The Art and Business of Teaching Yoga by Amy Ippoliti

Author:Amy Ippoliti
Language: eng
Format: epub
Publisher: New World Library

The Five Ps of Marketing

As you begin to think about marketing your offerings, it’s handy to consider what are classically called the five Ps:

1.Product: In all your offerings — including group classes, private lessons, retreats, and series — what services and/or products are you promoting, and what is their value to participants?

2.Price: Consider what the going rate for this product is in the area where it will be offered.

3.Place: Are you in a market or location that can support you as a yoga teacher? Do people in your location want what you have to offer?

4.Promotion: How will you get the word out about what you’re offering?

5.Position: How is your product — teaching — positioned in the overall market? What other activities are competing for your potential students’ time and attention? Is your target student choosing between yoga and Pilates, yoga and fitness, or yoga and something else? In my area (Boulder, Colorado), most potential students are choosing between yoga and outdoor activities, so I take that choice into account in my promotions and scheduling by emphasizing the therapeutic benefits of yoga to the athletic body and the fact that our events take place after the sun is down or on weekends, when people have more time.

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