How do you promote your Dojo?

[kyokushin4life]

If you are a dojo operator how do you promote or spread words about your dojo?

I think having good relationships with students always help bringing their friends to join as well. Internet may be a good place to promote but not everyone uses internet.

There are a few things I can think. I'm pretty sure may are aware but some may find it useful.

- word of mouth (as mentioned above)
- design a A5 size(or whatever size, smaller) promotional advertisement then print. You can display these free at many cafes on their notice boards.
- have a Demo of your club and advertise it beforehand. You can even have a demo on street if you are allowed. Make sure you plan well so that things go well many will be impressed with your performance.
- advertise in business books(yellow page?)
- advertise in cheap local newspapers / magazines / handouts
- advertise on internet. Google adwords etc..
- make use of myspace, facebook, bebo and other social net working services
- submit your dojo in directories such as
http://www.kyokushin4life.com/dojos/
http://www.kyokushin4life.com/forums...uce-your-dojo/

Anyone has better or more ideas please feel free to add in.

[Shokei Marcsui]

Listing on Google Maps is great. I know that i've used local.google.com to find anything from Restaurants to Plumbing Service.

Simply list your address and you will add a few hits to your web page or telephone number i'm sure.

Google Maps

[kyofighter]

In US craigslist is awesome.
I use it all the time to advertise.
Osu

[nzproud]

Demo is nice.

Kyofighter, you should do a demo! You are an excellent fighter and performer!(I have seen vids of you!)

Taken from Enshin karate site. Promote with your car / van!

[kyofighter]

Thanks.
We did demos here in Denver, almost every year.
The last one just two months ago.
Karate has hard times now in US with all this UFC craziness.
I'm trying to promote kyokushin as full contact martial arts - I even use George St Pierre for that purpose.
After demos we had not one single student coming to join us - everyone liked the demo but that's it.

[seienchin]

Originally Posted by kyofighter

Thanks.
We did demos here in Denver, almost every year.
The last one just two months ago.
Karate has hard times now in US with all this UFC craziness.
I'm trying to promote kyokushin as full contact martial arts - I even use George St Pierre for that purpose.
After demos we had not one single student coming to join us - everyone liked the demo but that's it.

kyofighter - that is sad to hear, because from what I have seen of your videos, and read of your posts, they are missing out on a great opportunity!

What is the "UFC craziness"?

Maybe some other members with some marketing skills could suggest some additional strategies at demos to help convert gawpers into prospective students?

[vapor]

Well....if we think about demos...and the performers' desire to get an immediate response from the crowd, I don't think we need to look further than the ways that street performers include in their way of doing "business"

The performers that I have seen that do poorly, are by themselves...and after the performance is over scooter over to pick up a hat or box and go back into the crowd hoping to get a donation...

It makes everyone feel uncomfortable, and they bolt before said performer makes it over to where they are standing!!

The ones that do it well, work in teams. They send someone out DURING the performance to ask for donations.

Why does this way work better?

Could be because the crowd is ACTIVELY engaged with the performance, so they feel more compelled to react...(after the performance---they already saw it for free...why should they have to pay?)

It is more difficult to run away DURING the performance, because that would be rude...after the performance, geesh....that is easy!

So, what does this tell us? Obviously we are not asking for money, but for a williness to show interest.

This is starting to sound a lot like relationship marketing....and lead generation!

Well, what are the important elements of these two methods?

You have to:
1) Engage
2) Inform
3) Present an offer
4) Ask for a response

How could that be incorporated into a demonstration?

Obviously #1 is taken care of....there is a captive and engaged audience (but, remember that there are a couple of audiences present...those who would actually look to join, and potentially a parent with decision making power (making the first party an influencer, but not necessarily the decision maker)

#2....what kind of information is necessary? This goes back to the audience...
To an influencer, the actual demonstration is probably enough visual information for them....but, to a decision maker, is that enough? What would they be concerned about? What information would they yearn for? (safety, qualifications, cost, location...sounds like something a flyer could provide)

#3 What is the hook? How is it expressed? The offer needs to be compelling.
Could it be first 3 lessons free...money back guarantee for the first month? Discounted gi? Doesn't have to always revolve around money, but that is something that everyone understands, and is compelled by...

#4 So, now they are engaged, have the information they want...have a great offer in front of them...how can we get them to respond? Is there a desk with someone there to take sign ups? Or a clip board where they can leave their information so they can be contacted later? Do they know that can sign up?

Going back to the street performers tactics....is someone going through the crowd letting everyone know that they would be willing to answer questions---while everyone is engaged....not when it is finished and they are looking for their car!!

People will respond, but only if we ask.
It is hard to wear the sales person hat... but, it is necessary!

Don't know if that helps...but there are sound principles that can be followed to make sure that we are more than performers!

vapor

[kyofighter]

We had every time a big crowd with lot's of children and we always handout fliers with info and free lessons. Still nothing - in US kyokushin is basically unknown.

UFC craziness - the whole mixed martial arts stuff - don't tell me you never heard of UFC ?

[seienchin]

Yeah - but I was really wondering what you meant by the "craziness", and how you felt that was impacting your ability to recruit...

[kyofighter]

The way how MMA is advertised in US has nothing to do with traditional martial arts.
The exposer here for MMA is huge, almost everywhere on any tv channel .
Almost everywhere mma gyms are opening and karate is being pushed back.
Taekwondo is big here , but lots of kids and girls.
Traditional karate styles are struggling , not to mention knock-down styles.
For example Enshin Karate Home here in Denver for more the 25 years and the dojo is small and almost unknown.
Anyway, I think traditional martial arts , where kihon and kata are being practiced will have hard time in US in the future.
Even the big kyokushin organizations that are huge in Europe , have only a few dojos here in US.
For example in five states in the middle of US there is only my little dojo with six members.
That is a huge territory with millions of people, still...no kyokushin.

[seienchin]

How heartbreaking! You are a bit of a pioneer, then. And some people might look at that monopoly that you have and see big possibilities...but the media, the hype, and the expecations of instant gratification that are being fed daily to our young people all weaken our abilty to recruit members.

However...I am an optimist. And I still think that kyokushin, pure, unadulterated, unapologetic kyokushin, has a lot to offer, and the work like that which are doing with you video production, can put a dojo in your circumstances into a better position.

Why don't we start a thread to get some active kyokushin-ers telling what it was that got them in in the first place....I'll get one up.

[tansei]

I have some competition in my area as well. The most effective advertisement was door-to-door flyers 2 weeks before my fall season. I compared the general price all around and changed the format slightly and lowered the price a little as well as offered specials.

I did get some members from the local newspaper, and two students from a demo offered at an elementary school (>600 students) who all participated in a small class. Teachers and parents were amazed at their attention level throughout. Parents, and adults as well are intrigued by the discipline factor that karate offers. Got a couple from references (word-of-mouth). I give a small incentive if you refer a friend.

What I learned later on is that you're lucky if you get members the first time you advertise. Most people will respond after several times they see your name. They're curious, or maybe they feel the time is right.

Just as important as advertising is retaining the students. To do this you need to plan each class with all your interest and effort.

Hope this helps.

Good luck.
Tansei

[Brad]

that van looks pretty awsome ive seen a van like that with kung fu written on it but didnt look half as good as that van (nz proud) plus i did that kung fu and found it borring any-way.

[tmd]

Originally Posted by Brad

that van looks pretty awsome ive seen a van like that with kung fu written on it but didnt look half as good as that van (nz proud) plus i did that kung fu and found it borring any-way.

Was it the advert on the van that go you to try the Kung Fu?

[Tom Kupa]

I have a suggestion to all those instructors wanting to grow in membership. Our dojo was a typical Kyokushin dojo with around 20 to 30 members.

Using the Educational Funding Company gave us access to Networking of a totally different nature we now have around a 140 members and growing. All going well our dream is to have around 400 members in the next 5 years.

For those of you in England,USA,Cost Rica and Australia look into it you may ask yourself why you hadn't done it earlier. Good luck and the unknown is scarey only until you have seen what is there.

[Aunty Ichigeki]

We're enjoying good numbers at the moment. I haven't looked at the database but I'd estimate 150 kids & maybe 50 adults on the books. What we have always found is that big classes breed big classes. People are sheep & will do what they see other people doing. If they turn up & only 3 others are in the class they are likely to doubt what you have to offer but if the place is packed they think 'hey they must be onto something'. We've dropped numbers in the past & one tool is to consolidate classes. Don't offer 7 classes pw if each class has 3-12 people! Drop 5 classes & get everyone along at the same time slot.

I read an article from the London Business School recently that had the same message. They polled a bunch of people & asked them if they would be influenced to save power if their neighbours were doing it. The result of the poll was that people said they would not be influenced by what others were doing. The study delivered 4 different notices to different households encouraging them to save power for 4 different reasons. Those households that were told their neighbours were already saving more power than them were the households that actually saved the most power in the following months. People are sheep even if they think they're not! Make sure they know Kyokushin is huge!

[Dent]

Osu!

Lots of great points, and lots to learn to run a Dojo.

Regarding the numbers, is there anything sadder than two or three people shouting OSU! in an empty hall? Every added voice adds to the spirit of the place, until the Kiai can shake the roof!

I wish each and every Dojo as much success as they can handle!

Osu!

[DKKC]

Originally Posted by Dent

Osu!

Regarding the numbers, is there anything sadder than two or three people shouting OSU! in an empty hall?

Osu!

I don't find anything sad about this! If you can kiai on your own in the back garden, you can very well kiai in an empty hall. I found that spirit doesn't lie in numbers - it lies in individuals!! I'd rather be in a dojo with 2 other people who want to train hard, than with 50 who just want to socialise. Having said that it's better to be in a dojo with 50 people who want to train hard!!

[Dent]

Osu! DKKC,

When those last couple are all that's left before the inevitable closure or the Dojo, it rates as pretty miserable to me.

I know it isn't ideal to let personal issues cloud the discussion forum, but if we are part of a Dojo we want to be there for years to come, then it is up to each individual to continually promote the Dojo to others. Don't expect the instructors to do it all themselves, but bring along friends, family and co-workers, so that they can learn to appreciate all that Karate has to offer.

Osu!