If you can create ad copy that is benefit-oriented and has a good call to action, flyers can be one of the most inexpensive and successful way to market your services. Flyers can be printed cheaply (black on bright paper, 2000 for $70) and can be distributed in local businesses. Purchase transparent plastic flyer racks so that the flyers will stand upright and get noticed. Offer to distribute coupons or offers to your current student base to encourage local businesses to display your flyers.

Referrals, Referrals, Referrals

The most inexpensive advertising you can get is when your students refer your school to others. Offer an incentive program to encourage them (Every one in my school who refers a new student gets a $25 gift certificate to spend in our pro shop) or offer a free t-shirt or a free seminar with the person who brings the most. Make sure that the referrals stay for a bit so you are not giving away items for students who will quit after an introductory lesson. Make it so prospective students need to either sign a contract or remain for three months so you will make your money back.

Barter

If you look hard enough you can find that many different advertisers may be interested in using your services. I have bartered memberships for radio ads, billboards, bumper stickers and newspaper advertising. If you do join a barter organization, they have lists of business who love to barter. Martial arts schools have a great deal of fixed costs. The rent doesn't go up every time you enroll a new student. Use this to your advantage.

Charity

Many local schools and organizations have silent auctions to raise money. Donate a few one month memberships. Many of the student will enroll when they see what you have to offer. Also for charitable organizations, do a kick-a-thon for the Muscular Dystrophy Association or see if there is a DARE or Project Action in your area. For example, in Storm Lake, Iowa, they have an annual Labor Day weekend Balloon Festival and our college program walked the parade route in uniform breaking boards and doing techniques. Many people got to see what we were about. Then we did a Break-a-Thon in the park to raise money for the MDA. There were dozens of festival vendors here so there were many people who got to see us.

Gym Classes

Go to your local elementary school and volunteer to teach PhysEd for a week. The gym teachers get some time off and the kids get some variety. You may pick up a few new students!

Buddy Day

Have one day set aside on your schedule every month where all your students can bring their friends to class with them. Give them all a free month if they want to try out the martial arts.

Free Self-Defense classes

Arrange with businesses to put on a free self defense seminar for their employees. Give everyone a free month of classes. Also see if there is the possibility of working a deal with the company. They can advertise to their employees that you will give 10% discount as an employee benefit. Many companies have deals with a variety of businesses in the area, and many take advantage of it.

Career Day

Volunteer to speak about goal setting and self-discipline at your local schools during career day. Send flyers home with the children. 

Press Releases

Release the results of all belt promotions, competitions or other events to your local newspaper to be printed in the community interest section. It's essentially free advertising that many may catch.

Websites

Create a website for your school. For free, you can store the home page on a free website service like www.tripod.com, www.angelfire.com, or www.geocities.com. You can also submit the site to a variety of search engines through Submit-it.com, which does offer a free service for 25 or so search engines. Use keywords like your city's name, state's name, and kenpo, karate, and martial arts for keywords that your prospects may use. Put some offer on it for people who find it. You can also place your school in a variety of studio directories like the one on the KenpoNet, the StudioNet.

Works Consulted

• Joshua Meredith, personal experience
• National Association of Professional Martial Artists- NAPMA