Marketing

[BrianSW99]

I know we're all sort of competitors, but would anyone be willing to share some marketing ideas that may have worked for you in the past, particularly for new instructors that don't have a large base of previous students for word of mouth referrals? I'm trying to figure out how to fill classes once I've exhausted the list of friends, family, co-workers, etc.

Thanks,
Brian

[hpcatx]

You can always try to advertise on the web. Google and other search engines can be your friends. PM me if you like; I provide assistance in these sorts of endeavors professionally, but would be happy to point you in the right direction with some advice and free resources.

[longtooth]

Angelina Co. My county has less population than many precints in the big cities.
My best classes have been special classes for churches. I am 16 months old.

[Teamless]

I get Groupon (google it) coupons in my email, and last week was one advertising regularly $150 (or so) CHL Class for $75

[Thomas]

Just be careful if you use Groupon. There are a lot of horror stories for both consumers and business owners. That, and Groupon is sinking like a rock right now, they may not be around too much longer.

[BrianSW99]

I get Groupon (google it) coupons in my email, and last week was one advertising regularly $150 (or so) CHL Class for $75

Yeah, I've looked into Groupon, and they normally take at least 50% of the cost of the group. So, if you offered a Groupon for $75, you'd only be getting $37.50 for each student.

Brian

[Crossfire]

We have done print ads, and newspaper, and radio. None of those have returned what we paid for them.

The best bang for the advertising buck has been the graphics on our truck. Second best has been business cards. Get business cards out to the area gun shops, ranges, big box stores, etc.

And then follow that up with a good website. An informative and professional looking website is your best asset. All the rest just drives people to go there.

[Ameer]

And then follow that up with a good website. An informative and professional looking website is your best asset. All the rest just drives people to go there.

So make sure the website doesn't drive them away.

[OldCannon]

We have done print ads, and newspaper, and radio. None of those have returned what we paid for them.

The best bang for the advertising buck has been the graphics on our truck. Second best has been business cards. Get business cards out to the area gun shops, ranges, big box stores, etc.

And then follow that up with a good website. An informative and professional looking website is your best asset. All the rest just drives people to go there.

I'm a bit surprised that social media hasn't been mentioned. It's free and offers a great way to motivate past/current students, as well as give you a communication channel to stay in touch.

I'm not suggesting you turn into a Facebook/twitter junkie, but it's a great medium to reach out to people. Articles should focus on the skills and experience you bring to the table (i.e., leave the rants about politics, recent news, etc off the table unless you can truly make a connection to what you can do for your students).

Partnering with local FFLs is also good. I'm not talking about the big stores, I mean the mom and pop shops and the home businesses.

Think about the "ecossytem" that you want to serve. Who are your potential customers? Pretty much "everybody", but let's narrow that down a bit: New residents ("Be like the rest of us Texans!"), new parents ("protect your new family"), new businesses, and perhaps even new retirees seem like "low hanging fruit" to me. Learn about what motivated your students to get CHLs, and feel free to ask them "How could I have done a better job telling you about my services?" (believe me, some will give you an earful).

Reward previous students that bring you more students (2 referrals gives them a $25 off coupon at a local FFL -- or perhaps a free gun transfer -- it doesn't have to be money). Use the social media systems to remind students about the reward. People LIKE getting rewarded for something they would normally do for free anyway

I also want to add something about Brian's comment: You are NOT competing against each other. You might be competing for customers, but my impression is that customers aren't always deciding on who offers the cheapest class (and do you want those customers anyway?), but that the decision is based on the trust relationship YOU can deliver. CHL instructors can only improve their business by working with other CHL instructors. Whether that's through partnerships or just comparing notes about what has worked and what hasn't. IMHO, the ones that scowl, talk to nobody, and hunch in their corner thinking they have "the system" are not likely going to succeed in any profitable way.

[goheeled]

Facebook, business cards, banners, shirts and caps, newspaper ads, website, vehicle window stickers, and gift certificate donations at high profile charitable events. All of these have worked well for me but nothing better than good ol' word of mouth advertising. I hand out a course and instructor review at my classes to solicite feedback from my students. In that questionaire, I asked where / how the student heard about me. This helps measure the results of my advertising dollars.