Attract and retain

Why your studio needs AI discovery AND the personal touch to thrive in 2025

The hard truth about studio marketing in 2025

• New customers are harder to find (economy, competition)

• Existing customers are visiting less frequently (tighter budgets)

• You can't rely on just one strategy anymore

• Studios that thrive are mastering both acquisition AND retention

Funnel 1: AI-powered discovery (The front door - acquisition)

• ChatGPT recommendations for "something to do" searches

• Voice search optimization for spontaneous family activity searches

• SEO that captures impulse decisions and special occasions

• This gets them IN the door the first time

Funnel 2: Personal connection pipeline (The loyalty loop - retention)

• Two targeted emails monthly to existing customers

• Birthday email and offer

• New inventory, seasonal pottery, seasonal designs and new classes

• This keeps them COMING BACK and spending more

Why you need both funnels working together

• AI captures the "stranger danger" - people who don't know you exist

• Personal emails nurture the "friend zone" - people who already trust you

• New customer acquisition costs 5x more than retention

• Your best customers come from referrals by retained customers

Here's what each piece means for your studio:

• New customers are harder to find (economy, competition): Families are cutting back on discretionary spending, and every entertainment venue from escape rooms to trampoline parks is competing for the same "fun family activity" budget. What used to be an easy decision now requires parents to justify every $30-50 outing.

• Existing customers are visiting less frequently (tighter budgets): Your regulars who used to come monthly are now stretching visits to every other month or only for special occasions. Even loyal customers are being more selective about when they splurge on creative activities.

• You can't rely on just one strategy anymore: The days of posting on Facebook and hoping for walk-ins are over. Studios need multiple touchpoints working together because customers are researching more, comparing prices more, and taking longer to make decisions.

• Studios that thrive are mastering both acquisition AND retention: The most successful studios aren't choosing between finding new customers or keeping existing ones—they're deliberately building systems for both. They understand that new customers pay the bills, but repeat customers build the business.

Funnel 1: AI-Powered Discovery (The Front Door)

• ChatGPT recommendations for "something to do" searches: When parents are desperately googling "rainy day activities near me" or asking AI for birthday party ideas, you want your studio to be the first recommendation. This requires having the right online presence and content that AI systems recognize as authoritative and relevant.

• Voice search optimization for spontaneous family activity searches: More families are using Siri or Alexa to find last-minute activities, and voice searches are conversational: "Hey Google, what's a fun thing to do with kids this afternoon?" Your online presence needs to match how people actually talk, not just how they type.

• SEO that captures impulse decisions and special occasions: Your website needs to rank for those high-intent searches like "pottery painting birthday party" or "creative date night ideas." These searchers are ready to book—if they can find you.

This gets them IN the door the first time. All of these strategies work together to capture people in that crucial moment when they're actively looking for something to do. Once they're searching, you have a window of opportunity to become their solution.

Funnel 2: Personal Connection Pipeline (The Loyalty Loop)

• Two targeted emails monthly to existing customers: One email showcases what's new and exciting at your studio, while the other reaches out personally to customers you haven't seen in a while. This isn't about bombarding them—it's about staying top-of-mind when they're ready to make plans.

• Birthday email: A simple "Happy Birthday! Come celebrate with us" email with a small discount often drives a visit (with a friend or family) or a party booking. People love when businesses remember their special moments.

• This keeps them COMING BACK and spending more: Personal communication builds emotional connection, and emotional connection drives repeat business. Customers who feel recognized and appreciated become your best advocates.

Why You Need Both Funnels Working

• AI captures the "stranger danger" - people who don't know you exist: These are the customers who have never heard of your studio but are actively looking for activities. They need to discover you exist before they can consider visiting you.

• Personal emails nurture the "friend zone" - people who already trust you: These customers have already had a good experience with you. They don't need to be convinced you're legitimate—they need to be reminded why they should come back.

• New customer acquisition costs 5x more than retention: It's exponentially cheaper to get a previous customer to return than to attract a completely new one. Yet most studios spend all their marketing energy on acquisition and ignore their existing customer base.

• Your best customers come from referrals by retained customers: Happy repeat customers become your unpaid sales force. When they're planning activities with friends, they suggest your studio. When they're looking for birthday party venues, they recommend you. Word-of-mouth marketing only happens when you've built genuine relationships.

The good news? You don't have to figure this out alone. While the AI discovery piece requires some technical know-how, the personal connection pipeline can start immediately—and that's where you'll see the fastest results.

If you're feeling overwhelmed by setting up email campaigns, tracking birthday months, or figuring out which marketing moves will actually move the needle this year, that's exactly what I help with. From writing those two monthly emails that actually get opened to setting up simple systems that capture customer birthdays during checkout, I can help you build the marketing foundation that keeps your studio thriving even when the economy gets tough.

Because here's the truth: your studio offers something irreplaceable—creativity, connection, and joy. My job is just making sure the right people know about it and keep coming back for more.

Ready to stop feeling scattered with your marketing and start seeing real results? Let's talk about what your studio needs to not just survive 2025, but grow through it.

-`♡´- Hillary