After the long summer break, you and your students are often raring to get back to dancing!
Of course, after any summer, it’s natural that some of your dancers will move on to new adventures — whether that’s because they’ve grown older, taken on new commitments, or simply found a different path. But as the new term approaches, there’s one key thing you’ll want to focus on: getting fresh faces through the door with new dance trial sign-ups.
We’re here to share some top tips and creative ideas to help you spark interest, fill your classes, and make your studio the go-to place for dance this term.
Want to find out more about trials, should you be offering them, and more? We have covered a lot about trials in previous blog posts:
Should you offer class trials: the benefits for dance studios?
Free trials, discounted trials, or paid trials? What should your dance studio offer?
1. Social Media Marketing
It might feel like every blog post about growing a business, attracting trials, or boosting marketing mentions social media — and that’s because it works. You simply can’t deny how powerful it is for reaching new people.
With the rise of social search (people using platforms like Instagram and TikTok to look for local businesses) and the fact that Instagram posts are now indexed in search engines, social media has become a key discovery tool for potential students.
So, yes — social media is one of the best ways to promote your dance trial lessons. This could be through:
Organic posts that showcase your classes and atmosphere.
Paid ads targeted at your local community.
Encouraging current students (and their parents) to share your posts on their own profiles to help spread the word.
The more visible you are online, the more likely you are to fill those trial spots.
2. Referral Programs
Your existing students are your BIGGEST advocates. They already love your classes, know your teaching style, and can vouch for the fun, welcoming atmosphere you create. So why not give them a reason to spread the word even more?
Consider offering a reward — such as a discount on their next month’s lessons, a free piece of studio merchandise, or another fun perk — if they bring along a friend (or two!) for a trial class.
Word-of-mouth and referrals are the most trusted forms of marketing. By tapping into this, you’re not only showing appreciation to your current students but also opening the door to a wave of new faces in your classes.
Find out more about setting up a referral program in our blog post: ‘How to build a referral scheme for your dance studio’.
3. Community Outreach
This is a powerful strategy to use all year round — not just at the start of term. By becoming known in your local area as the dance studio (to people beyond just your students and their families), you’ll naturally increase the number of enquiries that come your way.
Here are some ways to make it happen:
Volunteer or perform at local care homes — it’s a wonderful way to give back while showcasing your students’ talents.
Offer workshops or taster sessions in local schools — plant the seed of dance early and inspire the next generation.
Connect with local community groups — partnerships can open unexpected doors.
Share flyers in high-traffic spots like schools, cafés, pubs, and takeaways — include a QR code that links directly to your website or trial sign-up form for easy action
4) Host An Open Day
There’s no better way to showcase your dance studio than by letting people experience it firsthand.
Why not host a couple of open days throughout the year? Invite the community to drop in, meet you and your teaching team, and watch your students perform the routines they’ve been working on. It’s a chance for people to see the energy, passion, and sense of community your classes create.
Make it easy for visitors to take the next step — have a clear sign-up sheet (or a tablet/QR code for digital sign-ups) ready so they can register their interest for trial lessons on the spot.
Find out more about how to organize a dance studio open day here.
5) Call Your Existing Leads
Sometimes, it’s not just about chasing brand-new leads — it’s about reconnecting with the people who’ve already shown interest. This could be anyone who:
Registered their interest in the past
Attended one or two trial classes but didn’t continue
Enquired but never booked a class
Reaching back out to these warm leads is a powerful way to fill your classes. They already know who you are and what you offer — they may just need a little nudge to take the leap and become a long-term student.
Give them a call, send a friendly email, or add them to a follow-up pipeline so no one slips through the cracks.
