Mother’s MONTH Promotion

1. Mother’s MONTH Promotion How to run a successful promotion for Mother’s Day – Mother’s MONTH! 1

2. Goals • The #1 Goal Is generating new adult members from your kids’ Moms • Build excitement in the school • Even if a Mom just takes a couple classes they will be more likely to support your school… • Execute the promotion right! We will: • Review the promotion details • Detail the promotional activities you should use • Discuss all 9 steps to Mom Members!

3. Overview • Mother’s Day is in May! • Take advantage of the Mother’s Day holiday for the entire month of May. • By giving away unlimited free classes to the moms all month they are encouraged to join a permanent program • Use progressive awards to encourage the moms to continue training • They don’t have to do much to get rewards… and the more they do the more rewards they get

4. Notes On Adult Perspective… • Misconception #1: Parent’s experience is skewed. Their experience is from watching their KIDS take class... • So… why would they want to do that class? • We incorrectly THINK that the parents know the adult classes are different. • Error #1: The adult classes are NOT different... they’re a “reflection” of the kids’ classes. • Some instructors are so focused on kids’ training they forget what adults need... Adult classes need to be taught for adults! • Class schedules are typically Tigers early in the day, Kids later and Adults at the end. Instructors often are thinking “kids” by the time they teach adults…

5. Adult Perspective… Solutions… • Misconception #1: Parent’s experience is skewed. • Solution: Better internal marketing – explain and show them that the classes are different! • “I’d love for you to try our adult class – it’s completely different from your kid’s class!” • Error #1: The adult classes are NOT different... • Solution: Make sure the adult classes are great exercise, and are taught with an “Adult Tone” (not like you’re talking to kids.)

6. Step 1: Rules of Promotion • Setup your own rules or use this example: • Moms win a grand prize ticket for every class: • PLUS: Take 1 class and get a FREE T-shirt • PLUS: Take 6 classes and get a FREE 6 month program • If they enroll during the month: • Moms get a 20% discount when they enroll in any program – in addition to other discounts you offer • PLUS 25 entries in Grand Prize drawing • Set drawing before end of month for the Grand Prize: an advanced program (i.e. BBC, MC, etc) • You want it before the end of the month so you can do sales with everyone after the drawing

7. Step 1: Rules of Promotion (cont’d) • Q&A on example rules: • Q: “Why give so much after just a couple classes?” • A: We want to keep saying thanks for coming to class. Often adults are resistant to working out in this format and we want to keep them coming! • Q: “Why give a 6 month program? Isn’t that too big for 6 classes?” • A: The purpose of giving the 6 month program is to encourage an upgrade. Now they can deduct the credit ($600 to $700) off their upgrade cost… if it’s this month! • Q: “What if they’re a member already? Won’t they feel they got ripped off that they didn’t get this deal?” • A: Two answers: • People understand “specials”, so typically – even if they say something or complain they know that sometimes deals do occur and aren’t truly upset • The current mothers who are members also can get 20% off of their next program (maybe Leadership, private lessons, or Instructor program)

8. Step 2: Promotional Material • You must have obvious signage in the school • Handouts • Posters • Grand Prize Ticket Box – do not start it empty • Other Ideas: • Flowers (buy cheap carnations for week 1 of the month for kids to give to mom)

9. Step 3: Setup and Internal Marketing • Send emails to families describing Mother’s month rules • Call Moms and invite them to class • Get testimonials from other Moms or adult women who are taking class • Use this in emails!

10. Step 4: Plan Events • Events during the month specific to moms • Mother and Child class – have the child invite mom to join in a class designed for them, get small token like flowers that the child can present to mom at the end of class • Women’s Self Defense class – moms can come and bring a friend • Women’s ATAFIT class – the “get in shape” class that all moms want

11. Step 5: Daily Marketing! • Ask Every Mom Every Day- even if they say no, ask another way… • A few ways to ask (there are many more): • “The best way to support your kid is to take class with him!” • “Here’s a uniform and a schedule – you can take class on Tuesday at 7 or Thursday at 7:45 – which is best for you?” • “I want you and Johnny’s Dad to come into class tonight, OK?” • “Let’s take a couple minutes and talk about your fitness goals…” Review with them, “Perfect! Come to our ATAFIT class on Wednesday and we’ll start working on ______” (losing weight, getting in shape, more energy, etc.)

12. Step 5: Daily Marketing! (cont’d) • Don’t allow mom to sit during kid’s classes – bring them out onto the floor • Follow up with mom after EVERY class she takes – invite her to join regular program • Offer a Karate package that dad can buy for mom for Mother’s Day – include classes, uniform, bag gloves, workout band

13. More On: “Why Moms Should Start”… • Take some time just for themselves • Get fit • Learn something new • Support their child • Make new friends • Have fun • It’s FREE all month • Earn a Free program • Become a Black Belt • Learn to protect herself • Learn to protect her kids

14. Step 6: Pricing • Combine Mother’s month special discount with family pricing for unbeatable deal, this month ONLY • Have Integrity: Stick with pricing – if they don’t do it, then they’re regular price next month (unless dad joins, too). • Examples: • 20% off (or another percentage) • No Down Payment on upgrades • All for 1 – if mom joins, the rest of the family is free.

15. Summary • Follow all 6 steps to a great promotion • Make sure your Moms know adult classes are different from kids classes • Make sure your adult classes are incredible! • Make it happen today! • Also… remember we’ll be doing a DAD only promotion in June so keep the energy up all month!