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The Retention Plan

Type:

Studio Owner Article

Category:

How to Increase Revenue and Energize Enrollment

To help make your business grow, create a retention plan and keep your customers coming back for more! One of the biggest mistakes we can make as business owners is to constantly be looking for new customers and not to focus on the ones we already have. So much attention is always put on advertising to get the word out about our business, that it is easy to take the focus away from our current customers. Jeffrey Gitomer, who has written many great books on customer loyalty, says that most companies spend 80% of their advertising budget on getting new customers and only 20% on their current ones. He suggests that it would be wiser to reverse this and spend more on keeping who you have instead of always trying to get new. It is, after all ,easier to keep someone coming back for more once they have bought from you than it is to get someone new to try you out. Spending money to get new leads is harder to do and can be more costly. If you could dedicate some, or most of your marketing dollars, to get your current customers to spend more with you, you could increase your income significantly without ever getting one new student.

Author

Angela D'Valda Sirico

Angela D'Valda Sirico

Originally from England, Angela spent her early years in Hong Kong where she studied with Carol Bateman. She continued her training at Arts Educational Trust in England. After moving to New York City she continued her studies with Martha Graham and Matt Mattox. She appeared with the Matt Mattox Company and toured with the first Disney On Parade working with Disney and N.B.C. Contracted to the Teatro National of Buenos Aires she performed for one year and spent an additional year as a featured soloist at the Teatro Maipo, Argentina. Travelling to Madrid, Spain she worked for Spanish television in a weekly variety show Tarde Para Todos and from there decided to form her own Dance Company. With the Company she choreographed and performed throughout Spain in theatres, and on television. Angela met her husband Steve while working together on a television special The Valerie Peters Show filmed in Tampa, Florida. In 1979 they formed the Adagio act DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Angela and Steve have owned and directed their dance studio in Fairfield, CT. for the past twenty two years and in 2005 added music and vocal classes to their curriculum. Angela served as chairperson for the tri state panel of the Royal Academy of Dancing and is Co-author of a Partner syllabus currently used for teacher training by Dance Educators of America. She continues to adjudicate and teach for major dance organizations and choreographs for theatre, television and conventions and was commissioned by Boston Ballet 11 to choreograph the highly acclaimed Brother Can You Spare A Dime? DValda & Sirico are currently in production choreographing the opening to the National Speakers Association convention on Broadway at the Marriott Marquis for August of 2008. Angela is co-owner of Dance Teacher Web designed as an online resource for teachers worldwide.

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