The martial arts industry in the US has seen significant growth in recent years, with the sector currently generating $5 billion in revenue annually. With around 3.6 million people actively participating in martial arts every year and over 80,000 martial arts businesses, standing out from competitors can be challenging. However, there are universal marketing tactics that can be used to attract attention and recruit new students.
Two examples of effective sports brand marketing include Nike’s ‘Just Do It’ campaign and the Chicago Blackhawks’ ‘#WhatsYourGoal’ campaign. Nike’s campaign used inspirational stories of both professional and amateur athletes to evoke emotional responses from viewers. The Blackhawks’ campaign aimed to show a more down-to-earth side of the players’ personalities and strengthen their connection with fans and the community. Both campaigns were successful because they made their campaigns personal.
Like other businesses, martial arts marketing needs to be tailored to what the business has to offer. One suggested method is implementing a referral program, as 74% of people say word of mouth is a key influence on their purchasing decision. A successful referral program will have students acting as brand ambassadors, essentially providing free advertising for the school. The program should offer value to existing students and encourage their potential friends and family to sign up, be promoted regularly, and be simple to understand and benefit from.
Key Takeaways:
- Marketing in the martial arts industry, which has seen significant growth and brings in $5 billion a year in revenue in the US, can be challenging due to the high level of competition.
- Successful marketing campaigns, like those of Nike and the Chicago Blackhawks, have used storytelling and community engagement to resonate with audiences and build brand awareness.
- Implementing a referral program, which incentivizes existing students to bring in new ones, can be an effective marketing strategy for martial arts businesses.
“The industry has seen a lot of growth in recent years, with a 2019 report from IBIS World revealing that in the US the sector is currently totaling $5 billion a year in revenue. The report also shows that around 3.6million people are actively participating in martial arts every year, and there are over 80,000 martial arts businesses.”
More details: https://www.glofox.com/blog/martial-arts-marketing-ideas/
