An overview from the Yoga Journal Conference presentation: Visualizing Your Company: The Branding of Your Business
A hot button for some, the business of yoga is a much discussed topic in magazines, journals and blogs today. While some are bothered with the commercialism and recent popularity, others argue over whose yoga is better. But I'm going to step away from all that. Because that's not my business. My business is branding, with a special emphasis on health and wellness companies. And what I see is competition.
Along with the huge boom and popularity comes a marketplace flooded with options. Which is fantastic for the students. More styles, teachers, times, and studios to choose from then ever before.
But what about if you own the studio? How do you "compete" for clients? A word often shunned in the practice of yoga, but necessary when talking about your business. Any business.
The reality is, with all the social media out there, websites, and daily deals, how do you not only survive but thrive?
Ask yourself the following questions. And then move on. After all, it's yoga.
Websites are often the first introduction someone has to your studio. Does it accurately reflect your space and what you have to often? When you enter the site, is it a place of calm or chaos? How are you using color? Are you using photography? And if so, does it reflect that kind of classes you offer. Nothing can scare off a new student like seeing someone on the home page in an advanced pose. But if that's what you offer, than go ahead and show that.
Are you using social media? Building a community in the studio is one place. But getting online is a great opportunity to keep your students (and new potential students) up to date on classes, promotions, etc. And all it costs is time. Take photos of events, share, and promote. Get people excited, even when they can't make it to a class. It's a great way to stay connected. Start a dialogue. Ask for feedback. Create a space that people can come to as a resource.
Email marketing is another fantastic way to keep your students up to date. But be careful. Don't send them out to often. To much, and you might just risk going right into the trash box.
Daily Deals. What can I say but be careful. While for some companies it's a great opportunity to create awareness in a market that can target a huge population that otherwise wouldn't know about your studio, you also risk the possibility of getting those students that will not return. And watch how much you discount. Keep in mind that many of the daily deal sites are negotiable with the terms.
Podcasts & youtube are great ways to keep your students practicing, even when they can't make it in. All you need is a video camera and the ability to upload file from your computer. While it will never replace going to a physical space, like all the above suggestions, it's meant to keep your students connected. Even if it's virtual.
For something to think about, check out this video.
http://winterandconstruction.com/journalvideo.html
winter and construction design: design grounded in strategy
