Understanding changing consumer behaviour
The pandemic has caused consumers to live differently, buy differently and think differently. It has also massively changed people’s priorities, which is why as a business we have learnt to adapt to their ever changing needs.
Razzamataz Theatre Schools is a franchise network that places customers at the heart of all we do. As the franchisor, we advise, support and train franchisees across the UK on how to run their theatre schools. The key lesson that we instill in them is that they must connect with their customers and their communities.
While this has always been at the heart of our ethos, it is even more relevant now with people placing a greater emphasis on supporting local businesses. We must also appreciate that parents and families have gone through a very difficult year and we must be able to show them our support and that we truly care about them and their children.
As a Head Office, we ensure that we are always communicating with our franchisees and in turn, encourage them to communicate with their customers. From a practical point of view, this means we ensure that we provide lots of template documents and social media updates so franchisees can personalise them easily to their own school.
With more than 20 years’ experience of running theatre schools and working with franchisees, I’ve learnt that in business, hard work always pays off. We have franchisees who have no experience in the performing arts industry but are still really successful. The only thing that our most successful theatre school owners share is their commitment to learn, positive attitude and their desire and drive to be successful.
I also firmly believe that you won’t be successful in your business in you are not truly passionate about it. Although I’ve been doing this for more than 20 years, I still get really excited when new opportunities present themselves. To work in a sector that combines performing arts and children’s education is a real privilege and I will never take it for granted. The franchisees that we invite into the network must share this passion; we can give them all the training and practical guidance they need to run a theatre school but the commitment to improve young people’s lives through performing arts must come from them.
Finally, I strongly believe that you must be open to change and adapt where necessary. This year has shown us all that there can be huge rewards if you are willing to adapt to the situation around you. If you truly believe that your business can benefit the community don’t be afraid to shout about it. Children and families need the support of activity providers now more than ever so keep communicating the positive benefits with case studies and testimonials to show the many ways in which we can provide increased opportunities for young people.