Marketing is a very widely used term by small business owners, and for the most part, those who use the word don’t have a clear definition of what marketing really is.
Marketing, as defined by the American Marketing Association is:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Most people understand the “activity” aspect because they are doing something to market themselves. But hardly anyone, especially in the martial arts industry, pays attention to the “processes” of marketing.
For example, this month most kids are going back to school. What did you do?
A. Print a flyer
B. Place an ad in a local publication
C. Put a new sign or banner
D. Do one or all of the above, funneling them through a 16 step sales process. Driving them to a website landing page, gathering their information, sending them a series of emails leading them to scheduling an appointment with you. If they didn’t schedule an appointment or did schedule and didn’t enroll, they are put in another list that follows up with them sending your newsletter, special offers and coming events and keeping in contact with them. If they did schedule and enroll, they get a new series of emails sending them all the critical information that every new students needs to know.
Don’t worry if “D” just blew your mind.
The point is that most Taekwon-Do instructors do 1-step marketing and hope things work out. Marketing systems are specifically and purposely designed to walk your prospect step by step through the journey of going from prospect to new student, future black belt and future instructor.
When you market and only use a 1-step process, you are leaving all the other aspects of the buying process up to chance and hoping that the cards will fall in your favor.
With a marketing process, you have the ability to be your prospect’s guide through the buying process and actually become a trusted adviser.
I’m not going to give you a marketing system here, because it would be horribly arrogant for me to think that there is one marketing system that works for everyone. I don’t live where you live, I don’t have the target market you do, I don’t have the same economic conditions in my city that you do.
What I am going to do is give you a rough structure for you to begin to create your marketing process. Your job is to look at this list and start brainstorming what things you can do to create a system of your own.
1. Lead Generation
2. Lead Development/ Nurturing Prospects
3. Scheduling Appointments
4. Converting Sales
5. Provide Extraordinary Customer Experience
7. Ask for referral
Start brainstorming and creating what actions you can take at each one of these stages to take better care of your customers, to become a trusted adviser, and to solidify yourself and the one and only instructor that your prospect wants to so business with.
About the Author:
Mr. Karstadt is the founder of 1 TKD Consulting and owns the longest running ITF Taekwon-Do school in Arizona, Karstadt Taekwon-Do in Phoenix, AZ with his father Master David Karstadt. He has been training since 1984, earned his Black Belt at the age of 8 and is currently an internationally renown intstructor teaching the culture, discipline, leadership and business skills of Taekwon-Do in classes and seminars to Instructors around the world. He has been a member of eight U.S. Taekwon-Do Teams and has traveled to 14 different countries competing in Taekwon-Do. He has won numerous medals at the World Championships and in international competition, most notably winning the 2004 World Championships in South Korea with two gold medals and the Men’s Team All Around Trophy. Mr. Karstadt currently resides in uptown Phoenix, Arizona with his wife and three children. Mr. Karstadt can be contacted by e-mail at firstname.lastname@example.org