© Copyright American Taekwondo Association, No unauthorized use permitted. 1 Mother’s MONTH Promotion How to run a successful promotion for Mother’s Day

© Copyright American Taekwondo Association, No unauthorized use permitted.

1

Mother’s MONTH Promotion

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


GoalsGoals

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!


OverviewOverview

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


Notes On Adult Perspective…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…


Adult Perspective… Solutions…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.)


Step 1: Rules of PromotionStep 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


Step 1: Rules of Promotion (cont’d)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: 1. People understand “specials”, so typically – even if they say something or complain

they know that sometimes deals do occur and aren’t truly upset

2. The current mothers who are members also can get 20% off of their next program (maybe Leadership, private lessons, or Instructor program)


Step 2: Promotional MaterialStep 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)


Step 3: Setup and Internal MarketingStep 3: Setup and Internal MarketingSend emails to families describing

Mother’s month rulesCall Moms and invite them to classGet testimonials from other Moms or

adult women who are taking class• Use this in emails!


Step 4: Plan EventsStep 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


Step 5: Daily Marketing!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.)


Step 5: Daily Marketing! (cont’d)Step 5: Daily Marketing! (cont’d)Don’t allow mom to sit during kid’s

classes – bring them out onto the floorFollow 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


More On: “Why Moms Should Start”…More On: “Why Moms Should Start”…Take some time just for themselvesGet fitLearn something newSupport their childMake new friendsHave funIt’s FREE all monthEarn a Free programBecome a Black BeltLearn to protect herselfLearn to protect her kids


Step 6: PricingStep 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.


SummarySummary

Follow all 6 steps to a great promotionMake sure your Moms know adult classes

are different from kids classesMake 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!

Documents

© Copyright American Taekwondo Association, No unauthorized use permitted. 1 Mother’s MONTH Promotion How to run a successful promotion for Mother’s Day