How to Get Your BJJ/MMA School on TV -- Regularly!
Jeremy Lafreniere’s academy has been on television at least five times, and has appeared in local newspapers as well. Each time that a story has run about Capital Jiu-Jitsu, which is located just outside Washington, D.C., Jeremy has seen a spike in business – something that rarely happens when he pays to run print ads.
I got in touch with Jeremy for this piece for a couple of reasons. One being that he and I trained together back in 1999 when I first got on the jiu-jitsu mat, so I figured that he’d answer my email. Second, I figured that with his success in appearing on television, he could give you the secret to getting on the airwaves as often as he does.
However, I was a bit surprised by some of the things that Jeremy told me. While he can’t give you the secret to calling a television or newspaper reporter to get them to come to your school, he has some great advice that can help ensure they come in and have a great visit that can help expand your business. As is often the case here, the advice is focused on a BJJ/MMA school, but the same principles apply to promoting a fighter or any other MMA-related business.
Jeremy’s experience does not mean that you don’t have to work to attract media attention. But sometimes you may be offered an opportunity, and you need to be ready to take it. If you put the same kind of effort into seizing an opportunity as Jeremy, you can turn it into a very productive relationship for your business. If you don’t take advantage of it, well, it will be your loss.
Read on!
Q. You have had a successful string of appearances on the local Fox news program – how’d you manage that?
A. The honest truth here is that I didn’t do anything. We did a “She’ Safe” women’s self-defense seminar. And when we did this women’s self defense seminar, word got out. At that time, Fox News was covering lots of stories about women getting sexually assaulted in Washington, D.C. As they were researching the topic, they found that we were doing these seminars, and wanted to cover it. At time Royce was here for seminar, so they also covered a little bit about Royce.
They were so excited about working with us because we are easy to work with. I’m very accommodating, easy to work with, reliable, timely, and helped them in any way I could and put on a good show for them. So now when they’ve needed a school or something about self-defense, they come to me, because I established that initial good impression. It’s also true for my success in general -- I always go out of my way to help people and accommodate people and make sure people are having a good experience.
Q. What have been the themes of your other appearances on television?
A. The first time that we were on television was because one of my students was murdered.
The news producers had looked on the Internet for his name, and because of our school’s message board out there, his name came up there, so they contacted me. I was very accommodating, allowed them to come in here, and ask us about him, and we had a lot of nice things to say.
While that was our first appearance on TV, the women’s self-defense seminar was what built the relationship for the continued appearances. We’ve had two appearances related to the International Fight League (IFL), because Fox’s sister station was hosting the show, so Fox wanted to do something about it.
While Fox was here to do one of the shows about the IFL, they found out that one of my students is an airline pilot who began training jiu-jitsu because of 9/11. So they came back and included him and the school in a story about homeland security efforts.
Q. How do your appearances on TV and the newspapers help your business compared to paid advertising?
A. Every time the press comes in here, it brings in business. But whenever I do paid advertising, you see no benefit – a very small return on my investment. Whenever the media comes in, it brings people with it.
Q. What do BJJ and MMA teachers need to do if a reporter is going to come to their gym?
A. You have got to be passionate about what you’re doing. You have got to be an ambassador about what you’re doing. You are not always going to be successful in what you pursue, but if someone is pursuing me, whether it is a college student working on a research paper or a reporter, I’ve always accommodated those people. I got right back to you in a day about doing this interview. If it’s a person asking about your classes, or a reporter, be enthusiastic, positive, and interested in what they have to say.
Q. What sort of things did you do before reporters came to visit?
A. I listened to them. When they wanted x amount of people here, I picked the students I thought would be interesting, or showcase the specific skill and ability, and made sure they were on the mat.
One thing I value is loyalty and reliability. So those are the kinds of people who I called when the reporters called me. They wanted to see real students doing BJJ and rolling around, so I made sure it happened. Those are the people I wanted representing the school. I don’t care if they’re the next MMA world champ -- talent doesn’t mean everything to me.
Q. Was there anything during your TV appearances that you wished you’d done differently?
A. No. They all went fantastic. Even with women’s self defense -- I had my wife in there. She doesn’t know jiu-jitsu, but I had so few women in the BJJ program at the time, so I called everyone I knew. My wife tried to do a hip throw and ended up on the ground. She looked silly, but I don’t regret it. You can’t take these things too seriously, whether the issue is being on TV or having your students competing at tournaments. If you do that, people won’t have fun and you create extra stress for yourself.
Q. Can you sum up why you have been successful in the BJJ business?
A. It comes down to opportunities – whether that is a news reporter calling or a new student knocking on the door. Most people don’t take advantage when opportunities come knocking.
When some people see opportunities, they think it’s too much work or hassle. When opportunity comes, I do what I can to take advantage of it.
--
Click here to learn more about Jeremy Lafreniere and Capital Jiu-Jitsu.
I got in touch with Jeremy for this piece for a couple of reasons. One being that he and I trained together back in 1999 when I first got on the jiu-jitsu mat, so I figured that he’d answer my email. Second, I figured that with his success in appearing on television, he could give you the secret to getting on the airwaves as often as he does.
However, I was a bit surprised by some of the things that Jeremy told me. While he can’t give you the secret to calling a television or newspaper reporter to get them to come to your school, he has some great advice that can help ensure they come in and have a great visit that can help expand your business. As is often the case here, the advice is focused on a BJJ/MMA school, but the same principles apply to promoting a fighter or any other MMA-related business.
Jeremy’s experience does not mean that you don’t have to work to attract media attention. But sometimes you may be offered an opportunity, and you need to be ready to take it. If you put the same kind of effort into seizing an opportunity as Jeremy, you can turn it into a very productive relationship for your business. If you don’t take advantage of it, well, it will be your loss.
Read on!
Q. You have had a successful string of appearances on the local Fox news program – how’d you manage that?
A. The honest truth here is that I didn’t do anything. We did a “She’ Safe” women’s self-defense seminar. And when we did this women’s self defense seminar, word got out. At that time, Fox News was covering lots of stories about women getting sexually assaulted in Washington, D.C. As they were researching the topic, they found that we were doing these seminars, and wanted to cover it. At time Royce was here for seminar, so they also covered a little bit about Royce.
They were so excited about working with us because we are easy to work with. I’m very accommodating, easy to work with, reliable, timely, and helped them in any way I could and put on a good show for them. So now when they’ve needed a school or something about self-defense, they come to me, because I established that initial good impression. It’s also true for my success in general -- I always go out of my way to help people and accommodate people and make sure people are having a good experience.
Q. What have been the themes of your other appearances on television?
A. The first time that we were on television was because one of my students was murdered.
The news producers had looked on the Internet for his name, and because of our school’s message board out there, his name came up there, so they contacted me. I was very accommodating, allowed them to come in here, and ask us about him, and we had a lot of nice things to say.
While that was our first appearance on TV, the women’s self-defense seminar was what built the relationship for the continued appearances. We’ve had two appearances related to the International Fight League (IFL), because Fox’s sister station was hosting the show, so Fox wanted to do something about it.
While Fox was here to do one of the shows about the IFL, they found out that one of my students is an airline pilot who began training jiu-jitsu because of 9/11. So they came back and included him and the school in a story about homeland security efforts.
Q. How do your appearances on TV and the newspapers help your business compared to paid advertising?
A. Every time the press comes in here, it brings in business. But whenever I do paid advertising, you see no benefit – a very small return on my investment. Whenever the media comes in, it brings people with it.
Q. What do BJJ and MMA teachers need to do if a reporter is going to come to their gym?
A. You have got to be passionate about what you’re doing. You have got to be an ambassador about what you’re doing. You are not always going to be successful in what you pursue, but if someone is pursuing me, whether it is a college student working on a research paper or a reporter, I’ve always accommodated those people. I got right back to you in a day about doing this interview. If it’s a person asking about your classes, or a reporter, be enthusiastic, positive, and interested in what they have to say.
Q. What sort of things did you do before reporters came to visit?
A. I listened to them. When they wanted x amount of people here, I picked the students I thought would be interesting, or showcase the specific skill and ability, and made sure they were on the mat.
One thing I value is loyalty and reliability. So those are the kinds of people who I called when the reporters called me. They wanted to see real students doing BJJ and rolling around, so I made sure it happened. Those are the people I wanted representing the school. I don’t care if they’re the next MMA world champ -- talent doesn’t mean everything to me.
Q. Was there anything during your TV appearances that you wished you’d done differently?
A. No. They all went fantastic. Even with women’s self defense -- I had my wife in there. She doesn’t know jiu-jitsu, but I had so few women in the BJJ program at the time, so I called everyone I knew. My wife tried to do a hip throw and ended up on the ground. She looked silly, but I don’t regret it. You can’t take these things too seriously, whether the issue is being on TV or having your students competing at tournaments. If you do that, people won’t have fun and you create extra stress for yourself.
Q. Can you sum up why you have been successful in the BJJ business?
A. It comes down to opportunities – whether that is a news reporter calling or a new student knocking on the door. Most people don’t take advantage when opportunities come knocking.
When some people see opportunities, they think it’s too much work or hassle. When opportunity comes, I do what I can to take advantage of it.
--
Click here to learn more about Jeremy Lafreniere and Capital Jiu-Jitsu.
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