Getting fit is one of the top 10 new year’s resolutions year after year. Inevitably, there’s an influx of new students attending yoga classes in early January as a part of honoring their new year’s resolution.
Many studios offer some sort of special pricing to anyone who is new to their studio. This introductory pricing is designed to allow students experience the studio for a specific period of time or a certain number of classes at a discounted rate.
A few common introductory pricing models include:
- Dramatic discounts on a month of unlimited yoga classes.
- Special rates for unlimited classes in a set time frame.
- Special rates for a set number of classes.
- A free first class.
Your introductory pricing is something you should always promote, but it requires special attention around the holidays, late December in particular.
During the week after Christmas and into the first week of January, it’s best make sure that your introductory pricing offer is prominent everywhere your studio appears online! This includes:
- Adding your pricing to the homepage of your website.
- Posting your introductory offer to Facebook and Twitter.
- Creating targeted ads on Facebook, Google, or other ad networks.
- Posting images to Instagram and put your offer in the description. Use yoga-specific hashtags to help draw new followers to your posts.
- Send email marketing messages to your current students inviting them to bring friends with them to class at your introductory rate.
INSIDER TIP: Work from the inside out to promote your introductory pricing as well. Ask your current teachers to share your rates on their social media platforms to help you expand your reach to a wider audience.
The more you promote your new student offer, the great your chances will be of attracting new students to your studio.
A final thought. Let your introductory offer roll into a secondary introductory offer. I’ve seen studios retain a higher percentage of new students when they allow someone in an introductory period to purchase either a 10-class series or a monthly unlimited membership at a special price. This special price isn’t a dramatic discount, but it’s one additional incentive that may encourage new students to commit to attending your studio long term.
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