Direct Response Marketing Concepts for Martial Arts Business By Stephen Oliver, MBA
Learn more about the Ultimate Martial Arts Business – Marketing Tools at: http://www. ExtraordinaryMarketing. com
(PRWEB) August 16, 2004
Direct Response Marketing Concepts for Martial Arts Business
By Stephen Oliver, MBA
Learn more about the Ultimate Martial Arts Business – Marketing Tools at:
Http://www. ExtraordinaryMarketing. com (http://www. ExtraordinaryMarketing. com)
There are several key concepts that every Martial Arts Business Owner must focus on when marketing their Martial Arts Business:
1. Targeting your audience.
2. Responsiveness of the audience
3. Cost per response
4. Cost per martial arts student acquisition
Learn more about the Ultimate Martial Arts Business – Marketing Tools at:
Http://www. ExtraordinaryMarketing. com (http://www. ExtraordinaryMarketing. com)
LetÂ’s start with targeting:
Geographic:
For a Martial Arts Business we are typically focused on a three to five mile radius from your martial arts business. The reality is that many factors influence how far someone is willing to drive on a regular basis to your school.
Some of these factors include:
1. Whether you are in a rural or suburban or urban environment. Generally the denser the population, the busier the traffic, and the more choices available the less distance someone is likely to drive to your martial arts business.
2. Psychological barriers such as rivers or interstate freeways. People tend not to cross major barriers such as these to travel to your martial arts business.
3. Ease of access and familiarity of location. If you are in a familiar retail area with recognizable land marks students will likely drive further than in an unfamiliar or hidden area.
Learn more about the Ultimate Martial Arts Business – Marketing Tools at:
Http://www. ExtraordinaryMarketing. com (http://www. ExtraordinaryMarketing. com)
Once you have figured out the likely willingness to drive to your area – almost all of your marketing efforts should be focused on targeted prospects within those geographic areas.
Age
Really think about who your program draws currently. You usually are better off to target what you’ve got – obviously that category of people like what you have to offer – than target what you want.
If you have a heavy 5 year old to 7 year old clientele. It may be smarter to try to find more of the same than to attempt for example to attract middle school or high school kids. Again, It is often most profitable to expand within a successful niche than to attempt to be all things to all people.
Income
What is the average median income of the students who you appeal to? Really look at your existing clientele and figure out who you appeal to and expand upon that.
Starting from Scratch
You may be tempted to go the other way and say to yourself – who would I ideally like to attract? There is nothing wrong with that approach except the following reality: Whatever you are attracting now – indicates who you appeal to most easily. Do you have a generally low income – blue collar clientele that train at your off the beaten path and mediocre school? If that’s so – before making a major push for higher income students you’d better look at your school, your location, your personal appearance, and your class structure. No matter how much you want to appeal to a given clientele – it will do you no good unless you really have every aspect congruent with your desires.
Stephen Oliver, MBA is a 7th Degree Black Belt, owner of Mile High Karate in Denver, Colorado and Author of Extraordinary Marketing. www. ExtraordinaryMarketing. com
Learn more about the Ultimate Martial Arts Business – Marketing Tools at:
Http://www. ExtraordinaryMarketing. com (http://www. ExtraordinaryMarketing. com)
Http://www. martialartsresources. com (http://www. martialartsresources. com), http://www. extraordinarymarketing. com (http://www. extraordinarymarketing. com), http://www. martialartsbootcamp. com (http://www. martialartsbootcamp. com), http://www. extraordinarybootcamp. com (http://www. extraordinarybootcamp. com), http://www. kennedycopy. com (http://www. kennedycopy. com), http://www. kennedymagnetic. com (http://www. kennedymagnetic. com), http://www. milehighkarate. com (http://www. milehighkarate. com), http://www. freekarate. com (http://www. freekarate. com)
© Copyright 2004. Stephen Oliver
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