For every fencing instruction business winner, there many more fencing schools that never got off the ground.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any fencing instruction business willing to adapt its strategy to the demands of the marketplace.
A niche marketing approach is a good fit for small businesses, particularly fencing schools that need to be profitable in a small slice of the market. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
Furthermore, niche marketing means tailoring resource acquisitions to the needs of your market segment. For example, top providers can focus mailing lists to the specific requirements of your market niche.
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most fencing schools have the ability to bundle multiple products and services into a single offering that customers find appealing. Will the profit margins be the same as they would be if you sold the bundled products separately? Probably not. But you'll make up for it by achieving higher sales volumes and net profits.
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other fencing schools, it could be a sign that you're out of touch with the marketplace. Many businesses find it useful to hire a professional marketing firm to help them evaluate the competitive landscape and devise strategies to exploit competitors' weaknesses.
Given your interest in marketing and in fencing schools, you might find these additional resources to be of interest.
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