Want a successful martial arts business, but don't want to be ‘that guy'? Matt Ball talks about changing your mindset and breaking through barriers.IN THIS EPISODE, YOU WILL LEARN:
Creating a warm environment where people feel welcome
How a student tragedy motivated a change of logo and design
The power of a 5-week introductory program
Why you need how you view success in order to succeed
How managing Matt's martial arts school from an iPad in a hospital bed was a blessing in disguise
Lessons from traveling to martial arts tournaments
*Need help growing your martial arts school? Learn More Here.
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It made me change my whole concept, my whole thought concept on it. You can be successful and be a good guy, what I'm doing is I'm basing my ideas of success on the wrong preset.
Hi, this is George Fourie and welcome to another episode of the Martial Arts Media Business podcast, episode number 28. I have another awesome guest with me today, who is Matthew Ball from SMAC and SMAC stand for Somerville Martial Arts Center, which is where Matthew is from of course. And we talk about the word SMAC and the possible negative connotation it has to it, but I guess more importantly, the whole change that they went through in branding, from being a hardcore fighter type image, with skulls and skulls on the car and everything and transitioning that to a friendlier, family environment, and how they had to go by changing their branding, their public image. And it’s something that caused them to double their business, in a short span of only two years.
So we talk about that, it was a really fun conversation, especially before and after, but we kept in all the good bits for you. And we also talk about Matthew's first management episode, where he was actually forced to manage, because he was in the hospital on his back, and that was the first time he actually had the whole bird's' eye view about his business and was able to manage it better from that perspective. And we also had some deep discussions about association with success, internal blocks that you might have that don't allow you to succeed, that you almost self-sabotage yourself every time you get to this point of success, because you don't want to be associated with being that guy, that successful guy that everybody hates, and how Matthew had to fight that, work through that to change his association of what it means to be successful and helping others.
Now, I want to jump into a theme that's been happening and I've been talking about it in the last few episodes and it’s all tying together and it’s something I keep on talking about, because it’s something that works, and this is event based marketing. And the more I talk about it, the more I explore it, the more I discover. And the more answers I get and the more I'm doing campaigns for martial arts schools, the more I'm learning about the psychology of why things work and why they may not work and we adjust.
Look: marketing is definitely a journey. We as an agency, we have some great wins right off the bat, and we help clients and they get a flood of new students, and then sometimes we don't. Sometimes we're doing the exact same campaign on just two different pages or two different locations, but the results are vastly different and it just proves a point: that there's no one size fits all with marketing. Your audience could be different, your interaction with your audience could be different, your relationship could be different, the competition you have is different, the type of people could be different – so different messages resonate with different people and how do you get past that? Well, you've got to commit to the journey and the journey means testing.
Testing your marketing strategies, keeping track of what works and what doesn't, because if you can eliminate what's not working, you're getting one step ahead of what is working.