While we will never admit it, with the growing popularity of MMA it takes more then an advertisement on DCMMA to make it as a school these days.  We sat down with Adam Jacobowitz who founded Fightmark, an innovative company that helps develop marketing and pr plans specifically for martial arts schools, to talk about how area schools could best market themselves and increase student numbers.

DCMMA: For those people who aren’t familiar with you and your company can you give us a quick introduction?

Adam: Fightmark is a Martial Arts marketing company designed specifically for schools who are looking to increase their student counts. Through services tailored for schools who typically operate with a minimal budget and not many resources, we serve as a low cost marketing partner.

DCMMA: How did you get into the business of helping develop marketing and pr plans for martial arts schools? 

Adam: I was a high level marketing consultant for years in the print industry, and then in the software industry. I worked for a company that essentially did the same thing but for manufacturers. I looked at martial arts schools and saw they had the same problems many big companies do – not having the time or the budget to market themselves.

DCMMA: What are some of the most common areas that martial arts schools could improve in marketing and pr wise?

Adam: First and foremost, schools can start with their web site. I can’t tell you how many times I’ve gone to check out a school and seen their web site and immediately been turned off by it. Or even worse, not seen one at all. The most important thing on a web site is having the class schedule up and directions. That way prospects know when and where to find you.

In terms of PR, most schools don’t even think they need such a service. The bottom line is that they do. Media outlets are more than happy to provide you contact information to send them announcements, content and news. You would think something such as a seminar would not be newsworthy, but you’d be surprised at what the newspaper will publish for you. Best of all, the exposure that you get is free.

DCMMA: On a similar note, what are some of the common mistakes that schools are making?

Adam: I see two big mistakes schools are making. One is operating on hope that if they just sit back and wait, people will come into their school. That if enough people drive by the place that eventually they will feel compelled to come in. A martial arts school isn’t a gas station. The school is selling a service, not a product, and if people aren’t aware of it they aren’t going to come in. Owners need to do something about this, not just pray and hope it will all work itself out.

The second mistake I see is the common trap of bartering. “My student does my web page.” “My cousin does graphic design – get him to do the flyer.” Now don’t get me wrong, it’s very easy to accept work when someone is volunteering to do it for you. Especially if the expense is perceived to be “free”. But in many cases, the work often takes longer to get done (if it gets done at all), is of questionable quality and there is no incentive to do a great job. The expression rings true – you get what you pay for. Any type of marketing a school does is the face of the business – don’t leave it to chance!

DCMMA: If you had to come up with one thing that every school should be doing marketing wise, what would that be. 

Adam: You would think I would say “spend money on marketing” but that’s not the case. Before a school owner spends a dime, they should change how they think about marketing. As hard as it sounds to do, owners should be thinking about marketing all the time. Every hand that they shake, every class that they give, every contact that they make leaves an impression of the school to others. When an owner is aware of this and is making sound judgment about how they communicate with others, people see the quality and self confidence they exude. So much positive work can be done by just thinking about marketing and growing the school. Now I’m not saying act like a used car salesman. But being in a marketing mindset will help school owners greatly.

DCMMA: What type of benefits can schools get from bringing in someone like yourself to do their marketing and pr, instead of doing it themselves?  

Adam: One of the key benefits is obviously the relief of stress a school owner will experience. Owners are often worried about teaching, paying bills, paperwork, a leak in the ceiling, covering overhead, fights coming up, traveling and more. Marketing usually finds its way to the bottom of that pile. By bringing me aboard, school owners no longer have to worry about where their marketing effort is going. They know they have an expert with over 10 years experience who is committed to growing their student count, and freeing up their time.

Another key benefit is the results. My program is designed to bring in at minimum of 10 students in a calendar year directly from marketing, with an ideal expectation of 50 +. In business, every expense has to be put towards your next dollar. When your student counts are rising and your business is taking off, your worries tend to subside.

DCMMA: Where can people find out more about your services?

Adam: They can visit www.fightmark.com , call me at 804-814-4319 or send me an e-mail at info@fightmark.com .