Some of you may think that this article should be the Business Development Feature this week, but in this article we’re not going to talk about how to define your target market. Rather we’re going to cover why you need to have a target market, because without knowing and understanding (having the right mindset) why you need one, you are very, very unlikely to go out, identify one and maximize it’s potential.
This subject is very important to ITF Instructors because so many of you advertise very little. And with the little bit you are doing, you are trying to reach as many people as you can with a very generalized, one size fits all, flyer or ad.
I get it. I used to put everything I had to offer on any ad that went out hoping by casting bigger net, that I’d have a better chance of getting someone to call or come in.
And I also packed as much into each ad that I could because I thought there was no other way of letting people know what else we offered at that time.
Boy, was I wrong. Looking back I can’t believe all the time, money and ad space that was wasted advertising that way.
A common example is an ad that mentions kid’s classes, adult classes, cardio kickboxing and a grappling class. That’s too much! Even just mentioning kids classes and adult classes is too much.
It took me a long time to learn this, but I beg you to take this information and apply it immediately! Save yourself the time, money and effort.
You want to have one specific message that goes to one specific market and deliver that in the media that best fits that market. It’s called the Message, Market, Media Match.
It’s been proven over and over again that this type of marketing produces results above and beyond the shotgun, “all things to all people” approach.
This type of marketing is also used on you everyday! Now it’s time to start noticing it and applying it yourself.
For example, you don’t see McDonald’s or Taco Bell commercials advertising their whole menu. It’s just one item and maybe they’ll include a few items that might go well with the main item. Frito-Lay doesn’t advertise Doritos, Tostitos, Lays, Sun Chips, and Cheetos in the same commercial. And you won’t see the Coca-Cola Company advertising all 111 of their product lines at once. Heck, you won’t even see coke and diet coke marketed together.
They all know that to get the best results you need to get the right message to the right market using the right media.
For example, for our kid’s program at my school our target market is married mommies with two or more kids that own their own house with a household income of $150,000+ and that are willing to spend money on their kid’s success all within a 5 mile radius of our location.
Did you know that you can actually buy lists of people that match that criteria?
That’s who we market to. So you’ll see us pop up at private school auctions, in parenting magazines, local neighborhood papers and sponsoring little league teams and jr. basketball leagues all with ads for children’s classes.
We want to be in the community and making a difference where the families are.
If someone doesn’t fit that criteria, they can obviously train with us, but our marketing is focused on those who match that criteria.
You must take the time to sit down and do this thinking for your core program. If you have other programs, then you want to do the same thing. Identify the message you want to communicate, exactly who you want to say it to, and determine the best way to get it to them.
Part of the problem here is that this type of thinking is not being done and the only time you wind up advertising is when you need to get more students or when the sales rep for xyz advertising shows up at your door and tries to sell you some ad space.
Plan your advertising, make it intentional, measure it and stick with what works. Don’t be the fly by the seat of your pants guy I described earlier.
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