subject: Lead generation in Martial Arts Business [print this page] Lead generation in Martial Arts Business Lead generation in Martial Arts Business
In our previous discussion about marketing we mentioned three very important functions of marketing - lead generation, lead conversion and client fulfillment. So lets start with the first of these and take a look at lead generation.
Once the marketing fundamentals are fully understood, that is, what it is that your customers think like, how they behave when it comes to your products and services, and what it takes to get them to make the buying decision in your favour, you are ready to put your products and
services "out there" in such a way that all your good marketing research pays off. It's your lead generation activities that starts the phone ringing, the emails coming in, the hits on your website, the sign ons to your website mail list or your members referring friends your way, to mention a few.
The lead generation activities and initiatives will deliver for you great results if your market research has been done well. If you've done your homework, and really well, your lead generation activities will pay great dividends. If you're not good at your homework, your lead generation activities will really cost you, and they'll really hurt you - or at least your bottom line. It could cost you literally thousands with no return.
So what kinds of activities are we talking about? Well, there's the letter box drop, newspaper ad or editorial, radio advertising, tv ads, yellow pages advertisement, and the list goes on. In fact, this list of activities are the classic money guzzling lead generation initiatives that most people in a martial business have tried and which can become very frustrating because of the seemingly endless buckets of money you can throw at them.
The key here is to measure with absolute precision where your leads are coming from, that is, what the source of every enquiry into your martial arts school is. How many from member referrals, friends, family, letter box drops, newspaper ads and so on. And don't just stop there, make sure to gather demographic information about these people so you understand exactly who is making the buying decision.
You may even find that you generate more leads each week and month from activities that cost the least. How do you know if you don't gather precise information on this? The old adage rings true every time - "you can't manage what you don't measure".
