Dragon Boat Festival Marketing Activities Guide!

Holidays have always been important marketing nodes.

Especially the upcoming Dragon Boat Festival, which is known as one of the four major traditional Chinese festivals along with the Spring Festival, Qingming Festival and Mid-Autumn Festival. It has a wide influence and is a golden node that businesses cannot miss to leverage marketing opportunities and increase traffic and sales.

For educational institutions, the Dragon Boat Festival is naturally a big day for traffic and conversion. Now, let’s take a look at how educational institutions can carry out marketing activities during the Dragon Boat Festival!

1. Activity Theme

Affectionate Dragon Boat Festival, sharing happiness with friends

2. Activity time

June 7 - June 14, 2021

3. Activity Background

The Dragon Boat Festival (the fifth day of the fifth month of the lunar calendar), also known as the Duan Yang Festival and the Dragon Boat Festival, is one of the four important traditional festivals in my country. The customs of the Dragon Boat Festival are rich and colorful, including dragon boat racing, flying kites, hanging mugwort and calamus, and tying five-colored silk threads. People often eat festival foods such as rice dumplings, five yellows, salted duck eggs, and mung bean cakes. It is a festival that is highly valued and has a sense of ritual.

At the same time, it is also a marketing opportunity that educational institutions cannot miss. It can stimulate user consumption, leverage the opportunity to attract traffic to the platform and increase brand exposure.

IV. Activity Content

1. Promotional warm-up

Educational and training institutions can conduct preliminary publicity and preheating through a combination of online and offline methods, which is a better approach at present.

If an institution does not have its own online education platform, it can look for a third-party technology service provider, Maker Artisan, to build knowledge stores such as WeChat public accounts and mini programs to quickly complete the online transformation.

Online:

1) Design an event poster. 5-7 days before the event, push the designed event poster in WeChat groups, Moments, and official account articles to build momentum for the event in advance.
2) Splash screen ads to showcase Dragon Boat Festival activities

[Splash screen ads] are an important position that all users see when they enter the knowledge store. They support presentation in the form of coupons, pictures , etc., which can create a good festive atmosphere and induce consumption desire.

In addition, teachers can also decorate the knowledge store in the Dragon Boat Festival "zongzi green" style to create a festive atmosphere.

3) Through [recommendation gift], the model of "old customers get rewards for bringing new customers" is adopted to achieve event exposure

【Recommendation Gift】is a marketing method in which both new and old users can receive rewards after old users recommend new users to follow, purchase, bind, etc. Teachers can set this [Recommendation Gift] activity as "Recommendation User Binding".

For example, after students share the activity page, new users can bind their mobile phone numbers to get a 7-day VIP experience card. If the recommender completes 10 recommendations, they will get a coupon package and the right to watch the premium column courses. If they complete 15 recommendations, they will get a 1-month VIP experience card.

4) Invite leaderboards to further stimulate forwarding

For invitation activities, teachers can display the list in the form of a ranking of the number of new invites. Special rewards such as coupons, points, physical prizes, etc. will be given to the top five people who attract new customers, and the top one will have an exclusive mystery gift package. The rewards can be set to: cash, large-value no-threshold vouchers or VIP annual cards and other high-value gifts. This can effectively motivate students to actively share, increase event exposure, and efficiently drive traffic to the platform.

5) Public welfare live broadcast + rebroadcast to expand the scope of influence

Live streaming is currently a way of attracting traffic with a wide audience and good results. It can intuitively showcase the style of the lecturer and the advantages of the event. In particular, the Maker Artisan [Live Open Class] does not limit the number of participants, and can also be synchronized at one time through [Broadcast] on up to 10 platforms including Video Account, Kuaishou, Huya, Bilibili, Yizhibo, Douyu, and Xigua Video.

In other words, teachers only need to start one live broadcast and users from 10 platforms can watch it at the same time, achieving maximum exposure, reducing live broadcast costs, and obtaining multi-channel traffic. During the live broadcast, in addition to introducing the activities and demonstrating the advantages of the courses, teachers can also guide users to follow the official account, add the customer service corporate WeChat, join the community, etc. , to effectively screen out target users and carry out subsequent conversions. Of course, in addition to being able to efficiently attract traffic, live streaming can also achieve efficient conversions by combining it with live streaming sales and live streaming lotteries .

6) Event voting to create momentum and attract traffic

If there is anything that can arouse users' active participation, crazy sharing and fission, and is both interactive and spreadable, [Activity Voting] is definitely a magic tool. Teachers can design a voting activity based on the characteristics of the Dragon Boat Festival, such as "I make rice dumplings with my mother" and "Draw my dragon boat".

Participants in the event upload relevant pictures, videos, and audio works according to the competition requirements, which stimulates users' competitive spirit and desire to obtain rewards, and prompts users to actively share and canvass votes for themselves.

7) Fun testing, easy traffic generation

In addition to voting, there is another way to stimulate users to actively forward, which is some interesting small tests. Teachers can create a small test on Dragon Boat Festival knowledge with mainly multiple-choice questions. Users only need to click on the link to start the test. If they find the test interesting, they will often share it with their friends after the test and let their friends compete with them. The test requires logging into the platform, which means that after the easy and enjoyable testing and sharing, the platform receives another wave of traffic.

★Offline:

Due to the impact of the epidemic, it may not be convenient to carry out large-scale activities offline, but festive decorations can be carried out in stores to create an event atmosphere. In addition, the activity rules and QR codes are displayed through posters, roll-up banners, etc., guiding students to scan the codes to enter the knowledge store and participate in online activities.

2. Marketing activities

1) Membership Benefits

Teachers can combine the characteristics of the Dragon Boat Festival and launch a "Dragon Boat Festival Limited Gift Package" . For example, if you upgrade to an annual membership for 365 yuan, you can get extra benefits: exquisite rice dumpling gift box, coupons, platform VIP weekly card (which can be given to friends to experience), etc. The additional discounts are used to stimulate students to upgrade.

2) Limited time discounts

A limited-time discount, to put it simply, is a promotion of merchandise at a special price within a limited time.

Words such as "countdown", "flash sale", "limited quantity" and "low price" can stimulate users' desire to consume. Teachers can select popular and highly sought-after courses on the platform and offer limited-time discounts from 20:00 to 21:00 on the Dragon Boat Festival. This will stimulate users who are willing to purchase courses but are still hesitant to place orders quickly, while also bringing considerable traffic to the platform.

3) Group buying

The charm of group buying lies in its ability to efficiently achieve fission by bringing in new customers from old customers.

The teacher starts a group buying activity for the popular courses on the platform. For example, a video course with an original price of 99 yuan can be obtained by forming a group of 5 for 9.9 yuan per person. The large price gap stimulates users to buy, and actively shares to promote group formation, thereby boosting platform sales.

The above is the Dragon Boat Festival marketing campaign plan shared with you this time. I hope it can bring inspiration to teachers’ online operations, and better expand the brand influence during this highly popular national festival, so as to boost both traffic and sales!