Archives for February 2017

27 – Turning 2 Weeks ‘Quiet Time’ Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

Attracting 96 new martial arts paid trial students in 2 weeks is fantastic. But retaining them by providing value is another. Paul Veldman shares how.

Martial Arts Paid Trials - George Fourie and Paul Veldman

IN THIS EPISODE, YOU WILL LEARN:

  • What the exact martial arts paid trial offer was
  • The marketing components applied to attract 96 new paid trial signups
  • Having the right incentive to retain your new student
  • The one thing almost no martial arts schools are doing to retain their students for life
  • Valuing your reputation over dollars earned
  • Why email is still a leading force for martial arts marketing
  • And more

*Need help growing your martial arts school? Learn More Here.

Download the PDF transcription

TRANSCRIPTION

And what I had saw coming back in was some faces and names that I hadn't seen for years, saying, can we take up his offer?

Hi, this is George Fourie and welcome to another episode of the martial arts media business podcast, episode number 27. I have with me for round 2 today, Shihan Paul Veldman from Kando Martial Arts in Hughesdale and also from Martial Arts Business Success and we're going to be talking about a couple of things, but we're going to start with a really, really successful campaign that Paul had in December, that we helped him with and that generated well over 90 paid trials in the end, which is now the official number, which it was 86, there were 96 results from that.

And we're going to break it down, not just the signup process: we talk a lot about generating leads because that's my specialty, but I wanted to really get a background view of what happens. You put out a great offer, you put out a great trial like that, and you've got this flood of new students that sign up, but what do you do then? How do you manage to get them into your club on a permanent basis, signing them up for a long term member? And we're going to take a look at the different steps and components that go into that, to really turn these paid trial leads into ongoing and long-term club members.

So lots of great things to talk about, and not to jump the gun yet, but if you do want to have a look at the actual page that we used that helped generate Paul more than 90 paid trials at the end of the day, then go and have a look at martialartsmedia.com/mabs – M-A-B-S. I did a short seven-minute video, it just gives you a bit of an overview of how the whole page works, different components, the up-sells, and that's going to put a lot of this interview into perspective, so whether you do that before or after the interview, just make a note of that, because that's really going to help you understand the different components, and how that can help your marketing.

All right, I want to get going. For all other show notes and links and everything mentioned in this episode, you can go to martialartsmedia.com/27,  download the transcript and everything else is on the website for you. That's it for me, I hope you enjoy this interview – you're going to learn a lot from this I can guarantee that, and welcome to the show once again Mr. Paul Veldman.

GEORGE: Good day everyone, today I'm with Paul Veldman sitting in front of me this time, round two. Welcome, Paul.

PAUL: Good morning.

GEORGE: Cool. And today we're going to touch on a few things, but I guess our highlight is going to be, last year towards the end of the year, we did a campaign. We helped Paul to get a package for a paid trial, and got really good results with it.

PAUL: We ended up with 96 results over a two-week period.

GEORGE: Two weeks, yeah.

PAUL: But the really surprising thing George, that I enjoyed, was in December, we tend to find we drop off our marketing. We know that on Facebook, the pay per clicks gets more expensive because we're competing with all the retailers for Christmas business, but we thought we’d give it a little bit of a go, mostly just hitting out a lot of old inquiries, old members. And the results were astounding, it was actually scary how good they were. So between the three clubs, we ended up with 96 paid trials.

GEORGE: All right, excellent. So there are lots of ways we can go with that, let’s just define – what I really want to cover here today is, not only the paid trial section, because we put a lot of emphasis on getting the lead in, but then there's obviously got to be the follow-up, how we're going to keep them in, how we're going retain them as a student for the long term. But for people that are not familiar with the whole paid trial system and so forth, what exactly was the offer and how did you go about that.

PAUL: A little while ago, we went to paid trials. What we found was, when we did the 2 free classes, which was quite traditional, then if you joined up, you get a uniform, we’d get a lot of tyre kickers. People would come in, there was no commitment, they'd do their free class or two, they'd stay, or they wouldn't stay. And really over two classes, it was really hard to show the value of the program. So what we moved to initially, and what we do as our current intro program is, we do $29 for a uniform and four weeks, and there's a lot of variations of that around, we found that it works really, really well for us.

It gives them time to come in, have a look at our view of the class, not just putting on a pizzazz class, trying to impress the parents. They make a commitment, and if the parents put their hand in their pocket, or a student puts their hand in the pocket, even just for a small amount, there is that I guess more committed approach to their classes, because they paid for them, and we qualify people. If they can't afford $30 or they're not prepared to pay for $30, then they're probably not the right person for us anyway.

So what we did with the Christmas special, was we left it at the $29,95, but we doubled the time, because we understood that we were closed for a couple of weeks over Christmas, kids were on holidays, parents might be committed without school activities, or like most parents, would like to have a bit of break. So we did a $29.95, plus 8 weeks of trial. Now, that extends things out a little bit more than usual, which takes a little bit more tracking, but we found I think, that we've had, out of the 96, I think we had 88 come in already and start their trials. So we're very, very happy with that part as well.27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

GEORGE: All right, excellent. I guess the biggest concern for anybody would be: all right, so this person has paid $29. Now they can milk the club for a full 8 weeks and potentially leave. So, how do you get around, taking someone who's coming to that paid trial system and getting them to commit for the long term?

PAUL: That's a really good question. I think what you've got to look at is the whole series or the whole process of taking someone from not doing martial arts at all to being a student. The way I like to look at it is like a chain. And I know some people, we use the term funnels, but if you look at the chain analogy, think about each step along the way as one link in the chain.

So your first link is your marketing: you've got to put your offer there, you've got to put it in front of the right people and at the right time. Hopefully, that will entice them to make the inquiry. And the inquiry might be an email or a phone call, they'll walk in and come and see a class. So the next step in the chain is, well, how are they dealt with when they walk in? What's your reception procedure like, is someone at the desk nice and friendly, is the phone answered in a timely manner?

You train your staff to smile when they answer the phone, emails are answered the same day. So there's that customer service element that is that first impression. From there, the goal of that is to get them into actually start their trial, get on the mats and then I guess you hand over the responsibility to your mat staff. They work their magic, they build value over however long the trial period is for and along the way, you're talking to the parents as well. You're talking to the parents, or talking to the adult student, touching on their goals, seeing if their fit is right for the club because it’s a two-way street.

Some students are not right for your club, just like sometimes the club is not right for the student. And then, when you get to the end of that trial period, effectively, you're making another offer. You might look at it as an upgrade almost, because if they've paid for a period of time, then what we're asking them to do is commit – did you like what we did, are you happy with how it went, can you see yourself staying? And that takes them to becoming one of your students. Then comes what I think is probably the most important part, and that's retention. That's a couple of sessions on its own, but the old adage is – and I can't remember the exact numbers, but I think along the lines of, it costs 7 times more to get a new student in than it does to retain a student.

So for us, retention is a really, really big thing. And like all clubs, we have ups and downs. January is a dangerous time for losing students, chatting to people across the board, it sounds like there have been a few hits this time around, I think we lost 19 students. That's probably a bit more than normal, but we expect to take that hit in January. And also, that's why that December intake was really good for us, because we wouldn't normally have those trials coming through.

GEORGE: Yes. OK, excellent. Now, just the details on that, because someone's come in for 8 weeks and they've only made that $29 commitment, financially. So what are you doing to speed up that process of getting them in a payment cycle that they're actually committing to the club?

PAUL: That's a good question. We offer incentives to join within the 8 weeks, which is normally a 4-week period. So we a have a $99 joining fee, and it’s not one of these fluffy ones that you brittle on your bit of paper and then never use it – we actually do use it, but we waive that if they join within the trial period. So for example, for the 8-week period, we’ll be talking to them after 4 weeks. For the 4-week period, the mat staff are doing a follow-up at 2 weeks, checking with the parents, how they're going, setting an appointment to sit down and talk about the ongoing program, discussing the options on training program, training fees and showing the benefit being the discounted rate of signing up during that trial period.

So, there's a Call to Action there, so they don't just finish their trial and they wander off into the sunset and three months later they might come back if you've been chasing them up. We've just started up a small satellite club, just a once a week club and we're running that by school terms. What we're doing for the Call to Action there is, we're giving them a discount rate if they pay on time. So, for example, the school term is ten weeks, the early bird rate, as we're calling it, is $17 a class, but if they pay after the term starts, it's $22 a class. So we're trying to make an incentive, like a reward incentive. And it's very, very important to word it that way – this is a reward for doing it early, not a punishment for doing it late.

GEORGE: Yeah, OK, cool. It sounds like there's a lot of relationship building, there's a lot of interaction, it’s really setting that foundation. You're using the paid trial almost like a relationship building type process, with the new prospects.

PAUL: Yeah, absolutely. One of the things I like about the paid trial is – and I say this to the customers who come in or the trials who come in: this is a really low-cost way for you to find out about us. Like I said, if you come in for 1 or 2 classes, I can put on all the bells and whistles, I can put my best instructors and I can run the most fun class, but if you come in for 4 weeks, you're going to get a really good cross section of what the club is about, you're going to see all the classes, you're going to see all the instructor in action.

It’s a really great way to try out a martial art, without putting your hand in your pocket too much. I’ll give you an example: I have a friend of mine who joined up at another club a while ago, outside of town. And when she spoke to me, she ended up paying something like $350 to get started. Now, she had a free class, then she had to pay a month upfront, then she had to pay the actual joining fee, then she had to buy a uniform. Now, she had two kids who wanted to train, but she ended up only putting one in because the initial cost was too much.

And that's a big hit for a parent, especially because, as you know these days, chances are, your child might turn around in six months’ time and go, I don't want to do that anymore. So for us, it’s a really low-key way to come in, try us out, get a feel for what we're about and then as we say, if you don't like us, we part company as friends. And that's why also we don't do contracts, I think these days, contracts or term of agreements are a little bit outdated because it’s such a consumerist society.

GEORGE: I think the backlash with being tied in and being punished for trying to leave and things, I don't know – I think the repercussions of that personally, can be so damaging to your brand, because if someone leaves the club and they've been punished for leaving, they're in that contract. From my side, I would see that as you're letting someone know they're really leaving for whatever reason they are, so it could be personal, or it could be that they don't like it, or maybe they just don't like training anymore. But now it’s almost like salt on the wound, and saying, all right: I'm going to keep you for this much longer. And I think that the longer you keep someone in the system, you're more open to being badmouthed and getting bad publicity.

PAUL: Absolutely. And don't get me wrong, I don't have anything against running contracts, we did that for a while. You'll tend to get fewer sign ups because people are a little bit more wary about committing, but what you do is a business. And often with income, that you feed your family with, you guarantee that. Now, my point of view is, and to be honest, my wife said to me at one stage, if you're not going to hold people to the contracts, which I never did, why bother with them? We might as well put them on month by month, and get more people in.

But like I said, I have no problem with contracts, because people going to a contract understand what they're signing up for. They're making a commitment, and really, martial arts should be a commitment. I’d love to turn around and say, give me 12 months. You've got to give me at least 12 months before you really get even a feel for martial arts, but as you said, people feel like they're being punished. They do forget they signed that agreement. They do forget that that was the deal they made with you at the start. I think, even if you do run contracts, there has to be something on more compassionate grounds. Like I said, people move, people's work situations change. There's got to be a bit of wiggle room because, at the end of the day, we're about the people. And if you lose that perspective that you're here for the student, people will sniff it out pretty quickly.

You've got some really big clubs around, that unfortunately can fall under that McDojo label because they've lost that compassionate touch with their students. I don't mind contracts or not contracts, they don't work well for me because I've never held someone to one anyway. Every time someone said, look, this has happened, we need to leave, I’d go – no problem at all. And as my wife said, well why are we bothering? Let’s just get rid of it.

GEORGE: For sure. And, by all means, anyone listening, I stand corrected – if there's something I'm missing with that point, please leave a comment below this episode and challenge my viewpoint, cause I'm looking at it purely from a consumer perspective. Our business provides services for martial arts schools, but I don't personally own the school myself. So I stand to be corrected, but I know that for any purchase situation I make, that's something that I don't want to be experiencing at the end of the day.

PAUL: Yeah, absolutely. And like I said, people will try to do what they want to do. If they have enough after a 6-month or a 12-month contract, even if they signed it, they'll want to get out of it. And as you said George, you've got to balance out how much your reputation is worth. You're not in the wrong by enforcing the contract, because they've signed it, but that person that either closes their bank account down, or you might have to chase for money, or you're billing them when they're not training, they're not out there saying good things about you. And to be honest, that damage to your reputation all is it unfair, is probably not worth the money you're getting out of them.

GEORGE: Definitely. So, let’s go back to the paid trial offer: have you ever had any backlash from students, where current students see, wow, you're putting this excellent offer together on your Facebook page, and they can get 8 weeks, or 4 weeks, or whatever the offer is, but the offer is just attractive and they're already in this agreement as such and they may be joined way before this paid trial system was in place.

27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

PAUL: Yeah, we had that once or twice, not much, though. We run a system here now where when students join they can lock in their fees. So the fee you pay when you join now is the fee you pay forever, we lock that in. And that was something I got off Master Ridvan (listen to the podcast with Master Ridvan’s son Hakan Manav). And I think that's a really nice way to reward loyalty from your students. Saying that, the fee we're at when we lock in, it’s a pretty comfortable fee for us, but we can also guarantee that while you're with us, while you don't change programs, we'll never change that, so once you've been with us for quite a while, you’re at a lower rate, so there's that reward.

And as I point out to them, you've had the advantage of being able to train longer. You've been here, you've been getting the benefits longer. We did have the usual administration hiccups here and there, we did have it on the last special we sent out, a couple of people go back saying, email back saying, we joined up a month ago. Well, that's fantastic, I hope you're really enjoying yourself, we'll update the database. But I think it’s like anything: if I go and buy a microwave oven, or a stereo system today, and then in three months’ time, it’s on special – that's just life. That's the way the cookie crumbles.

GEORGE: There you go. I guess you've just got to be strategic on how often you change your offer and for how long a time because if you're changing your offers week by week, you are probably going to get a lot more backlash. And I guess also, train your audience to just be open to that fluctuating special all the time almost.

PAUL: Absolutely. And like I said, our intro special is our intro special. We'll get inquiries, asking how long it goes for, and we'll say, that's it, that's our intro special always. But then we'll make it more special, occasionally. Well do the 8-week trial run and four, or we might do a 2 for 1, or we've got a really great system that you've helped us set up, where they can bump up their first trial to their second trial for only $19 more.

And that's really, really worked well. With just a tick of a box, for half the price, you get a second offer. Now, did people get that a while ago? No, they didn't, but I don't think there's much resentment there, because you get used to what you're doing, and every now and again, I have got to remind my club owners and also myself that our intro special is still a really good offer stand alone, let alone if we bump it up to a better offer.

GEORGE: All right, excellent. I’m a big fan of the “lock people in,” secure their fee if they stay a member. It’s probably one of the best retention strategies I've learned online. When you launch a membership of any kind, get your opening price, get people into that and make it known that the price has gone up and they are guaranteed that fee for as long as they stay a member.

PAUL: Yeah, and I like it too, because like I said, I think it’s a bit of a reward for loyalty. Realistically, what they're getting is, every time CPA comes around each year, they're getting this discount. So if the CPA is 2%, all their fees just dropped downward 2%. We've been running for about 18 years, I think we looked at it the other day: we've got 38 or 40 people actively training, who have been with us for 10 years or more.

And the fact that they're on these dirt cheap fees is really nice. And I remember when I first brought this in, my mentor at the time went, well that's crazy! Because what happens if they stay with you for 10 years and they're paying fees from ten years ago? And I said, I know, right? They've been with me for 10 years and they've been paying fees for 10 years! Anyone who puts up with me for 10 years deserves some sort of reward.

GEORGE: All right, so going back right to the beginning: you got the offer up and you created a decent offer, so let’s touch on all the marketing elements that went with the offer.

PAUL: Yeah, it was interesting, because anyone who knows me knows that I'm really I.T. incompetent. Which is why I really enjoy working with George. So what we did was, we did a couple of prongs. We did the email system, to offer it to all inquiries, but also all our old members. We did a Facebook boost, and then we did a referral, we pushed it pretty hard through the current students as well. And what I was kind of pleasantly surprised with was how many old members reignited.

And I’ll be honest, it was actually an accident that that part of the database was put in. I just didn't think to say don't send it, unusually our intro offer is only for new members. And what I had seen coming back in was some faces and names that I hadn't seen for years, saying, well, can we take up this offer? Well, why not? These guys have left on good terms, it would be lovely to have them come back in and what a great way for someone to start up again if they've been umming and ahhing, which is give them a uniform and a couple of months of training, just to get them back into the start of the new year.

So that sort of thing was really kind of a pleasant surprise, because like I said, I hadn't actually thought I was going to email that to ex-members. It was more along the lines of prospects who had come in, showed interest, but not converted. And we're talking from kids who had maybe been little dragons, all the way up to black belts, who said, look, we’d love to come back in and give it a try and see if it’s what we're still looking for. And it was nice to see them back on the mats.

GEORGE: Yes, especially with Facebook and social media, people really neglect I think the importance of email because email first and foremost – it’s sort of the golden age of the internet. It always started: build an email list and you've got a database of people that you own. Which, in reverse, when you have a Facebook presence, it’s awesome, but it’s still also control of Facebook and the algorithms and what. And I’ll touch on a few changes that are coming up that could potentially be quite scary for a few businesses.

So the whole email list, I think it’s really important to focus on that as a school, because you're getting all this data anyway from all your students, and having that database list of people that you can email at any given point in time, that really can push your conversions up. Also, looking that it’s another touch point. We talk about 6 to 8 interaction with your brand before a conversion happens, whatever that may be: the phone call, the message.

But if you just concentrating on that one medium and it’s just Facebook for example, it might take a lot more, whereas, that personal email that's going to land up in the inbox, it could be that they see it for the first time, because some people just don't like logging into Facebook all the time – I know that's hard to believe sometimes, but it might count as the additional touch point to drive the conversion, or it could actually be the interaction itself.

PAUL: Yeah, I'm a big believer in, you've got to have multiple streams of students. I think gone are the days where you would do a pamphlet drop, or an ad in the yellow pages, or pre-historic days where you'd get one idea and 20 students happen. I think these days unless you're really niching yourself – and there are people out there who do that, multiple streams work really, really well. And the first one for us and the most important one is referrals.

Because if you're not getting referrals from your student base, you're not doing something right. And it might not be not taking great classes, but maybe you're not letting your students know that you appreciate referrals. We have a referral reward system, which we use quite often, and I really like doing it. I love giving away free months of training to the parents when they bring someone in. We're just looking at wrapping it up to include little kids because the parents get a free month, and the kids get nothing.

So we're looking at giving something to the kids if they bring a friend in. Because these should be your raving fans. If you're doing a good job, your parents and adult students should be really appreciating what you're teaching them. They should be getting a lot out of the classes and they should be wanting to spread the word. We don't want to become evangelists, but if they should be talking to people, we have a VIP pass, that we always give out to people when they join up and we give those out to students regularly. That intro program I spoke about, gives someone a free one of those. And we say, use it for your siblings, use it for your friends. Stick your name on there. There's a space n there where they can put they name on so we know who referred them.

But for me, that's one of the first and foremost things. And to be honest, I think that you should have 3 to 4 streams minimum running. It kind of sounds like a lot of work, but it’s not. If you think about it, one of them is referrals. So if you're treating your people right and letting them know that you have a referral system in place, letting them know that you really appreciate referrals, there's a simple one. If you're in a full-time venue, the look of your venue itself is a referral. If it’s looking nice and neat and you've got nice sides, you've got the front, that should draw people’s attention to it.

And it’s a little bit like, as you said, George, people need to be touched on quite a bit. It’s like if you start looking for a certain type a car: I think I'm going to go buy a Volkswagen. Suddenly, there are Volkswagens everywhere, you've never noticed them before. One of the ships has just arrived with a lot of Volkswagens, or I'm just noticing that Volkswagen. So maybe people were umming and ahhing about doing martial arts, and they saw your ad.

Or, they saw someone else's ad, and they drive past your studio and go, oh, there's a martial arts club. And there's one, there's one. I think as martial arts club owners when we drive around, buildings fall into one or two categories: could I run a club there, or could I not run a club there? You drive past any empty building; you weigh it up. So, between your referrals, your building, regularly staying in contact with your email list – and not just to sell them thing and, I'm speaking with you who taught me this, but keep them informed. Give them these little bits of information, give them nice to have hints, give them some fitness tips, or self-defence tips, keep them engaged.

Then you've got your Facebook, which is the here and now generation, and then you might do some traditional marketing things. We've had some great success just doing occasional pamphlet drop around certain clubs for some reason. The demographic there seemed to really respond to the pamphlet drop, whereas in other clubs, we just don't. You get nothing back from it, and again, that comes back to your test and measure.

GEORGE: I actually remember, because the Facebook ad was doing really well, and I think you had about 40 sign ups, and you mentioned to me you're hoping to push those up to 60. And I remember when the email campaign kicked in, there was that jump that took it from that 60 to the 80 and up.

PAUL: Yeah, and I think that one of the biggest things on that was the Call to Action that you had put a countdown on the landing page.

GEORGE: Yes.

PAUL: And I remember, I was driving home to get my son to bring him back for training, and the emails when the sales came through would be on my phone. And all the way home, in those last 40 minutes before it closed down on my way home, the phone was just going ding, ding, ding, ding, as more and more sales were coming through, and I'm thinking –  this is crazy! This is really, really, ridiculous. And we had a couple of people ring up just after, and say, look, we missed it, can we do it? And we said yes to that, it was neither here nor there for me, a couple more. But that combination of things, the nice landing page, the offer, the Call to Action. And we did the Call to Action really simply, because of a day before we closed for Christmas, and we didn't want to deal with it after we closed.

GEORGE: Awesome. If you would like to see the page and the whole system, if you go to mam.com/mabs, m-a-b-s, you'll see there about a 7-minute video of the page and how it's laid out and how the upsell worked, which really can boost that conversion with about 30%, so do have a look at that. The link will be on this episode, but also, talking about MABS, Paul, you now also have a coaching program – would you like to share more about that?

PAUL: Yeah, I would. Michelle Hext and I – if you've met Michelle Hext, you'll know that she's an absolute gun with online programs, but also a very, very good martial artist and martial arts business owner. She was one of my business mentors, and she really helped us to niche down our program. And that was one of her specialties back then. She would run a women's only Taekwondo club, which was just going gangbusters, really, really honed her ideal clientele down.

So we partnered up a little while ago, I think the both of us, we've both got our other streams of what we do, myself with my clubs, Michelle with her online courses, and we put MABS together, which is Martial Arts Business Success – if you can say that three times quickly. It’s kind of a fun thing to do because we both are really vested in martial arts, something we've both done since we were quite young.

I love teaching and my career has gone from teaching students, to teaching instructors, to now helping business owners, and I really, really enjoy it. Because I’ve got to say, I find it kind of frustrating when I see really good instructors out there who are struggling to make a living, and it’s through no real fault of their own. But a lot of us, especially in my age and all that are stuck in this rut that ‘build it and they will come’. And it just doesn’t work, there's too much competition these days, there's too much around, too many things competing for people’s time and money.

And what MABS is all about – to say budget, I’ll say budget with price, certainly not with content. It’s a nice, easy in of grassroots, skills and packets that you can use straight away. I’ll give you an example: last two packets I've done was building a leadership team. It’s one for your team on the mats and one for your team on the desk. So how to, as a club owner, how to build up certain elements of your business and your club that are really, really important, not just for day to day running, but for expanding.

GEORGE: All right, awesome. And you can access that at www.mabs.com.au.

PAUL: Aha, yep. If you type in Martial Arts Business Success on Facebook, it’s a closed group, so just apply for the application. It’s a free group, you don't need to join MABS to join that group. We have another group of the guys who have joined up, where we go into things in a little bit more depth, but even in the free group, there's a really, really good bunch of guys and girls on there, martial arts club owners and the discussion on there is really good.

You can throw any problems up there, and suddenly you've got not just Michelle and I answering questions: you've got ten people who have goodness knows how many years of experience in the martial arts industry, who are more than happy to input their advice. And to be honest, to me, that's what martial arts is all about. We're a martial arts community, and we should be backing each other. You and I were having a conversation before we started recording about the competition in the local area.

And as I said to you, if I get on Google and look at how many people are within a 5km radius of my club, there are about 60,000 people. And really, my goal is to tap this place out at 800, so there's plenty to go around. And I think within 5 km of here, there are another four full-time clubs. So we have a bit of a joke, if you throw a stick in a certain direction, you'll probably hit a martial arts instructor – you've just got to work out which one you want to hit.

GEORGE: All right, awesome. Paul – it’s been great chatting to you, as always, and I hope to speak to you again, maybe for round three.

PAUL: Thanks, George, great to talk to you.

GEORGE: Cheers.

And there you have it – thank you, Paul Veldman. I hope you got a lot out of that interview, I certainly did. A few things that really stood out for me: one is the conversion process from paid trial to member. And if you think of it in these steps, that your paid trial is just your paid trial, that's getting them in the door, and getting them committed, now they're in a different state of mind and in a different process because they are really training.

All right, so what is the next offer? What is the next offer that you're going to give them to incentivise them to take that next step: becoming a member. And then a nice bonus incentive – and I've seen a lot of great companies do this. Most companies don't latch onto this, but why not serve your existing members and lock in their current membership rate at that fixed rate from the day that they join? It’s just a great way to reward loyalty.

Now, if you want to go see the page that we created for Paul and his team that helped him generate more than 90 paid trials over the December period, then go to martialartsmedia.com/mabs – M-A-B-S, and there's a short 7-minute video that explains how that page works and then there's also a special offer for you, if you would like us to do that exact same page and set up for you that you can start using that for your paid trial system.

27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

 

And that's it – thank you very much for listening. I’ll be back next week again with another awesome interview. Until then, bye for now – cheers.

*Need help growing your martial arts school? Learn More Here.

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26 – How To Run A Successful Martial Arts Open Day

A profitable martial arts open day can position you for a successful year. Darryl Thornton from Shukokai Karate shares how.

martial arts open day

IN THIS EPISODE, YOU WILL LEARN:

  • Why you can and should run your open day for one hour
  • The secret to presenting an offer (a common discussion on the Martial Arts Media Business Podcast)
  • Getting your existing martial arts students involved as a unit
  • Can you handle 20, 30, 50 or 70+ new students right now? Here's how to prepare
  • This simple technique can attract those extra members that didn't get to join on the day
  • The importance of studying martial arts with other cultures
  • And more

*Need help growing your martial arts school? Learn More Here.

Download the PDF transcription

TRANSCRIPTION

I think it's important, one of the people, so the only reason he came back was because of the email.

Hi, this is George Fourie and welcome to the Martial Arts Media business podcast, episode number 26. I am finally back with a few interviews and I've got four awesome interviews lined up for you. I just did a trip to Melbourne and met up with a few great school owners. Learned a lot, got a lot of advice from different perspectives, different ways of doing things and I'm going to bring it all to you. So lots of gold and information just shared, I will probably do a recap of all this after all of the interviews, so look out for that. But for now, I just want to bring you the interviews, just as they are.

For a change, it wasn't a Skype or a phone call type interview, it was face to face, so it was great to have the different live dynamics of these interviews and you're going to get a lot of value from this. We've got a lot of great information to share and today I have on the show with me Darryl Thornton from Shukokai Karate in Cranbourne in Melbourne area. And Darryl has great success with his open days and I guess you can rather call it an open hour, rather than an open day, because they only run it from 12 to 1 and all the energy is focused on that one hour, instead of multiple hours or five hours, where everybody's energy is scattered and high and low and everybody's walking in at a different time, so much easier to manage one hour.

It is the pride and joy of all his students, they all want to be a part of it and everybody's energy is high for that one hour. And of course, he presents an exclusive offer and the process which he's going to outline for you has generated 70 students for them on the day and an additional 19 afterward. So Darryl is going to give you all the insights and everything of that. So, I'm going to jump into this episode.

Now, the transcripts and show notes and everything else that you need are available as always on martialartsmedia.com/26, and that's it from me – hope you enjoy this interview, it was awesome, I'm sure you're going to get great value from this. Pease welcome to the show Darryl Thornton from Shukokai Karate.

GEORGE: Good day all. Today I'm with Darryl Thornton. Now, I'm sitting and for a change, it’s not a Skype interview, I'm sitting in front of him at Shukokai Karate in Cranbourne Melbourne. And Darryl is the state coach for Karate Victoria, state coaching director for Karate Victoria and Darryl has had very good success with his open days. So today I'm going to be asking questions about his process, his recent success with it and we're going to have a bit of a chat, so welcome to the show.

DARRYL: Thank you, thank you.GEORGE: Cool. So first and foremost, before we get into everything – who is Darryl Thornton?

DARRYL: Well, that's a big open question. Well, I'm a dad, so I've got two children, 16-year-old twins. I’m a karate coach, first and foremost I think, it’s my main job. I've been teaching karate for quite a few years now, have my club in Cranbourne as George said. We've been growing quite steadily over the last few years and we've now got to a point where we've got our own building and were going ahead really well, so we are very happy with where we are at the moment, but there's always room for more growth. Hopefully, George is helping me out with that!

GEORGE: Yeah, for sure. All right, cool, so let’s just go back to now, depending on when you're listening to this, at the moment, beginning of the year, which is always a booming time for all martial arts schools, and Darryl just had a very successful open day – can you give us a few details on that?

DARRYL: So we run an open day on the first weekend after school goes back. It’s a really important time for parents, when they're looking to put their children in the activities for the year, so we capitalize on that. I'm promoting our open day on the first Saturday after school goes back. And we have ours on a Saturday around midday, so just around lunch time.

We find that people often have things to do in the afternoon and mornings, and midday is the ultimate time, also because of the weather. Every year for the last three, it’s been around 40 degrees, so we have it at 12 being much lighter in the day, then it would be too hot, because you have people sitting around in your Dojo for over an hour, you don't want them sitting there and baking for too long.

GEORGE: So an hour?

DARRYL: An hour. Just over an hour. The actual open day itself goes for an hour, but then, with people signing up and for the volume of people that are in the place, it takes probably another 20-30 minutes to get them out the door. We try to capitalize on a smaller timeframe, because it’s short and sharp and people go, it’s just an hour a day, it’s not a big part of their day. And also they know that they have to be there by a particular time. If you have an open day and it runs over the whole day, people don't know what time they should be there, what time the demonstrations are on and you can't maximize the impact. If you have it spread over such a big period of time.

GEORGE: That's awesome, I like that, because I see a lot of people doing the open day and it's sort of a half day or something, but just the whole psychology of having an event – and it’s really just focused on that one specific time, and obviously, it gives you guys the opportunity to really put all your energy into that one hour, because that's all you've got.

DARRYL: Yeah, it's much easier to get your members there for that one hour too, versus, trying to get them there for the whole day, or half the day. We had a pretty good turnout, probably with our membership, we would've had 30 of our teen adults group probably, maybe the same in our juniors, which is our 7-12-year-old group. Our little ninjas, which is our youngest group, 3-6 year olds, they're probably the hardest ones to get here, but the ones that were here, they were really good, they were really well received by the people.

We had a three-year-old in the group, white belt, brand new and the people loved it, they thought she was fantastic. And it’s a good opportunity for your members to also build their confidence and show their self-esteem. We had white belts in there, which I think for me is fantastic, because I open it to any member. Anyone is allowed to come along and be a part of the demonstration. I don't pick and choose who does it, I don't mind if they make mistakes during the demonstration, I think that's important, and if they do, that's part of learning.

GEORGE: All right, cool. So walk us through the dynamics, because you had a lot of success, you mentioned 70 members?

DARRYL: On the day, yeah, and 20 two days after. 90 people joined from the open day.

GEORGE: That's awesome.

DARRYL: Yeah, it’s a big number. It’s a lot to manage obviously afterward. It's a lot of data entry and then it’s a lot of new people on your mat and what we do is, we sell the membership on the day, all the trail as such. Then the first time they come, they get their uniform, so you have to be well organized as well. You need to, if you work, you probably need to have Monday off, because you have to go and pick up the uniforms, you have to get them to your Dojo, you have to sort them, write the new members names on them, so when they come in, it's easy to find, especially if you've got a big number, you don't want to be trying to find the right size and things like that.

So part of the open day when they join is we measure them for their uniform, write it on their form what size of uniform they're getting and then it’s easy to manage it when they come in. Of course, you're going to get the odd one or two that doesn't fit, so you have to have a bit of extra stock to make sure that you've got enough to cater for that, but we're pretty accurate on our measurements. We've got a measuring stick, like most Dojos probably do, use a bo staff with the sizes sort of marked on it, stand it next to the person and mark on what size of uniform they need.GEORGE: All right, so let’s look at the dynamics – what actually happens: people arrive at 12?

DARRYL: Mostly, they come in around about 12, we have probably 2 or 3 of our senior members, the ones who know more about the club than a white belt at the front door. So they might be in uniform, or in the club polo, whatever they choose to be. They'll welcome them, bring them into the club and ask them to come and sit around the perimeter of the training area, so they'll sit around the edge of the perimeter on the floor, and then what we do, because it's 37 degrees, I’ll get a couple of our younger members, most of our leadership group to go around and give them water, because it's hot and it’s a good way to welcome them as well, and make sure we're looking after them.

So once we get everybody in, we had a 130 people in the Dojo on Saturday, which is quite a few people to manage. We probably had 80-90 of our own people at the same time, so a couple of hundred people inside the Dojo is always good for the atmosphere. I start off by introducing myself and the club and explain a bit about what we are and where we are from and what we do and the benefits of what we do. And then we start off with some demonstrations and I make sure that our demonstrations are just our regular members, I think it’s very important. I remember going to a demonstration when I first started karate and I thought, geez, I'm never going to be able to do that, that looks way too hard, I can't do that.

So I will always be mindful of making sure that people understand that everyone can and we have children with special needs and all sorts of things, and they're also a part of the demonstration. Not that I particularly ask them to come long, but we particularly are an open club. We believe that everybody can do karate, so we've had a really good success with some children that have special needs and we've got one boy that has a functioning autism, but he's been with us for 5 years, and he's a part of the demonstration. I think that by having him, he encourages others that might think that it’s not right for them. We have members making mistakes during demonstrations and I think that's OK too, because you don't want everyone to be exactly perfect, because we're not, no one is always perfect, are they?

So we let everybody be involved, we don't mind mistakes. We don't coach before, so we don't pre-determine what they're going to do, it’s all on the five. I talk during the demonstration and one of my other senior instructors will take the demonstration. We do different groups, so we'll do our 3-6 year olds and they demonstrate, we get our juniors and then we do our adult teams. In between the groups coming on the mat, I talk about what we’re doing, why we’re doing it, what's important about the skills they're learning. I think we did four demonstrations per group, so each group did four different things.

They might have done some basics: some impact, some self-defense, and the little ones play the game, cause the little ones in our organization is a game sense program, so they played a game, which I think is good to show people that's it’s about fun as well, because I think that without the fun, kids are not going to come, they'll get bored really fast. And then, we interlace the regular members with our elite members.

We've got a few high level competitors and they did some demonstrations in between to show people that you can get from point A to point B through hard work and training and I think that shows people the true value of what the training is. And then at the end of it, I have an offer. So this year, our offer was four weeks of training and a uniform for $49, which is less than a half price of what it normally would be. And if they want to join, they just have to come out to the reception area and fill in one form, and that's it, they're done. And the first class they start, the uniform is ready for them to start training.

GEORGE: Excellent. So you make this offer to everybody at the same time, everybody that's in the room?

DARRYL: Everybody that's in the room. In front of everyone, I often would hold up a uniform and say, you get a uniform and four weeks of unlimited classes, so you can come as much as you'd like during the four weeks, for today only – this is the deal. You really need to put a timeframe – we talked about this with online things, but the timeframe is important. Making sure that people have got a trigger to buy. If you just say, this is the offer, people walk away and they'll think about it, but we want them to buy it on the day.

We also have some giveaways on the day, when we advertise, we often advertise a free sausage sizzle, giveaways, demonstrations – that's part of the whole process. We give away things like an impact shield, focus mitts, maybe a T-shirt or something like that and when they come in, we collect their name and their email address.

So what I do with that is, I send them a thank you email: thank you for coming to our open day, or thank you for joining, depending on whether they joined or not, and we actually had really good success from that this year, because we had 72 join on the day, and then, I sent the email out on Sunday to the people who didn't join to say, thanks for coming along, we appreciate your time, hope you enjoyed the demonstrations: if you didn't get an opportunity to join on Saturday, and you'd still like to join, we'll extend the offer for two days, just for you. However, if you've got any family members or friends that might like to join, please extend the offer to them. And from that, we had 19 turn up on Monday and Tuesday.

GEORGE: Awesome.

DARRYL: Yeah, which I was really pleased with, obviously.

GEORGE: Yes.DARRYL: I think it’s important, one of the people that came in on Monday, Tuesday said the only reason he came back was because of the email. He felt that it was a real personal sort of touch, that he got an email that said, thank you for coming.

GEORGE: Yes, and I'm so glad you're saying that, because I know I've said this stuff many times, and sometimes I feel like I repeat it too much, but those are just such core elements, the deadline. If you could have the worst offer and just put a deadline on it, and it would be a better offer. It might not be a great offer, but people are going to respond to a deadline, otherwise there's no urgency to act now, it’s just a psychological trigger. And then personal emails: just sending out an email. And we do email marketing, we're always talking about the personal email that goes out from an individual to an individual, not, this and this karate…

DARRYL: No, no, I start it with…

GEORGE: …with a big colourful newsletter, because that screams company.

DARRYL: No, I just wrote my name, obviously, I had on the bottom of it Shukokai Karate Cranbourne, but it was from Darryl Thornton – it was not from Shukokai Karate Cranbourne, it was from me. And it was me personally, I would personally like to thank you for coming on the day, I hope you enjoyed what we did. I think it’s important.

GEORGE: Yes.

DARRYL: And even with the welcome letter, the welcome email, that is an automated email that we have set up through our student database, but it’s still personal, because it says their name, and it’s from me.

GEORGE: There you go, and they can reply to that?

DARRYL: Yes, they can reply.

GEORGE: And that is, I guess, something to take note of: it doesn't have to be a one on one email, because you can set up an automated email, as long as you or someone is monitoring it and they will actually reply.

DARRYL: I did get some replies from both the joining ones and the thank you ones for just coming on the day. So I actually got a couple of people respond, especially with the offer to extend it – is that just for children, or is it for adults too? It was just a question, so that in my mind I thought – well, maybe I'm not quite clear on the day that the offer was for everybody, we have adult members training, maybe we need to be clearer on that. So you learn all the time when you do them, it’s an evolving thing, marketing, as you well know. It changes daily, I think. You've got to be very mindful of it. I think even with the images you promote; you should probably make sure that you promote every group that you want.

GEORGE: Exactly.

DARRYL: If you're running multiple ads, maybe making sure that you've got different photos in each one and things like that, that would be important. Our flyer that we put out for our open day, that only has children on it, but that's our target audience really, and most of our adults, a good proportion of our adult membership is parents of children that train.

GEORGE: So, I guess we need to backtrack a bit, because, you got a 130 people in and 70 – well, 90 of them joined.

DARRYL: That's right.

GEORGE: That's 80% closing ratio.

DARRYL: Yes, I've done all the math.

GEORGE: So that's excellent in itself and again, the things that I see that are really working here is the deadline, focused energy – you've got one hour, and there's no scattered audience, there's no scattered message. It's, this is it, all these people are in this one presentation. But the key question I didn't ask is: how did you get the 130 people in?

DARRYL: Yes, that's important, isn't it? We did flyer marketing and online marketing, so we did both. I think it’s important to have both. I have a flyer that is a just an A5 size, so, glossy, shiny, with some photos of kids on it. We put out 30,000 flyers and they're delivered via pamphlet distribution, our catalogue distribution. And then we did four Facebook ads, so we did an event, and we promoted the event and that was OK, as far as the response we got from it, but by far the biggest response was my proof of my flyer as a photograph, just boosted, as an ad.

That was probably the best response we had on Facebook – the most comments, shares, likes, was of just that one photo. So I had that photo running three ads itself, the same photo, which you might tell me is the wrong thing to do, but I just wanted it to be in everybody's face all the time, so they had no doubt that our open day was on Saturday. And I think it proved itself that it worked, with the response we got.

GEORGE: I think it’s great. The boosted post definitely works, there's a place for everything, I guess when it’s done for the same thing all the time, for the same person, you can burn someone out.

DARRYL: Yeah, I agree.

GEORGE: But when you're doing an event…

DARRYL: It’s an event, it's a bit different. The advertising is always something that is a bit tricky, you never know – open days are funny, for me, I get really anxious and nervous about them in the day leading up to it, because it’s like putting out birthday invitations and not knowing if anybody’s going to turn out. But you've just got to trust yourself, because we have done them for a few years now, and they've always been successful. I've built my club around them really. There's always the other marketing that gets the regular numbers coming through the door, but the open day is a big event.

The members love it, they love coming to it, people that joined up said to me, I want to be part of it next year. And you go, wow, that's pretty cool, the people are already going, I want to be part of it, I want to be up there. I want to be that person. That's good, you know. The other thing I think I didn't mention is that, with the advertising, the timeframe is important too. The flyers need to be around ten days prior to event, they have to be delivered ten days before.

The Facebook advertising, I start a little bit earlier, maybe about a week earlier for the event, so it’s around about two weeks, or just outside two weeks that I start the event advertising and then I periodically added in photographs and things like that for the open day to keep promoting it, reminding people that it's coming up, it's only 24 hours away, 48 hours away, those type of thing as well.

GEORGE: All right, great. Now, a key question would be: firstly, there's one event a year.

DARRYL: Yeah, I don't have another one.

GEORGE: OK. And then, what is the retention? This is something someone always wants to know: you bring all these people in, how many of them stick?

DARRYL: You lose a few early, and there are no two ways about it. It’s like any paid trial. Karate or martial arts as a rule, is not for everybody and some of the kids come in, they see it, they go, I want to do that. And then when they try it, they don't really like it. But it’s not too many that do that, it’s a small percentage of that. We had really good success with last year’s open day with retention: I would say 50% would be retention, which I think for that type of event is a good number, because those people, that 50% become die-hard fans.

They're the ones that really support your club. They bring in the 50% you lose again, and then some. They bring in more again, and I think that it’s an interesting study of why they become real fans of your club. I guess because they see where you can end up. For me, the open day is a real big confidence thing for the members. It shows them, they see how much self-esteem they have and how much belief they have in what we do. It’s a real proud moment for an instructor when you've got your average members, just the ones that come and train twice a week, standing up there and showing their skills, I think it’s really, really important.

GEORGE: For sure, and it puts it into perspective.

DARRYL: Yeah, I think it does.

GEORGE: All right, awesome. Darryl, that's been great. Thanks for sharing.

DARRYL: You're welcome.

GEORGE: Thanks for sharing all the details, anything else you'd like to share, especially I know with your coaching side and the karate side?

DARRYL: No, not really. I guess we, if anyone's interested in what we do, we're at cranbournekarate.com.au, on Facebook we've got pretty good following on Facebook, which is Shukokai Karate Cranbourne. We're a pretty busy club, we've quite a few members, we've got sort of the A level players in the WKF group as well, so I think it’s great when you have a club that has multiple things going on at the same time. We’ll have members training in our Dojo on a Saturday, we’ll also have members training over in Footscray Victoria University, the part of the state team.

We might even on the same weekend have members training in Sydney in a national training camp. We can have people overseas competing, one time, we can have people competing locally at the same time – we have members traveling to Japan later in the year. Our junior group is traveling to Japan, which I think is going to be amazing, the kids are going to love getting the opportunity to train in Japan with our senseis.

And then at the end, they've got a tournament where they will be competing with the Japanese kids. And the cultural part I think is very important, that the kids get to meet people from other countries and they form lifelong bonds with other people, see other cultures, and it’s really, really important. Karate is important, but there's the other part that you can get a lot more from the martial art than just punching and kicking.

GEORGE: Definitely, understanding the culture and interacting with different cultures.

DARRYL: I know kids that are in their 20s now and they've got friends they've been seeing in Japan since they've been 12, so they're really close friends every time they catch up, they go and stay at their house. They do home stays, they come over here and do the same, so I think it’s really, really important. It’s good to be able to defend yourself and all that type of thing, and be able to punch and kick. But I think there's much more to what we do than just punching and kicking.

GEORGE: Cultural lifestyle.

DARRYL: I think that the punching and kicking are the side benefit of what we do, not the main benefit.

GEORGE: Awesome. Darryl – thanks a lot for your time, and I will chat to you soon.

DARRYL: Thank you.

GEORGE: Cheers!

And there you have it, event based marketing. There's going to be a theme that's going to jump out through these few episodes – pay attention to that. I think it's gold; I'm learning lots from it. There all these little things that just drive conversion, it helps, event-based marketing, it’s the easiest way to get people to action, because that is the only time they can take the action. I hope you got great value out of that.

As I mentioned, transcripts are available on martialartsmedia.com/26 and if you're getting great value from these shows, please go leave us some feedback on iTunes. I know it’s a bit clunky, but martialartsmedia.com/itunes and just follow the little button that shows up in iTunes and you can leave a review in there. A five-star review will be great to help us get some good publicity for the show.

So that's it, back again next week with another awesome interview and I will speak to you soon. Have a good week to you then – cheers!

*Need help growing your martial arts school? Learn More Here.

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25 – Your Martial Arts Audience Ignoring You? This Might Help

If you're not getting interaction from your martial arts audience, chances are your message isn't relevant right now. Learn more.

IN THIS EPISODE, YOU WILL LEARN:

  • The importance of targeting the right audience at the right time
  • Why you should take a unique approach to reaching each audience
  • Running multiple Facebook pages for different age groups? Try this instead
  • And more

*Need help growing your martial arts school? Learn More Here.

Download the PDF transcription

TRANSCRIPTION

If your marketing messages are being ignored and you’re not getting responses or any activity, this might be the answer – this might help.

Hi, this is George Fourie and today, we're going to be talking about relevance – relevance in your marketing: is it spot on, is it targeted at the right person and being received at the right time? And this conversation came up while I was chatting to Professor Brannon Beliso from One Martial Arts in San Francisco. And we did an email campaign for them and we were looking at different emails going out and we spotted an email that was being sent that was not targeted at the right audience and it wasn't framed right for the right segment in that list. And we had a bit of a chat about relevance and so forth, and I'm going to give you a few insights on what we’ve gathered from that conversation.

Firstly, when you look at your own marketing as such: it’s so easy to look at your Facebook page as one Facebook page, or if you have an email list and you’re doing that type of marketing, you just look at the one email list, our list as a single – plural as such. But when you look at your Facebook page, it consists of individual people. Individual people, different ages, different lifestyles, different interests, different everything – there's different people all over this page, same as your email list. Look at your membership base – these are all individual people. Yes, they have one common interest of martial arts, but they have different interests in life and they come from different backgrounds and different cultures and all these types of things.

So you've got to be very conscious of how you send your message, is it relevant to this person, and is it also relevant at the right time, because there's a message of, “Hey, do you want to join our club,” which is not really a conversation opener, it’s not the first thing you'd say to someone. It would be, “Hey, how are you, how are you doing, how can we help you, what are you looking for” – it would be a different type of conversation, so you've got to think of, where is your message? Is it relevant to the person, first and foremost, and then is it relevant at the right time?

This is obviously easy to do in a face to face conversation: when you're talking to someone, you can do all these things. You can assess who is this person, you can ask a few questions and you can gather enough information that you can shape your conversation further. But when doing marketing, you've got to be conscious of these things, of how you put the message out and of how it’s going to be relevant to a person.

So, always bear in mind, first and foremost, one key fact that is: one person is always looking at your marketing message. I see sometimes people write an email message and it's, “Hey you guys,” “You guys,” “Team,” or something, but there's no team watching that, and there's no “you guys” listening: there's one person listening. It’s a conversation between you and someone else, or your brand and someone else. So bear that in mind: there's always one person listening and absorbing your information. So speak to that one person directly.

All right, and then the other factor, of course, is timing. So your timing of that message is it coming at the right time. Now, this can be easier said than done, because if you've got a Facebook page, there's a lot of audiences, there's a lot of different people, so you want to word things sometimes when you're talking to everybody, you're trying to get a certain person's attention. You might want to phrase it in a way: “If this is who you are,” or “If this is what you're interested in, and then listen, this might apply” type of thing.

Now, some people take a different approach to this and they say, all right: if I've got all these different people in my club, I'm going to create a separate Facebook page for every single audience. Now, honestly, to me, unless you've got a whole string of staff doing this stuff and loves technology – which the majority of people just don't, the majority of school owners don't and you don't have lots of time, the majority of school owners don't, I think this is a terrible idea. A terrible idea is to be building the front end of your brand and then segmenting it into all these little audiences. It sounds like a lot of hard work to me, I'm finding it hard enough to manage one page, I can't imagine having to manage five different pages for five different audiences.

So, does this mean you shouldn't be segmenting? No, of course, and this is what this relevance topic is all about, but are you segmenting at the right place? Social media is a way for you to get traffic to your offer and to your website. Yes, it’s about creating a conversation and having engagement and providing value to your audience, but at the end of the day, they don't join on Facebook: they join when they go to your website and send an online inquiry, or buy a paid trial offer. Yes, they might send a message through Messenger, but the conversation always goes off, either onto a website where they join something or on a one-to-one basis, before that happens.

So yes, use social media, use all these social platforms to gather an audience, to create that one-on-one conversation, or get traffic to your website. Once they are at your website and once they are in your database, meaning in your internal system, your CRM type software system or you have an email database, then make sure that they are segmented properly and that you know: this person is interested in kid's martial arts, this one is in fitness kickboxing, this one in jiu-jitsu and you can segment people accordingly and that way you can have those relevant conversations with people at the right time.

I hope that helps – keep things relevant, make sure and just be aware of when you are talking to people, is it at what time and what stage of the relationship and is it relevant to this person, their culture, their beliefs, their viewpoint on life and all the rest.

If you need any help with any of this type of stuff, get in touch with us on martialartsmedia.com – I will see you in the next episode. Thank you!

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Privacy Policy

Your privacy is very important to us. Accordingly, we have developed this policy in order for you to understand how we collect, use, communicate and make use of personal information. The following outlines our privacy policy. When accessing the https://martialartsmedia.com website, will learn certain information about you during your visit. Similar to other commercial websites, our website utilizes a standard technology called “cookies” (see explanation below) and server logs to collect information about how our site is used. Information gathered through cookies and server logs may include the date and time of visits, the pages viewed, time spent at our site, and the websites visited just before and just after our own, as well as your IP address.

Use of Cookies

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site”s computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser”s preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites.

IP Addresses

IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as “traffic data” so that data (such as the Web pages you request) can be sent to you.

Email Information

If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received online, mail and telephone. This also applies when you register for our website, sign up through any of our forms using your email address or make a purchase on this site. For further information see the email policies below.

How Do We Use the Information That You Provide to Us?

Broadly speaking, we use personal information for purposes of administering our business activities, providing customer service and making available other items and services to our customers and prospective customers.

will not obtain personally-identifying information about you when you visit our site, unless you choose to provide such information to us, nor will such information be sold or otherwise transferred to unaffiliated third parties without the approval of the user at the time of collection.

We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights.

Email Policies

We are committed to keeping your e-mail address confidential. We do not sell, rent, or lease our subscription lists to third parties, and we will not provide your personal information to any third party individual, government agency, or company at any time unless strictly compelled to do so by law.

We will use your e-mail address solely to provide timely information about .

We will maintain the information you send via e-mail in accordance with applicable federal law.

CAN-SPAM Compliance

Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime.

Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.

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Use of External Links

All copyrights, trademarks, patents and other intellectual property rights in and on our website and all content and software located on the site shall remain the sole property of or its licensors. The use of our trademarks, content and intellectual property is forbidden without the express written consent from .

You must not:

Acceptable Use

You agree to use our website only for lawful purposes, and in a way that does not infringe the rights of, restrict or inhibit anyone else”s use and enjoyment of the website. Prohibited behavior includes harassing or causing distress or inconvenience to any other user, transmitting obscene or offensive content or disrupting the normal flow of dialogue within our website.

You must not use our website to send unsolicited commercial communications. You must not use the content on our website for any marketing related purpose without our express written consent.

Restricted Access

We may in the future need to restrict access to parts (or all) of our website and reserve full rights to do so. If, at any point, we provide you with a username and password for you to access restricted areas of our website, you must ensure that both your username and password are kept confidential.

Use of Testimonials

In accordance to with the FTC guidelines concerning the use of endorsements and testimonials in advertising, please be aware of the following:

Testimonials that appear on this site are actually received via text, audio or video submission. They are individual experiences, reflecting real life experiences of those who have used our products and/or services in some way. They are individual results and results do vary. We do not claim that they are typical results. The testimonials are not necessarily representative of all of those who will use our products and/or services.

The testimonials displayed in any form on this site (text, audio, video or other) are reproduced verbatim, except for correction of grammatical or typing errors. Some may have been shortened. In other words, not the whole message received by the testimonial writer is displayed when it seems too lengthy or not the whole statement seems relevant for the general public.

is not responsible for any of the opinions or comments posted on https://martialartsmedia.com. is not a forum for testimonials, however provides testimonials as a means for customers to share their experiences with one another. To protect against abuse, all testimonials appear after they have been reviewed by management of . doe not share the opinions, views or commentary of any testimonials on https://martialartsmedia.com – the opinions are strictly the views of the testimonial source.

The testimonials are never intended to make claims that our products and/or services can be used to diagnose, treat, cure, mitigate or prevent any disease. Any such claims, implicit or explicit, in any shape or form, have not been clinically tested or evaluated.

How Do We Protect Your Information and Secure Information Transmissions?

Email is not recognized as a secure medium of communication. For this reason, we request that you do not send private information to us by email. However, doing so is allowed, but at your own risk. Some of the information you may enter on our website may be transmitted securely via a secure medium known as Secure Sockets Layer, or SSL. Credit Card information and other sensitive information is never transmitted via email.

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For site security purposes and to ensure that this service remains available to all users, uses software programs to monitor network traffic to identify unauthorized attempts to upload or change information, or otherwise cause damage.

Disclaimer and Limitation of Liability

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All the materials on this site are provided “as is” without any express or implied warranty of any kind, including warranties of merchantability, noninfringement of intellectual property or fitness for any particular purpose. In no event shall or its agents or associates be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption, loss of information, injury or death) arising out of the use of or inability to use the materials, even if has been advised of the possibility of such loss or damages.

Policy Changes

We reserve the right to amend this privacy policy at any time with or without notice. However, please be assured that if the privacy policy changes in the future, we will not use the personal information you have submitted to us under this privacy policy in a manner that is materially inconsistent with this privacy policy, without your prior consent.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.

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If you have any questions regarding this policy, or your dealings with our website, please contact us here:

Martial Arts Media™
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General Website Terms and Conditions of Use

We have taken every effort to design our Web site to be useful, informative, helpful, honest and fun.  Hopefully we’ve accomplished that — and would ask that you let us know if you’d like to see improvements or changes that would make it even easier for you to find the information you need and want.

All we ask is that you agree to abide by the following Terms and Conditions. Take a few minutes to look them over because by using our site you automatically agree to them. Naturally, if you don’t agree, please do not use the site. We reserve the right to make any modifications that we deem necessary at any time. Please continue to check these terms to see what those changes may be! Your continued use of the MartialArtsMedia.com Web site means that you accept those changes.

THANKS AGAIN FOR VISITING!

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All Online Materials on the MartialArtsMedia.com site are Copyrighted and all rights are reserved. Text, graphics, databases, HTML code, and all other intellectual property are protected by US and/or International Copyright Laws, and may not be copied, reprinted, published, reengineered, translated, hosted, or otherwise distributed by any means without explicit permission. All of the trademarks on this site are trademarks of MartialArtsMedia.com or of other owners used with their permission. You, the visitor, may download Online Materials for non-commercial, personal use only provided you 1) retain all copyright, trademark and propriety notices, 2) you make no modifications to the materials, 3) you do not use the materials in a manner that suggests an association with any of our products, services, events or brands, and 4) you do not download quantities of materials to a database, server, or personal computer for reuse for commercial purposes. You may not, however, copy, reproduce, republish, upload, post, transmit or distribute Online Materials in any way or for any other purpose unless you get our written permission first. Neither may you add, delete, distort or misrepresent any content on the MartialArtsMedia.com site. Any attempts to modify any Online Material, or to defeat or circumvent our security features is prohibited.

Everything you download, any software, plus all files, all images incorporated in or generated by the software, and all data accompanying it, is considered licensed to you by MartialArtsMedia.com or third-party licensors for your personal, non-commercial home use only. We do not transfer title of the software to you. That means that we retain full and complete title to the software and to all of the associated intellectual-property rights. You’re not allowed to redistribute or sell the material or to reverse-engineer, disassemble or otherwise convert it to any other form that people can use.

Submitting Your Online Material to Us

All remarks, suggestions, ideas, graphics, comments, or other information that you send to MartialArtsMedia.com through our site (other than information we promise to protect under our privacy policy becomes and remains our property, even if this agreement is later terminated.

That means that we don’t have to treat any such submission as confidential. You can’t sue us for using ideas you submit. If we use them, or anything like them, we don’t have to pay you or anyone else for them. We will have the exclusive ownership of all present and future rights to submissions of any kind. We can use them for any purpose we deem appropriate to our MartialArtsMedia.com mission, without compensating you or anyone else for them.

You acknowledge that you are responsible for any submission you make. This means that you (and not we) have full responsibility for the message, including its legality, reliability, appropriateness, originality, and copyright.

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MartialArtsMedia.com WILL NOT BE LIABLE FOR ANY DAMAGES OR INJURY THAT ACCOMPANY OR RESULT FROM YOUR USE OF ANY OF ITS SITE.

THESE INCLUDE (BUT ARE NOT LIMITED TO) DAMAGES OR INJURY CAUSED BY ANY:

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WE ARE NOT LIABLE EVEN IF WE’VE BEEN NEGLIGENT OR IF OUR AUTHORIZED REPRESENTATIVE HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES OR BOTH.

EXCEPTION: CERTAIN STATE LAWS MAY NOT ALLOW US TO LIMIT OR EXCLUDE LIABILITY FOR THESE “INCIDENTAL” OR “CONSEQUENTIAL” DAMAGES. IF YOU LIVE IN ONE OF THOSE STATES, THE ABOVE LIMITATION OBVIOUSLY WOULD NOT APPLY WHICH WOULD MEAN THAT YOU MIGHT HAVE THE RIGHT TO RECOVER THESE TYPES OF DAMAGES.

HOWEVER, IN ANY EVENT, OUR LIABILITY TO YOU FOR ALL LOSSES, DAMAGES, INJURIES, AND CLAIMS OF ANY AND EVERY KIND (WHETHER THE DAMAGES ARE CLAIMED UNDER THE TERMS OF A CONTRACT, OR CLAIMED TO BE CAUSED BY NEGLIGENCE OR OTHER WRONGFUL CONDUCT, OR THEY’RE CLAIMED UNDER ANY OTHER LEGAL THEORY) WILL NOT BE GREATER THAN THE AMOUNT YOU PAID IF ANYTHING TO ACCESS OUR SITE.

Links to Other Site

We sometimes provide referrals to and links to other World Wide Web sites from our site. Such a link should not be seen as an endorsement, approval or agreement with any information or resources offered at sites you can access through our site. If in doubt, always check the Uniform Resource Locator (URL) address provided in your WWW browser to see if you are still in a MartialArtsMedia.com-operated site or have moved to another site. MartialArtsMedia.com is not responsible for the content or practices of third party sites that may be linked to our site. When MartialArtsMedia.com provides links or references to other Web sites, no inference or assumption should be made and no representation should be inferred that MartialArtsMedia.com is connected with, operates or controls these Web sites. Any approved link must not represent in any way, either explicitly or by implication, that you have received the endorsement, sponsorship or support of any MartialArtsMedia.com site or endorsement, sponsorship or support of MartialArtsMedia.com, including its respective employees, agents or directors.

Termination of This Agreement

This agreement is effective until terminated by either party. You may terminate this agreement at any time, by destroying all materials obtained from all MartialArtsMedia.com Web site, along with all related documentation and all copies and installations. MartialArtsMedia.com may terminate this agreement at any time and without notice to you, if, in its sole judgment, you breach any term or condition of this agreement. Upon termination, you must destroy all materials. In addition, by providing material on our Web site, we do not in any way promise that the materials will remain available to you. And MartialArtsMedia.com is entitled to terminate all or any part of any of its Web site without notice to you.

Jurisdiction and Other Points to Consider

If you use our site from locations outside of Australia, you are responsible for compliance with any applicable local laws.

These Terms of Use shall be governed by, construed and enforced in accordance with the laws of the the State of Western Australia, Australia as it is applied to agreements entered into and to be performed entirely within such jurisdiction.

To the extent you have in any manner violated or threatened to violate MartialArtsMedia.com and/or its affiliates’ intellectual property rights, MartialArtsMedia.com and/or its affiliates may seek injunctive or other appropriate relief in any state or federal court in the State of Western Australia, Australia, and you consent to exclusive jurisdiction and venue in such courts.

Any other disputes will be resolved as follows:

If a dispute arises under this agreement, we agree to first try to resolve it with the help of a mutually agreed-upon mediator in the following location: Perth. Any costs and fees other than attorney fees associated with the mediation will be shared equally by each of us.

If it proves impossible to arrive at a mutually satisfactory solution through mediation, we agree to submit the dispute to binding arbitration at the following location: Perth . Judgment upon the award rendered by the arbitration may be entered in any court with jurisdiction to do so.

MartialArtsMedia.com may modify these Terms of Use, and the agreement they create, at any time, simply by updating this posting and without notice to you. This is the ENTIRE agreement regarding all the matters that have been discussed.

The application of the United Nations Convention on Contracts for the International Sale of Goods, as amended, is expressly excluded.