I’m a huge fan of using direct mail to market my martial arts studio. Being just outside of Boston, Massachusetts, I’ve always had to find creative, low-cost alternatives for my marketing. My overhead historically has been high, so a costly marketing plan has never been an option for me.
When I first started to use direct mail as part of my marketing plan, I did everything wrong and wasted a lot of money. The difference between then and now is that I have a strategy. My ads work, my list is hot, and it’s coupled with an email.
Think of your marketing plan like your fighting plan. When you first started, you closed your eyes and just went in swinging. As your martial arts skills developed, you became a smarter and more strategic fighter. You picked your shots wisely and with laser-point precision. In the end, you were less tired, less beat up, and more victorious.
Thinking through your marketing plan is extremely important. It will take some time to execute properly, but the results will be worth it. Here’s what to consider.
1) Mail to a Good List of Prospects
The first step of having a successful campaign is to keep a good list of prospects. If you are just starting out, purchasing a list is always an option. However, if you can create a list of people who have visited your school through special events or have taken part in something you’ve offered, you will find that your results in turning them into students will be much higher.
2) Create a Professional-Looking Advertisement
Once you have your list in place, it’s time for your advertisement. I create my own because, over the years, I’ve become pretty good at graphic design and making my ads more specific to our offerings. If you aren’t at this point yet, Get Students has some really nice, professional-looking cards that will help you get started.
3) Keep in Mind You Have to Pay for Postage, Too
Regardless of what you use, there are some important tips to remember with direct mail. First, you need to understand that in addition to the cost of printing the cards, you’ll also have to pay for postage. A postcard stamp is cheaper at $0.34, but if you mail 5,000, you’re still looking at $1,700 in postage. It still may be worth the cost, but I personally try to keep my budget lower and more focused on the hot leads I mentioned above.
4) Consider a Bulk Mailing Service
What’s worked best for me is to create oversized postcards and mail them through a bulk mailing service. Standard rate postage is much cheaper—the only drawback is that it will take a couple weeks for your pieces to be delivered. With a little planning, it’s worth the money you’ll be saving versus mailing first class. Plus, you don’t have to be the one putting the labels and stamps on each card.
5) Present an Attractive Offer
I’m getting ready now to start my mailing for the Back-to-School rush. My postcards are set to hit 500 mailboxes on or around August 29th. The 2nd set of 500 will be delivered to the same prospects two weeks later on or around September 15th. We’re offering a $100 discount on enrollment if they sign up prior to September 30th.
6) Include a Call-to-Action and Testimonials
It’s very important to have a call-to-action, or CTA, on your postcards. If you don’t have an expiration date, there is no sense of urgency for them to call you now. Figure out what type of promotion works for your school and make your offer. Always include a testimonial from a happy student or parent. Testimonials are worth their weight in gold when it comes to marketing your school.
7) Send Emails Between Mailings
In addition to the postcards being delivered, send emails to the prospects between mailings. This helps with reminding them that you are the one extending an offer.
8) Look at Your Return on Investment
Lastly, always review your return on investment prior to spending any money on marketing. My direct mail campaign will cost me roughly $700 from start to finish. One student who signs up from the efforts will bring in $2,600 for the year. I’m confident I’ll get more than just one new student from this campaign, but regardless what that actual number is, I think it’s a pretty good gamble.
If anyone has questions about direct mail marketing at your school, please don’t hesitate to ask. I’m happy to help.
About the author: Steve Giroux has been training in the martial arts for 30 years and is a 7th Degree Black Belt in Chun Kuk Do. In 1999, he graduated from Bentley College with a Bachelor of Science Degree in Accountancy with a minor concentration in Law. After founding his studio in January of 1999, Steve has successfully grown revenues over the years after starting at only $7,000 in his first year. You can contact Steve via email at Steve@GirouxBrosMartialArts.com