How can educational and training institutions operate well during the Spring Festival? Take this activity plan away quickly!

What does the Spring Festival mean to consumers?

This means that everyone has enough time to learn knowledge and improve themselves online, and has enough New Year's money to spend on shopping. Therefore, consumers before, during and after the Spring Festival are more proactive and more willing to take pictures of their favorite courses that they did not buy in the past year as a reward to themselves.

Educational institutions will certainly attract more new and old students through various preferential activities.

There are so many online enrollment marketing methods. Which one is the correct enrollment "posture"? The editor has compiled some methods. If you need them, you can collect them first!

Free trial classes and low-priced experience classes are the most common ways to attract traffic on the market, and are also the most suitable recruitment weapons for traffic and conversion.

Low-priced courses can allow users to experience the quality of course content and service level at the first time. At this time, low-priced online courses serve as a natural traffic-generating product and will greatly attract customers' attention.

A successful free course attracting campaign not only saves enrollment costs, but also allows the institution to spread and obtain sufficient students. When you are attracting traffic through free courses, you must make sure to link them with the full-priced courses, so that you can boost sales of the full-priced courses.

To give a simple example, in order to attract more new students, an English institution launched a trial program of 10 classes taught by North American foreign teachers for 9 yuan. The courses mainly focus on phonetic symbols, word memorization, and oral practice. This type of course is aimed at a wide audience and has rich topics. If students find the experience good, they will naturally purchase full-priced courses for more in-depth learning.

If you want to reflect the value of the course, you can set some thresholds for low-priced courses. For example, before participating in the event, you need to forward the event link to your circle of friends and collect 39 likes. After successfully collecting likes, you can add the teaching assistant's WeChat to receive the redemption code to redeem the course. The rewards you get after your own efforts will make you cherish it more.

Bargain and get lessons at a low price

Everyone will be attracted by low-priced courses. Institutions can select popular courses for "bargaining" activities. When users want to purchase courses at a price lower than the original price, they will share the products and purchase them through bargaining with their friends.

In order to attract new customers in a short period of time, a newly opened postgraduate entrance examination training institution launched a postgraduate entrance examination preparation tutoring course, which originally cost 3,999 yuan. After bargaining, the course only costs 199 yuan. The institution set the number of people who can help with the bargaining, and the bargaining period is 24 hours. Each person is limited to purchasing one course, and the course can only be purchased after the lowest price is reached.

After seeing this activity, students forwarded it to their friends to help bargain, and they would only buy after bargaining down to the lowest price set by the merchant. When friends see how favorable this event is, they will quickly forward it multiple times.

It can be seen that bargaining can greatly increase brand promotion and attract new users, and is therefore suitable for the sales of various courses.

Limited time sale

Discounts are one of the driving forces for users to consume during the Spring Festival. Users will only be tempted if they feel the discounts are real.

Limited-time special offers can create a sense of urgency, attract user attention, and drive sales on the platform.

In order to thank all partners for their long-term support, a certain accounting training institution has specially opened a Spring Festival limited-time purchase column during the Spring Festival event. For only 9.9 yuan, you can get a course package worth 129 yuan and the qualification for a trial class! The event is limited to 500 places and will end when all are sold out.

Such a favorable event is sure to attract a wave of fans, after all, it can be obtained at the price of just a cup of milk tea.

△Limited time discount

Live broadcast, old customers bringing in new customers, fission and drainage

In addition to using marketing tools to discount products, live streaming is one of the common means used in the education industry. Maker Artisan live streaming is stable and smooth, and one live broadcast can accommodate tens of thousands of students, ensuring that students' learning is not interrupted. It can be quickly started by both large and small institutions.

Although live classes are offered to users for free, the various links in them must be closely linked. We must avoid being perfunctory and do each link meticulously to have a truly successful traffic-generating activity.

When warming up for the live broadcast, first prepare a preview that is closely related to the course theme, and then inform the students through WeChat or SMS push, reminding everyone to watch on time.

△Live broadcast preview

During the live broadcast, you can set up some exclusive live broadcast discounts to intensify the tense atmosphere, promote real-time conversions, and reduce user loss.

For example, for platform VIPs who have limited-time and limited-quantity special offers, the teaching assistant will announce the remaining quantity in the live broadcast room as the rush to buy increases the atmosphere of the rush to buy. Or you can form a group in the live broadcast room. A group of 3 people can enjoy preferential prices in the live broadcast room, which encourages users to spread the word and promotes paid conversions.

In addition, lottery is also a tried and tested method to attract traffic.

Everyone may feel a little tired during the live broadcast. In order to keep users in shape at all times, lucky wheel and other lottery activities will pop up from time to time in the live broadcast room. Winners will have the opportunity to win laptops, mobile phones, Oxford dictionaries, platform VIP weekly cards, column courses, redemption coupons, no-threshold coupons, etc. The generous prizes are exciting.

In order to win more prizes, participants will definitely invite their relatives and friends to watch the live broadcast and win big prizes.

△ Lucky Wheel

In addition to live streaming to attract traffic, old students bringing in new students is also a traffic channel that is particularly valued. The new traffic brought by old students plays an important role in the total new traffic.

Institutions can set up some single courses as shared revenue courses. After old students click the "Promote" button, an invitation card will be automatically generated and shared with friends. After friends scan the QR code, they can learn about the basic information of the course.

When friends think the course is good and place an order to purchase it, the sharer will receive a certain amount of reward. This operation saves old users the trouble of introducing the institution and courses to new users.

△Share and promote to earn income

Some old users may care more about face and are unwilling to recommend the courses to relatives and friends. At this time, the organization can set up the boutique courses as a group purchase activity. It costs more to purchase the course alone, but when a group of three people is formed, they can enjoy a greatly discounted price to complete the purchase of the course. This move allows old students to actively find accurate target users for your organization and achieve the effect of old students bringing in new students.

Having old customers bring new customers has always been a very popular marketing method in all walks of life. This marketing model has high accuracy and conversion rate.

After determining the content of the event, we need to think about how to promote it to ensure that the event achieves the desired results.

If the Spring Festival marketing activities want to attract more user attention, an effective way of reaching out is very necessary.

Splash screen ads have become a popular promotional method in recent years. During holidays, splash screen ads will pop up when you open web pages, video sites, or TikTok. I believe everyone is familiar with them. The purpose of splash screen ads is to attract users’ attention, increase user click-through rate and brand exposure.

△Open screen advertisement

If you want the Spring Festival activities to achieve a spreading fission, you cannot do without a certain number of seed users.

What is a seed user?

Generally speaking, it refers to the first batch of people who are willing to follow us, willing to pay for our products privately, and willing to help us spread the word. They are called seed users.

If you want seed users to actively help organizations promote and publicize activities, you need to use appropriate material incentive mechanisms. Gifts can be trial classes, physical gifts, coupons, etc.

Before the event, design an attractive poster with descriptions such as "Limited to 100 no-threshold coupons, first come, first served" written on the cover. The poster has a clear theme design that will catch customers' eyes. If you want to get a no-threshold coupon, you need to forward the poster to your circle of friends, take a screenshot and send it to customer service to receive it.

Spontaneous user-initiated dissemination is more effective than traditional advertising.

In addition to the temptation of benefits, if you want seed users to willingly help the organization promote its reputation for free, you might as well launch some interesting voting activities, allowing users to use their social influence to complete tasks and win rewards.

To give a simple example, during the Spring Festival activities, a Chinese language training institution held a "Search for the Most Beautiful Mind Map" voting event in order to improve students' mind mapping skills. Contestants only needed to fill in the registration information and upload photos of their works to successfully register.

Within the specified period, the top three students with the most votes will receive exquisite gifts such as smart desk lamps, stationery gift packs, no-threshold coupons, annual memberships, etc.

In order to win the competition, everyone will actively post on WeChat Moments to encourage their friends and family to vote, which will invisibly give the platform brand greater exposure.

△Activity voting

After the event, you must remember to review, analyze data, summarize experience, and refine standards. Then the event will go more and more smoothly, and the organization's operations will gradually form its own system.

Institutions can refer to the following for reviewing activity data:

After the enrollment activity is over, it is best to create a survey form and distribute it to consumers to understand their satisfaction with the enrollment activity, so as to provide ideas for future enrollment activity planning.

The Spring Festival is approaching, and major educational institutions should quickly formulate a complete set of activity plans to drive traffic and conversions for knowledge stores and achieve rapid growth in performance!

Author: PapaBear

Source: PapaBear