How to use your Show/Concert/Recital to Sell 🤩

Your annual performance is one of your hottest marketing & sales opportunities of the year!

Here's a list of how you can use this event to maximise upsells and new bookings:

⭐ AT THE VENUE (during the event)

Dedicated enrolment station in the foyer with a staff member ready to sign families up on the spot
"Coming next term" display boards or banners showcasing classes with available spots, especially those needing numbers
QR codes on programs and signage linking directly to an enrolment form or booking page
A raffle or prize draw that requires entering an email address (building the list)
A "class bundle offer" offer available only at the show
A dedicated "What's On Next Term" slide in the digital show program or screen between acts
Teacher meet-and-greet moments in intervals so parents can ask about classes face to face

⭐ IN THE SHOW PROGRAM (printed or digital)

"Did you know we offer..." section highlighting undersubscribed classes
A special show-night-only offer with a deadline (creates urgency without being pushy)
Student testimonials or teacher bios that build trust and curiosity
A clear class timetable insert for next term with a link or QR to book

⭐ POST-SHOW EMAILS (to your marketing list)

A "You missed something special" email to cold leads and non-attending families with show highlights and an enrolment CTA
A thank you email to current families within 24-48 hours with an upsell offer (e.g. "Loved what you saw tonight? Add a second class for [X] off")
A photo/video highlights email a few days later that rekindles the excitement and links to bookings
A "Here's what's happening next term" nurture sequence to warm leads who didn't enrol

⭐ SOCIAL MEDIA & CONTENT (before, during, after)

Pre-show hype content that names the classes being showcased, building curiosity in prospective families
Live or Stories coverage during the event that non-attendees see in their feed
Post-show reel of highlights with a clear "enrolments now open" CTA
Individual class highlight clips posted over the following week to extend the marketing window (one style per post, each with its own enrolment link)
Parent testimonial videos captured on the night posted organically over the following 2-3 weeks

⭐ RETARGETING & PAID ADS

Run a Meta ad campaign using show photos/videos targeted to a lookalike audience of your current families
Retarget website visitors and email list with show content and an enrolment offer
An engagement campaign (excluding followers) using top-performing organic posts from the show to extend reach to cold audiences

⭐ OUTSIDE THE BOX IDEAS

Create a "Show Day Legacy" offer: families who attended the show get access to a limited, discounted multi-class bundle that's not available publicly
Run a "We saw a future dancer" campaign: ask current families to tag a friend whose child they think should be dancing, using a specific hashtag, for a chance to win a free trial
Send a physical postcard or note home (for performers) with a handwritten-feel thank you and a QR code to book, standing out from the digital noise
Host a short "next term preview" information night or Instagram Live the week after the show while excitement is still high
Offer a "lock in your spot" VIP early enrolment window exclusively for families at the show, before general enrolment opens to the public
Use the show video (with parent permission) as an ongoing ad asset for the next 3-6 months, as it's your most powerful proof point

The show is basically your best sales tool of the year.

Most studios underuse it because they're exhausted by the time it's over.

Capture that post-show buzz in the first 48-72 hours to fill classes faster for the new term.

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