132 – Pros And Cons Of Hiring A Martial Arts Digital Agency

Many martial arts school owners long for a martial arts digital agency that delivers new students on demand without having to lift a finger. But Beware! This pipedream could cost you your business. Here’s the pitfalls to avoid and what to do instead. 

IN THIS EPISODE:

  • Pitfalls to avoid when working with a martial arts marketing agency
  • Who owns your digital assets?
  • Local digital marketing agency: Do they have proven, irresistible martial arts offers? 
  • What media should you use when running Facebook or Google ads?
  • Why most martial arts schools don't need a marketing agency
  • And more

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

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business podcast. In this episode, I'm going to be talking about digital marketing agencies for martial arts schools. Martial arts, marketing agencies, however you want to word that. 

Do you need one? Do you need to hire an agency? And if you do, what are the pitfalls to avoid? What should you be avoiding? What questions should you be asking? What should you be looking out for? All covered in this episode. 

Make sure you stick around to the end and I'll share with you how you can download an actual checklist with everything discussed, all the questions to ask, pitfalls to avoid and so forth. All right, let's jump in.

All right. So let's talk about digital marketing agencies and do you actually need to hire one? I've got to start this one with a short story, and the story actually involves how I, one time, lost a valued podcast listener by my actions and I don't regret it. I've got to share the story. I've probably shared this in a previous podcast, but I think it's relevant if you haven't heard it. It's a relevant story for what we are talking about today.

All right. So for a couple of years now, a podcast listener reached out to me and said, “Hey, George, love the podcast. Got a quick question. Which channels are the best for advertising a martial arts school? Is it Facebook or is it Google? Facebook ads or Google ads?” 

And I replied, “Good question. It depends on a few factors, which it does. Facebook strategy works like this. Google strategy works like this. If I was doing this myself and trying it, this is the one that I would go for, which was Facebook in this case.”

I said, “Curious, just why are you asking?” And he replied and said, “Thanks for the information, but I'm actually starting a digital marketing agency for martial arts schools and I just wanted to know which channel works best.” And that got me fired up a bit. I said, “Hang on. You're opening a marketing agency and you are asking me which platform to advertise on. How are you going to actually take people's hard earned money and run ads for them if you've never done it yourself?” 

And then his response fired me up even more. And he said, “Oh, that's okay. I'm just going to hire someone offshore to do it for me and run the agency that way.” And that made me boil over.

And I can't recall the exact reply that I messaged back, but I said, “Look, the world does not work like that and you cannot take people's hard earned money and charge them and think some magical person offshore is just going to know what to do.” Now, there is a way to use offshore person, and I might share this in this episode, but that's definitely not the way to go about it.

And so I wanted to start that with caution because, well, as a warning, really, if someone is not charging you a premium fee to run ads, which is quite a hard thing to do, they're probably not going to do a very good job. 

Now, I must admit the industry's come a long way and I've been doing this for a long time. Facebook wasn't around when I started digital marketing. I started by hard trial and error, wasting a lot of money. It was way harder to run ads back in the day than it is now. So things have evolved. The industry has evolved and agencies have also evolved, but there are a few pet peeves and pitfalls you got to watch out for.

Pet peeves I have about agencies and pitfalls that you should watch out for, and there's this dream scenario for martial arts school I know is you could just do what you love. You could just do the teaching. You could just show up. There's always students and you just do what you love. 

That is the dream scenario and you could definitely achieve that, but is an agency always the answer to do that? And I'm going to say no, because I've played on both sides of the coin. This is purely from my experience. I want to give props to really good agencies that are out there and that have really evolved in the martial arts space, but I still want to approach this with a word of caution because I've seen the pitfalls and I've seen how things adapt. At the end of the day, you as the martial arts school owner is worse off…

103 – Quick Martial Arts Marketing Tip

Here's a simple martial arts marketing tip, if you're not already doing it, to get fast results.

IN THIS EPISODE, YOU WILL LEARN:The importance of tracking marketing strategies that work

  • Why you should never be reluctant to reuse past content
  • And more

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

TRANSCRIPTION

When was the last time you repeated something that worked in the past? 

Hey, it's George. Hope you're well. So I want to share a quick marketing tip with you, something you can do right now. It's not rocket science. It could potentially get you good results and maybe you're already doing it, maybe you're not. Maybe you've forgotten or maybe you're doing it routinely. Either way, I hope this serves a good reminder. 

Now, I know I haven't shot a video in a while. I've been busy with some secret stuff. No, just doing stuff behind the scenes. Really working, looking after our members and working on our member portal. We're sitting up doing a bit of behind the scenes stuff, which is kind of contrary to the advice I'm actually going to be giving today, so I kind of got to look myself in the mirror for this one.

Anyway, back onto the topic. So on the topic, obviously the last few months have been a little different, a bit crazy for some, and for the most part, I feel people have at least mentally moved on. I don't want to say move on and I don't want to take for granted where you're at and what situation you're facing. 

I know for us in Perth, things have been back to normal for a long time. That's us. We're just lucky for where we live, and I know for our clients in Queensland, they've been doing great. New Zealand as well. I know there are some spots where you're still facing restrictions and lock downs and crazy stuff.

So I know it's not an even play for everyone, but whatever the situation is, I feel there has been a mental shift, at least. Whether that is people are used to the situation or things are sort of starting to look up for the better. So that comes down to the sip and it comes down to this question. “When was the last time you repeated something that worked in the past?” 

This is something actually we did with … and we've been doing this as restrictions have lifted wherever our clients have been at. The first thing that we've actually done is we just looked at what worked in the past and hit repeat. That could be on Facebook ads, just looking at your Facebook ads and looking, “All right. Well, what type of ads were working prior to COVID and the pandemic?” and we just hit reactivate…

131 – 10 Must Haves For Your Next Martial Arts Location (Plus Downloadable Checklist)

Kevin Blundell goes through 10 essentials from The Location Analyzer Checklist – the must haves for your next profitable martial arts location.

IN THIS EPISODE:

  • Using The Location Analyzer Checklist to pick the perfect martial arts location
  • Putting your passion for martial arts aside for clear business decisions
  • The 3 most important things to consider when choosing your new location
  • Why you should ‘visit for the vibe’ of your chosen location
  • Setting up your school where people live vs where they work
  • And more

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

TRANSCRIPTION

We found that the yoga studio was having an open day so we, ironically, had an open day at the same time. And yeah, we got quite a bit of interest from there and students who joined. 

GEORGE: Hey, George here. Welcome to the Martial Arts Media Business podcast. And today, I've got a repeat guest for the fourth time. I think this is a record, Kevin. 

KEVIN: Yeah, I think so, George, and I think it's about our fourth time we've had a chat. 

GEORGE: So just for a recap, way back, this goes a couple of years back, so the first episode was 20 – 100 New Martial Arts Students in 5 Weeks Without Sleazy Selling. We got back together on 115 – The Strategic Mindset Behind Running 23 Successful Martial Arts Schools. And then, 129 – Success By Design – Foundations Required To Setup Your Next Profitable Location

So today, we're getting back together and it's a bit of a follow-up from the process of talking about The Next Profitable location. And we were discussing The Next Profitable Location Blueprint. Today, we're going to do a bit of a deep dive. And one question that comes up a lot is, what are the things to look for when you set up your new location? 

And so, in the course that we created, The Next Profitable Location Blueprint, we've got a worksheet that you can download at this episode. So, depending where you're watching or listening, it's at martialartsmedia.com/131, the numbers 131. And it's called The Location Analyzer Checklist. 

We're not going to dive deep into Kevin's story. You're going to have to go through all those podcasts I just mentioned. So, we're going to dive straight into the good stuff. Are you happy with that, Kevin? 

KEVIN: That'd be great, George. 

GEORGE: All right, perfect. So, we've got The Location Analyzer Checklist in front of us, and these are 13 steps altogether, things that you should be checking out for when setting up your next location. And we're just got to go top to bottom. We'll probably have time for about the first 10. 

And we're just going to discuss them and jump straight in. All right. So, Kevin, so Location Analyzer Checklist, if we start from the top. Number one, think with my head and not with my heart…

130 – How To Attract More Adult Martial Arts Students

If you’re struggling to attract adult martial arts students through your paid ad campaigns, try this instead.

IN THIS EPISODE:

  • Being uber specific with what’s included in your irresistible martial arts offer
  • Should you give away free items with your martial arts offer?
  • Do this and you instantly increase the value of your martial arts offer
  • What’s the best price for a martial arts paid trial offer?
  • This turns any martial arts offer into a ‘no-brainer’
  • And more

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

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business Podcast. In today's episode, we're going to be talking about how to attract more adult students. How to get more adult students on the mats, and what to do if your adult ad campaigns aren't working. 

This is a conversation and question that comes up often, and we are going to dive into the details, and I'm going to give you a simple, simple solution on how to do this. You're probably going to kick yourself when you hear it, but it's that simple. But in order to execute the simple strategy, we're going to have to take a bit of a broader approach and give some context about how the whole strategy works and fits together. 

Make sure you hang around to the end, and I'll share with you a really cool PDF resource with nine different conversation starter strategies that can elevate this process and get you much better results. All right, let's jump in.

Not sure what this is like for you, but most successful owners that we work with, and the school owners that have got a fair amount of solid student base, don't really struggle to attract the kids. It's more a question of how do we get more adults training and how do we get more adults on the mat? Now, there is the rare case that this is in reverse. Right? Depending on what type of club you run and what type of style you have, what type of style you teach, maybe your focus is 100% adults and not so much kids. There's obviously the rare occasion. 

But generally speaking, this is the case. What do you do if you want to attract new adult students? We talk about this in our Partners group often. And typically when we start working with school owners and we start looking at the online process of how we going to attract the right students, increase the signups and retain more members, it's easy to lean towards, the adults is the student base that we need, and so if we want to go run ad campaigns we want to run directly for adults.

Now this could be both good, but also not so good, because if you've never actually run ad campaigns before, running it for adults is way harder. Right? It is way harder to run ad campaigns for adults. If you haven't mastered the process yet, then it would be a bit harder. It's always better to start with what's easier, what works, which is campaigns for the kids, and then graduate yourself up to running ads for adults. 

The only reason for this is just getting used to and accustomed to the system. Well, how do we pick the right ads? What is the right media, the right images? How do we split test them? How do we make sure that we pick the right one so that we reduce our cost per lead? And then how does the whole follow up work?

Now, most school owners like yourself don't really have a problem signing people up when they show up and when they're in front of you, but you've still got to get them to show up. Working that whole process of making sure that all the leads that you speak to are actually going to show up, and you can take the whole process from there… 

129 – Success By Design – Foundations Required To Setup Your Next Profitable Location

Kevin Blundell shares 3 essentials from The Next Profitable Location Blueprint that’s helped them open 20+ successful martial arts locations. 


.IN THIS EPISODE:

What’s the population needed for a successful martial arts school, and how far should this be from your existing location? 
The ‘drivers science’ behind choosing your exact new location
What to avoid in your environment when scouting for locations
Accessibility and geographical location: what are their impact on your martial arts business?
Why should you take advantage of ‘The Next Profitable Location Blueprint'?
And more

*Need help growing your martial arts school? Learn More Here. 
The Next Profitable Location Blueprint Event >
TRANSCRIPTION

GEORGE: Hey, it's George Fourie – welcome to the Martial Arts Media™ business podcast. In this episode, I'm chatting to repeat guest, Kevin Blundell, from Kumiai Ryu Martial Arts System. 

Now, if you've listened to the podcast over the years, we originally spoke on Episode 20 – talking about signing up 100 new students within five weeks. Then we got together on Episode 115, talking about the strategic mindset behind 23 locations. 

And this episode is really special to me, because if you listen to Episode 115, that is where this whole new journey began. Let me give you a few insights. 

So, Episode 115 was actually a recording from our internal, private Partners event that we hosted for our Partner members. So, three times a year we get our Partner members together and it's a combination of masterminding, networking, and bringing speakers together – and just learning and growing and sharing information and networking together. 

And after the event – Kevin spoke at the event, which was the recording of Episode 115 – and after that, we started talking about this process of opening another location. Now, Kevin is one of the most humble and sincerest guys that you'll meet and won't always reveal the depth of knowledge that he has within the industry. 

But when you speak to him, you'll know that he's very methodical and everything is systemized and designed for success, step by step with absolute certainty and clarity. We started talking about how to go about opening, successful location after location; and they've rinsed and repeated this process 20 plus times, very, very successfully.

And so, I spoke to Kevin about, number one, speaking again at one of our events, but how about, we actually just look at the whole process and the blueprint, and map it out and see if it's something that we can share with other school owners. And that's why I'm really excited about this podcast, because we're just in the process of putting together The Next Profitable Location Blueprint. 

So, depending on when you're listening to this, we are hosting a Partners Intensive Event that for the first time we opening up to the public, and if you're listening to this a bit later, the program will be ready to go and available, which is the full course – The Next Profitable Location Blueprint.

So, we chatted a bit about the first steps. If you're looking at opening the next location, what are the things that you got to look for in… Firstly, why do you need to do it in the first place? How do you go about probing the population? What have you got to look for? What is the minimum number of people that you should have in a town, if it's a rural town? What is the best structure to set up your location, and all the rest. 

So, we're going to jump right in now. Wherever you're listening to this podcast or watching, make sure you hit the subscribe button. If it's on YouTube, hit subscribe. If it's on your favorite audio channel, make sure you subscribe – that you get notified when our next episodes come out and look for the notes and the links to the show notes. Episode 129. 

So, we're at martialartsmedia.com/129 – check the show notes. There are links available to the event depending on when you're…

128 – 5 Factors That Make An Irresistible Martial Arts Offer

An irresistible martial arts offer can be the ‘make or break’ of any promotion to attract new students. Follow these steps to turn your offers into winners.



IN THIS EPISODE:

Being uber specific with what’s included in your irresistible martial arts offer
Should you give away free items with your martial arts offer?
Do this and you instantly increase the value of your martial arts offer
What’s the best price for a martial arts paid trial offer?
This turns any martial arts offer into a ‘no-brainer’
And more

*Need help growing your martial arts school? Learn More Here. 
DOWNLOAD: The Irresistible Martial Arts Offer Worksheet >
TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about irresistible martial arts offers.

So what is an irresistible martial arts offer? And do you even need a good offer? Well, of course, you do. And that's what this episode is all about.

So we're going to dive into the details of what it is that you actually need to include in your offer. Does it need to be free? Does it need to be paid? What do you add? Do you add different items? How do you package it and so forth?

And I can tell you what, with all the school owners that we've worked with over the years, whenever somebody shares with us a campaign that's just not working, or they're struggling to get traction on the ads, or just a general internal promotion that's not really getting results, it's almost always due to a broken offer.

So you can run a really bad campaign with a great offer and still get great results, but you can't run a great campaign with a bad offer. So we're going to dive into the details on how you go about creating an offer, what it even is, and how you craft it so that it gives your future students the confidence to take the first step and start training with you on their martial arts journey.

Hang around to the end. I'll share with you where you can download our PDF, called The Irresistible Martial Arts Offer, and it will show you step-by-step the process that we go through to create your irresistible martial arts offer in just a few minutes.

All right, let's start with the basics. What actually is an offer? Well, an offer is, and if we go straight into referring to martial arts terms, it's a combination of how you package different free classes with potential free items. And how you package it in a way that the value exceeds the price if it's a paid trial or the actual value that's being presented for the commitment that needs to be taken to take advantage of the offer.

So that brings up the question, should your offer be free, or should it be paid? Well, it really depends, and I'm not going to dive into that, but if you do go to martialartsmedia.com/124, I did cover for a recent episode on free trials versus paid trials for martial arts and comparing the different platforms and when you should use which one. But either way, it's always important that the value exceeds the actual commitment or the financial commitment of the offer. So that's a bit of a bonus tip, I guess.

So I'm going to cover five points of what actually makes an irresistible martial arts offer. All right, let's dive in.

Number one, be specific. Be specific with anything, and I think this is just copywriting in general, and this is if I say copywriting, I mean, sales copywriting, not copywriting, that's like the legal thing, normally at the bottom of a website, right, with different terms.

So when crafting good sales copy, it's important to really be specific and in a way almost dumb things down. There's a rule in copywriting, it says you've got to write for third-grade level because you don't want to leave people to look at something and have to think about what you just wrote.

So it's important to make things so specific and so simple, that even the obvious things that you think people would maybe know,

127 – [Case Study] How A Traditional Karate School Generated $30,000+ In 72 Hours With This Simple Campaign

Richard Fall shares how they generated $30,000+ in 72 hours for his karate school with The 72 Hour ‘Cash Boost’ Sale. 


IN THIS EPISODE:

How Richard and Kim generated $30,000 in just 72 hours
How asking for help leads to faster martial arts business growth
Why action takers are the money makers
The power of surrounding yourself with like-minded people
How to get over the fear of charging what you're worth
And more

*Need help growing your martial arts school? Learn More Here. 
DOWNLOAD: The Ultimate Facebook™ Ad Formula For Martial Arts Schools >
TRANSCRIPTION

GEORGE: Hey, it's George Fourie. Welcome to the Martial Arts Media™ business podcast. Today, I have two special guests with me, and in fact, this is my favorite type of episode to create. Look, we have great interviews on our show, but these ones are a bit more special for me, because this is a case study interview. And so, a case study interview is me interviewing some of our top clients and documenting the journey that they've gone through working with us, and celebrating the great result that they have achieved. 

And so today, I have Richard Fall, and Kim Comeau, from London Karate Club in Ontario, Canada. And we actually met via this podcast – I was chatting to Kim on Instagram, she was, “Hey, we actually listen to you every day!” And we got chatting, and we started working together, and it's been really such a great pleasure working with Richard and Kim, and seeing what great results they have achieved. And we're going to chat about that, because just recently, Richard and Kim went through a process that we call the '72 Hour Cash Boost Sale', which is exactly what it is. And they managed to generate $30,000 in just 72 hours. 

Now, that's the highlight, right? And hey, we got to talk about the highlights first. But it wasn't that easy to get to that point! Yep. The cash was collected in just 72 hours, but there was a lot that had to happen. Mindset, just belief in the process, belief that it can happen, and just being comfortable in creating a promotion like that without feeling like they're being sellout or cheap, or, you know, just being weird about how they operate their martial arts school. 

So, we're going to jump into the details, just how they worked through it, what they went through, the change of mindset, and really how any school owner could achieve results like that on a continuous basis, if they committed to the process. So, we'll jump into the details, and just for a bit of context, the strategy, it's something that we do in our Partners program.

Our Partners program is our flagship program that you've heard me speak about before if you've listened to us before. It's a group of school owners that we work with around the globe, we get together weekly and, you know, work through different strategies on how to attract the right students, increase signups, and retain more members. And so, the 72 Hour Cash Boost Sale is a process that you can run about four times per year, and it's just a great way to boost your cash flow. 

We'll dive into the details and I'll tell you how. So, jump right in. If you – depending on where you're listening or watching this episode, you can get the show notes on martialartsmedia.com/127. That's the numbers one-two-seven.

And you can also download our eBook, ‘The Ultimate Facebook™ Ad Formula for Martial Art Schools'. And that's it, jump into the episode, I'm sure you're gonna enjoy it. And wherever you're listening or watching make sure that you subscribe, that you get notified when we have a new episode. Enjoy.  

So, Richard and Kim, what's been the most profitable and most successful marketing campaign and ad campaign that you've done recently, or up to date? 

RICHARD: Most important one that I've done and the most profitable one I've done was the 72 Hour Sale that you set out for us. Like, I've had goals in the past that I've made,

126 – Ed Carr: How To Rise Above Bullying Through Martial Arts And Live An Empowered Life

Edward Carr shares how he’s built 2 thriving clubs through word of mouth, while helping his community combat cyberbullying and live an empowered life.


IN THIS EPISODE:

How to harness the power of word of mouth
Tips to boost martial arts community engagement 
How to encourage bullied children to share their experiences
Edward’s book against bullying, Lift Them Up: How to Rise Above Bullying and Live an Empowered Life
Effective ways to build a strong online presence
And more

*Need help growing your martial arts school? Learn More Here. 
DOWNLOAD: The Ultimate Facebook™ Ad Formula For Martial Arts Schools >
TRANSCRIPTION

GEORGE: Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. So today, I have a special guest with me: Edward Carr from New Hampshire in the United States. And so, Edward owns two locations, Tokyo Joe Studios and Team Link MMA, both at the same actual location, in the same facility, on two separate floors.

So, we chat a bit about that divide, and also how he's built a thriving business. 320-330 plus students, mostly on word of mouth. And, look, always when someone says word of mouth, I'm always curious, because it always means there's a strong program, a strong product, and much more to it, right?

And so we chat a lot about things that they've done in the community, their community promotions, also his book against anti-bullying, that positions him as an authority. And all this, how it helped them thrive through the pandemic, and almost not losing any students after being locked down for a full year. So, we're going to jump into that.

If you are new to the podcast, do check out on this page martialartsmedia.com/126, depending where you're listening or watching, and be sure to download our ebook, ‘The Ultimate Facebook™ Guide for Martial Arts Schools', that will help you create your next winning ad campaign. And of course, wherever you're listening or watching, make sure you hit that subscribe button, so that you get notified when we release our next episode.

Alright, let's get into it. So, Edward, over the last couple of months, or just in general, what's been the top marketing strategy and lead generator for you?

EDWARD: It would be a lot of word of mouth, a lot of word of mouth and online. You know, some online advertising definitely helped out, but the word of mouth has been incredible-  with all the students promoting, you know, the school and, you know, me being involved in the schools a lot, also has helped out quite a bit, you know.

Just like I said, just promoting and having fun, and, you know, going from there. And just letting the kids know, you know, letting everyone know, you know, what we're doing, what we're about, promoting safety, you know. Letting them know, like, even though the pandemic, you know, people are still nervous, you know, having all the safety stations everywhere, and all that.

Just making everyone feel comfortable, and then having them go out and telling all their friends, “This is a place to go to exercise and have fun”, and, you know, how do kids learn.

GEORGE: So, if you've got great word of mouth, it's always a sign that you've got a great product, right, and great training and good program. But other than that, how do you feel you kind of orchestrate a lot of word of mouth? And what do you think? What do you think escalates it?

EDWARD: Every time someone competes or does something. Well, we've had a few big name fighters, you know, fight for us. That always brings in a lot of students, people see it, they watch it on UFC Fight Pass, you know, they go from there. We've had a lot of kids… Muay Thai tournaments, grappling tournaments, and karate tournaments – they're starting to do them again and that's always been great.

You know, kids want a medal, a trophy, they're all happy, they tell their friends, you know, and that's the type of word of mouth stuff that's happening.

125 – Ross Cameron: The Evolution Of The Ultimate Martial Arts Gym

Ross Cameron from Fightcross MMA has built the ultimate, world-class martial arts gym and lifestyle center. We do a deep dive on the planning, contracts, insurances and marketing that have made this a success.


IN THIS EPISODE:

What sets this world-class martial arts gym in its own league?
Ross’s unconventional ways of building a thriving community
Details often overlooked when opening up a new location
Timing and changing the frame with martial arts campaigns
How branding helps the business of martial arts
And more

*Need help growing your martial arts school? Learn More Here. 
DOWNLOAD: The Ultimate Facebook™ Ad Formula For Martial Arts Schools >
TRANSCRIPTION

I'm a big believer in doing this anyhow, it is to learn every job. I don't need to do it, but I need to understand how every job works. Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job.

GEORGE: Hey, George Fourie here! Welcome to the Martial Arts Media™ business podcast. Today's special guest is Ross Cameron from Fightcross MMA in Brisbane, Australia. Now, Ross and I go way back, we've been working together for quite some time, and I've been fortunate enough to witness his business explode from the sidelines.

Just recently, he's opened up his new location, and let me tell you what, it's not just any location. We were on one of our Partners Power Hour calls, our coaching calls, and Ross took us on a virtual tour through the location – we're going to include a virtual tour on this page as well. But he took us through the whole location, and just the multiple floors, the different aspects, the bar, the coffee shop, and of course, the world class gym.

So, we break down just the whole process of the two to three years that it took to put this together, the obstacles that he faced, with obviously things like COVID, things that weren't expected. And we do a deep dive into the technicalities of how to set up your contracts, how to structure your staffing, and a lot of the details that often go missed when opening up a new location. And then we do a bit of a deep dive on marketing and how he's gone about marketing this new location and the plan on filling it up to 500 to 1000 members over the next 12 months. Jump in, this is a good one.

Also, if you – head over to martialartsmedia.com/125 – where this podcast episode is hosted. So, no matter where you're listening or watching, you can check out the full transcript of the show. And you can also grab a download of our new ebook, Ultimate Facebook™ Ad Formula for Martial Arts Schools.

So, check that out, and make sure you subscribe to the show wherever you're listening, just to make sure that you get notified when our next show comes up. All right, let's jump in. Ross, what's been the top marketing strategy or campaign that you've run lately? What's been the highest performance?

ROSS: So, the best one we've had recently, because we've been moving into a new gym, has been our foundation membership drive, with Facebook and video and all the rest of it. And based around that, was a box that we gave away that had different items inside it. We had samples from some of our suppliers, we had a towel from the gym, we had a water bottle, we had a mouth guard, all the little bits and pieces to make them feel comfortable and give them some added value to signing on.

GEORGE: Great! So, what was the offer for the foundational membership?

ROSS: So, they got a discounted rate on the membership for 12 months. They got a – foundation sign-on fee was $99, and in that, they got this box that had a t-shirt, a mouth guard, a water bottle, a towel, samples, a card that actually had a link to some extra video content we'd done on how to tie a belt, welcome to the gym, how to do a mobility flow, all sorts of bits and pieces.

GEORGE: Perfect. So, I guess we can now give some full context,

124 – Free Trials Vs Paid Trials For Martial Arts: Which Works Better Between Facebook & Google?

Even if you’re biased like I am between free or paid martial arts trials, this might make you reconsider where one might be more useful than the other.


IN THIS EPISODE:

What’s the purpose of a trial class anyways? 
Why what happens before the actual enquiry matters
When to use a free trial and a paid trial offer?
Intent-based vs Interruption-based marketing
What differences to consider when marketing on Facebook and Google 
And more

*Need help growing your martial arts school? Learn More Here. 
DOWNLOAD: The Ultimate Facebook™ Ad Formula For Martial Arts Schools >
TRANSCRIPTION

Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about a martial arts marketing age-old dilemma: free trials versus paid trials, which one should you be using in your social media, in your Facebook ads, your Google ads, your promotions, and so forth. 

So, I'm going to break it down, and the answer is actually not as straightforward as you might think, especially if you're getting good results with free trials or paid trials, and you are kind of biased towards the other. So, there's actually a place for both. So, I'm going to break down where you could potentially use the paid trial, the free trials, and a bit of the science and the logic behind why you should be using it, at which area in your marketing. 

Stick around to the end, I'll share with you how to, where you can download our free resource, ‘The Ultimate Facebook™ guide for Martial Arts Schools', that will help you create your next winning ad. Alright, let's jump in. 

So, before we dive into details of free versus paid trials, I think it's important to just discuss why a trial in the first place? I mean, we're not in the business of free and paid trials, right? We're in the business of signing up students; and if a student stays with us for one year to two years to three years, I mean, that's really where things are at, right? 

So, why not just go for the marriage proposal straight-up, instead of the drink at the bar? Well, it's really just that, right? We kind of need to start with the drink at the bar. So, what is the drink at the bar? Well, we can use a different analogy for that. But you get what I'm saying, right? So, free trial, paid trial, which is going to work best? Well, it's going to depend on what happens before the trial. 

So, how are they actually entering into your world? And where are the inquiries coming from? So, let's take the first example. Let's say somebody walks into your school, they walk into your school, and the conversation goes, “Hey, I'm, you know, been walking past the school and had a look at your website and had a look at- I've seen your posts on social media, and I wouldn't mind giving it a try and seeing if it will work for me.” 

So, what do you do in that situation? Well, you could present your paid trial, if that's something that you do. But what if a person like that is not keen to pay something just yet? And they just want to try it out? And maybe it's not the money at all, it's just, they just want to give it a go. They're just not sure, right? What would you do in that scenario? Is it- should you be enforcing a paid trial? You could… or why not just give away a free trial and let them try it out, right? 

Because whether they, I mean, the hard work is done – they've actually walked through the door. From there, you know, how they get to being a member, is really up to you and your sales process, and we'll talk a bit more about that as well. In a sense of that, that's where a free trial could work great, right? Somebody walked in, and they just wanted to give it a try. 

Let's look at another angle where free trials can work great, and to do that, let's do a quick comparison on two core platforms, two core advertising or promotional channels, one being social media, and one being Google. So, let's take Facebook versus Google,

FREE GUIDE

The Martial Arts
Fb Ad Formula

Please fill out the form and we will send you the free guide via email

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!

Restrictions on Use of Our Online Materials

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.

Limitation of Liability

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:

  • USE OF (OR INABILITY TO USE) THE SITE
  • USE OF (OR INABILITY TO USE) ANY SITE TO WHICH YOU HYPERLINK FROM OUR SITE
  • FAILURE OF OUR SITE TO PERFORM IN THE MANNER YOU EXPECTED OR DESIRED
  • ERROR ON OUR SITE
  • OMISSION ON OUR SITE
  • INTERRUPTION OF AVAILABILITY OF OUR SITE
  • DEFECT ON OUR SITE
  • DELAY IN OPERATION OR TRANSMISSION OF OUR SITE
  • COMPUTER VIRUS OR LINE FAILURE
  • PLEASE NOTE THAT WE ARE NOT LIABLE FOR ANY DAMAGES, INCLUDING:
    • DAMAGES INTENDED TO COMPENSATE SOMEONE DIRECTLY FOR A LOSS OR INJURY
    • DAMAGES REASONABLY EXPECTED TO RESULT FROM A LOSS OR INJURY (KNOWN IN LEGAL TERMS AS “CONSEQUENTIAL DAMAGES.”)
    • OTHER MISCELLANEOUS DAMAGES AND EXPENSES RESULTING DIRECTLY FROM A LOSS OR INJURY (KNOWN IN LEGAL TERMS AS “INCIDENTIAL DAMAGES.”)

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.

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.

Choice/Opt-Out

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.

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.

may use software programs to create summary statistics, which are used for such purposes as assessing the number of visitors to the different sections of our site, what information is of most and least interest, determining technical design specifications, and identifying system performance or problem areas.

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

makes no representations, warranties, or assurances as to the accuracy, currency or completeness of the content contain on this website or any sites linked to this site.

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.

Contact

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

Martial Arts Media™
Suite 218
5/115 Grand Boulevard
Joondalup WA
6027
Australia

Email: team (at) martialartsmedia dot com

Add Your Heading Text Hereasdf

Test Multistep in popup

Step 1 of 2

Name