Case analysis: Artbao’s event promotion process

In the past two years, if we were to ask which track in the education industry has the most development prospects, quality-oriented education would definitely have a place.

With the increasing emphasis on quality-oriented education in national policies, and the continued fermentation of news that art courses such as "music" and "fine arts" will soon be included in the high school entrance examination, the popularity of quality-oriented education almost surpassed that of K12 education.

One of the important signals is that, judging from the financing situation in the education industry in recent years, quality-oriented education is now comparable to the perennially popular K12 education in terms of both financing amount and quantity.

Take "Meishubao", a leading representative company in the art education track, for example. In recent months, it has completed three huge rounds of financing, with the amounts of US$40 million, US$210 million, and US$40 million respectively. Among them, US$210 million is the largest single financing in the quality education track.

The financing amount of nearly 2 billion yuan occurred in less than a year, which shows the degree of favor of quality education by capital.

Artbao was founded in 2014 and focuses on providing online art courses for children aged 3-18. It owns multiple course brands. According to official data, Meishubao's turnover in 2020 has exceeded 2 billion, with more than 500,000 paying users and more than 5 million registered users.

For the quality education track, these data are quite impressive, which is also an important reason why Meishubao is favored by capital.

Meishubao's performance exploded in 2020, largely due to the impact of the epidemic on offline education. Coupled with the increasing maturity of live streaming and AI technology, online education has become the choice of more and more people.

It was also at this time that Meishubao began to build its own private traffic pool to cope with the increasingly high customer acquisition costs and seek new growth points.

Next, let’s start with a specific case and see how Meishubao operates in the private domain.

1. Detailed explanation of the activity process

1. The first step is channel diversion

From the analysis of many previous private domain cases, we can see that most of the early users of building private domain traffic pools come from the self-media matrix of the enterprise WeChat ecosystem, including WeChat official accounts, WeChat mini-programs, WeChat video accounts, etc.

As a company focusing on online teaching, Meishubao has achieved the ultimate in this regard. Whether it is a public account or a video account, there are dozens of them, which greatly strengthens the private domain traffic diversion link.

1) Public Account Matrix

When we enter "Meishubao" in the WeChat search box, various public accounts with the Meishubao brand name will pop up, and they are all officially certified.

For example, "Meishubao", "Meishubao 1-on-1", "Meishubao Writing", and the "Children's Art Education Research Institute" which specializes in children's painting services. After users follow these public accounts, they will receive activity links and posters for low-priced courses as soon as possible.

2) WeChat Mini Program Matrix

The same goes for Meishubao’s WeChat mini program, which covers almost all of the user’s course registration needs in 360 degrees, such as opening red envelopes to receive free classes, signing up for classes in groups, and so on.

In addition, Artbao has even launched a small program dedicated to displaying children's works. Parents can not only see other children's excellent works here, but also upload their own children's works.

Of course, no matter what form is used to attract users, the ultimate goal is to guide users to follow the official account of the course registration, and then click on the activity link to settle in the private domain.

3) WeChat Video Account Matrix

Since WeChat Video Account has only been popular for a short time, although Meishubao has also made some investments in it, the number is relatively small and the traffic-generating effect is not that good.

However, because short videos are a very important trend in the future and today's young parents also love to watch them, Meishubao will encourage its teachers to open personal video accounts. Users can see many video accounts marked as "Meishubao XX teacher."

4) Official website

In addition to the self-media matrix of the WeChat ecosystem, Meishubao has not given up the traditional Internet traffic channel - the official website, and there is more than one.

As for the traffic diversion method, it is almost the same. It also requires users to fill in their mobile phone number information by offering free courses, and then guide them to scan the code and follow the WeChat public account, and finally divert them to the private domain of Meishubao.

5) Official APP

Meishubao also has an important traffic channel, which is its official APP. Because users who want to take Meishubao courses need to download the official APP, a large number of new and old users have accumulated here.

On the homepage of the official APP, you can see the activity banners for free courses and low-priced trial courses at a glance, thereby directing users to the private traffic pool.

On the APP, users can also see activity entrances such as "Rewards for Recommendations" and "Share Posters and Get Gifts for Free", which is also a good way to attract new customers by attracting old customers.

2. The second step is to accept traffic

Although Meishubao operates nearly 100 self-media accounts around the WeChat ecosystem, it is difficult to guarantee that it can reach these users at any time, and if users unfollow it at will, it will be difficult to find them again.

The construction of a private traffic pool based on Qiwei can not only reach users anytime and anywhere, but also greatly reduce user loss. This is also an important reason why Meishubao chose Qiwei as a private traffic carrier.

However, in order to make the users entering the private domain more accurate and reduce the situation of wool taking advantage of others, Meishubao created a simple traffic funnel.

New users need to scan the shared event poster first and follow the relevant official account or mini program, while old users can directly choose to add the company’s WeChat account.

When users add Meishubao's corporate WeChat as a friend, it is equivalent to entering the private domain of Meishubao's corporate WeChat. It is very convenient for subsequent one-on-one private chat conversions or for pulling people into the corporate WeChat community for long-term operations.

3. The third step: operational transformation

After the user fills in the mobile phone information and adds the company's WeChat account, Meishubao can use various methods to encourage the user to complete the final payment conversion.

1) Timely reminder via SMS

After users fill in basic information and receive a low-cost trial class, Artbao will immediately remind users to "keep their phone open." If the user does not answer the call, Artbao will send another text message reminder and state its identity.

2) Push flash sales on official accounts

After users follow the official account, it is not the end of the story after just one promotional message is pushed. On the contrary, Meishubao will use various sales pitches, such as "limited time flash sales" and "exclusive offers", to stimulate users to complete the conversion.

3) Live painting class

Of course, a more direct and effective method is to use live painting classes to let users directly feel the quality and level of the courses, and then complete the payment conversion by giving away painting supplies.

4) Low-price group classes

As soon as users add Meishubao’s corporate WeChat, they will receive the promotional language and the link to group purchase low-priced courses. The courses are not expensive, but users need to purchase the courses and upload their works before they can receive the gifts.

After paying to join the group purchase, Meishubao will remind users to add the teacher’s WeChat account. It will also guide users to generate event posters and share them with WeChat friends to achieve the purpose of multiple fission.

5) DIY sharing poster

Of course, there is also the "Invite Friends to Get Gifts" conversion promotion activity. As long as the user can successfully invite a friend to purchase a course, he or she can get a free course.

What’s interesting is that in addition to providing users with a wealth of ready-made posters, Meishubao also allows users to make their own personalized posters, on which they can display their children’s learning pictures, or their children’s excellent works, etc. This can not only bring a sense of pride, but also provide free lessons, killing two birds with one stone.

4. The fourth step, fission growth

In terms of user growth, Meishubao has done a relatively simple job, namely "group buying of classes" and "invitation for free classes".

1) Invite friends to join the group

All of Meishubao’s low-priced trial classes require users to form a group before they can be purchased. As the initiator of the group, the “group leader” can also receive exclusive additional benefits, which increases users’ desire to form a group.

2) Share the poster to get a free class

Another way to grow is the "Invite and Get Gifts" activity mentioned above. After users share their exclusive posters, they can click the "Invite Details" link to view the real-time status of their sharing, including how many have "registered", how many have "tried", and how many have "paid", all at a glance.

If the user is unwilling to share and wants to quit, Meishubao has set up a clever retention mechanism to remind the user that there are free lessons to be claimed, thereby indirectly stimulating the user's willingness to share.

2. Event Highlights

Meishubao's entire private domain operation process is actually not complicated, but the conversion effect is significant, which made a huge contribution to Meishubao's 2 billion yuan in turnover during the difficult period of the epidemic.

Below, we will briefly analyze the highlights of this event.

First, a simple and clever screening funnel makes private domain users more accurate.

Although WeChat for Business has outstanding carrying capacity as a carrier of private domain traffic, with more than 2,000 passively added users at a time and almost no upper limit on the number of friends, it will be of no value if a large number of users coming in are freeloaders or robots.

Therefore, letting new users follow the WeChat public account first, and then guiding them to add the corporate WeChat to participate in activities can effectively prevent most invalid users from entering the private domain traffic pool.

This not only reduces the loss of materials, but also makes the users settled in the private domain more accurate, killing two birds with one stone.

Second, the freely DIY sharing posters increase the user's sense of participation.

In the past, most of the posters for sharing activities were set up in advance, and users didn’t feel anything special when sharing them.

Artbao has added a DIY link here. Users who don’t want any trouble can choose to share ready-made posters, while users who are willing to share the excellent side of their children can make their own personalized posters.

Although it is just a small change, it makes users feel more involved and the effect will be better when shared.

3. Suggestions for Optimization

However, there are some shortcomings in the entire operation process that need to be improved. Here are two points.

First, the push notifications on the official account are too frequent, regardless of whether the user has signed up for a course or not.

After I followed the official account, the first thing I did was to sign up for a low-priced trial class in a group. However, in the following days, the official account continued to push activity information to me frequently, and it was basically the same activity, which made me want to unfollow it at one point.

For improvement, either reduce the frequency of message push or stop pushing related messages to users who have already registered for a course, otherwise it will easily cause users to be disgusted.

Second, the lack of corporate WeChat community operations has resulted in a large loss of conversion possibilities.

In fact, courses like "Painting" are more suitable for converting hesitant users with the help of social networks.

By sharing some of the children's excellent learning works in the group, you can not only liven up the group atmosphere, but also, with everyone's herd mentality, it is easy to drive those users who have not yet signed up for the course to achieve conversion.

However, several days after adding the corporate WeChat account, I didn’t see any operations to create a group.

IV. Conclusion

In February and March last year, when the epidemic was at its worst, Meishubao actually held a nationwide charity art education event. The event courses were free for all users, and the community operation method adopted was based on the company's private WeChat domain.

Although it is free, through this private domain operation, Meishubao has accumulated a large number of potential users in the private domain traffic pool, which is also an important reason why Meishubao's performance in 2020 was able to soar by leaps and bounds.

Of course, private domain operations are not limited to WeChat for Business, but with its interconnection with WeChat, which has 1.2 billion users, WeChat for Business is undoubtedly the best choice for all education and training industries.

Author: Seeding sales

Source: Seeding sales