You find what you seek

The types of students you attract are the types of students you seek. If you are seeking students that are law-abiding, productive members of society, that is the type of students you will attract. If you are seeking rough and tough students, that is the type of students you will attract. If you, your school, your instructors, and your students present a wholesome atmosphere, then they will attract families and less problematic students. If your school presents a rough, tough atmosphere, then it will attract problematic students that tend to hinder growth and profitability.

Choose the right marketing strategy

Your school may be the best in town, but that will not matter if no one knows about it. You have to make people aware of what you have to offer. To get the most for your marketing dollars, nail down these variables.

• Who are your customers? The key to picking the right place to publicize is clearly identifying your target audience. To find out more about your potential clientele, see if any industry trade groups have mar­ket research on typical customers, including their demographic profile, behavior, and media preferences. Also take a look at your competition's ads, for example,  if they are all local that means the cus­tomers are too, so you need not spend a fortune on a broadcast TV spot.
• Where do they get their information? Research for the best platform to reach your customers, such as print, radio, TV, or online, and the specific publications, stations, or websites those customers are likely to use. Make a list of the top options; then call the relevant ad departments and ask for media kits, which should list demographic info on their audience. As a shortcut, simply advertise in the same places as your competitors. Just be sure to high­light your business' uniqueness; otherwise, you will just appear one of the bunch.
• What is your budget? The answer will help narrow your options. Even if you have a tight budget, there are ways to reach your buyer. Give existing clients a discount off a future purchase if they refer other customers. Alternatively, partner with businesses that offer comple­mentary services and share advertising costs.

A small martial art school will not have the budget for a professional marketing campaign, which means it will have to do its own marketing. There are ways to attract more customers without spending a lot of money.

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