In a competitive industry like dance education, offering discounts can feel like a necessary tool to attract new students or fill empty class spots. But are discounts always the right move? And how do you know when they’re helping, or quietly hurting your business?
In this editorial, we’ll unpack the psychology behind discounts, look at common pitfalls, and offer practical guidance for when (and how) to use discounts effectively. We’ll also share how to make informed decisions and run promotions without compromising long-term goals.
The allure of the discount
It’s easy to see why dance schools might turn to discounts. A reduced rate feels like a quick win: it lowers the barrier to entry for new families, creates urgency, and gives the impression of added value. From trial classes to early bird pricing and sibling offers, discounts have their place. When used strategically, they can generate momentum.
But too often, discounts are used reactively. Struggling to fill a class? Offer a deal. Want more trial sign-ups? Slash the price. The risk here is that you train your market to wait for offers – or worse, devalue the very thing you’re trying to sell: a high-quality dance education.
The hidden costs of discounting
Offering discounts too frequently or without a clear strategy can lead to a range of unintended consequences:
- Reduced perceived value: Parents may wonder why classes are so easily discounted. Are they worth the full price?
- Difficulty increasing prices: Once a family is used to paying less, it can be hard to move them up to the standard rate.
- Unsustainable growth: Attracting families who are only price-sensitive may not result in loyal, long-term students.
- Complicated admin: Tracking who gets what rate and making sure it’s applied correctly can quickly become a headache.
Strategic alternatives to discounts
Instead of relying solely on discounts, consider these high-impact, value-driven strategies:
- Offer free trials rather than discounted blocks. This gives prospective students a taste of your classes without setting a low-price precedent.
- Add value instead of reducing price. Think free uniforms for full term sign-ups or exclusive content or resources for early enrollees.
- Time-limited bonuses: Instead of a permanent discount, create urgency with short-term, value-based promotions.
- Segmented offers: Reward loyalty (e.g., a returning student offer) rather than offering blanket discounts for everyone.
How smart systems can help
Discounts can be powerful — but only when part of a wider, well-thought-out strategy. With the right tools and a clear understanding of your goals, you can grow your school without compromising your value.
Membermeister has been working with dance school owners, principals and their admin/finance teams for over 12 years. They know what works, what doesn’t, and what thriving, successful schools are doing differently.
With membermeister, you can:
Promote free or paid trials effortlessly with a conversion optimised online bookings platform that students/parents find quick and easy to use!
Manage discounts and custom pricing with precision and in bulk. Whether it’s sibling discounts, early bird rates, or loyalty incentives, it’s straight-forward and stress-free to manage.
Avoid revenue leaks with clear billing, automated invoicing, and integrated registers that reflect real attendance and value.
Make data-driven decisions using insights on conversion rates, term enrolments, and student retention — helping you identify which offers actually work.
Dance Informa’s readers are entitled to a free 30-day trial with VIP onboarding support and a 10% discount if you sign-up for an account. Visit membermeister.com.
This article was written by Sara Ballam, Marketing Manager at Membermeister, in partnership with Dance Informa Magazine.
