How can fitness institutions better integrate online and offline?

After market education in the first half of this year, the "status" of online education has become increasingly stable, and "the OMO model combining online and offline will become the future mainstream of the education and training industry" has also become a consensus in the industry.

According to iMedia Research data, China's online education market size is expected to reach 485.8 billion yuan in 2020, with more than 351 million users. Merchants no longer reject the online world, but actively embrace it. However, as the main venue for merchants’ operations, offline operations must not be abandoned. What's more, as a merchant with physical stores, it not only has loyal users accumulated over the years, but it is also an excellent place to showcase its brand. The traffic coming and going every day is huge. It would be a pity if it were wasted like this.

So, how can we better integrate online and offline and effectively convert traffic?

There is a very effective traffic diversion and conversion model that has been verified by a large number of businesses, which is to attract offline traffic through physical stores, offline summits, book signing sessions, roadshows, etc., and then use the marketing tools of the education SaaS service provider Maker Artisan to import online WeChat public account knowledge stores and communities, and then guide users to convert to online courses.

1. Divert traffic from physical stores to online knowledge stores

Take yoga studios and fitness centers as examples. Since they have physical stores, they have a large number of paying members and interested potential users coming and going every day. They also regularly hold large-scale offline events such as anniversary celebrations, competitions, Halloween parties, etc., and occasionally there will be huge bursts of traffic.

However, it is often difficult to convert new users 100% on site, and traditional direct methods are not enough to attract them. The key for businesses is how to make users feel enough trust and how to accumulate traffic more effectively? At this time, the best way is to use Maker Artisans to build a public account knowledge store and direct offline paying members and potential users to the knowledge store for sedimentation.

Merchants can print out the QR code of the knowledge store and display it at the store front desk in the form of an X display stand, etc., to guide in-store users to pay attention to the knowledge store. In addition, redemption codes are generated for online courses, which are divided into offline course synchronized video playback courses and classic introductory experience courses, such as the Charm Aerobic Experience Course, which are aimed at paying members and potential users respectively.

2. Traffic diversion and conversion for paid members

For store members, merchants can issue offline member-exclusive course redemption codes to members, allowing them to watch video replays of offline courses online, or some upgraded courses, to divert offline members to online.

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For this group of members, course consultants can import them into exclusive communities for subsequent course push and preferential services. For example, merchants record every offline teaching course. If students miss the offline courses, they can watch the replay video by themselves in the Maker Artisan Knowledge Store; course consultants can also push online courses that match the corresponding learning needs, so that old members can get personalized recommendations and learn more about courses; regularly send [redemption codes] as value-added services, and give free online courses to old students, giving old students a sense of exclusive honor and enhancing student stickiness.

In addition, merchants can also push [promoter] links to the community for members who want to obtain certain benefits. The so-called [promoter] means that members share exclusive links with friends. As long as friends purchase courses, members can receive corresponding bonuses. Merchants regularly push [Promoter] links and corresponding soft articles in the circle of friends through course consultants to assist offline members in becoming online promoters , leverage members' social circles, complete fission-type conversions, and increase brand exposure.

3. Traffic diversion and conversion for potential users

For potential users who come to the store for consultation but have not paid yet, the store can also guide them to pay attention to the knowledge store and guide them to join the corresponding potential user community, so that course information can reach potential students to a greater extent and improve conversion.

For example, course consultants distribute online trial class [redemption codes] in the community, allowing potential users to experience the course in advance. At the same time, push course [coupons], monthly card [group buying] links, etc. in the community to guide user conversions. You can also regularly push offline course schedules and invite users to sign up for offline courses.

4. Live broadcast + invitation list + lucky wheel, effectively guide students to share and pay

The currently popular live streaming sales are also very suitable for store conversions. Merchants can regularly launch live broadcast activities to promote the store’s most popular courses, such as aerobics classes, and use live broadcasting + inviting influencers to guide students to purchase courses online and actively share.

By inviting experts to the list, more users are encouraged to actively share and invite friends to participate in the live broadcast room. During the live broadcast, a lucky wheel and corresponding online courses, membership cards, etc. can pop up. Students can purchase with one click and participate in the lottery from time to time. The prizes can be physical items such as yoga mats and small dumbbells, or virtual goods such as online course redemption vouchers, discount coupons, and annual membership cards, which stimulate the active participation of users in the live broadcast room and also attract relatives and friends to "take advantage of the situation".

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5. Online and offline courses are displayed in blocks

Merchants can display online and offline courses in separate blocks in their knowledge stores, such as offline public trial classes, to attract online students to come to the store for experience and direct traffic to offline stores.

After following these five steps, stores can effectively utilize offline traffic and efficiently attract fans online. The online and offline channels can be effectively combined and help each other, allowing merchants’ performance to reach a higher level!