I asked in my Newsletter and Facebook page if people would like another category on this website for information on marketing their martial arts clubs. Several people replied that this would in deed be useful. My friend, Graham Butcher, author and one of the World’s leading authority’s on Stav has taken the initiative to write the first article for which I am very grateful. So below is Graham’s submission, I hope you find it useful.
When Charlie said that he wanted to include a section on Marketing into his newsletter I decided to offer to contribute to it. Why should you be interested in anything I have to say about marketing? Three reasons. Firstly my day job is running a Handyman business with my partner and we do okay and have plenty of clients so we must be doing something right. Secondly I have been studying marketing with Chris Cardell and Jon McCulloch for the past couple of years and I will be happy to share some of the principles that they teach. Thirdly, for the past 19 years I have been teaching and trying to develop interest in Stav. Many of you will know how hard it is to get people interested in well known Martial training systems such as Karate and Aikido. So you can imagine its rather harder promoting something as unknown and frankly improbable as a Norwegian martial training system brought to the UK by a Scandinavian nobleman with Viking ancestry and a profound knowledge of the runes and Norse mythology. I think you see the problem.
So this September I am launching a new class in Crewkerne (the Somerset town where I live) and I intend to make a success of it by throwing every marketing trick I know at the good people of Crewkerne including having leaflets and website critiqued by Jon McCulloch before the public sees them. I will be happy to share the process with you over the next few months and let you know what works and what doesn’t.
This month’s tip, Chris Cardell’s three principles for growing a business. Don’t object that yours is a club not a business. If you are taking money in return for a a service (providing martial arts training) then you are running a business. Even if the club is run on a cooperative basis and no one actually takes any money out of it personally the organisation still needs an income to pay its bills. If you can increase that income you may be able to rent a better hall, bring in guest instructors or purchase better training equipment.
So in order to grow the business you need:
• More customers (students)
• More transactions with your customers/students
• More value from each transaction
And you need to combine all three because there is a level at which customers/students actually cost you much more than they give you in return. If you offer a free lesson as a taster then every week you might have five more students coming for just that free lesson. Well your marketing must be working well on one level in that it is bringing them in, but they aren’t giving you anything in return and will be drawing a lot of attention away from your regular students. So yes, you want to be increasing the number of students at your club but look at this. If you just increase the number of students by 10% (and they are actually paying for the class) then the income increases by 10% and that is good but if you have say, 10 students paying £5 for one class per week over a 10 week period that is an income of £500 (I will keep to nice round figures for simplicity).
There are three things you can do to increase income by 10%, one more student raises income to £550. On the other hand if you put in an extra class every ten weeks, say a Saturday morning special technique class that would add that extra £50 or you could raise the price of classes by 50p and that would be worth £50 over ten weeks. Now combine those and see what happens:
11 students x 11 classes = 121 at £5.50 each is £655 or an increase of over 30%.
Something to think about and remember that if you are making a better return you can provide a better service.
For more information about Graham, please visit: www.iceandfire.org. If you found this useful and would like more similar information, please click the “Like” button and leave your comments below.