MARKETING-FREE, MAGIC WORD OR FOUR LETTER WORD
The word FREE!
When it comes to business, some businessmen think the word is a curse.
Some businessmen think it is magic.
But it can work to your favor!
Martial arts schools have used the word FREE for years to bring people into their schools. Most times, doubling their enrollments.
They will give away free uniforms, free weapons, lessons, seminars, etc., just to get people walking in the door. Then they
can give their sales presentation. A good marketing ploy.
I have notice that some boxing and grappling clubs around the country are not interested in giving anything away free items
in their marketing strategies. Others will reduce the price of tuition or merchandise, but FREE giveaways are like death to
them. Why give something away and do not get anything for it?
Health Spas such as Ballys USA will often give one to six months free to keep their gyms packed. They give reduced prices
after January or September, the months when health facilities are spending the most effort in advertising. But their secret
is that the contracts are back ended. Their customers get the first six months free on the contract and the last twelve months
they pay tuition.
Boxing and Grappling are sports that are mostly teen and adult driven. Some clubs will not have free giveaways because
they feel that they will lose money during those crucial months. But the FREEBIE is the most powerful tool for those facilities.
If you want to give a FREE MONTH, you would sign your client or student to a free month on his contract and include 12
months of paid tuition after his initial free month.
Another is signing your client up to 14 months giving him the first and last months free. He will have a free month at
the end, but you can sign him up to a new contract during the free month. Give him the same deal again on his renewal contract.
The principle is the same if you sign them up for three, six, nine or twelve months.
On FREEBIE deals on merchandise, there are some boxing clubs who do not want to give away free boxing gloves
because the cost of the gloves are sometimes higher than the tuition dues. You want your client to sign up, so give
away inexpensive boxing gloves. Without the boxing gloves and wraps, they will not sign a contract. The gloves and wraps are
your most important tool. Lights Out Boxing and Century Martial Arts, Inc. have boxing gloves and wraps as low as $13.00 and
$3.00 respectively. This would bring your cost lower than 20% of your fees.
In critical advertising periods you can give 10% discounts on boxing and grappling attire.
Remember, just think of the word FREE as a crucial marketing tool. Once you use that four-letter word, you will find oodles
of people knocking your door down!