strategies. Reach out to explore more.

* names, roles, industries changed to protect privacy and commercial sensitivity