Kuk Sool WonSchool Owners Business Event Radisson Blu Hotel, Stansted Airport

26 October 2014

AgendaArrivals 09:30am - Start 10:00am

Introduction to the dayWarm-up sessionBusiness performance in 2014

Break 11-11:30amHow to get the best out of myMAMarketingVAT discussion

Lunch 1-1:30pmKnow your students, Get more studentsThe customer journey

Break 3-3:30pmActions to take awayAOB and questions

Finish 4:00pm

Introduction to the day

It’s your day

What do you want to get out it?

Warm-up

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

Communicating the value of your product to customers. With the purpose of selling that product.

Our self?Our company and product knowledge?

What do we learn from doing this exercise about:

Industry

KSW

Know your numbersBusiness Performance 2014

Kuk Sool Won Instructors at the meeting Students Signups

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

20

40

60

80

100

120

140

20132014

Kuk Sool Won Group - Attrition

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%

1%

2%

3%

4%

5%

6%

7%

20132014

Kuk Sool Won Group – Average Monthly Fee

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec£34.00

£34.50

£35.00

£35.50

£36.00

£36.50

£37.00

£37.50

£38.00

20132014

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

Get into Martial Arts

Promotions

Organisational links

Supporting tools and ideas

Consultancy on traditional channels and digital channels

Marketing

Help from NEST

Marketing

Source: Google Analytics 5th – 23rd Oct

35.71% bookings from desktop47.62% bookings from mobile 16.67% bookings from tablet 48% of mobile bookings placed using an iPhone

50% of bookings made by 25 – 34 year olds31.82% of bookings made by 35-449.09% of bookings made by 55-644.55% of bookings made by 45-54

95% of social traffic to Get Into Martial Arts comes from Facebook

89.47% of conversions came from first time visitors with 5.26% of conversions coming 12-30 days after their first visit.

Random fact - 28.57% of bookings came from visitors using Sky Broadband compared to Virgin Media who accounted for 4% of bookings!

52% of bookings were made between 12 and 3pm.Tuesdays appear to be most popular day for bookings - 33.33%

22nd Sept to 23rd Oct 12,808 visits32,374 page views

Marketing

Your pages

http://getintomartialarts.com/Clubs/kuk-sool-won-of-lowestoft---halesworth-waterlane-sports-centre-527

Non KSW good example: http://getintomartialarts.com/Clubs/function-first-louth-function-first-louth-1942

http://getintomartialarts.com/Clubs/kuk-sool-won-of-ipswich-copleston-centre-583

Marketing Getting more students

How to set up your page

1.

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.

2. Read and accept Terms and Conditions

3. Check your notifications settings

Create your personalised club page4.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 schoolAwards & Accreditations – add logos of any awards your school has and any association you’re part ofTestimonials – you can add testimonials from students of your school here.

Prospect Settings

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

MarketingMarketing ideasHalloween 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 myMA. 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?

Become a supporter of the Anti-Bullying Alliance

Create awareness of Anti-Bullying Week in November (17th-21st). Download the 2014 pack here: http://www.anti-bullyingalliance.org.uk/media/10836/Campaign-Pack-OCT-FINAL.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 #StopBullying4All in creative ways.

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 ideas

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

Marketing Consultancy

We are there for you please use us

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.

MarketingRemember what we learned from the shield exercise. What messages do we want to focus on?

Discuss actions, and write down your goals:(1) Nov – Dec 2014(2) Jan – Mar 2015

Marketing

What are your plans for the rest of the year, and are you ready for the first quarter of 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 tostay 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 thenthey 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 LISTThink in Human terms - people 1st - Technique 2ndAlways exceed expectation – Go the extra mileAlways greet students and parentsStand when speakingBe likable, build relationshipsSmile, Smile, Smile- don't take yourself too seriouslyTry to anticipate the needs of studentsRemember the SSL formula - Sweating, Smiling, LearningFour words a student must say after a class – I'm Glad I AttendedBecome passionate in what you doYou're only as good as the last class you taughtBe professional have energy and enthusiasmWalk your talk – lead by exampleWhen you clinch the knot on your belt – your attitude changesWhat we want to offer in our Martial Art SchoolGreat curriculum + Great Student Service + Great Instructors = STUDENTS FOR LIFE

Understanding your customer and their perception ofTHE 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 AND CONTROL THE CUSTOMER JOURNEY

WHAT IS YOUR CUSTOMER JOURNEY?

• KUK SOOK WON ACADEMY

??? ??? ??? ???

DRILL DOWN

REQUEST INFOI’m interested in your club and would like to find out

more

How do I know KSW exist?

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

INTRO LESSONI want to try KSW out

How easy was it to find the venue?

How welcoming were the staff?

How enjoyable was my/my child’s trial session?

Do I understand all the benefits this Academy will offer?

DRILL DOWN

SIGN UPI enjoyed the intro lesson

and I want to join

How easy is the sign up process?

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

TRAINI’m using this service to help me accomplish my

initial goal

Do I enjoy my training?

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 studentsTHE 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 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 5th 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

AOB or questions

• Write down 3 actions • Discussion

Team One Workshop

Halloween Event (bring a friend)Chase the sword

Buddy week/month (free stuff)Anti Bullying

Christmas PartyStudent of the Year

Team Two WorkshopNov – Dec Tournament /Testing

Xmas PartyTurkey Buster

Jan – Mar Bring a BuddyNew Student OffersNo join up fees/free stuffInsurance renewalsNext Testing

Team Three Workshop

Talk to existing school owners about their experience opening a school

Location Location 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 upChildren in needComplete set up and use myMAFlyer / Poster / Banner – ready for NYWorking with the school systemEnrichment programmeGCSE in school