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AWMA, Inc.
9400 Ashton Road
Philadelphia, PA
19114
Call Us Toll Free:
1.800.345.2962
Fax: 1.800.922.2962
awma@awma.com
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Just in to AWMA. Adidas® Karate Uniforms
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Always Sharpen your Top 3 Marketing Weapons!
When it comes to marketing the Martial Arts and your school, there are many methods to get your message out there. It is always going to be a combination of internal and external marketing that keeps your school rocking.
I believe you need to find the right combination for you and your budget. Print ads, direct mail, demos, booths, school talks, festivals, yellow pages, web site and internet, etc...
Everything counts! They are all good and they all work to a certain degree.
Of course, you have all the VIP Internal events and activities, such as VIP Exam Night, Buddy Weeks, Birthday Parties, Parent as Coaches, New Member Orientations, Child Safety Days, Women's Self Defense Clinics, etc....
They all help and they all have the potential to attract people to the Martial Arts.
Today's message is simply to remind you of your Top 3 Marketing Weapons, because when you combine all of the above with these powerful weapons, you will be able to maximize your success from all sources.
If you don't sharpen these weapons, you may be throwing money into a bottomless pit.
So what are these wonderfully effective weapons that will bring you a steady source of high quality New students and help to improve the retention of your current students?
#1 Best Marketing Weapon is and always will be YOU.
You are the best weapon and the most important ingredient to any marketing campaign. Your appearance, your attitude and your actions are absolutely the most effective piece of your Marketing plan of attack.
You set the tone. Your drive and determination will attract more students and keep more student than any Val Pak ad ever will. No advertisement or promotion will ever work if you don't. Your name and reputation all add up to building your credibility in your community.
You could run a full page ad every week and get no results, if you lack credibility and have a poor reputation in your community. On the other hand, with focus and consistency, you can build a name and reputation that will attract the best that your area had to offer.
The more excited and committed you are to the success of your students, your staff and your school, the more success and achievement you will enjoy. Your laser beam focus and consistency will attract more high quality people than any direct mail piece ever will.
ACTION: Take a good look at yourself, evaluate your appearance, your attitude and your actions. Set a goal for 10% improvement in all areas over the next 30-45 days.
#2 Best Marketing Weapon is your Staff and Top Team Members.
The better your staff is trained, the more effective and successful they will become. They can be developed into very positive assets and literally become VIP Success Magnets.
Even if you have only one assistant, be sure to invest time, energy and effort into properly training them. They should look, think and act like well trained professionals that are eager, willing and capable of helping your student's succeed.
Whether they are bowing in a class, answering the phone, sizing up a student for gear, or VIP'ing face to face or business to business, the better you train them and prepare them, the stronger they will be at attracting and retaining students.
The more they experience success, the easier it is for you to reward them. Whatever you recognize and reward, you will get more of. Like feeding a puppy a treat for obeying your command, human beings quickly respond to reward and recognition. I know I do!
ACTION: Take a good look at your staff and top team members, evaluate their overall appearance, attitude and actions. Set goal with each member to help them improve by 10% or better in all areas over the next 30-45 days.
#3 Best Marketing weapon is your Current Students.
The happier and the more inspired they are about their Martial Arts training, the more they will be talking about it in the community. If they absolutely pumped and juiced about their training and the activities that are happening at your dojo, they will shout from the roof tops and happily bring you their family and friends.
Provided you give them plenty of reasons to refer their family and friends. Especially when they first enroll with you, there is an enormous initial excitement to every new activity, especially the Martial Arts. Give them reasons and opportunities to bring their friends to your dojo.
Arm them with VIP Guest Passes, invite them to attend your next VIP Exam Night, plug them into your upcoming Buddy Week. Encourage them to bring guest in to view their next class, train them to introduce their friends to you and your team.
There are many ways to train your students to become VIP Champions, all of them work if your students are truly excited and "WOW"d by you and your dojo.
ACTION: Review your current New Member Orientation procedures and look for ways to improve the consistency of the education and motivation being given to every new student that enrolls at your dojo. Take immediate action to improve the service you provide, thereby giving them reason to shout from the roof tops about you and your team.
MAUI members are some of the best trained professionals in the Martial Arts. They clearly understand the importance of FOCUS and CONSISTENCY. The weekly MAUI coaching calls, e-mail success tips, powerful Wealth Building Network, customized visits and quarterly Warriors Weekends have proven to bring a powerful return on investment.
The vast majority if members are reporting record breaking active counts, gross revenues and they are having more fun again. If you would like to join the winning team or know someone who would, simply drop me an e-mail requesting more information.
Nobody ever regrets taking action that leads to toward greater profit and pleasure in life!
Staff Training Tip: Avoid Seagull Management!
If you have ever watched seagulls, you would see that they fly in make a lot noise, crap all over the place and fly off to the next spot. When I first began overseeing multiple locations, I was guilty of being a Seagull Manager.
I would leave our Liverpool Dojo telling everyone what they needed to do, drive over to Cicero Dojo, instantly find something to rant and rave about, then I would rant and rave for an hour or so, then off I'd fly over to Clay Dojo for more of the same.
CLASSIC SEAGULL MANAGEMENT.
Trust me, it doesn't work and it does cause major damage to your relationships with your team members. My advice whenever you are about to inspect what you expect, is to set them up for success, let them know when you will be doing an inspection and let them know what you are looking for.
Even if you are running a small single location, if you are going to inspect Disney Dojo, let them know in advance that you will be inspecting the cleanliness of the dojo. If you are going to be viewing classes to inspect the quality of the students, let your team know what you are looking for and set them up for success.
It is much more fun to see all the things you like and want, versus getting upset over the things you don't like. That's not to say that there aren't going to be things that need to be improved, because there always will be, it's just more fun and productive to see your team succeed.
Wouldn't you rather praise someone than criticize?
Would you rather be surrounded by winners you created...than losers you created?
Best of success
Osu,
Kyoshi
Steve LaVallee
Chief Master Instructor
www.USABLACKBELTCHAMPIONS.com
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