The back-to-school season is fast-approaching. How ready is your school to capitalize on this short-lived opportunity to drive membership signups? Have you already tried countless back-to-school campaigns with mediocre results?
We’re honored to have Chris Millares, Chief Development Officer of Amerikick, return for his second back-to-school webinar. This time, Chris will take it up a notch and go through some advanced marketing tactics his schools have used to drive registrations through the roof.
In this webinar, Chris will walk through:
- Balancing the need to generate leads while absorbing CAC (Customer Acquisition Cost)
- The 3-1-1 formula that businesses use to dominate their space
- How to leverage your prospects, current, and cancelled students with automation and targeted messaging
- Choosing which content to boost on Facebook and how much to spend on boosting content
PerfectMind Inc | 4333 Still Creek Drive 2nd Floor Burnaby, BC V5C 6S6 | www.perfectmind.com
Pei En: Hi! My name is Pei En and thank you so much for joining us today. I'm going to be your webinar host and we're very excited to have you all here for Back-to-School: Advanced Marketing Tactics for Black Belts with Chris Millares. Before we begin, I wanted just do a quick sound check. If you can hear me, please type 'yes' into the questions chat box now. Fantastic, alright, a lot of yes's. Okay so we're good to go.
Great, welcome everyone again to today's webinar! Chris Millares is actually back for his second time today for his second back-to-school webinar. Chris has been involved with the martial arts business for over 25 years where he started with Amerikick as a student, and then he progressed into an instructor, and now serves as the Chief Development Officer at the organization. Chris' knowledge of the martial arts industry combined with his savvy marketing skills has made him an integral part of the organization's expansion. Today he's going to take you through some really advanced tactics to take your registration to the next level this back-to-school season, so you're all in for a real treat.
For those of you who are new to us, please feel free to follow us on social media. We're on Facebook at facebook.com/ChampionsWay or Twitter @ChampionsWay. If you like this webinar, you can find a bunch more on our website at academy.championsway.com. There'll also be time for questions after Chris finishes his presentation, but please feel free to keep the questions coming in during the presentation, just by typing in the chat box and we'll get to them. If there's any that we don't get to, or say you have a question once the webinar is finished, feel free to email Chris directly or you can email us - firstname.lastname@example.org, and we'll get back to you and answer all those questions. So thanks for joining us and without further ado let's get started. Welcome, Chris!
Chris: Thank you so much for the introduction, I appreciate it. Alright everyone, hello! My name is Chris Millares. Thank you so much again for the intro. I'm with an organization called Amerikick Martial Arts and I've been involved with the organization my entire life. My best friends, people considered my family members, and I love the martial arts, everything about it, everything it brings to the table, and I'm really excited to bring this information to you today. I'm also a huge fan of ChampionsWay and PerfectMind. I love what they do, I love their products, I love their software, it just their appearance and what they bring to the marketplace. So I want to say thank you to PerfectMind and ChampionsWay as well. So let's get started!
Actually before we get started, and we're going to get into some nuts and bolts today, some really tangible things that we want you to take back to your school, to your lives. We're going to go over some numbers, some marketing concepts. I was thinking of Jason and Pei En, some of the team over at ChampionsWay and they wanted to get really advanced with this webinar, so let's dive right into it. But before we do, a couple quotes that motivated me to no end the past couple weeks. The first one is that 'Life takes a lot more than it gives back.' This is something I heard from a friend of mine - Matt Marinelli, we sat down at coffee last week. And it really drove home to the fact that we have staff members, we have instructors, and we have people that look up to us. It is our goal to constantly motivate them, to light the fire. I was joking with one of my students the other day. What we do as martial arts professionals is we spend our day lighting matches and hopefully that starts a bush fire, right. So if we want to take our marketing, take our schools to the next level, we have to make sure that we're constantly motivating, we're action-oriented, and we're really igniting and driving our staff forward. This is really interesting too - 'There are wolves that lead sheep, and there're wolves that lead wolves.' We want to be wolves that lead other wolves. We want to be go-getters, right. I read a very interesting story a couple weeks ago and I want to share this with you, and I encourage you share it with your staff as well. It came with my favorite motivational speakers. He asks us to close our eyes, to project forward about 90-95 years old. Instead of being surrounded by family, he challenged us to surround ourselves with the goals, ambitions, and ideas that we never acted on, that we didn't. That was my absolute nightmare to think about that, right. I chose now thinking about it and I can't wait to communicate that to some of our staff members at our schools. So projecting forward, fast forward to 90-years-old, 95 years-old, looking back all those things that you didn't act on.
"Maybe I should've made more calls. Maybe I should prospect a little better. Maybe I shouldn't have sat and then watched television and focused a little more time educating myself on social media marketing or other outlets to drive my business to the next level." That's really interesting concept and a really motivating idea. It's like my cup of coffee in the morning, like I was telling Pei the other day.
Now we're next. Hustle until your haters ask if you're hiring. I love these things and you can find them all over the internet, they're not hard to find. I'm not going to claim to be a guru because I'm not, and I hesitate to use the word 'consultant', because information is everywhere, there is no secrets anymore in our industry. There's not a secret source or what mystery to this. The information is right in front of you with clicks of a button. We have outlets like PerfectMind, ChampionsWay, Google searches. So if that's the case and the information's out there, then how come everybody in the world is in / an amazing shape, multi-millionaires and living the lives of their dreams, right? It's because of their consistent action and the grind that it takes every single day. So I encourage you to share this with your staff and let's push ahead and cover some really advanced idea.
So what you'll take away today? First thing we're going to talk about - member loyalty costs, how much is customer acquisition, how much is member acquisition, how much is in advocate acquisition, how much do each of them cost, how we get them? What the local health club taught me about customer loyalty? What is the 3-1-1 formula and what does it have to do with getting new students? How does the 3-1-1 formula apply to social marketing? How much should I spend on social media marketing and how should I spend it? And yes we're going to get to the numbers. Formula for targeted messaging and email campaigns. And then we use the words like for[mula], you're very smart, you're all in this webinar, you know we use words like 'systems', 'formulas', 'algorithm' all the time. It's not like we're creating Facebook like Mark Zuckerberg. They're very simple and very changeable, and then we just write them down, follow it and forge ahead plus some pretty awesome success.
Okay let's get into this. I don't want to call it a passion but something I've been very interested in over the past, let's call six months. Because in our industry we do hear a lot and we just go on Facebook and take a look at the different groups that are out there, of since so-and-so has 100 paid trials last week, which is great and awesome and fantastic. Or this person had X amount of trial memberships, $9.95 flying into the schools. But what I want to break down is the difference between what a customer is, what a member, and what an advocate is.
The first is a Customer Acquisition Cost. This basically states how much does it cost you as the business owner - a fitness gym, martial arts schools in this case, to get a prospect to walk through your front door. Whether that just be walking in to say hello, or whether they're coming on a paid trial. We all know what the paid trials are out there, $9.95 includes the uniform. Six weeks for $69, six weeks for $99, they're out there. But how much does it cost you to get that customer to walk through your front door?
The formula's very simple. It's basic math. It's your marketing budget spent on the campaign --and by the way it should be a regular, weekly practice of you and in my opinion with your staff too, to take a look at what your numbers are. In the franchising world, we know exactly what it costs to bring a new franchisee to Amerikick Martial Arts. We know what our Customer Acquisition Cost is. We also know, almost to the letter, the number of leads that we need to generate to have one new sale, one new people jump onboard to our family.
So Customer Acquisition Cost. What is the budget spent on the campaign divided by the number of new customers, that gives you your Customer Acquisition Cost. For example if I have --and we're just doing simple math here-- if I have $1,000 budget that I'm spending, and let's just for the sake of argument, a Facebook campaign. I put up something that I think is cool, it pops, it's awesome, it's amazing, right, and I spend $1,000 and I generate 50 leads from that campaign. And let's just say for the sake of argument it's $9.95 three lessons and the uniform. And I have a great month and I sell 50 of them. That means that my Customer Acquisition Cost is $20. In other words, it costs me $20 to put out just to get someone to pay $9.95.
Now that's great, that's fantastic, right, and it's awesome, and those numbers can be deceiving a little bit because if you're signing up 50 members and you're charging them $9.95 special, that means you're breaking even, and that's where the fun begins because that's the process of communicating and making sure that those people are happy, they stay, they're motivated, and they're going to continue with their program.
Which leads me to the next acquisition cost number which is the Member Acquisition Cost. In our opinion, what we follow, a member is defined as a person, a student, who makes it to their first belt graduation. They earn their first belt. In our fitness programs are obviously a little bit different and we could quantify, qualify those as someone who sticks with their program for a month, a month and a half. But for this case let's just take the martial arts student. They earn their first belt, they're now a member. Now let's ask ourselves a question and let's look at our numbers, let's go on PerfectMind and take a look at some of our stats. But from the point where we have a customer that walks into school, how many stayed and graduated from being a customer to now being a member? Meaning that they just earned their first belt, their first promotion at your school. I think what we're going to find is that those numbers are a little bit different.
If we work the numbers, let's assume we take the same number that we worked with. $1,000 that we spend on a Facebook campaign, it yielded 20 members, meaning that of the original 50 [member], 20 members manage to earn their first belt and in our case they're yellow belt, right. Now what is the cost per member? That cost is now $50 per new member. So to get 20 members at your school, they cost you about $50 per [member] based on $1,000 campaign.
Advocates - how many are there in your advanced class? What's your retention look like? So if I sign up let's just say from that initial $1,000 campaign and I manage to keep two people that eventually wind up being let's just say brown belts, advanced level, right, that means that the cost of an advocate is $500. That's what you're looking to spend. And that honestly is the number that we're really interested in. Why do we love advocates? Because they're going to pump up your program, they're going to make you sell like gold. If someone mentions your martial arts program, you're going to be the first thing on their mind, right, and that's what you want for your school. You want to develop a student body, fitness practitioners, martial artists of students who are advocates, not just people running in as customers that want a cheap deal on Facebook or through social media, that won't be quitting after they've earned their yellow belt. So in other words you're getting maybe a couple months of tuition and they're moving on to do other things. Let's think about the long term approach, and build and work from our advocates.
The great thing about advocates too is that they're going to be your biggest source of referrals, and we're going to get into that later on. As Pei mentioned I could also email you the exact script that we send to our existing students to try to facilitate referrals. So let's remember that, take a look at your numbers, and it's going to be different for everybody.
What do we know about martial arts? Location, location, locations - like the oldest rule in business that we all talk about. I always think it's interesting and funny when someone says, "Remember, if you're going to start a business, it's location, location, location." Like d'oh, right? That's what we're going to take a look at. It's going to be different from one area to the next. For example Brooklyn, New York maybe a little bit different than let's just say Cody, Wyoming, right. We're going to look at.
Take your formula. Your marketing budget spent on a campaign, track it. You want to know what's coming out of your pocket divided by the new number of customers and generate those numbers.
What did I learn from my trainers at SWEAT Fitness - I was sharing with some of the ChampionsWay team the other day that supplement my martial arts training, I jump into CrossFit. CrossFit, weight lifting and one thing I've learned from them, and it's interesting because they don't pump out tons of material content on Facebook, but what I do know is I refer all my friends and I feel very comfortable taking my family there. They've developed an advocate. I've been developed just by asking about my family, just by being down to earth, so much, and this is interesting too, you never know where your next line of business is going to come from but now we're working on something where at the Amerikick Internationals that Bob Leiker and Mark Russo were on, we may have some CrossFit games going on as well. So really cool stuff and I'm learning a ton from those guys, and I'm definitely an advocate. So let's build that. Let's go to next.
Alright now let's jump into this - what is the 3-1-1 Formula? In the beginning of the webinar I said, "Look, I'm not a guru." This is information that's out there and this is what a lot of successful businesses are using to, not just contact, but connect with their members. There's a difference. I mean I can walk by someone down the street, walking to my gym or walking to the supermarket, and then wave, contact, shake hands, right. Or I can have a meaningful conversation with somebody and connect.
So since we can't run around our market and talk to somebody face to face, we're forced to use... I don't want to say 'force' because they are many platforms, but we have use things like social media to ultimately connect with people. So how do we do it?
The 3-1-1 system is a system to fill your pipeline. When I say 'fill your pipeline', yes, your potential customers, members, and advocates, but they're basically people that you're communicating with and keeping your brand in front of them all the time, or your Ferris wheel, and just an /. I recently went back and read "How to Sell Anything to Anyone" by Joe Girard. Great read for you guys to pick that up.
Alright so 3-1-1, let's take it into context of social media.
Three posts that you put on your outlet have to be about your business from the source that is not you. It has to be from somebody else. It's almost like third party validation. Or think of it like this, you can talk about how great you are or you can have the people walk in the door pumping up your program, pumping up you and saying how much of a significant impact you have on their life or their child. Much difference, right.
So we're going to leverage that a little bit and we're going to get three posts from the outside sources. Ho do we do it? Easy enough - Google, and Facebook is making it easier and easier. You probably already know this but you can schedule your post on your fan page at the beginning of the week and have them come out. So three posts come from somebody else about your business. Pictures will work, people look at pictures. I mean think about what Instagram and Facebook are teaching us. People scroll, they look at things that are bright and look cool. So let's post those up.
One piece of content comes directly from you about your business. Something about your business that is generated from you. That could be an article, that could be a quote, that could be a picture, that could be a Facebook live video, or video that you upload from your phone.
And then the last post, the last one, is your soft sell. Something engaging, soft sell. Looking to touch base and connect. "We have some really cool ideas, check out this link, check out this landing page," something along those lines.
So 3-1-1 formula. Now am I suggesting that you post five times a day? No, absolutely not. You're going to spread this 3-1-1 out. I mean let's use our judgment and common sense so that's not annoying. I mean if every other minute you're pumping out a motivational quote, the people's just going to look at you and say, "Look, this guy Google happy, or this girl's Google happy," right.
So 3-1-1, spread it out and treat it just the way we talk as human beings. Let's be real, let's be down to earth, let's not be over the top and annoying. That's what we're going to follow up, that's what we're going to use for our post. Now this goes through your fan page, this goes through your groups, and this also goes through your personal pages. Let's go to next.
Okay, let's get social with the 3-1-1 here. We already touched base a little bit. We're going to touch base a little bit about what we're posting. But these are the best times to post on Facebook, and these are the opportunities that it gives you - 1:00 PM and 3:00 PM on Thursdays and Fridays. Thursdays and Fridays, members of Facebook are engaging. They're there. That's your best opportunity to connect with these people. We're going to dive further into that on what we should be spending, how we're spending and the / spending. 1:00 PM is the best opportunity for shares. So Thursday 1:00 PM let's put content up that is shareable for our audience.
3:00 PM is the best opportunity for click-throughs. So what does that tell us? That's where we're using our landing pages, that's where we're using our offers. And you know what, it's not always about the page, it's not always about "Hey we have a 6-week special for $69. It's the best martial arts program in the area." No, it might not be that. It might be a story about, and this is real, this is one of our schools, about the tremendous opportunity that families have to train in your facility, and how there's no excuse to be lazy. Why? Because everybody can come in and I see one of our motivating instructors, who I think the / and I think he's absolutely outstanding, his name is Anthony, and he watches a little boy who uses a wheelchair. It's the most inspiring thing that I see from week to week. Maybe that's the click-throughs that your audience is seeing. This little boy comes in motivated, smiles every single time, and I think about other people who are lazy, that say, "Ah I go to the gym tomorrow, I'll figure it out later." No. That's a story. That's what we're going to put on for our click-through. You want to connect with people, you want to be looked at the extra area, that's what it is. It's not "Six weeks for $99, check out our program, and sign up today! Special offer - you get a free headband and maybe an additional T-shirt." No. Be real, connect with people. You want to trigger that emotion and you want to use the parts of martial arts that inspire you to inspire your audience and inspire your existing members, okay.
Let's get those numbers in mind, write those down. And by the way you can email me. I'll send this to you too.
Locked and loaded with Facebook live, power images, and soft sells. I don't know if you guys have had the same experience and if you change from location to location, from market to market, but we had better success with Facebook live and uploading directly from our cellphones and computers to Facebook, than we are posting to YouTube and then using the link. That is of course unless you're spending money on it. But for the most part if you upload directly from Facebook live or from your phone, you have better chance of connecting. You'll have more likes, more views, things of that nature. So with that being said, we know the best post done on Facebook, and by the way we're not even spending money. This is just our organic approach. We want to between 1:00 and 3:00 Thursdays and Fridays, Facebook live, power images, soft sells. We're going to more into it, like I said we're going to keep digging in further and further into this webinar to come with some really cool formulas that you can implement right away. Okay next slide.
Now you want to know - what should I spend money on? And you want to learn a little bit more so let's get down, let's get into it with some more stuff here. Now, everybody's Facebook budget, let's just use Facebook for example, or let's use social media for the sake of /. Social media budget is going to be different. This is my opinion, you may disagree, you may agree, and that's okay, it simulates some awesome thoughts, but I don't like to be in a position to worry. Like I don't want to spend money into something and lean back, cross my fingers, and pray that members come flooding through the door. I'd rather be realistic, calculated, and minimize risks if that makes any sense. We're trending towards, if you look at the marketplace, it's trending towards 20% of your marketing budget. It's what you should spend on social efforts. And at the same time for peace of mind value, we don't want to empty the bank on Facebook. Like I don't know I heard, God bless maybe it's working, but if someone's spending $5,000 a month and you're a small school, have 150 students, I don't know if that's the best approach. I would take some of that money and I would keep it, right. I would keep it for future spending, and I probably hid the payment and generate as much face to face businesses I could. Everybody's going to be different and your spending's going to be different. But let us assume for right now that you have a $200 per month budget for social spending, and that number could go up, it could go down, it depends on you, alright, so let's dive into it.
Here's the formula, and you may want to write this down, remember this. But the closest Thursday to the first of the month were spending content that is share-worthy. Remember let's go back to this slide - the best opportunity for shares is 1:00 PM, and in this case we're using Thursday. So we're spending $50 on content that's share-worthy. We want to go over share-worthy content, that is a 2-hour conversation, maybe more, it could be all day. So, share-worthy content, $50 budget and we're targeting the people who are interested in our business - the families, moms. If we're involved in fitness, we're targeting our fitness market. So we're setting the specifics on the target on the Facebook fan page, who exactly we're hitting. That's what we're spending, $50 that is share-worthy. The best statistical opportunity for shares is at Thursday and at 1:00 o'clock, just like we talked about.
Just some ideas for share-worthy: a kid's bully prevention seminar video. Something that you did, maybe you upload it directly and you're going to post it. The Top 10 work habits that don't require any efforts. This is really cool, it's actually on one of my Facebook pages I got from one of my instructors / Dennis. It was the Top 10 work habits that don't require any effort which is really, really cool post. Basic testimonial video. We want things that are shareable and that's what we're spending our money on.
So now we just spent money on the Thursday closest to the first of the month. The following Friday we're going to spend $50 on a boost that links to a sales offer. So now we just build excitement, we just build enthusiasm, we just build things that people are sharing, and we spend money on that first blast.
The second blast we're spending money on our offer, on our landing pages, the benefits of martial arts, click here to learn more, redirect your sales mates, sign up now, $9.95 includes the uniform, includes three classes. That's where we're spending money on our second boost. And this is going on a $200 budget per month.
The following Thursday, this is our third blast now, we're spending another $50 on content that's share-worthy. So we're following the same process. And then the following week, we're spending the remainder of your marketing budget on a Facebook ad. Make it seamless, make it jump off the screen. If we learn anything from Instagram like we said in Facebook, people scroll through the news feed. They scroll, they don't take time to read every little line because it's information overload. So whatever your offer is, it has to pop. As a suggestion, I wrote "75% Off Karate Lessons $9.95." I mean think about, 75% of what? It could be anything. Take 75% off... pick a number, but that 75% would jump off of the screen and it'll coerce somebody to act. Make it a no-brainer and make it seamless.
Can you do this every month? Sure, you can do this every month. As martial arts, I mean it's well known our big season is what, back-to-school? So obvious, I would totally jump into, let's go, right away. We're going to follow the $200 marketing budget, 50-50-50-50, we're going to boost shares, we're going to boost sales pages, we're going to boost ads.
So just to sum that up, just to go over it again. Thursday near the first of the month - $50 on shareable content, that's what we're boosting. The following Friday we're spending $50 on boosting a link to a sales offer. Just a side note too, when you post a link on your status, make sure it's before the fifth line. As you probably found out, once you go past the fifth line, Facebook will collapse and you'll see a 'See more' run, right. What's going to happen is when you put that link it through fourth, it makes sure that your consumers will take that in.
The next boost - we're going to put $50 into content that's share-worthy once again. And then next we're going to spend the remainder on a Facebook targeted ad, that 75% off,, that was our suggestion, 75% off includes uniform, lessons, and so on and so forth. Make it as no-brainer and seamless as possible.
Take a look at the slide here, and by the way I wish I could take credit for these slides, I definitely can't. The team at ChampionsWay killed it and did an outstanding job, but it's simple, it's seamless, right. It's easy, it's clean, it's slick. That is the motto for what we're following to make these things look really great and really cool. Next and we're almost there.
Okay, find the leverage and email. Really quick everybody, I'm still a really huge fan of the phone, huge fan of the phone. This is a quick tip on the phone - use your cellphone. And you're probably already thinking this out too, but sometimes you don't want this to happen where you get a call from... they see "Martial Arts School" on the caller ID, right. So if you call from your cellphone, sometimes especially prospects who aren't advocates or your school members, they could pick up right away and say, "Hi, who is this?" and then you have an opportunity to connect with them and hopefully get them in on a trial. But still a huge fan of the phone.
Another of side of it too, you may be great at sales, you may be great on the phone, you may be great at connecting, how's your assistant instructors doing? So if we're going to develop and train them, have them make courtesy calls. They're going to get used to and comfortable on the phone. They're going to lose that "Uh hi, this is uh Jim, uh..." Get them making courtesy calls. "Just wanted to touch base, see how you guys are doing, see how you're enjoying the program. If there's ever anything I can do, feel free to let us know." So I'm still a huge fan of the phone and that's some tips you can integrate with your staff and share with them.
As we just said a few times today, what has our Facebook and Instagram taught us of how the way people take in information? They're scanners, they're not diggers. They're not going to dig to the core of Leo Tolstoy's 'War and Peace' uploaded to your Facebook status. They're just not going to do it. They're going to scan through information, they might click on what they perceive as valuable, and then move about their next thing, whether it's Instagram or whether it's Facebook.
It's funny, I mentioned our instructor Anthony a little bit earlier. We were talking a little bit today and I look over, he's scanning through his Instagram, and he's liking things, going from one to the next. It was interesting because what caught his attention were videos, and obviously Instagram has pictures, right, and pictures that were bright and pop. So people are scanners not diggers, / we all, right. So if that's the case, how do we formulate our emails so that people are we're the best opportunity for people to take in the information and act on it, or have a positive emotional reaction to it.
Here's the formula that we use for emails and you see them out there. Like I said before, there's no secrets, right, no secret to the martial arts. It's not like waving a magical wand and 50 people come rolling in your school and cash out for 2-year Master Club program. But here is the formula that we use - five words per line, four sentence max per paragraph, and an eye-popping graphic. Okay let's say it again: four words per line, four sentence max per paragraph, and an eye-popping graphic.
Another tip too: make sure the image's size right. Like I've gotten some emails from companies and you see the email, you click on it, because in the subject line there's something engaging and it's cool. When you click on it, the image takes up the entire screen and you have to scroll from right to left to see what it says in the image. No. So make sure you use the editing options to make sure that that image doesn't require any work for the user to scroll right, left, up, down, so on and so forth.
Okay so let's repeat that again - five words per line, four sentences max per paragraph --you're writing your email essentially how people look at Instagram-- an eye-popping graphic. And if the graphic is loaded with too much text, forget it. You want, if possible, a singular image that pops and sends the message right away. When you start having too much over here, over there, it loses its effect. And then at below, some type of call to action. Now are you always selling in your emails? No. Let's take a look at what the 3-1-1 model taught us. And it doesn't work exactly the same for email but the philosophy or the idea is very similar. If you're constantly blasting out something for someone to buy, they'll forget it, you're going to lose them. How about this, how about taking a hi-res picture of one of your students that's just accomplished something really great? I don't know what that is. Maybe they earn a special awards. You take a hi-res picture, you write your email the way that we just first described - four words per line, four sentences max per paragraph, and you just say, "Check out our Facebook group and post your congratulations." Something like that goes a long way to people. Like I said earlier what I've learned from my gym, what I've learned from my family at Amerikick, it's a culture, it's a family. People want to be a part of something, including myself. So if you can connect this way and you can promote this way, when you do fire out your campaigns where your goal is to get students, you'll have a much greater effect. In my opinion the worst sales people are the sales people who go into a market and two years later they have to leave because they use whatever tactics they could to get the sale without reasonably connecting. They're contacting and closing but they're not connected. If you connect with people, you never have to sell in your life. That was a quote from a friend of mine, share with me, and I think it's really important in our email marketing. And by the way too, if you email me, I'll send you the exact emails that we send to prospects, to cancelled students, and existing members.
This is interesting too. If you're going to blast out an article, and maybe you've learned this and maybe you have this going on, but top list usually works. For example, if you're talking about motivation, maybe it's like five tips to motivate kids and then you have 1, 2, 3, 4, 5, it's bold, instant, /. They tend to have the most effect with your student body.
So that is it for right now. I want to thank everybody again and I'm going to turn it over to Pei now.
Pei En: Alright, thank you so much, Chris! That was a fantastic presentation. Yeah thanks so much for presenting and you really delved into some advanced tactics and I'm sure everyone listening today can take away so much from your presentation. I love how technical your content was and having all those formulas like the 3-1-1, the Customer Acquisition Cost formula, and even the email writing one that you just mentioned, makes your presentation today so actionable. And I hope everyone learned a lot because I certainly did.
Before we launch into the Q&A portion which you can start typing in your questions now, I just have a quick announcement to make. ChampionsWay has a very exciting offer for Mr. Marketer service today. We're offering a $200 voucher for any of you when upgrading to our Mr. Marketer service. That's part of our back-to-school Mr. Marketer campaign.
So I'm just going to post a link to our landing page in the chat box right now. I've just done it. So please copy and paste it into your browsers so you have it in front of you after the webinar and you can check out all the details of the offer on the page. And don't wait, because we only have five of these available, so you'll want to get on this ASAP. Alright so now we're going launch to the Q&A portion of the webinar.