Most major cities have some type of city magazine or newspaper insert that informs the public about happenings in the city. If your target market reads such magazines, you may want to consider advertising in them. However, for the new school, the rates of advertising in these magazines may be too much. The money could probably be better spent in other ways, until your revenue flow increases. Do not get caught in the trap of advertising in inappropriate places simply to see your name in print.
Word of Mouth
Corporations spend millions of dollars developing customer loyalty for their product. They try to manufacture a reputation for their products artificially because they know that word of mouth is what truly sells most products. You must earn a reputation on your own, one that is honest and so deserved that word of mouth is effective and enduring. If your teaching is of good quality, if you excite student interest, and if you offer all the other hallmarks of good teaching, your students will tell their families and friends, and word will soon get around. You will still need to employ as many means of advertising and promotion as you can, but it will be word of mouth that creates your reputation.
A good reputation has the potential to attract new students; however, nothing will drive away potential students faster than a bad reputation. You may use the same principles as the giant companies use. Get your name before the public, within the guidelines of quality; making sure that all associations made with your name are positive. When a potential student decides to try martial arts training, you want your school to come to mind.