MRHS Marketing
TKC Dojo
January 24, 2014
MRHS Marketing presentation to TKC Dojo
SWOT Analysis
❖ martial arts experience
-experience in different cultures
- silver medalist in India
-focus on core values of martial arts
Set TKC apart from other dojos
❖ Matawan/Aberdeen Day (ongoing)
-Increasing aware ness of fitness
-Intramural karate program
❖ Time
-unable to invest full time in dojo
Requires additional resources
-‘McDojos’
-changing economy reducing disposable
income
MRHS Marketing presentation to TKC Dojo
Target Market and Segments
Demographics
Age:
Children/teens/adults
Gender :
males vs. females
allows you to offer varying
classes or deals according to
your client’s needs
Psychographics
Client’s different interests help
you separate them and focus on
their individual goals for your
program
Geographics
Focus on an optimum
target market according to
your specific location
Examples:
Examples:
Self Defense
Matawan/Aberdeen
Old Bridge
Fitness
Mental Aspects
Strathmore
Keyport
MRHS Marketing presentation to TKC Dojo
Website Issues
Currently two websites – select one and take down the other
Website is not completed
-Make sure website is in English, not Latin
-Must have mobile app (iOS and Android compatible)
Continue heavy use of eye-catching pictures in website
-Include photos of demographics other than children
-Include photos of your success in the Karate world
Display success of the students in your dojo
MRHS Marketing presentation to TKC Dojo
Website Issues, cont.
Include page which discusses Pricing, Promotions
Feature a Calendar of Events
Show programs available
Release news, similar to your Facebook page
Create and maintain a blog
-Have postings from yourself, students and family
Post video links
Cross-market with other local merchants?
See RedHawkWrestlingClub.com for webpage from similar operation
MRHS Marketing presentation to TKC Dojo
Promotions
Limited Pricing:
-Having deals that look limited may attract more people and make them feel more rushed to try it
out. The current Groupon may not acquire this since it is year round I believe.
Holiday or Seasonal discounts
-Bring-a-friend Day
-Potential students can get that feeling for the sport and can have a positive experience if their
first-time experience is with a friend.
Trips to see pro fighters
- Would widely spread word throughout the communities.
Summer Camp
MRHS Marketing presentation to TKC Dojo
Promotions, cont.
Clothing
-School Products
-Nothing spreads faster than information/gossip at school. If someone gets the word out that
he/she goes to this dojo and that it’s cool, others will know positive things about the facility and will
check it out.
-Uniforms
-People’s decisions are influenced by looks. If the uniforms look really cool/intimidating, greater
than those of rival dojos, they may go to this dojo.
-Advertising Signs
-Ex: There is a gym next to Shop Rite. If signs are placed in the two only entrances of the parking
lot, then anyone who attends the gym would see the signs and may consider switching to the dojo
if convinced. So the signs have to be really good. Get the attention of these people who are fit and
would want to get into karate.
MRHS Marketing presentation to TKC Dojo
Promotions, cont.
Sciences of Promotion
-Know colors that attract people’s eyesight and catch their attention
-Red has been tested and approved to catch people’s attention more than any other color,
along with yellow. (Reason behind huge companies such as McDonalds’ choice of colors)
-Use phrases/words that have also been tested to catch people’s attention more than others.
-http://coolmarketer.weebly.com/uploads/5/4/6/8/5468215/hotwords.pdf
many examples.
This website gives
-Be sure important information stands out. i.e: Bolding, Italicized, colored, etc.
-If these strategies are applied to signs and clothing, people will involuntarily see your
advertisements and products. Once their attention is focused on the given item, the special
statements will keep their attention and have them read and observe the item. Once finished, they
will be well informed with the dojo or where to get more information.
MRHS Marketing presentation to TKC Dojo
Publicity and PR
Continue Matawan Day and Aberdeen Day
- Bring mat and attract attention with demonstrations (you and students)
- Have laptop with webpage
- Bring trophies, pictures
Participate in Relay For Life charity event(s)
- Form team with students, wear TKC gear
Continue to convey the acheivements and abilities of you and your students
wherever possible
- CommunityMagazineNJ, Huskie View and others
MRHS Marketing presentation to TKC Dojo
Time commitment is crucial
to the effects of social media.
It is beneficial to recruit a
student to help you keep up
with your posts on social media.
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Twitter
Facebook
Vine
Instagram
Google Plus
Linkedin
Youtube
Social Media Alternatives
All social media can be used
to expand publicity, and
A great thing that you are
already doing on your facebook
page is contests and giving out
prizes.
useful towards promotions.
MRHS Marketing presentation to TKC Dojo
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Social Media Alternatives, cont.
You can make a twitter to give classes dates and schedules. You can also make a promotion on twitter, for example,
“Follow us on twitter, for five dollars off tuition. “ You can post pictures from the dojo or customers.
Facebook could be more aimed towards the parents. You can post pictures of kids in your dojo, and statuses giving
out promotions, and scheduled classes. You can also include facebook polls as little surveys.
You can make a vine of kids in your school doing karate moves. Kids tend to be interested in shorter videos,
therefore, vine is a good tool because it only allows six second videos.
An instagram could be used to display pictures of the dojo, or videos of the kids. Also, you can use instagram for
pictures of your kids together to show the bond you make at the dojo.
Google plus you can create a profile for your dojo to expand publicity. Create circles in your google plus profile that
are set up for your customers. Post content that your customers are interested in and encourage feedback and
comments.
Linkedin could be used to reach parents. Create a linkedin and add your website to your link. Try to find Linkedin
groups that attract a lot of your customers. Ask customers, and other businesses to provide a recommendation for
you and your business.
You can create a YouTube channel for the dojo and regularly add fun videos of your kids training in the dojo. You
may also add “tip” videos to show the viewers some tricks to karate.
Another helpful tip is to make an email account and send out emails of promotions and class dates and schedules to
parents who don’t use social media as often.
MRHS Marketing presentation to TKC Dojo
Social Media Alternatives, cont.
- Facebook can be used to attract people; you can invite contacts and friends to become fans.
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On your facebook, you have your picture with you with only younger students, try to add more older kids
into the header picture so teens will be more interested. However, you do have a few teens in your photos,
so that is good!
Ask customers to share photos on your Facebook page that shows pictures of them at the dojo. For
example, birthday parties at the dojo or a fun holiday class picture.
Explore ways to update. There are three main ways to do this.
1. Information about your business: you can post information about specials, sales, and recent news.
You are doing a good job of posting special deals!
2. Questions: Ask your customers questions about your product and services. As well as things they
would like to see.
3. Personal Updates: Tell them about your achievements in karate.
MRHS Marketing presentation to TKC Dojo
Twitter
Twitter:
Why use twitter?
Twitter has a younger demographic than any other social media in the business. If you reach kids who are
interested in martial arts, they will tell their parents, therefore creating more customers. using twitter requires time
and effort in order to create and maintain an effective relationship with the target market, it will definitely be worth
it in the long run. Even if twitter does not necessarily increase sales directly for your business, it will get the name
of the TKC dojo out there, which is even good publicity for your business. Overall, twitter can only help you and
your business. Twitter is also a good tool to help spread the message of your business: how it is a “safe space”
and that it teaches core values that can be used in all aspects of life. investing a
little extra time in a twitter account can make a huge difference that can and will be reflected.
Advertising
Tracking interest in TKC
track a certain hashtag;; example #TKCdojo
track mentions/replies
track dm’s (direct messages)
track number of clicks on your twitter page with Bit.ly. free
Recieve reports of the demographics of your twitter page visitors with http://crowdbooster.com/
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MRHS Marketing presentation to TKC Dojo
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Twitter, cont.
Share link to twitter on other social networks to gain more followers and webpage viewers
Reach out to customers
Tell current customers to follow the account on twitter and to share the link of the account to
increase publicity.
Get the tkc name out there in any way possible
Create public twitter account that is visually attractive
Bio
Website url
Location
Explain dojo,recognize achievements of dojo and shihan, and how it is different from others-values,
morals, lifestyle, etc.
What to tweet
Converse with customers through twitter without directly trying to sell the product: focus on personal
interaction
Look into listening what kids and parents have to say about the dojo and martial arts in general
Provide useful information about registering for lessons, etc.
Respond to the questions and comments of customers/potential customers
Tweet often and actively tweet
Tweet the Url of the website often to get more flow towards the website
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MRHS Marketing presentation to
TKC Dojo
Search Engine Optimization
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With search engine optimization if you get more websites to link your website google will
deem it a more valuable website.
Also try listing your site in a bunch of other directories
(Ex. Blogs, Articles, and other kinds of websites)
Make sure when you link your websites that it is relevant to what your industry is about.
Try finding other blogs that you can see are talking about karate and offer it to the
people who also take a look in the comment sections.
When sponsoring local events they will link you on their website if you tell them to.
Try repackaging your existing content because if you have something that can help people
notice your site use it to your advantage.
To see improvement check every 2 months to see if there is an increase in traffic to your
website.
MRHS Marketing presentation to TKC Dojo
Search Engine Optimization, cont.
• A strong SEO plan includes keyword research, content optimization, user
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experience, site design, and to have a blog that’s updated on a regular
basis.
People will more likely read pages that are written well as opposed to
ones that are at a third grade level.
Do research on how your target market searches for your services.
Use Google Keyword Tool
You can enter your websites URL, so Google Keyword Tool will give a list
of Keyword ideas to use to best get your website seen.
You can also enter your competitors’ URLs to find keywords that are
getting them seen by consumers.
Map keywords to the major sections of your website. ie: putting,
“karate classes in Matawan.”
Don’t worry about putting the most amount of tags possible, put tags in
each page of your website that relate specifically to that page
MRHS Marketing presentation to TKC Dojo
Search Engine Optimization, cont.
• Make sure your website easy to navigate for potential and current
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customers. You can see if your website is easy to navigate by checking
your bounce rate on Google Analytics.
Make sure your website is professional and updated, so it doesn’t look
like spam. Wordpress has free templates to use as well as premium ones
for $20 or up.
With a regular blog you can put even more keywords in each post to get
your blog seen by more people and A blog will let all your customers talk
to you and even suggest ideas of what they would like to see change in
your business.
MRHS Marketing presentation to TKC Dojo
Traditional Market Research
Have a website survey
Conduct surveys with promotions
Discount for completed survey
Ask for survey after school presentations or demonstrations
Survey potential students and also current students
Questions to ask:
How do they work out?
What sports do they play?
Demographics
MRHS Marketing presentation to TKC Dojo
Video
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For your business the best way to show what you do is through a Video Link.
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Many other Karate places are doing Video Links.
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You can show personality and talk to your customers about
1. Your business and why you chose to open TKC Dojo.
2. Show them videos of your Clients showing off karate moves and also them at
competitions.
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3. You can also tell them about what your business has to offer.
Youtube is a great place to upload videos of your business because many people use Youtube.
Answer any questions Customers may have about TKC Dojo.
Always include a url link to your website and Youtube page so people can see new videos.
Always be sure to upload more than one video to Youtube or your website.
MRHS Marketing presentation to TKC Dojo
Videos of other Karate Places
http://www.youtube.com/watch?v=AMd7h7Iehmo
http://aamaonline.com/