January 18, 2006

How Internet Changed Music Lessons Promotion

We rely on Internet for much of our communications and information needs. Email, news, collaboration, research, shopping, customer service, marketing, entertainment – we get it all on the Internet.

Internet is central to our lives. It modified our behavior.

Not Too Long Ago
In the past, music teachers used variety of promotional methods, still in play today but proving less effective due to Internet’s immediacy and speed:

  • Client Referrals: still the best
  • Word of Mouth: “I am in business now …” great, but too slow
  • Business Cards: always good, must remember to carry
  • Flyers/Brochures: low distribution, too few eyeballs
  • Newspaper Classifieds: too expensive, fewer people read papers
  • Yellow Pages Ads: too expensive Context emerged as a dominant player in its niche. Easily found via search engines, we provide quality context, attract the best musicians and our market loves the service. We give prospective students, from corporate CEOs to literally kids themselves, an intelligent way to review musicians’ credentials and take action.

Kids are a New Business Channel
The following would not have been possible in pre- Internet era. New generations of Internet savvy kids take initiative, search the Web for music teachers, bring that research to the attention of their parents, and influence decisions. This is a birth of a new channel of opportunities for music teachers and business implications are remarkable.

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