Marketing Advice

[YUM Culinary School]

I have started a cooking school & would really appreciate some advice on marketing. Obviously my target market is the local community & so I have looked at an ad in our local newspaper. On a small budget this is not cheap (R4 500 for 1/4 page). I decided on a quarter page for the launch and then smaller ads on a regular basis. My question is how do I capitalize on this? Any ideas what to include to get the most out of my first ad? My thoughts so far...
sponsor a course for an unemployed person (& see them through the process of securing a job) thought the paper might discount the ad if I did this but no such luck.
There is an exclusive Health Spa that I could piggy back with
Do you think discounted courses initially would work or do you think this would just make me look cheap?
Any idea how to target the affluent neighbourhood nearby - something out of the box, not just pamphlets.

Sorry for all the questions, just could really use some creative input! I realize how important marketing is...my head is buzzing with ideas, just turning it into reality is a bit challenging.

[Dave A]

Cooking demos at malls/supermarkets/whatever?

[Dave A]

School career days?

[Bizadlisitng]

I agree with Dave, do demos and try and cater for some or other event where you can show case your talents. Let people know what you have on offer. Cooking at an event you do not have to make a profit but you can make a big impact. There is always someone asking who made the food.

[mother]

You say you could piggy back onto an exclusive Health spa... Is that only for the ad you mean? Or to actually do their meals?

[Blurock]

If you want to target the affluent market, there is a relatively cheap solution in golf course advertising. Golfers are normally in the higher LSM groupings and with Fairway Advertising you reach your local community and a very specific target market. Much more cost effective than newspaper or magazine adds.

There are advertising opportunities at Durban and Beachwood golf courses, but I am not sure if there is something in your area. Send me a private message if you are interested and I can put you in touch with the relevant people.

[YUM Culinary School]

Thanks for the advice & replies, keep them coming! I wouldn't really want to share space on the launch ad with the health spa. Maybe run a comp offering a free course & one of their treatments. The owner of the spa was keen for me to do the catering (@ no charge) for a function for her clients in return for exposure. They are the ideal target market - LSM 9 to 10. Initially I will focus on classes for domestic workers. I was also thinking of flyers with a small edible freebie handed out by girls in chef's attire. Something I saw a school do overseas: http://www.guerrillapromos.com/2008/...guerrilla.html
Don't know how I would get this past municipal laws? Maybe a bit too way out?!

[YUM Culinary School]

I was also contemplating Groupon / similar social buying site. I wouldn't discount the whole course (4 modules), only the first class with no obligation to purchase the course. I would limit numbers to avoid problems. Anyone know the waiting period for Groupon?

[wynn]

Consider what Dave said 'School Career Days' some of this years matric class are potentially next years class.

The mothers from the whole schools are this years short course pupils.

And if you attend the school bazaars you could grow the potential base.

[Bizadlisitng]

That is the way to go, it is always good to offer a beginners course for free, creating interest to take further courses. Give a discount on the students who have completed the first course. You can then request your first batch of students to give you referrals, if the students enjoyed the course and learn t new skills they sure to enroll for a more advanced course.