Kuk Sool Won School Owners Business Event Radisson
Kuk Sool Won School Owners Business Event Radisson Blu Hotel, Stansted Airport 26 October 2014
Agenda Arrivals 09: 30 am - Start 10: 00 am Introduction to the day Warm-up session Business performance in 2014 Break 11 -11: 30 am Lunch 1 -1: 30 pm Break 3 -3: 30 pm Finish 4: 00 pm How to get the best out of my. MA Marketing VAT discussion Know your students, Get more students The customer journey Actions to take away AOB and questions
Introduction to the day
It’s your day What do you want to get out it?
Warm-up Communicating the value of your product to customers. With the purpose of selling that product. What’s your customer proposition • What makes our product special • What makes our school special • Our business aspirations • The real benefit of training with you • What I personally contribute Adapted from UKTI by Robert Taylor Partnership
What do we learn from doing this exercise about: Our self? Our company and product knowledge?
Know your numbers Business Performance 2014 Industry KSW
Kuk Sool Won Instructors at the meeting Students Signups 140 120 100 80 2013 2014 60 40 20 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Kuk Sool Won Group - Attrition 7% 6% 5% 4% 2013 2014 3% 2% 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Kuk Sool Won Group – Average Monthly Fee £ 38, 00 £ 37, 50 £ 37, 00 £ 36, 50 2013 £ 36, 00 2014 £ 35, 50 £ 35, 00 £ 34, 50 £ 34, 00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Break for tea
How to get the most out of Prospect management Attendance Communication (e-mail and FREE SMS) Class capacity management Price reviews
How to get the most out of Management reporting on KPIs Managing “Get into Martial Arts” Promotional tools Goal setting and sales forecast Planning your marketing Data management
Marketing Help from NEST Get into Martial Arts Promotions Organisational links Supporting tools and ideas Consultancy on traditional channels and digital channels
Marketing 35. 71% bookings from desktop 47. 62% bookings from mobile 16. 67% bookings from tablet 22 nd Sept to 23 rd Oct 12, 808 visits 32, 374 page views 89. 47% of conversions came from first time visitors with 5. 26% of conversions coming 12 -30 days after their first visit. 48% of mobile bookings placed using an i. Phone 50% of bookings made by 25 – 34 year olds 31. 82% of bookings ma de by 35 -44 9. 09% of bookings ma de by 55 -64 4. 55% of bookings ma de by 45 -54 Random fact 28. 57% of bookings came from visitors using Sky Broadband compared to Virgin Media who accounted for 4% of bookings! 95% of social traffic to Get Into Martial Arts comes from Facebook 52% of bookings were made between 12 and 3 pm. Tuesdays appear to be most popular day for bookings - 33. 33% Source: Google Analytics 5 th – 23 rd Oct
Marketing Your pages http: //getintomartialarts. com/Clubs/kuk-sool-won-oflowestoft---halesworth-waterlane-sports-centre-527 http: //getintomartialarts. com/Clubs/kuk-sool-won-ofipswich-copleston-centre-583 Non KSW good example: http: //getintomartialarts. com/Clubs/function-first-louth-
Marketing Getting more students How to set up your page 1. 2. Read and accept Terms and Conditions 3. Check your notifications settings Check your lessons Lessons on getintomartialarts. com should be only for lessons that you offer as a ‘free trial’ Here’s the video how to do it. Prospect Settings 4. Create your personalised club page Basic Club Information - change your school name, add a short description, your logo and add a link to a promo video for your school. Team members – add a photo of your instructors and a brief biography about them. Images – add photos of your school Awards & Accreditations – add logos of any awards your school has and any association you’re part of Testimonials – you can add testimonials from students of your school here.
Marketing ideas Drive people to getintomartialarts. com to book a free trial lesson and be in with the chance to win a family weekend to London. Only until 31 October – so be quick! See the Toolkit for more details Example MSD Evolution Facebook
Marketing ideas Halloween is 31 October. Student feel good factor and an opportunity to get more students. Organising a party? A bring a friend to a Halloween themed lesson? Or both? Send out email invitations through my. MA. At the event take photos and use social media to post and share images (get permission first!). It’s World Kindness Day on 13 November. Start spreading the word and generate some interest amongst your people, via social media and generally around your classes. Fundraising for this year’s Children in Need (14 November) is a great way to get your students involved. What hero will your students be? A Baking hero? A Challenge hero? Or a Fancy Dress Hero? Christmas is only *gasp* 9 weeks away! Have you planned your end of year parties/awards celebrations? Will you be running an offer during December to get new students?
Marketing ideas Become a supporter of the Anti-Bullying Alliance Create awareness of Anti-Bullying Week in November (17 th-21 st). Download the 2014 pack here: http: //www. antibullyingalliance. org. uk/media/10836/Campaign-Pack-OCTFINAL. pdf You can print off the posters and display them in your schools. Use your martial arts school website and social media pages to promote the week. The ABA is encouraging all of its supporters with Twitter accounts to use the #Stop. Bullying 4 All in creative ways. Share with us what you’re doing for ABA and we’ll send you an ‘anti-bullying alliance supporter’ logo for you to use on your website, social media pages and literature Share good news stories and case studies about how people have improved their lives through martial arts. If you have experience teaching students with Special Educational Needs or Disabilities (SEND) please let us know Contact your local newspapers and radio stations and invite them to attend your fundraising activities. Send them a press release before the event and remember to send photos and a follow up piece detailing the success of your activity. For tips on PR go to the Marketing Toolkit and look in the ‘Marketing Channels’ section
Marketing Consultancy We are there for you please us
Marketing Remember what we learned from the shield exercise. What messages do we want to focus on? Who is your target customer? Age / Location What are your objectives? Tip: Be SMART (Specific, Measurable, Attainable, Realistic, Timely) You may want to: - Decrease attrition rate by X% by DATE - Improve student numbers by X% at X event Keep track of responses to emails/texts/leads and conversations etc, how much money you've spent on the campaign to help measure the success of each campaign to record the return on investment.
Marketing What are your plans for the rest of the year, and are you ready for the first quarter of 2015? Discuss actions, and write down your goals: (1) Nov – Dec 2014 (2) Jan – Mar 2015
VAT Discussion
VAT Discussion Does this affect me? What is it all about? What is happening in the Industry?
VAT Discussion What are the options? Can KSW schools avoid VAT? What, if anything can we do?
VAT Discussion Evidence could be key What actions can you take to help us to help you?
Break for lunch
JDKJN Martin – THE P. I. A. E. R. R. FORMULA There is a formula that is used by many successful martial art school owners, which consists of six simple letters. P. I. A. E. R. R. So here it is the formula for successful retention. Progress: When you operate a martial art school, itʼs all about progress, with yourself, staff, and most importantly your students. If you want students to stay motivated they must see progress right from the start. Students must see and hear about progress. When a student hears about progress it leads to: Interest: The key is when you show you are interested in your students then they become more interested in the school and their lessons. And if they are interested in making progress then it leads to great; Attendance: It sounds so simple, but if your students are interested in making progress, then they will inevitably have good attendance. Great attendance is having two or three lessons a week. If a student is only coming once a week or not at all some weeks they simply are not going to make progress, which generally means that they are not interested. As a school owner itʼs important to get all your students on a regular schedule in attending class. So to recap, if a student is making progress then they are interested, so they fit in with regular class schedule, which means they are going to be ready for… Exams: If they have attended class with high interest and have great attendance, they are not only going to be testing but testing on time. This is an important aspect. Every student should be testing every three months toward a new level. If a student misses lessons and falls behind schedule then the whole formula of PIAERR will have the opposite effect, less progress, less interest, and even less attendance. However, if you do have all your students testing on time, then this will lead to… Retention: This PIAERR formula not only helps to promote student retention and renewal of the individual class programme it can also lead to… Referrals: If we keep our existing students happy then they will keep coming to class, testing on time, which in turn makes them feel excited and wanting to talk about their martial art school and this often leads to additional referral of friends.
JDKJN Martin – Check List INSTRUCTORS CHECK LIST Think in Human terms - people 1 st - Technique 2 nd Always exceed expectation – Go the extra mile Always greet students and parents Stand when speaking Be likable, build relationships Smile, Smile- don't take yourself too seriously Try to anticipate the needs of students Remember the SSL formula - Sweating, Smiling, Learning Four words a student must say after a class – I'm Glad I Attended Become passionate in what you do You're only as good as the last class you taught Be professional have energy and enthusiasm Walk your talk – lead by example When you clinch the knot on your belt – your attitude changes What we want to offer in our Martial Art School Great curriculum + Great Student Service + Great Instructors = STUDENTS FOR LIFE
Understanding your customer and their perception of THE CUSTOMER EXPERIENCE
ITS YOUR BUSINESS TO KNOW YOUR BUSINESS • Do you know your Customer proposition? • Do all your staff know your Customer proposition? • Do your Customers know your Customer proposition? • Refer back to the warm-up work
UNDERSTAND CONTROL THE CUSTOMER JOURNEY
WHAT IS YOUR CUSTOMER JOURNEY? • KUK SOOK WON ACADEMY ? ? ?
DRILL DOWN How do I know KSW exist? REQUEST INFO I’m interested in your club and would like to find out more How quickly and easily can I access info about this KSW Academy How helpful was the person I spoke to? Did the info demonstrate the benefits to my me/my child?
DRILL DOWN How easy was it to find the venue? How welcoming were the staff? INTRO LESSON I want to try KSW out How enjoyable was my/my child’s trial session? Do I understand all the benefits this Academy will offer?
DRILL DOWN How easy is the sign up process? SIGN UP I enjoyed the intro lesson and I want to join What material do I receive when I sign up? Did I choose the right package? Am I confident I made the right choice?
DRILL DOWN Do I enjoy my training? TRAIN I’m using this service to help me accomplish my initial goal Am I fulfilling my goals? Does my Instructor care about me? Do I feel I am progressing?
INTENTIONAL EXCEPTIONAL EXPERIENCE ENGINEER YOUR CUSTOMER’S JOURNEY TO ENSURE AN EXCEPTIONAL EXPERIENCE
Know your students, get more students THE POWER OF RESEARCH
MEMORY LANE • Do you remember…. • • • When you started Martial Arts? Why you started Martial Arts? What convinced you to join? What convinced you to stay? Did you ever think of quitting?
GOLDEN NUGGETS • Your students hold golden nuggets of information
WHY BOTHER? • Why would I need to find out about existing students when I just want new one’s?
STUDENT V PARENT • What is the decision process of the parent? • What is the parent’s experience/journey from white to black belt?
SO WHAT DO I WANT TO FIND OUT? • Characteristics/behaviours of child/adult before starting MA • Why my Academy • How they found out about your School • Why my School above all the others • Characteristics/behaviours of child/adult whilst training in MA
HOW DO I ASK THEM? • Verbally in class – see Dave Kovar presentation in Vegas Super Show notes • Random calls to parents/students • Survey – Refer to Nest survey
ENCOURAGE THEM! • Let them know how important their feedback is to improve training experience • Bribe them!! All entrants place in prize draw to win equipment/private lesson/voucher
LET NEST DO IT FOR YOU! STUDENT INSIGHT
WHAT NEST LEARNT • Children most likely to join are: – High/Intermediate achievers at school – Enjoy classes and attending school – Have big friendship groups – Have lots of energy – A few have little confidence – Already have a different hobby – Already do between 1. 5 and 3 hours per week of physical activity
WHAT NEST LEARNT • Parents looking for a new activity for their child are mostly influenced by: – Self Defence – Taking part in a sport – New hobby – Childs fitness – Meeting friends was 5 th down the list
WHAT NEST LEARNT • 75% of parents were specifically looking for Karate • When researching a new activity parents mainly tend to: – Speak to other parents – Internet search
WHAT NEST LEARNT • Main reasons parents were prompted to call that specific club: – Location/convenience – Free taster session – Recommendation
NOW YOU KNOW…. • You will have a clearer picture of your ideal student • You will be able to target that type of student • Your conversion rates will be higher • Your attrition will be lower
Break for tea
My actions to take away • Write down 3 actions • Discussion AOB or questions
Team One Workshop Halloween Event (bring a friend) Chase the sword Buddy week/month (free stuff) Anti Bullying Christmas Party Student of the Year
Team Two Workshop Nov – Dec Tournament /Testing Xmas Party Turkey Buster Jan – Mar Bring a Buddy New Student Offers No join up fees/free stuff Insurance renewals Next Testing
Team Three Workshop Talk to existing school owners about their experience opening a school Location Internet research Improve our KSW skills
Team Four Workshop Get in touch more on Facebook Children in Need Ad campaign / December – January Attrition / Focus February -March
Team Five Workshop Halloween & the follow up Children in need Complete set up and use my. MA Flyer / Poster / Banner – ready for NY Working with the school system Enrichment programme GCSE in school
- Slides: 60