Yoga Studio Marketing: Distribution
This is the fourth article in a five-part series that details exactly what you need to market your yoga studio and make it a success.
Once you have your marketing materials, you have to know when and how to deploy them. Here are some tips for yoga studio marketing distribution:
Direct mail is the best way for your yoga studio to reach a highly targeted audience. With direct mail, there is no middle man or medium; it's your message directly in the hands of likely buyers. As such, direct mail reduces the potential to waste marketing dollars and vastly increases your opportunities for success.
Repetition is crucial to direct-mail success. Instead of a one-postcard campaign, develop a strategy that incorporates multiple direct mailers during a six-month period. This contributes to your yoga studio branding efforts and allows you to develop long-term relationships with your donors and volunteers. It also establishes long-term trust and credibility.
Here's a sample direct-mail marketing campaign for your yoga studio:
Week One: : Send a brochure that summarizes your services, especially if you focus on a niche such as women, seniors, men or pregnancy.
Week Six: Send a flyer that highlights one particular type of yoga class - your niche - and presents a special sign-up offer such as free classes, a discount or free sessions if clients bring friend who also signs up.
Week 12: Send a compelling postcard with a very specific message to a highly targeted audience, detailing how yoga can benefit that market segment.
Week 18: Send a calendar that highlights yoga moves, happy clients and other well-being images that position your brand in a positive and beneficial light.
Week 24: Send another postcard targeting your niche audience.
Week 30: Send a greeting card thanking your clients. This demonstrates that you truly care and encourages continued involvement.
Advertise with flyers and posters on bulletin boards, billboards, walls, under windshield wipers, and as inserts in newspapers, magazines and other publications. Take out ads in radio, television, print and online programs. Deploy a street team to hand out flyers and stickers, for some word-of-mouth publicity. Host/sponsor an event or publicity stunt to get free PR.
Test, track and tweak: These three Ts will help you develop winning yoga studio print marketing campaigns. Always test different variations of your marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment.
Keep a database of clients and respondents, and evaluate recognizable trends so you can customize your pitch, which allows you to make intelligent marketing decisions based on honest, proven statistics.