Understand how to market to Generation Z

December 18, 2013

Figure out ways to get Gen Z students interested in Karate.

There are many teenage and adolescent children who want to find a good place to learn Karate, Brazilian Jiu Jitsu and Tae Kwon Do, but with all the distractions they have today, very few of them actually seek out a school. This is when martial arts school owners have to take control of the situation and find ways to engage this younger audience.

Being able to market their schools to Generation Z can be the difference between high attendance at the school, and another session where classes aren’t filled. Below are some tips martial arts school owners should consider when trying to garner interest from teens and young adults:

Leverage the power of Instagram
While many young people are active on Facebook, the number of Instagram users from Generation Z continues to grow. According to an article from Forbes, the popular photo-sharing app is increasingly becoming a marketing powerhouse. Martial arts school owners can use Instagram to upload videos of up to 15 seconds, as well as pictures of children having fun in class. Not only is this type of content inexpensive to produce, but it is a great way to engage a younger audience that is constantly accessing social media with smartphones, tablets and laptops.

Understand what excites Generation Z
Children who grew up after the turn of the millennium are almost completely different from those born in the ’80s and ’90s. Martial arts school owners will have to come up with marketing strategies that are geared to this younger audience to get them interested in taking classes. An article for Marketing magazine suggested keeping messages to these children short and punchy. With the attention span of the average kid continuing to fall, it doesn’t take much to make them lose interest quickly.

Try to go viral
Many companies have tried and failed to create a video, meme or other type of content that is shared by millions of children, but it’s worth a shot. The Forbes article said using video to bring some humor into the marketing message is a surefire way to engage kids. Martial arts school owners who want to make a viral video must be sure the content gets children thinking about signing up. It might be a good idea to look at some other videos that went viral and spin off of their strategy to engage their intended audience.