Marketing Of Martial Arts
Monday, September 28th, 2009
sunshine03 asked:
Basic marketing focuses upon the four “P”s: Product, Price, Place, and Promotion. For a martial arts school, the important products include the offered classes and the associated items sold through business, such as videos, books, gear, uniforms, and clothing.
Marketing strategies can be divided into two basic categories. Direct marketing, which includes one on one contact with potential customers, may also include paid and unpaid advertisement ventures. Mass marketing is the more familiar form of advertising, such as commercials on television and radio. Martial arts schools have succeeded largely through the use of direct marketing.
For martial arts schools, direct marketing works better than mass marketing for two reasons: First, teaching martial arts is a personal business. You win students and keep students by letting them know you can meet their personal needs. You win and keep students by being the kind of person they want to study with. Second, people typically choose fitness facilities close to their home or work. Mass marketing can rarely target that specifically.
It is also important to understand that marketing has rarely been the focus of traditional martial arts instructors. In the past, martial arts schools were supported by the military or the state; teachers had little reason to worry about financial necessities. However, some business-minded individuals have demonstrated the effectiveness of careful marketing in the accumulation of personal wealth.
How has marketing changed the role of martial arts in society? Historical evidence demonstrates that martial arts were primarily practiced in Asia for self-defense purposes. However, the modern world views martial arts differently. Individuals typically practice martial arts for one of three reasons. First, they engage in martial arts for personal enjoyment. Second, martial arts practice is an excellent form of exercise that can contribute to a healthful lifestyle. Third, many individuals decide to engage in martial arts for competitive reasons. The rise of interest in martial arts has coincided with a greater visibility of athletic competitions. Each of these three factors has contributed to national interest in martial arts
Advocates of education argue against too much marketing. Public relations, publicity, and word of mouth are all important to the success of an educational establishment. After all, a school’s reputation should precede its advertising budget. An active, targeted and ongoing publicity campaign is essential to the survival of a professional martial arts school. A successful publicity campaign can reduce the need for a formal marketing budget.
The growth of the Internet has also had a direct effect of the marketing of martial arts. A martial arts instructor can use the Internet in a variety of ways.
Claude
Basic marketing focuses upon the four “P”s: Product, Price, Place, and Promotion. For a martial arts school, the important products include the offered classes and the associated items sold through business, such as videos, books, gear, uniforms, and clothing.
Marketing strategies can be divided into two basic categories. Direct marketing, which includes one on one contact with potential customers, may also include paid and unpaid advertisement ventures. Mass marketing is the more familiar form of advertising, such as commercials on television and radio. Martial arts schools have succeeded largely through the use of direct marketing.
For martial arts schools, direct marketing works better than mass marketing for two reasons: First, teaching martial arts is a personal business. You win students and keep students by letting them know you can meet their personal needs. You win and keep students by being the kind of person they want to study with. Second, people typically choose fitness facilities close to their home or work. Mass marketing can rarely target that specifically.
It is also important to understand that marketing has rarely been the focus of traditional martial arts instructors. In the past, martial arts schools were supported by the military or the state; teachers had little reason to worry about financial necessities. However, some business-minded individuals have demonstrated the effectiveness of careful marketing in the accumulation of personal wealth.
How has marketing changed the role of martial arts in society? Historical evidence demonstrates that martial arts were primarily practiced in Asia for self-defense purposes. However, the modern world views martial arts differently. Individuals typically practice martial arts for one of three reasons. First, they engage in martial arts for personal enjoyment. Second, martial arts practice is an excellent form of exercise that can contribute to a healthful lifestyle. Third, many individuals decide to engage in martial arts for competitive reasons. The rise of interest in martial arts has coincided with a greater visibility of athletic competitions. Each of these three factors has contributed to national interest in martial arts
Advocates of education argue against too much marketing. Public relations, publicity, and word of mouth are all important to the success of an educational establishment. After all, a school’s reputation should precede its advertising budget. An active, targeted and ongoing publicity campaign is essential to the survival of a professional martial arts school. A successful publicity campaign can reduce the need for a formal marketing budget.
The growth of the Internet has also had a direct effect of the marketing of martial arts. A martial arts instructor can use the Internet in a variety of ways.
Claude