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How Ballroom Dance Studios Could Increase Earnings:
Unleashing More Diversity and Energy in the Process Silas Mueller
Submitted
2014-03-16 02:15:28 By Dr. Daryl Green

Summary: Learn how today’s dance
studios can tap the fastest growing minority segment within the country and gain
more profitability in the process.

Regardless of the financial
crisis Cheap
Quincy Promes Jersey , Americans still aspire to dance and imagine
themselves, ‘Dancing with the Stars’. Since 2008, the dance studio industry has
seen 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 provides 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 difficult time
duplicating, thus leading to more sustainable success.

According to
estimates, there are over 15,000 dance instruction studios in the United States,
producing over 1.4 billion dollars. On average, most dance studios have annual
sales of $100,000. The very 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
relatively the same
size Cheap
Patrick van Aanholt Jersey , provide similar services, have comparable
pricing, and can easily be substituted with other entertainment options.
Consequently, identifying differentiating services amongst dance studios is
often tough 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 make sure a sustainable competitive
advantage.

With the struggling economy, 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 primarily targeted for White
Americans.

In fact, 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
example Cheap
Memphis Depay 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 significant 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 appealing to a more diverse clientele. In
fact, some dance studios generally overlook minority interest due to a lack of
knowledge or interest. The conventional wisdom is that most Blacks and Hispanics
would not 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's a tragic
mistake not to pursue a diverse clientele: “I think it is 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.” However,
attracting more minorities to ballroom dancing can't occur without thinking
strategically. The following suggestions are supplied to achieve a more diverse
clientele and acquire 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 understanding 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 help in reaching out to new customers.

5. Recruit
more diverse dance instructors if necessary.

6. Offer 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 invest their dollars. This
article demonstrates how dance studios can be more lucrative and competitive by
reaching out to the minority segment in their communities. Discovering new
students becomes an urgent need. By developing a targeted program to solicit
minorities in the community as new customers, dance studios can attain more
success in their respective businesses by the development of a distinctive
capability that will be tough to duplicate in the market.

© 2014 by Daryl
D. Green

About Daryl Green:
Dr. Daryl Green has carried out extensive
research on cultural issues impacting today and future leaders. He is an author
of several books including Job Strategies for the 21st Century and Breaking
Organizational Ties: How to Have a
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