The Value of Marketing Through Martial Arts Events
How do you build rapport while gaining qualified leads for your martial arts school? The answer is simple; put yourself in front of your audience. You might be interacting with them online, but face-to-face encounters are far more memorable than your most recent Facebook post.
What’s all the fuss about?
The Content Marketing Institute recognises in-person events as the most effective weapon in a company’s marketing arsenal, and with good reason. Which other platform allows you to solidify the relationship with your audience and appear as a credible industry figure? Building that level of trust and authority online takes upwards of 12 months; you could achieve the same over the course of a few events. Phil Britten, co-founder of TIMA, says the key is to “find out what they want, go get it and give it to them.”
Showcase your authenticity
Communicating with your audience in person sets the stage for gaining their trust and respect, provided you sell to them rather than at them. The less you focus on shameless self-promotion, the more likely they’ll view your martial arts school as an honest business. You want to show them why your school is different and translate how your values set you apart from the rest of the pack.
Connect on a community level
In-person events open the lines of communication with entire communities. If you can identify an issue they’re facing, tailor your event around it and people will associate your school as the solution to their problems. Perhaps the rate of street harassment is rising, or school bullying is at an all-time high? Host a free anti-bullying workshop that teaches kids how to deal with it using martial arts principles. Not only have you positioned your martial arts school as a safe haven for them, you’ve also taken the first step towards converting them into long-term students.
Retain your top-of-mind status
Unlike social chatter online, the content generated around in-person events doesn’t have a short expiration date. There’s ample opportunity to promote it long before and after the event. Gear up your social channels by creating an event-specific hashtag. Start following people who have registered on Twitter or LinkedIn. Write a blog post outlining what your event will cover and get it into the school newsletter or local notice boards. You can even take photos and gather testimonials at your event to further build upon your content assets. Graham McDonnell, co-founder of TIMA, makes a crucial point in Episode 6 of the TIMA podcast, “If you’re not positioning yourself in the local community as the go-to place, suddenly you get lost in the crowd.” Holding an in-person event is your chance to always remain top-of-mind and cut through the noise of other martial arts schools. If you would like more information on crafting powerful events to generate business for your martial arts school, get in contact with us. We take part in them all the time and have experienced fantastic results.
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