Marketing is a process focusing on customer satisfaction.
It implies market research and customer identification.
Once the market is understood and a target audience is chosen, the focus shifts on sales.
In order to have good sales a marketing strategy is important.
Such a strategy has to include a company image suited to resonate with the customers, a good PR tactic including advertising and communication and a clear, simple focus point for the entire enterprise - the mission.
Now let us examine Taekwondo schools from a business perspective.
In order to function properly these schools need to attract a certain number of students.
These potential students can be split into groups according to their reason for practicing taekwondo: some do it for fun and relaxation, others for self- defense, some wants to get back to shape, compete at tournaments while others might just want to learn a bit of discipline.
Directing your marketing focus Many schools adopt the vague "self-defense" mission, claiming to turn potential victims into ferocious fighters.
Unfortunately this is a wrong approach as it focuses on violence and danger thus discouraging many potential students.
Other common marketing failures in the field of taekwondo schools are the fixation with competitions and the confusing attempt to promote far too many messages.
Focusing on competition oriented taekwondo will eliminate many students that are not as eager to commit to such an undertaking as performance sport.
On the other hand those who do join will surely be absorbed in the competitive spirit of the fight and your school will be known in this way.
The worst marketing misconception is having a message composed of too many messages or one which is unclear.
The point is that in order to be well understood and transmit effectively one needs to focus the message on one target group and express it in a simple and clear way.
So where should we focus? Here are three examples of target groups and messages.
Each one is excellent in its own way, but make sure you pick the one most suitable for your school's particular circumstances.
Family training It's fun for the whole family, that's why they often stay longer in he program and spend more on it.
Usually the training is basic and attendance is about twice per week - this is great for the trainer as it is simple and does not require as many classes.
This is why this group is considered the most profitable.
Training for children Taekwondo is an excellent way to teach discipline and focus to a child.
Every parent wants and needs help on this subject.
If you can get this message across you will be able to show parents how well a comprehensive sport like taekwondo can help them, and even support other sports their children are practicing.
Self improvement We are living in a time when one's performance is measured in his resistance to stress and one's discipline and determination to become a better professional.
Nowadays every normal adult wants to learn how to connect to his inner self, and taekwondo is a great tool to get "in the zone".
Furthermore adults are striving for wellness, balance and self improvement, and again taekwondo is a very good way to achieve these goals.
So if you want to improve your student pool, your schools image and save money on the long run you should focus on one target group and work on a strategy tailor-made for this group.
You can choose one of the above or be inspired by one, the important thing is to have a clear message and focus on it.