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Copyright 90 Monkeys 2013 1

90 Minutes to Change the World Signature Course Welcome to Module 3, Lesson 6


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Switch off cell phones,

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Welcome to 90 Minutes to

Change the World Signature

Course!

Module 3, Lesson 6

Learn to Love Marketing


What You’ll Learn Today

!   Why marketing is good yoga

!   Developing your brand

!   Know the kinds of students you are

attracting (critical to your success as yoga

professional)

!   Create a marketing plan

!   Build a loyal student base

!   Build a sizable contact list

!   The importance of networking and events


What is Marketing?

!   Effectual captivating communication

!   Good contemporary marketing seeks to be heartfelt,

empathetic, and interested in meeting people’s needs

and desires.

!   It is not about being slimy, manipulation or pushing

people to spend money on crap they don’t want to buy!

!   It can be arrogant to think that your services are so good

that people will just magically find you with out you

marketing

!   It is your job to seek out and market to potential students,

not their job to find you!


Why Marketing is Good Yoga

“If you have a product or service you believe in and you don’t

market the bejeezus out of it, you’re stealing from those who

need you most.”

~ Marie Forleo



!   When you teach yoga, you are marketing! You’re

pushing flexibility, strength, youthfulness, connection

to source, good posture, healthy relationships and

on and on…

!   Marketing your classes is just an extension of what

you are “marketing” when you teach

!   It is a vehicle to create positive change in the world!

!   Marketing can be an artistic expression of who you

are and what your business offers!



!   No matter what business someone is in (yoga,

massage, astrology, real estate, consulting, writing,

etc..) that someone is in the business of marketing

!   If you embrace that your teaching is a professional

business, you have to get past the dread and fear of

marketing and learn to love it!


Components of Interaction

All of these relationships matter. What interaction skills are

you using already? What areas need your attention? How

do interaction skills make you teach better?


ME

Social Media

Relationships w/

Staff & Colleagues

Primary

Relationships

Relationships

with Students

Student Audience

& Community

The Client Cycle


identify acq

uire

retain

CLIENT

LIFE CYCLE

Yoga Marketing Funnel


Beginner Series

Group Classes

Privates

Workshops & Series

Retreats

Know Your Target Market

!   If you know your Target Market demographic, it’s

time to build your brand identity

!   With out knowing who your ideal client is, your

marketing will be too broad and ineffectual

!   With out knowing your ideal client, you’ll attract less

ideal students and teaching will not be enjoyable


Know Your Target Market and

Get a Clear Brand Identity

!   If you do the work to know who your ideal clients are,

you will enjoy marketing and it will be so much easier

and fun!

!   You’ll attract exactly the kind of students you love to

be with, which makes your job SO much easier

!   Knowing your brand, teaching as your brand, and

marketing as your brand actually eliminates so-

called competition among yoga teachers


Have a Clear Brand Identity

and Know Your Market

!   Instead of trying so hard to find ideal clients, clarity in

your brand will attract the students you dream of

working with – in fact they will be knocking on your

door to get exactly what you offer

!   Receive your market with your authenticity




!   You must understand the deep psychology of your

clients and see life through their eyes

!   Have a whole other vision of your students – listen to

them, observe them, compassionately put yourself

into their shoes




!   Learn to think like your yoga student!

!   Use the Advanced Marketing and Identity

Assessment in the booklet to start the process of

building your identity and identifying the kind of

students you want to work with.

!   Bonus Points! Do this exercise each time for every

service you offer (for example retreat clients, private

clients, group class clients, workshop clients)


Create a Yoga Marketing Plan

!   Understand the Five P’s of Marketing

!   PRODUCT (eg. Group classes, privates, retreats, etc…)

!   PRICE (as it relates to other similar offerings in your area)

!   PLACE (are you in a market/location that can support you?)

!   PROMOTION (the actual marketing efforts & practices)

!   POSITION (how your product, price, place is positioned in the

overall market – ie. Is your target client choosing between yoga

and pilates, or yoga and fitness?)


Create a Yoga Marketing Plan

!   Plan a little every day

!   Understand the Client Cycle!

!   Sample check lists can be “chunked” into daily marketing

plan

!   Don’t feel like you have to do it all in one day. Break it

down and be consistent, schedule it in for optimal time

management so you don’t feel overwhelmed

!   “Presence builds presence” – key philosophy for social

networking


Build a Loyal Student Base

!   Bring a newsletter sign up sheet to classes if it is OK with

the place you are working. Invite people to sign up for

free articles and updates

!   If you are a studio, have your sign up sheet visible!

!   Update your list as soon as you make changes to your

schedule – it is yet another opportunity to touch base

and remind students you exist



1.  Newsletters remind people you are alive. We

recommend 2x a month

2.  We love Mail Chimp

3.  Thank people for coming to class!

4.  Allow talking before and after class so students can

get to know each other

5.  Happily be a guest teacher/sub to increase your

exposure in the studio or gyms where you work

6.  Attend other teacher’s classes to increase your

exposure (can we repeat this enough?)



7. Ask people to “like” your professional page so you can

stay in touch

8. Tweet on twitter daily

9. Give daily content on social media that is useful, juicy,

in line with your brand identity, solves your students

problems, gets them through their day, or inspires them.



10. Value your student’s time by being punctual in the

following areas:

Opening talk Inversions Cool down

Warm up Demos Meditation

Standing poses Peak pose Savasana

11. Use the Yoga Timer App and “the Wave” to time these

segments

“Be succinct, but significant” ~ Darren Rhodes


Build a Sizable Contact List

1.  Comment on related blogs (Sign up for an account

with Gravatar so you can have a little picture of

yourself next to blog comments

2.  Subscribe to blogs of your peers, teachers, and other

yoga studios

3.  Guest post on blogs

4.  Talk on forums and Face Book groups and be of

service to other yogis!

5.  Be active on social media



6. Be active on Twitter and get RT’d because of your great

content – Use hash tags so your tweets get searched

(#yoga, #vinyasa, #stressreduction)

7. Put Social media icons on your fliers to remind people

to find you online

8. Put call to actions (CTAs) on your newsletter/blog posts

and ask them to share your content

9. Use social share buttons on your website or blog



10. Create a YouTube channel with custom background

that matches your brand

11. Distribute videos on YouTube with a CTA directing

people to your website to opt-in and ask people to

share the video in the video!

12. Say yes to interviews for a blog, newsletter or online

magazine

13. Start an Evernote and list the key teachers in your

area you consider your peers – look for ways to

collaborate or add value to their world



14. Optimize for search engines (SEO)

15. Give testimonials for yoga product vendors such as

prop dealers, yoga clothing vendors, superfood

companies, yoga nutrition (network at conferences)

16. Submit to yoga directories

17. Become “bragging buddies” in this group and

support each other online and in your classes. Watch

both of your lists grow!


Sample Daily Marketing Plan

Checklist

q Pack newsletter opt-in sign up for class and promo postcards

q Comment on relevant blogs and on FB

q Schedule 3 days of tweets and FB updates

q Check editorial calendar

q Finish editing blog on how yoga changed my life

q Attend Lisa’s class - ask her to co-lead workshop

q Post about your experience of Lisa’s class on FB


Networking

!   Get out there and gab at yoga events!

!   Conferences

!   Festivals

!   Workshops

!   Trainings

!   Retreats

!   Make connections

!   You’ll find opportunities, and people wanting to help

you

!   Even if you’re nervous to speak to someone you’ve

never met but who has influence, introduce yourself

anyway!


Action Steps

!   Fill out the Module 3 Booklet Advanced Marketing and

Identity Assessment

!   Create a marketing plan

!   Get out there and gab at yoga events!


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