Activity promotion: the core formula for hot-selling courses

At present, in almost all education industries, whether online or traditional education, low-priced courses or free courses are the most commonly used means to attract new users.

However, not all traffic-generating courses will achieve good results, and high-quality popular traffic-generating courses often have the following characteristics:

1. [Just-needed] The first choice for attracting users is just-needed courses. This type of course has a large user demand and a significant effect in attracting new users;

2. [Low Price] The price of the drainage course is low, and users have almost no decision-making cost;

3. [Pain Points] The content of the lead-in course focuses on practical knowledge, and the teacher uses a muscular teaching method to make users feel a sense of achievement;

4. [Exceed Expectations] Traffic-generating courses provide users with a user experience that exceeds their expectations. It is not only limited to high-quality course products, but can also be personalized course services and value-added related gifts.

Zhou Hongyi said that rigid demands and pain points will create a huge pull for products on users. That is to say, even if the product has defects at this time, users are willing to tolerate its imperfections and continue to use it.

For a hot-selling course to attract traffic, it is best if it meets the above four principles at the same time. Of course, if the staff and experience are limited, at least the basic needs and pain points should be met first.

01 Analysis of the design logic of the lead-in course on Kaochong

Kaochong, founded in 2015, initially focused on College English Test Band 4 and Band 6 training as its main product. Now its product line has expanded to other extended categories such as postgraduate entrance examinations, IELTS and TOEFL, CET-4 and CET-8. It has now become the online education company with the largest number of paying users among Chinese college students, and its market share exceeds the sum of the second and third largest companies.

Kaochong basically has two types of courses: system courses and open courses. Among them, the system courses are formal courses, with prices ranging from 199 to 599; the public courses are low-priced traffic-generating courses and free public courses, with prices lower than 9.9 yuan.

Take College English Test Band 4 and Band 6 as an example: the course content of the lead-in course mainly includes five types: review planning, skills and methods, practice classes, online mock exams and gift package classes.

In addition to the large number of registrations for free courses, low-priced courses are mostly in the form of group purchases. For a course with an original price of 49 yuan, a group purchase of 3 people costs 0.1 yuan; the number of purchasers has reached more than 15,000.

The combination of traffic-generating courses, free courses, and low-price group purchases can help Kaochong quickly gain a large amount of traffic.

02 How did Kaochong succeed by taking lead courses?

First, the course uses "famous teachers + multiple targeted courses" as its selling point, aiming to solve common problems encountered by users in the process of preparing for the CET-4 and CET-6 exams, thus meeting the rigid needs of users.

Secondly, it is completely free, so users have no decision-making cost. Even users who have never taken a course before will want to give it a try. In addition, the course can be replayed, which provides a good listening experience.

Finally, in the setting of the course, in addition to talking about exam preparation planning, there are also interspersed "dry goods" sessions, such as "quickly and accurately memorize core words", "how to get full marks in reading", "the road to redemption of translation", etc., which reflect the strength of famous teachers and pave the way for subsequent transformation. Just imagine, no matter how well you do in attracting new users, if the quality of the course is not up to standard, everything will be in vain.

In 2018, Kaochong’s “Yellow Explosive Package” swept colleges and universities across the country. It not only provided training courses, but also exquisite physical objects and online guidance. The most important thing was that it only required 3 people to form a group and purchase it for 1 yuan.

Such an experience that exceeded expectations, coupled with the fact that college students love to share, almost no operational guidance is needed, and these people are natural promoters.

This is also the reason why Kaochong’s marketing expenses account for less than 5% so far, and it relies almost entirely on word-of-mouth marketing and referrals from old students: giving users an experience that exceeds their expectations is giving users a reason to spread the word about you.

From this, we can see that Kaochong accurately digs out the urgent needs of target users, relies on high-quality drainage courses, polishes course content, improves course quality, and packages unique selling points. In the course setting process, it constantly "shows off its muscles" to users, solves users' urgent needs problems, and establishes a sense of trust with users. Then, we attract a large number of users with low prices, free services, and group buying, and provide users with services beyond their expectations through over-valued physical products and online guidance, so that users can no longer resist the over-value experience brought by Kaochong. Users spontaneously become dissemination nodes and continuously attract new referrals for Kaochong.

03 Finally, let’s summarize, how does Kaochong’s lead generation course work?

1. CET-4 and CET-6 tutoring, which meets the rigid learning needs of college students;

2. The course price is low, and college students have almost no decision-making cost;

3. Celebrity teachers give live lectures, with frequent practical tips and tricks, and have a strong ability to attract college students;

4. 1 yuan = multiple live classes + exquisite physical gift packages + online guidance from famous teachers. The product completely exceeds user expectations.

When you are not sure whether the product you are making is a traffic-generating course, you might as well look back at Kaochong’s products. Remember, traffic-generating courses need to be priced low, but low prices mean that quality will be compromised. On the contrary, traffic-generating courses must put quality first, and course content is the cornerstone of all gameplay.

The traffic generation course is a systematic operation project, and sometimes details determine success or failure; in the execution of details, it is necessary to implement it to specific time points and specific responsible persons.

Author: Coke with ice

Source: Coke on the rocks