Why Martial Arts Schools Fail and How to Avoid It
Reactive Marketing vs. Proactive Planning
Many martial arts schools fail because they rely on reactive marketing. Smart owners, however, plan their marketing campaigns in advance, considering holidays, weather changes, and special days throughout the year.
Typically, school owners only think about marketing when rent is looming. They scramble to create a last-minute Facebook ad with desperate offers like, “50% off. Hurry now!
No contracts!” This approach often reflects poorly on your school’s value. If your best offer is a 50% discount, what does that say about the quality of your programs?
The Pitfall of Reactive Marketing
Reactive marketing assumes there’s a large audience eagerly waiting for your discount offers. In reality, only a small percentage—less than 2%—of the population within your school’s vicinity is likely to enroll in any martial arts program.
Schools that compete for this 2% often struggle, but those with well-thought-out plans and higher tuition rates often attract the most students.
The Power of Proactive Planning
To avoid failure, your marketing plan should be set at least 90 days in advance. This plan should outline your offers, platforms, and goals.
Shift your focus from desperation to education and value. For example, during National Bully Prevention Month in October, you might use a headline like, “Did you know that over 60% of bullied children hide it from their parents?
Our program teaches kids how to report bullying the day it happens.”
This approach highlights the importance of your program rather than just offering a discount. By planning ahead and presenting valuable information, you can attract and retain students more effectively.