Marketing For Martial Arts Schools – What To Do During A Brutal Economy

stock_market_crash1“Freakin’ nuts”, is what average school owners think when they hear about what most of the REALLY successful school owners are doing and (advocating other school owners do) during these wild economic times.

Let’s face it…

The ups and downs of the stock market and the constant bad news about our economy are wreaking havoc with the finances of many school owners.

Cash flow is shrinking, students are dropping off, and less prospective new students are calling.
And, for average school owners it’s SCARY. Rightly so.

Meanwhile, the members of the highest-earning bracket of school owners are loving life.
They’ve yet to see their businesses take any significant step backwards in cash flow. In fact, some have actually experienced growth in their cash flow, even with everything taking place on Wall Street.
So, what are these high-earning school owners doing within their martial arts schools that the average school owners aren’t.

Well, it’s not what they’re doing in their Martial Arts business that the average school owners aren’t. The better question is what are the school owners with the shrinking companies NOT doing that the wealthiest school owners are.

The answer…

Marketing, marketing and more martial arts marketing.

Aggressive marketing to be more specific.

You see, what the wealthiest, most successful school owners understand is that marketing for their schools is the lifeblood of their martial arts business.

It’s the engine that drives their company growth.

It’s THE thing that allows their martial arts business to survive and thrive. Nothing else.
And, because of that, your martial arts marketing should be the very last thing to ever get cut our of a budget.

Muscle“Marketing is muscle, not fat. Be careful about cutting it”, one journalist wrote.

Unfortunately, that’s exactly what so many struggling school owners have done – they’ve cut their marketing budget way back, if not eliminated it altogether.

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In fact, a recent article in Business Week, “Five Don’ts for Marketing in Tough Times”, said it best…

“Just as the savviest investors view down markets as a time to buy when everybody else is selling, the savviest marketers know recessions are a great time to pick up market share. They understand that by maintaining their budgets (or even increasing them) they may not come out ahead during the down times, but they can pick up market share that will pay off in the long run.

Marketing dollars in a recession are like oxygen on Mt. Everest, the less there is in the surrounding environment, the more valuable the amount you possess becomes. Cutting your marketing spending is a sure way to give ground to competitors who may be more aggressive during the downturn.”

And ,if that wasn’t enough, here’s what John A. Quelch said in a recent HBS Newsletter:

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

Lastly, here’s what Business Maven, Laurie J. Storey-Manseau, had to say in the New Hampshire Business Review:

“When times are tough and business is slow, marketing is the very last thing that ought to be cut. Now, more than ever, companies must make themselves and their products known.”

BurningFireBut we recently came across a great quote from marketer Chris Lockhead of Mercury: “Go ahead. Cut your marketing budget when things get tough. I get it. That’s like saying ‘I’ll throw some logs on that fire when it warms up in here.”

It is critical to keep stoking the fire of your marketing campaign. And face it, keeping the fire burning now means you won’t have to rub two sticks together — starting from scratch! — when the “economy improves.”

Martial arts school owners make mistakes you see, when it comes to marketing their schools right now, the last thing school owners should be thinking about right now, is cutting back on their marketing.


Instead, what you should be thinking about when it comes to your school marketing, is doing it more efficiently. effectively, and aggressively.

We believe martial arts marketing online is the best way to do that.

As we said, the key to surviving and even thriving in these tough economic times is improving your Martial arts school advertising efficiency and effectiveness.

While it is not a black box you can throw money into and expect great results, the web is a proven martial arts school marketing medium that can generate phenomenal returns for you.

Successful online school marketing campaigns can often take time, effort, and creativity; however, these efforts can certainly provide a substantial ROI (return on investment) when compared to pricey traditional offline marketing for schools.

The key, though, regardless of whether you do it online or offline, is that you continue marketing your school.
# Continue to invest money in generating new students.
# Continue to invest money in marketing to previous students.
# Continue to invest money in things that automate processes in your school.

Don’t stop. Don’t even slow down.

Let other competing school owners around you do that.

Let your competition make the potentially life-changing FATAL MISTAKE of thinking that in tough, trying-times the correct decision is to cut-off the ONE and ONLY activity that can fix a decline in cash flow and new customer flow.

And, while they do that, you continue doing your school marketing… and when all is said and done with this crazy economy… you’ll be the #1 school owner in your geographic area making some serious bank!

It happens all the time.  Just make sure you’re on the correct side.

Yours for a better school,
~Dunae and Dion

Register Now For Thursday’s FREE Webinar! Only 23 spots left
Title: “How to set up Your Online Strategy”
Date:  Thursday, October 29, 2008
Time:  11:00 AM – 12:15 PM CST
Register now by clicking the link below: <==

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