NA Marketing – under construction
Where to start?
1. Start by defining your Club.
Review the service your clubs offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your clients. Your club character should promote your club, connect with your student base and differentiate you in the market.
2. When building your Club, think of it as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a club it’s vital to have that understanding.
3. Consider what is driving your club.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. Aim to build long-term relationships with your members.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding – be clear who your club is and be true to the values that drive it every day.
5. Speak to your potential clients with a consistent tone of voice.
It will help reinforce the club’ character and clarify its offering so members are aware exactly what to expect from your service.
6. Don’t repeat the same message in the same way over and over again.
Alternatively, aim to make your key messages work together to build a coherent identity.
7. Don’t try to mimic the look of chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. Truly independent operators can leverage their status to attract customers who are looking for something more original and authentic, that aligns with how feel about themselves.
8. Be innovative, bold and daring – stand for something you believe in.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
9. Always consider your branding when communicating with customers.
Don’t lose your pride or dilute your brand positioning with indiscriminate discounting. Try offering more, rather than slashing prices. Promotions are an opportunity to reinforce your club mission.
10. The old way of stamping your logo on everything won’t cut it.
The future of branding is fluid and engaging – respect your customers’ intelligence by not giving everything away up front. Generate some intrigue and allow them to unearth more about your club for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.
Getting you club out there
Following the success of other clubs is also an important tool, why reinvent the wheel.
- location – use Public School halls, you will find that you create an instant student base.
- Market to the area – market your club in the school news letter, even if you are not using a school hall put a free add in there school news letter.
- Give back to the school – offer one month Free training for a giveaway for school fundraisers.
- Use signage that targets core beliefs of your club.
Marketing your club
Marketing is key, when advertising direct your clients thoughts.
Why do they or they children want to get involved in Taekwon-do??
Let me tell you a secret, it is not to be like us. it has nothing to do with your technique.
Any instructor can build a successful club using the number one marketing strategy – CREATE A NEED.
MY CHILD NEEDS THAT – self discipline – improved concentration – build friendships
I NEED – to get fit – learn self defense
let us start with 5 reasons to do Taekwon-do program.
5 Reasons to train Taekwon-do
- Strengthens both mind and body
- Develops discipline and respect
- Teaches self-defence skills
- Helps set goals and accomplish them
- Builds confidence and self-esteem
Use this as the base to build your school.