Proven Martial Arts Marketing Ideas for Martial Arts Business Owners
Here is a question I have been wanting to ask for some time:
Loading ...Agree or disagree? Vote then share your reasoning in the form of a comment below!
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I'm Ryan Wheaton and I work with martial arts school owners to help them attract more students. Many martial arts school owners are confused at how to best market their business and feel awkward in selling situations. I help them overcome those challenges to become confident and competent in marketing and selling their services - helping them become more profitable so they can live the lifestyle they want to live. 
No.
I don’t see anything wrong with providing a ballpark figure, especially if you can break it down and show them what your program costs in comparison to similar activities.
If the answer is “about 70 per month,” there’s no harm in saying so. But a full price list? Too overwhelming, especially if you have several types of programs for different groups. Then, when someone’s asking “How much does it cost?” If your answer is “That depends,” they can get frustrated because you’re making things overly complicated.
I think too many prospective martial artists focus on that single aspect of training and count themselves out on price alone (esp. without checking to see if there’s a possibility of a trial or scaled-down program).
If a prospective student is just checking on prices, you may never see them in your school. The idea that martial arts programs are “all the same” will compel them to settle on the lowest price. Alternately, sticker shock might prompt them to check out a different activity altogether.
Hopefully with an estimated cost, they’ll come in, see what you’re offering, and make an informed decision based on many factors (not just cost).
Yes.
Helps pre-qualify. If it is a hindrance I wouldn’t know because nobody has ever said to me, “WOW, you are expensive.”
It’s a bad idea.
You throw out the ‘value’ of your program in exchange for price.
I think it is not in the best interest for school owners like myself to post their prices on the website. What this does is allow potential students to evaluate your program solely based on price instead of value.
In my town, I charge three times the amount of my nearest competitor who has been around much longer. I have a much larger school and experiencing tremendous growth even in these tough economic times.
However….
If I put price out there and he did the same…
One of my favorite authors Dan Kennedy says, ‘Whenever you compete on price, you always loose.’
Students would only compare our programs based on price. The probability of them walking in my door versus his would more than likely go in his favor if our prices remained unchanged. It is my job to convince the potential students on the quality and true value of our program.
I can win on value every time!
Jeff Barnes
Martial Art School Alliance
As they have no way to access the quality of your school, your curriculum, or your students without physically coming to your school I feel that too many people would go by price alone .Kind of like buying a Hundai vs a Rolls.
Ok, so I have been reading everyone’s comments. I decided to do a search of martial arts schools in our nearest large city. ONE school posted prices. Nobody else did. One guy even said that he was more expensive than everyone else in town but that you could take his FREE TRIAL and then proceeded to detail in clear format the value you receive for your dollar at his school.
I have always posted prices and all of the schools in my town post prices. So I would like to revise my earlier statement that you should post prices because based upon my research the most successful schools (in Columbus, Ohio) don’t! So I may take my prices off and see what that does.
Two anwers:
1) YES! if you are competing on price and the value of your program is low
2) NO! if you have a professional program that provides a true value proposition beyond just punching and kicking!
Regards,
Rob
A lot of martial arts school owners don’t post their tuition rates on their site. That is true. However, most martial arts school websites also don’t contain the most basic and essential of marketing information, either. But does that mean you shouldn’t just because they don’t? As always, your results may vary.
Yes. If you have a special discount/promo for your martial arts school.
Ok, so we are going to experiment. I took down prices for Beginner, Intermediate to Advanced Karate. I left pricing for fitness classes and for our two pre-school programs (because the market for pre-school here is competitive and we can compete on material and price!). I will let you know if get more or less feedback from the change.
Looking at your prices is something the prospect should have to qualify for. If they are price shopping then you are going to lose because they are buying on price only. If they are serious and you have a great program they should answer questions from you and qualify. If we are to succeed at this business game we have to quit being ambulance chasers, and appearing to be like all the other schools. And when I say appear , I mean literally have to be better and offer greater value.
Leslie, how is the experiment on posting your price going? Any news yet?
Well, I find this really funny. I left the pre-school pricing up and took the rest down. But even when it was up every site form I got asked for class times, ages and how much it cost. I say it is funny because ALL of that info is clearly marked on our site! Our site is only about 10 pages with a button to go to exactly the information you want, including FREE TRIAL. I know enrollment is up but not sure if I’m getting more or less inquiries because of the pricing. Right now they’ve either seen one of our cute ads for kids in the paper or someone has referred them to us. Almost all of my pre-schoolers come from ads and a majority of our beginner students, including adults, come from referrals. I will keep watching and will let you know what I find out. I do know this, we are the best value for the money in our area!
Leslie, remember that just because your navigation might make sense to you, it doesn’t mean it makes sense to your prospects. And, just because information is on your site, doesn’t mean people are going to read it. Small or large websites alike, people really just skim websites and don’t typically read everything. That aside, the white/yellow text on black on your site is REALLY hard to read (sorry). I know you’ve mentioned you will address this. In fact, this can have a huge impact on usability and legibility on your site. No matter how good the content, if it’s hard on the eyes, they won’t often read it. I’ve also found that I need to repeat key information on different pages of my site. That can really help reinforce the message because not everyone goes through every page. Hope it helps!
I do not know how to change the site template without completely redoing the entire site. I know this has to be done but haven’t had the time to do it yet as I am still a one woman show! So, I know it needs to be changed.
I guess I don’t think we should.
Absolutely not!! If you show your price all the prospect has to consider is the price and not your value. How can a prospect determine a price that is to low or high if they do not know the real benefits and results of your course for them.
Price shoppers are rarely reliable students. However, prospects that want value are a different breed then a price shopper. Allowing yourself to be a school that is considered of price alone groups you with all other schools in your area. You do not want to be placed will the flow of all the other schools in your area.
When you post your pricing on your website, you give the browser no compelling reason to contact you or come to your school in person. No matter how great your website is, you can’t control the information that the reader takes from it. You CAN control the information your prospect gets when you’re in their ear or in front of their face. Another important suggestion which applies mainly to people who call or email to ask for price is to lead with your least expensive pricing. Sure, if you wanted just one month of unlimited classes you’d pay $200, or only 1 month of 3 classes per week $80, but let them know that membership starts *as low as* $100/month for unlimited or $65/month for other options. When they ask for further detail, I encourage them to come in to our academy to meet the instructor, observe a class, see a facility, and start their 1 week free trial. Going in to detail about your pricing structure means you’re selling on price, not value, before you’ve even had the chance to showcase your value. I WILL NOT get in to an in depth conversation about our membership pricing unless it face to face. If they’re not serious enough about joining to come see us in person, they wouldn’t last long anyhow! This has helped our membership retention greatly!
NO.
It gives people a reason to call or contact you or take your free trial.