Get 40,000 paying users in 7 days, revealing the low-cost growth reusable model!

This article is a review of a 9-yuan course distribution campaign, which attracted more than 40,000 users and achieved millions in revenue growth . It swept the circle of mothers and became the only hit case in the education industry in 2019.

This article will share with you in detail the thoughts and judgments behind the planning, reveal the secrets of the hit products under the iceberg, teach reusable low-cost growth tactics, break the enrollment difficulties of online and offline educational institutions, and achieve revenue growth and investment-output ratio growth .

1. Background and purpose of the activity

The competition for market channels in the education industry is fierce, and the cost of buying traffic is rising. The cost of launching a 9-yuan paying user is more than 100 yuan, while the cost of acquiring customers through fission is almost negligible . Fission has become a growth model that education companies must fully utilize, which can save at least 30% of marketing costs !

The existing 21-day tangram learning course has been customized in cooperation with Muwanshijia for exclusive tangram objects. Targeting Wandou's target user group, a "course + object" combination has the potential to be a hit . By setting up low-priced courses for distribution fission and drainage , precise target users are attracted to the platform, and then converted to a high customer unit price model , low-cost revenue growth can be achieved.

2. Business Analysis

Managing an activity is not a simple application of gameplay, but rather a full analysis of existing businesses , maximizing the fit with business characteristics, exploring market opportunities for the business, and customizing the best-matching solution . Understanding the business is the foundation for the success of an event. The deeper the understanding, the more you know where to focus your efforts and the easier it is to succeed.

① Tangram analysis

Tangrams have a broad cognitive base, are fun, educational and inexpensive. JD.com sold 100,000 tangrams for 2 yuan. Tangrams are used in kindergarten teaching. Tangrams are also included in the questions for kindergarten students to enter primary school and the first grade primary school textbooks, and they have certain subject value.

② Mathematical thinking

The popularity of mathematical thinking has been hyped up by online education institutions in recent years. Users’ cognition remains at the concept of the word, and they do not know what specific content modules it includes. The acceptance rate in first- and second-tier cities is higher than that in third- and fourth-tier cities. The market needs education, and the degree of rigid demand is stronger than that of tangram puzzles.

③ Business focus

Tangram toys have a high degree of recognition in the education of young children. There is a strong correlation between tangram and the cultivation of mathematical thinking. Using tangram to target users with mathematical thinking is a good way to get into the topic. However, the tangram is not a product that solves a specific problem with strong demand, so selling this product goes back to the label of the tangram itself: an educational toy, which should be sold as a fun and interesting toy, highlighting its fun and usefulness.

At first, we wanted to start with mathematics, which is a more basic need. After research, we found that mothers and parents were quite resistant to the word "math". They felt it was too heavy, so we became more determined to highlight the fun and interesting aspects. The education of children aged 3-8 also pays more attention to the improvement of interest rather than more utilitarian needs, so our entire promotional direction was positioned on the tangram.

There are actually two possible sales methods for a combination of tangram + course: ① Sell a course and get a tangram for free ② Sell a tangram and get a course for free. Which packaging form is easier to buy and spread?

We chose the first one because: most families with elementary school children already have tangrams, so there is little need to buy more; many parents buy tangrams for their children, but don’t know how to teach, and the children don’t know how to play, and there is a market gap for tangram courses, so there is an opportunity to tap into the market; the course-led part is consistent with guiding users to take trial classes later, highlighting the value of the course. Although it is a small activity of buying tangrams and taking lessons, the thinking and judgment behind it are very three-dimensional and profound.

3. User Insight and Judgment

The buyers are parents, mostly mothers, and the users are children. On the one hand, we need to pay attention to the behavioral characteristics of the parent group, and on the other hand, we need to consider that when making decisions, parents will definitely examine the product from the perspective of their children.

The characteristics of the parent group are very obvious. They have many groups of moms on their mobile phones, are very active on social media, share and check in a lot every day for prizes, have no resistance to low prices, are very attracted by brand products, and have a strong sense of trust among parents. These can all be used as the handles for operating this group of users.

① Parents are more aware of the value of physical objects

In recent years, paid knowledge and major education companies have provided too many free courses, and the quality of the courses is uneven. Parents have become immune to common, similar, and not scarce thematic courses. Courses are virtual products, and users perceive them as being worthless and should be free.

As for physical gifts, parents can sense how much it will cost to buy them. Physical things can be seen, touched, and used, so they have a stronger sense of value than virtual things, and the cost is lower when making purchasing decisions.

② Parents will compare multiple products before signing up for high-priced courses

Buying courses for children is a very important decision. If the courses are not good, the children will miss their golden period, wasting their time and money. The quality of courses on the market varies greatly, and children's preferences are also different. Parents often take their children to experience several courses before making a decision. The experience course undertaking service of education companies is mostly based on WeChat communities.

Therefore, there will be many users in the experience groups of various products at the same time. For example, many of Wandou’s target users are also in the experience class groups or activity groups of Zebra English, Little Chicken, Spark Thinking, Hua Lala, and Ahaschool.

③ Parents will not blindly recommend courses for money

Compared with activities that make more money, parents are more willing to recommend courses to their friends for distribution activities with good course quality, because the users in the parents’ circle of friends are all their acquaintances, and they do not want to overdraw their own connections and image. If they recommend bad courses to their friends just for the money, their friends will later complain about the original recommender.

Course experience and word-of-mouth evaluation are very important in friend recommendations. The proportion of paid users who participate in course promotion as a starting point is much greater than that of users who have not experienced the course for distribution.

4. Core link: purchase + sharing

When doing business, as long as you grasp the core of the business, you will be 80% successful. Put your main energy on the core and do it to the extreme and you will be stable. What kind of products are people willing to rush to distribute, fearing that they will earn less if they distribute them too late? The answer is: Buying products with high conversion rates and making money by posting to your friends is the most satisfying thing.

Before sharing, users will also judge whether the course can make money. If they feel it cannot make money, they will not share it and will not even bother to try. If a user posts on WeChat Moments for a day and finds that he does not make any money, he will not continue to promote in various groups and will have no motivation to persevere. Others will not follow suit when they see that they do not make money.

On the contrary, users can make money by sharing immediately, and word of mouth will spread quickly. Everyone will start sharing it on their friends’ circles and flooding them with messages. The higher the density of event promotion, the exponential growth of the effect. Therefore, the core of this activity is to increase the purchase conversion rate, and secondly to enhance the sharing power, so that the activity can spread like a virus and sweep the group of mothers!

The behavior occurrence formula B=MAT, behavior (Behaviour) = motivation (Motivation) + ability (Ability) + trigger (Trigger). For a behavior to occur, all three must be met at the same time.

1. Core strategies to improve purchase conversion rate

To promote purchasing behavior, social relationships need to be triggered, the purchase page packaging needs to enhance motivation, and the purchase process needs to be simple, direct and clear.

① Based on social communication

Distribution activities based on social relationship communication have a natural trust advantage. The cost of purchasing a 9-yuan course by placing an advertisement in the circle of friends is 100 yuan, while the cost of distributing the 9-yuan course by using the group of mothers is only 5 yuan. Compared with advertisements, users trust products used and recommended by their friends more.

② Big theme is good

The theme of the Tangram Adventure Camp has a wide audience and is simple, easy and fun. Many families bought tangrams for their children, but they didn't play with them. They just heard that it could be pieced together into 1,600 patterns, but no one taught them how to play. There are very few series of courses specifically for Tangram, and the market is relatively blank. The product just happens to meet this market demand.

③ Generous performance gift packages

The gift package we packed this time includes a 21-day tangram course, free shipping for the tangram, a complete collection of tangram puzzles, a live class from Pea Thinking, and a DK Mathematical Thinking Handbook for check-ins. You can buy a lot of things at such a cheap price. Each item is worth 9 yuan, and the total is only 9 yuan. When each item is displayed one by one, users will feel that it is very worthwhile. If they miss it, they will feel very disappointed. The unexpected value perception brings a super high conversion rate.

④ Pricing strategy

The original price was 9.9 yuan and we changed it to 9 yuan because we have seen too many things like 9.9. In fact, in the minds of users, it has become 10 yuan. To break this mentality, we have to re-price it. As a traffic-generating course, a price of 9 yuan will be better than 9.9 yuan. The decision-making cost for parent users to spend 9 yuan to purchase a course has been reduced low enough.

⑤ Fine products

Parents usually have three requirements for physical products: high quality, genuine products, and free shipping. We must emphasize these three points in our previous physical product marketing. The tangram is a very important part of the whole gift package that supports the sense of value. Regarding the tangram, we specifically visited the detail pages and user review areas of various e-commerce platforms and found that users are very concerned about whether it is made of wood or plastic, whether there is a smell of paint, and whether it has edges and corners. The things that users care about most must be highlighted.

⑥ Additional information

Why did you think of giving away a product like a jigsaw puzzle collection? When searching Baidu Index, I found that many users were searching for "Tangram puzzle pattern". Later, I went to major e-commerce websites to see products selling tangrams, but very few of them came with puzzles. They only sold a tangram for children to play with. Children definitely don't know how to play, and it is more fun to follow the puzzle. It is like the instruction manual of the tangram.

What users need is market opportunities. Only by combining tangrams with courses and puzzles can the effect of three-dimensional learning be achieved. We took advantage of the situation and added the bait of "A Complete Collection of 600 Jigsaw Puzzle Cases". Users really want illustrations, and 600 seems like a lot, so the sense of value comes out. The actual results also confirmed my judgment. Some users who purchased the product spent money just for the puzzle collection.

⑦ Course content packaging

The course is the most important part and the focus of product value. We also summarized the courses that sell well in the market and how they introduce their content. The amount of time, money spent, and number of times it was done reflect the ingenuity that went into creating the course, making users feel that the course was carefully crafted and polished. The teachers and teaching and research teams must be big and eye-catching, look very professional, have strong teaching staff, and have degrees from Peking University or Tsinghua University and more than ten years of experience. For the course catalog, each outline must be written according to the standard of a title of over 100,000 words. Here we mainly highlight the fun and interesting puzzle pictures.

⑧ Product strategy

The coupon pop-up window imitates the WeChat red envelope style, making users feel that they have picked up a great bargain. It would be a pity if the 90-yuan coupon expires. It reflects that it is a gift from a friend and enhances the sense of trust in the purchase.

The gift details picture that imitates the takeaway order page makes users feel that 9 yuan means so many things that originally cost hundreds of yuan, with a total original price of thousands of yuan, but now only cost 9 yuan. This creates a contrast impact, makes it concrete what can be bought for 9 yuan, and enhances the motivation to buy.

2. Core strategies to enhance sharing power

New users brought by sharing = Number of new users brought by sharing * Average number of new users brought by each person

Therefore, increasing the number of new users involves two parts: getting more people to share and increasing the motivation of each person who has participated in sharing to invite more friends to buy. We provide targeted strategic incentives for these two factors.

① Retweet to get a reward

At the beginning, it was judged that the group of mothers might not have been educated by knowledge payment distribution activities, and no hot products had appeared. In order to encourage users to take the first step, they can be randomly rewarded with a red envelope of up to 10 yuan just by sharing the poster. The actual reward is very small, so this was later passed considering the cost.

In fact, the reason why the group of mothers have never had a hit product before is not because they have not been educated on how to play distribution. The core reason is that there has not been a product that can make everyone enjoy the pleasure of making money. When the purchase conversion rate is extremely good, this strategy can add a fission effect, because money can be received immediately as long as it is shared.

② Commission rewards are credited to your account immediately

The inviter will be notified of the friend's registration, login and purchase status in a timely manner. The commission will be credited to the friend's account immediately after the friend makes a purchase, giving users timely feedback, allowing them to believe that the event is real and effective and to have greater trust in it, while also motivating users to invite more people and get more.

③ Tiered rewards and rankings

In a previous event, we used the ladder + ranking method to attract nearly 60,000 new users. The effect of the event was very good. This time we also drew on this event and set ladder rewards to allow users to achieve higher goals. Invite 5 people to make a purchase and get a trolley case. Invite 10 people to make a purchase and get a robot, thereby increasing the number of new users attracted by each user. Ranking rewards stimulate users with strong invitation capabilities, stimulating them to rush to the top of the list and invite as many target users as possible around them.

The 9-yuan course this time is a traffic product, and the 9-yuan can be directly returned to the user, but we chose cash back + gifts. It is not a direct return of all the money, nor is it a cash back + tiered reward to give cash. Because the physical gifts we select look more valuable than cash of equivalent value, have a stronger sense of value and are more attractive. A suitcase worth 30-40 yuan gives users a sense of value of 100-200 yuan, which is stronger than directly giving users 30-40 yuan in incentives, and brings more accurate users.

④ Determine the prizes based on basic users

The excitement points of user groups from different channels will vary. Depending on the characteristics of the basic volume of the activity, it is necessary to stimulate the users with the strongest trust to participate more in sharing. The seeds for this activity come from users who have taken both high-priced and low-priced courses at Wandou. They have a very strong brand awareness of Wandou and a very high degree of recognition for its courses, so a targeted course bait strategy was developed.

⑤ Course learning check-in

Users share low-priced courses on their Moments, and the converted users are those who are interested in tangrams and directly pay the low price. There are also a large number of potential target users with mathematical thinking in these user Moments who can be converted and absorbed. As long as we let these users continue to post on their Moments to promote our content, we will be able to fully understand the potential users in their Moments. Therefore, we designed a session in combination with the 21-day course where you can get a DK book by checking in.

⑥ Product and promotion strategy

The conventional way to generate a distribution activity poster is to click the Make Money button on the right side of the landing page. We have set it up so that when users click the money-making button, they will first jump to the ladder and ranking reward page, and then jump to the poster page to guide them to follow the official account, telling users who want to participate in the event that our rewards are very generous. The greater the incentive of the reward, the more it can stimulate users' desire to invite. Even if there is an extra link in the middle, the loss is far less than the positive incentive for users.

Users who only take the payment main path will also have their exclusive posters pushed directly on the official account, allowing every user to spread and share easily. Multiple customer service messages in the queue are sent at intervals, constantly stimulating users to share, share, and share! , when the event is about to end, report the grand occasion of the event and create another climax.

Although purchasing and sharing are two very common behaviors, how to motivate more users to do so requires customizing many strategies based on business, users, and scenarios to achieve the best results. There are also many details involved in the design. Before implementing these strategies, I have rejected countless ideas in my mind.

5. Details of the event

(1) How to play the activity

How to play: The gift package is priced at 9 yuan, which users can purchase and distribute. Invite 1 person to buy and get 5 yuan, invite 5 people to get a suitcase, invite 10 people to get a robot, and the top 1-15 on the list will get annual classes, cash, and branded goods.

(2) User core path

①Purchase process

Registering and logging in to receive a trial class is the most core part of paving the way for subsequent conversions. After the user registers, we can obtain sales leads, which can be placed before the purchase to obtain more user leads.

②Distribution process

6. Pitfalls and Optimization

① The threshold for tiered rewards is set too low. Never underestimate the invitation power of mothers. It is beyond your imagination. If it was set higher, the purchase volume would increase exponentially.

② Change the event domain name frequently. Tencent will identify the domain name of the QR code on the poster. If the event effect is too good, the poster will be blocked and the dissemination will easily be interrupted, which will greatly affect the event effect.

③ WeChat personal accounts are now very easy to be blocked, and the current unblocking cost is very high. It is not suitable for carrying active users. It is best to use a live code group and recruit a squad leader to maintain the group in advance.

④ With a large number of users, service is a long-standing problem. Generally, the ratio of tutors to users in an education company is 1:300. The activities can cost tens of thousands of dollars. The reduction in service quality will lead to an increase in customer complaints, and users will compare their course service experience with that of other companies. Customer service is the hard battle to convert high-priced courses

⑤ It is necessary to set up a special group for the mothers who distribute the products to guide distribution, because during the distribution process, many mothers will ask them questions when they want to buy, and they need the most convenient window to solve them.

⑥ From the perspective of collecting potential user clues, the registration and login pop-up box is placed at the front, and the landing page is viewed after the forced login, which will have a better effect

7. Conclusion

1. The speed at which good products/good resources + good strategies can increase sales is amazing;

2. Subsidies are not only applicable to O2O, but also to the education sector. The traffic-revenue model is also very beautiful. It depends on how the subsidies are used.

3. Knowing ≠ knowing how to do ≠ doing well. Understanding and judging the industry, business, and user needs are 100 times more important than knowing how to play, and executing perfectly is 10,000 times more important.

4. Don’t just look at the dismantling of successful cases on the Internet. Many of them don’t hit the point. In fact, an activity/project/product can be very beautiful because it often takes the most core and critical 1 or 2-3 points to a very extreme level, rather than focusing on very small details. Details are important but not that important. They are not the main contradiction. Don’t make the mistake. This is also the reason why many people who like to imitate always fail.

5. If you want to enter a larger market, you must fully study where the greater market opportunities lie. If you are just doing a small-scale activity, don’t worry about it.

Author: Operationalism

Source: Operationalism (yunying2048)