Marketing strategy for Labor Day!

The 2021 May Day is approaching. As one of the most important festivals of the year, it is of course an important marketing node that education and training companies cannot miss.

As long as the event is well done, traffic and sales will not be reduced!

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Next, I would like to share with you an online marketing plan for the May Day Golden Week combined with the Maker Artisan Knowledge Store to help education and training companies: attract new traffic to the platform, increase sales of courses and products, and increase brand awareness and influence!

1. Activity Theme

"Don't hold it, 5.1% off"

"One point of pain, ten points of gain"

"May Day will not stop, and will contribute to your struggle"

2. Activity time

April 29 - May 5, 2021

3. Activity Background

Labor Day, also known as "May 1st International Labor Day", is a global holiday in more than 80 countries in the world, which is held on May 1st every year. In 2021, my country's Labor Day holiday will be from May 1st to May 5th, a total of 5 days.

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As a short holiday, the Golden Week is a favorable opportunity for businesses to use the festival to carry out brand marketing. Education and training companies can stimulate user consumption and take advantage of the opportunity to attract fans to the platform, thereby increasing both traffic and sales.

4. Activity Keywords

Promotional preheating, live streaming, event voting, membership purchase and gift, limited-time promotion

5. Activity Content

1. Promotional warm-up

The effectiveness of an event depends on the early stage publicity and warm-up. Only by exposing the event information to the widest extent possible and reaching as many interested people as possible, and with sufficient scale, can we obtain the expected traffic and sales.

1) Repost the event poster and promote it on social media

Tools: [Splash screen ads] [Recommendations and gifts]

One week before the event, education and training companies can design promotional posters and publish the event through official account articles. Combined with forwarding rewards, they can encourage users to share on social circles to warm up the event.

The text of the poster design can be close to May Day, such as "Don't cover up, 5.1% off" (with "5.1% off" fitting "May Day"), "One point of effort, ten points of gain" (with "gain" fitting "labor"), etc.

Example

A week before the event, the education and training company launched a promotion campaign with the theme of "Labor Day, income does not stop, forward to get gifts". In addition to pushing it on the official account, it was also displayed on the "splash screen advertisement" of the knowledge store, and released to the community of old students to encourage old students to forward and participate. Through social promotion policies, gifts were used to promote the spread of the event.

01【Splash screen advertisement】

The Maker Artisan's [Splash Screen Ads] function supports presentation in the form of coupons, pictures, etc. As the most eye-catching ad space, it can catch the user's attention as soon as they enter the knowledge store, create a festive atmosphere, and induce consumption desire.

Expanded gameplay:

★【Splash screen ads】 can jump to activity links such as "discount", "group buying", "bargaining", and "voting", allowing users to directly enter the activity page after clicking, shortening the activity path.

★ Use [splash screen ads] to display exclusive coupons and redemption vouchers for the May Day event . Before the event starts, activate users' enthusiasm for participating in the event and keep them paying attention to the event.

02【Recommendation Gift】

The principle of the promotion activity is "old customers bring new customers, and forwarding gets rewards" , which can be achieved through the [Recommendation Gift] function.

Teachers set sharing tasks through the [Recommendations and Rewards] tool, select "Recommend user visits" in "Activity Type", and after students share the activity page, they can receive corresponding rewards when the number of recommendations reaches the corresponding level. Encourage students to actively share, increase activity exposure, and efficiently help the platform attract traffic.

Activity Rules:

Forward the event poster to your circle of friends and invite 15 friends to visit, and you will get a free trial class and a small exquisite gift. At the same time, you can also set rewards for the referral, such as the referral receiving a coupon.

The gifts can be selected from course peripherals or can be in line with the Labor Day theme, such as wheat seeds, flower seeds, etc. Users can plant them in pots after receiving them. This is both interesting and can strengthen the brand impression during the cultivation process.

2) Theme live broadcast + multi-video platform broadcast to attract the largest range of traffic

Tools: [Live Open Class] [Lucky Wheel]

Live streaming can not only provide interactive teaching, but also serve as a powerful tool for attracting traffic.

Example

A week before the event, the teacher launched a surprise live broadcast of the May Day open class . While providing users with valuable knowledge, the live broadcast was combined with sales to promote the course and platform membership.

Use the lucky wheel for draws to liven up the atmosphere in the live broadcast room and encourage users to actively attract new users and convert efficiently.

Critical step! Maker Artisan Live supports broadcasting to platforms such as Video Account, Kuaishou, Huya, Bilibili, Yizhibo, Douyu, and Xigua Video. Merchants can add up to 10 streaming addresses. In other words, teachers only need to start a May Day live broadcast in the Maker Artisan system, and the images presented in the live broadcast room can be synchronized to other live broadcast platforms with one click, easily achieving the maximum exposure, reducing live broadcast costs, and obtaining multi-channel traffic.

3) Content public domain platform traffic diversion

In addition to attracting traffic through live streaming + multiple video platforms, education and training companies can also attract traffic through public content platforms such as Weibo, Toutiao, and Zhihu.

One week before the event, publish the event copy on the self-media platform, and attach the welfare activity and the name of the official account at the end of the article or in the top comment to guide potential users to follow the official account and participate in the May Day event.

For example, post the "May 1st Labor Day, income continues, forward to get gifts" event poster and rules on Weibo, bring up hot topics, and direct traffic to the official account knowledge store.

2. Voting activities to create a wave of participation

Tools: [Activity Voting] [Points Mall]

“Voting” is a great strategy that educational and training companies cannot miss for their May Day marketing because of its good interactivity and communication capabilities.

Example

1) Create a voting campaign

The calligraphy training teacher launched the "I will not take a holiday during the May Day holiday, I am the best calligrapher" selection activity through the [Activity Voting] function, and compiled the excellent calligraphy works of the students this season to participate in the voting activity.

2) Announcement of activity rewards

The top three students with the most votes will receive a five-piece calligraphy set and a limited-time May Day coupon, and students who place 4-7 will receive points corresponding to the number of votes. Voting can stimulate users' competitiveness and desire for rewards, and through users' active forwarding and canvassing for votes, the platform can gain more traffic and exposure.

3) Points Mall

The points awarded in the event can be redeemed for physical goods, platform courses, coupons, etc. in the points mall.

The teacher also set up a surprise event on May 1st from 15:00 to 17:00, where points can be exchanged for coupons at 5 times the value. In order not to waste their hard-earned points, the winning students will definitely exchange and spend them as soon as possible, which will drive another wave of platform sales.

3. Limited time promotion

Tools: [Membership Rights] [Limited Time Discount] [Group Buying] [Bargaining]

In addition to efficient traffic generation, the key to the May Day event is to improve conversion. Teachers can use keywords such as "discount", "offer", "limited time" to create an atmosphere and stimulate user consumption.

01Limited time discount for members

Teacher launched the "Recharge annual card on May 1st, buy one get one free" activity. Users who upgrade their membership on May 1st can get two years of membership for one year's money. This not only benefits consumers, but also activates the cash flow of institutions, killing two birds with one stone.

At the same time, the teacher will set up "Family Card" benefits, such as 30-day platform VIP benefits, but the card can only be given to other people for use. That is, after purchasing a membership, students will receive a family card. Students can give this VIP monthly card to their friends, who can then learn the VIP courses on the platform for free, thereby achieving the effect of accurately attracting new members.

02Group buying/bargaining

Both group buying and bargaining can help old customers attract new ones.

1) The teacher started a group buying activity called "May 1st group buying, unity is strength". For a course originally priced at 79 yuan, as long as users form a group on May 1st, they can buy the course for 5.1 yuan.

In addition to selecting popular knowledge products, you can also select some physical goods with serious inventory backlogs for group buying to reduce costs and quickly clear inventory.

2) "Labor Day, you have the final say on the price!" A limited-time bargaining event, if successful, you can bargain down the original price of 199 yuan for knowledge products to 51 yuan.

The teacher only needs to set the amount of each bargaining in the background and control the reasonable number of people bargaining. Since bargaining is not difficult, users will be willing to actively participate and invite friends to help, thereby increasing the exposure of the event.

03Limited time promotion

Limited-time discounts stimulate users to make the decision to pay quickly by giving them the most direct benefit.

The teacher launched a super discount activity of "Courses in the activity area, 5.1% off for all items" to stimulate users who usually want to buy courses but are still hesitating to place orders quickly.

The May Day holiday spans April and May and is a very popular holiday among the people. Education and training companies may wish to use online tools as soon as possible to expand brand exposure, attract new traffic, increase platform sales, and seize the online market in one fell swoop.