Combining five different marketing tactics into a monthly system can result in a consistent influx of 10 to 20 new students each month. While veteran instructors may recognize these strategies, their effectiveness becomes apparent when executed together, consistently, month after month. Here’s how you can get started:
Referral Strategy: One Different Strategy Each Month
Key Points:
- Avoid using the same referral strategy repeatedly to prevent diminishing returns.
- Maintain a consistent referral method by offering a gift certificate for a friend at the end of each enrollment conference.
- Implement 12 different referral offers throughout the year.
Proven Methods for Referrals:
-
First Rank Test Referral Requirement:
- Require students to refer one person to qualify for their first rank test.
- Emphasize the importance of sharing knowledge for the survival of the martial art.
-
Mini-Leadership Program Recognition:
- Recognize students in smaller or start-up programs as future leaders.
- Provide a “leadership” patch and acknowledge their contributions in class.
-
Merchandise Incentives:
- Offer incentives like free t-shirts, water bottles, or gift certificates for referrals that lead to sign-ups.
- Ensure the incentive is valuable but cost-effective.
-
Membership Drive with Prizes:
- Run membership drives with attractive prizes such as a mountain bike or a video game system.
- Offer runner-up prizes to encourage participation.
-
Follow-Up Calls:
- Make regular follow-up calls to students and parents.
- Use positive feedback to ask for referrals and offer trial programs to their contacts.
-
Buddy Day:
- Host a “buddy day” once a month, allowing students to bring friends to a beginner class.
- Conduct high-energy classes and raffles to engage participants.
-
Family Discounts:
- Offer substantial tuition discounts for additional family members.
- Make martial arts training a family activity to increase retention.
-
Host Student Birthdays:
- Offer birthday parties at your school.
- Use these events to introduce the school to new families and potential students.
-
Self-Defense Clinic:
- Host clinics targeting specific demographics, such as women’s self-defense.
- Encourage students to bring friends for free sessions.
-
Use Common Sense:
- Adapt and adjust the methods to fit your school’s unique needs and goals.
- Avoid overwhelming the school with too many simultaneous strategies.
Implementation and Consistency
The success of this marketing strategy relies on consistent execution. Each month, choose one referral method and implement it alongside the others. Track your results and make necessary adjustments to ensure continuous improvement and increased enrollments.
Action Steps:
- Plan your 12-month referral strategy calendar.
- Assign specific months to each referral method.
- Set clear goals for new sign-ups and outline the steps to achieve them.
By integrating these marketing tactics and maintaining a disciplined approach, you can create a thriving martial arts school with a steady stream of new students.
This systematic approach ensures that every effort you put into marketing your school yields the best possible results, transforming potential leads into committed students and fostering a supportive, growing community.