How does the training camp achieve an overall conversion rate of 81%?

I believe you must have seen various training camps , whether it is education, knowledge payment, or offline stores. Acquiring customers through training camps is no longer a new thing, but it is not easy to do a good job in making a training camp course popular; because if you look at the training camps on the market now, there are free, paid, cheap, expensive, in various industries, competing products, etc.; there is nothing you can't find, only what you don't want.

So in this situation, it is not an easy task to attract nearly 1,000 people through training camps in a short period of time.

Of course, this doesn’t mean that your content is bad, but because users have seen too many training camps and have begun to have a bit of “choice fatigue”; unless you can be creative and create a particularly novel and valuable training camp, it is still quite difficult to attract a large number of users through an event.

Well on this basis, today I would like to introduce to you how Zhiyin Power Academy planned a fission project of one yuan unlocking + course marketing, and sold more than 1,500 orders in 10 days without any paid investment, and the number of orders actively distributed by users accounted for as high as 76%. How is this done?

Zhiyin is an emotional magazine that has been ranked first in domestic periodical circulation and fifth in the world for many years. It is the leading content platform in China.

Since companies have begun to shift their strategy from directing public domain traffic to WeChat to refining their "private domain traffic" operation strategies in the past two years, Zhiyin has also begun to deploy private domain traffic.

In mid-March, Zhiyin launched a fission project based on the marketing product of the training camp course, promoting and acquiring customers through a live writing class with the theme of "Zhiyin Editor-in-Chief Teacher Lele Talks about Monetization of Writing", hoping to help Zhiyin achieve fan fission dissemination based on the existing live courses, and to make a large-scale drainage for subsequent full-priced courses.

During the event, thanks to Zhiyin's excellent response strategy and solutions, the event finally achieved good results: ten days after going online, the event achieved an 8-level fission propagation level. Without any external investment, sales exceeded 1,500+ orders in 10 days, and the number of orders actively distributed by users accounted for as high as 76%.

How did Zhiyin achieve growth in its online training camp business? I will break it down from three aspects: the event preparation period, the event process, and the event results, hoping to give you some ideas.

1. Activity preparation period

1. Activity gameplay and format

On the basis of the existing course products, we adopt the distribution + task treasure activity gameplay, which combines the characteristics of distribution. By inviting friends to buy, I can get commissions; it also integrates the gameplay of task treasure, and can set multi-level tasks to require users to complete the task of inviting friends; in this way, the users acquired through the distribution + task treasure gameplay are not only more accurate than task treasure, but also can be combined with distribution to expand customer base in a wider area.

Moreover, the price of this event is only 1 yuan, with almost no threshold. Users only need to pay 1 yuan to join the group and take a 3-day live writing course. The sense of gain is higher than the sense of effort, so users are naturally willing to pay.

After paying, you can generate your own exclusive poster and forward it to your friends or community. If your friends scan the code to buy it, you can get a cashback of 0.5 yuan. The freshness brought by the real-time payment will stimulate users to continue forwarding and sharing, and spontaneously create a more popular atmosphere for the event.

2. Activity tasks

a. Set up ladder tasks

Three tasks are set up, and enough friends are invited to purchase to unlock the value-for-money gift packages corresponding to different tasks, in order to screen the precise paying population; every time a student completes a task, the student's accuracy will increase accordingly; and the difficulty of the ladder task rewards is set just right, within the reach of users.

The enticing reward setting for the third-level task is also linked to writing, which can meet user needs, so users are naturally motivated to share.

• Invite 3 people and receive a summary of the submission platform;
• Invite 5 people and receive a 20% discount card for Zhiyin Story Power Academy;
• Invite 8 people and receive the complete set of editor-in-chief Le Le’s super long public course (worth 99 yuan).

b. Set rewards for reaching the top

In order to ensure the accuracy of users, we set up ladder tasks and ranking rewards at the same time. We give different cash rewards to the top three students who invite friends to stimulate students' enthusiasm to invite friends.

3. Specific path

The process logic of the entire activity can be simply summarized into the following steps:

2. Analysis of the activity launch process

1. Select a target for small-scale test promotion

When the activity was first promoted, editors were selected as the first batch of distributors, and the editors were used to make the first contact with old students based on the existing users. At 4 pm on the day the activity was launched, the editors began to send the activity to the circle of friends/community, and promoted it one-on-one, and the influence of the activity began to spread.

On the second day of the event, it was found that only editors participated in the distribution, and the students' enthusiasm for distribution was weak. Many students did not know how to distribute, nor did they know what benefits distribution would bring to them.

2. Draw a distribution path/describe benefits based on learner needs

After discovering this problem, we immediately produced detailed distribution operation diagrams and short videos and synchronized them to the community, telling students the detailed path to participate in the activity, as well as the benefits and rewards they could get by participating in the distribution and inviting friends, which immediately aroused students' enthusiasm to participate in the activity.

3. Adjust the reward range for ranking to further stimulate sharing motivation

At the same time, the range of rewards for ranking high was adjusted. Based on the fact that students’ enthusiasm for distribution was weak and the rewards for the leaders (distributors) had not yet been announced, the community reward mechanism was adjusted in a timely manner in the middle of the event; the reward for the first place was changed to 300 yuan, the second place reward was 200 yuan, and the third to tenth place rewards were changed to 100 yuan.

Expand the scope of rewards, let more people see the possibility of winning awards, and enhance students' enthusiasm for sharing.

4. Establish a class attendance certificate to give students a sense of honor

However, most of the students who purchase the product have no intention to share it with their friends. Only the leaders, who are very close to winning the prize, will have a strong willingness to share.

In response to this problem, Zhiyin traders thought that since money could not serve as an incentive, they chose to meet the spiritual needs of the students. On the third day of the countdown, they designed a class attendance certificate to enhance the students' sense of honor. As long as the students purchased it, they could generate a class attendance certificate poster. This move caused a great response in the community. Everyone actively generated class attendance certificates and posted the class attendance certificate posters on their Moments. Moreover, everyone had a strong desire to share that day, and they forwarded and shared the information one after another, so the number of new students naturally increased, with more than 200 new students joining that day.

5. Post-production countdown posters create a sense of urgency

At the same time, countdown posters are used within the community to create a sense of urgency in the community and on WeChat Moments every day that the event is about to end, so that everyone hurry up and buy. As long as users who are interested in writing see this countdown poster, they will generally buy it out of a loss aversion mentality. In the end, the stimulating effect of the countdown poster was very obvious, and the number of buyers increased naturally.

Through the above-mentioned fierce operations, the atmosphere in the community has been heated up to a certain extent, the enthusiasm of students to participate in distribution has also been greatly improved, the number of distributors has increased sharply, and the fission level has directly increased from level 1 to level 8.

6. Set up a red envelope group to further stimulate KOC sharing

After a series of incentives and stimulations, although the effect of the activity fission level 8 was good, in order to further stimulate the students to complete the invitation action, a red envelope group was urgently established; that is, students who had invited 10 people could enter the red envelope group, and receive red envelopes every day before the end of the activity (the amount was controlled at around 10 yuan) to stimulate monetary benefits.

This can not only stimulate students who have completed the 8-person invitation task, but also stimulate students who are still in the process of completing the task to strengthen their sharing actions in order to enter the red envelope group; at the same time, new invitation rankings are continuously announced in the community to increase the tension in the group and stimulate the top ten KOCs to distribute.

7. Arrange social media trolls to conduct risk prevention and control

During the entire event, strengthen group chat and comment control. Once extreme remarks are discovered within the community, old students are immediately arranged to control public opinion and organize them to set the pace, turning the crisis into publicity and taking the atmosphere of the event to a higher level.

Activity results analysis:

The enthusiasm of the grassroots distribution staff is too low, and this activity has not mobilized the enthusiasm of paying students on a large scale. It may be that the rewards for the step-by-step rewards are not attractive enough. Next time, we can conduct a small-scale demand survey and set rewards based on the urgent needs of the students.

The event poster and details page need to be optimized and improved. The overall sharing rate of the poster is only 8%, while the general sharing rate of conventional fission posters is between 15% and 20%, so the poster may be the focus of optimization and modification. Because of the current problems with the poster: unclear content, unclear priorities, and poor distribution, you can make corresponding modifications based on the six elements of the poster, or set up AB posters for testing.

The community guidance language needs to be simpler, more direct and friendly. Currently, the group promotion language is too formal and the students are not attracted. Therefore, the community language needs to be more down-to-earth, more concise, and empathize with the students.

After the event is released, if the details page and rules cannot be adjusted, it is necessary to make timely incentive changes to relevant policies within the adjustable range; strengthen execution, keep a close eye on the top KOCs, motivate mid-level personnel, find ways to expand the bottom circle, and set up different operational incentive measures according to different circles.

3. Reusable Points

From event planning to event results, we have analyzed so much, so what are the points that can be used directly? I summarize them into the following 3 points:

1. Use tools to monitor data and adjust operational strategies in a timely manner

Due to the influence of various uncertain factors during the event, we need some visual data to help us understand the situation of the entire event.

2. What to do if users are generally not enthusiastic about distribution? Give users honors to meet their spiritual needs

What if the user is unwilling to share after purchasing? What to do if fission fails?

In fact, you can give users certain honors based on the characteristics of your own training camp and the weaknesses of human nature, and users will definitely be willing to share; because people are generally accustomed to showing their positive side in social status, as long as you can provide them with reasons to share, such as satisfying their spiritual needs, then the sharing rate will naturally increase.

3. Set up multi-dimensional incentive policies to encourage sharing motivation among different circles

In the later stages of the event, people's desire to share gradually weakens, and the fission effect may stagnate. At this time, it is also necessary to set up some incentive policies for users in different purchasing circles. For example, setting up rewards to stimulate the desire to share of the top KOCs on the list to increase their motivation to share, and the effects are quite significant; there are also some red envelope groups that can be used to receive cash rewards to stimulate users to complete invitation tasks; countdown posters in the group to create a sense of urgency, and other methods can be tried.

This is why Zhiyin sold more than 1,500 orders in 10 days, and the number of orders actively distributed by users accounted for as high as 76%. Of course, the most important reason is that they know how to review the activities in a timely manner every day, track the effectiveness of the activities, and adjust the strategy based on the feedback of the activity status.

Now I will share all these useful information with you, I hope you can use them, maybe you will be the next hot case~

Author: Zero One Fission Jia Jia

Source: Zero One Fission Jia Jia