Last week, we discussed some initial starting points for launching a yoga workshop. Today, we will go over promotion–inside and outside of the studio; as well as the core goal of a workshop!
How to best promote your workshop
The most important part of promoting is conveying the “why.” Why should your students take time out of their busy lives and spend money to attend? How will this change their world? In all of your marketing material and online marketing, include the message of what they will walk away with after attending the workshop.
Having an outside teacher lead a workshop tends to have a draw. People are curious to have a new voice in the studio.
Promoting within the studio
Incorporate the theme of each workshop within classes leading up to the workshop. For instance, if it is an inversion workshop, add little sparks of inversions into classes, and mention the workshop within the class. Let students know that this is a taste of what they can experience in the upcoming workshop.
If you want to make an announcement in class, it is best to do so at the beginning of class. This is a better time to get down to business, rather than during Savasana. Savasana is for rest and letting students find a quiet space. It is also best to mention only one workshop or event in the class. Funnel the focus for that one event—guide your customer.
When promoting within the class setting, make sure that you are matching the level of the class with the workshop. If you are offering an advanced workshop on inversions, it would be best to promote this with your upper level classes.
Marketing with promotional material
Every aspect of your promotional material should answer the question of “why?” What will students walk away with after taking this workshop? What change will this create within students’ lives or practice if they attend? Let them know why they should come!
Promote only one workshop at a time, whether it be flyers, posters, online posts, social media, or newsletters. Guide the buying process of your customers. Create flyers and posts to bring awareness two months ahead of time; then post to your website, the MindBody app, and social media.
What is the goal of a workshop?
The goal is to allow people to leave and practice the new skill on their own. We, as teachers, need to think about how people learn. Students learn by being taught the concept, then demonstrating with experience, and finally by practicing on their own.
So, know who your audience is. Are they type A individuals who need to let go of their intensity and self-judgment? Or are they parents that are exhausted and need to be taken care of a bit? Are they comfortable with yoga language, or do you need to convey messages more generically?
Consider the workshop ideas you formed last week–can you come up with a clear goal behind each one? What are some ways that you could promote these workshops if you scheduled them a month out? Next week, we will discuss structure and design of workshops. Stay tuned…and keep working on your ideas!