Wendy’s Music is the perfect example of a small business that works hard to provide a great service and do great marketing.
This Melbourne-based business is a music education company that caters to both students and teachers, founder Wendy Brentnall-Wood explains.
Wendy’s Music helps students learn to make music by providing lessons, resources, instruments and teachers. It also helps teachers provide music lessons by delivering an all-round membership service of admin, software, teaching resources, training, marketing and support.
“We are able to provide the experience of 40 years of teaching combined with a focus on high-quality lessons and service to assist students of all ages, standards and multiple instruments and teachers at any stage of their teaching journey,” Wendy says.
Different times and different markets call for different marketing
During those 40 years, Wendy’s Music has had to change the way it does marketing.
Initially, the marketing consisted of local newspapers, shop posters and school newsletters. These days, Wendy’s Music does a much wider array of marketing:
- Content marketing – Blogs, newsletters, ebooks, teacher webinars
- Social media marketing – Facebook posts, LinkedIn posts, Twitter posts, Instagram posts, YouTube videos
- Digital marketing – Facebook ads, EDMs
- Free media marketing – Media releases, podcast appearances
Wendy’s Music also uses the clever tactic of sending different marketing messages to its two different target markets.
As it turns out, this small business achieves its best results from word-of-mouth marketing – also known as referrals. It goes to show that an excellent product and excellent customer service are the best form of marketing ever invented.
You need good marketing to stand out in a crowded market
Wendy says the biggest marketing challenge faced by her small business is trying to cut through all the noise of online marketing.
“There are lots of music schools looking to find students. Private music lessons have no regulation around who can teach or how much they charge, so cutting through the volume of music schools promising to teach you how to play with some charging cheap prices,” she says.
“To provide quality admin, software, resources, teachers and so forth means investing a lot of time and money into the business, and although we charge standard recommended association rates, we have to work much harder these days than a decade ago to show that our experience and quality is something to value over a service that may be a few dollars a week cheaper.”
Wendy’s Music wants to take its marketing to the next level
The number one thing Wendy’s Music needs to do to improve its marketing is to make its knowledge bank of information for music students more accessible.
“We have hundreds of YouTube videos, thousands of teaching resources that most people don’t know about and therefore can’t benefit from,” Wendy says.
“Our current thinking is to set them up as a regular, searchable student blog on our website that can also be shared through social media.”