The education industry is one of the industries that have done the best in WeChat social fission. Almost all WeChat's methods of gaining customers through new fission have first emerged in the education industry, and then slowly extended to other industries.

In addition, many industries themselves can also channel customer acquisition through knowledge marketing. Therefore, if you study the customer acquisition methods of the education and training industry in depth, you can almost always get inspiration from it.

Sorted it out13 common new fission schemes in educational institutions, It is estimated that there must be a way to play that you can use：

Type 1: Low-cost drainage class pulls new

This is a very common drainage scheme. Many educational institutions on the market will set up one.Front-end drainage courses, usually set at extremely low prices, For example, Changtou Academy's 9 yuan training camp (now it has been changed to 0 yuan), Homework Gang's 9 yuan special training camp, EF's 0 yuan audition class... etc., there are a lot of cases that can be found.

For users attracted by 0 yuan, there will generally be problems with the attendance rate. Setting 1 yuan will be slightly higher. Generally speaking, 0 yuan or 1 yuan can easily attract a large number of users, but the attendance rate will be a problem.

If you set 9 yuan or 19.9 yuan, the attendance rate is much higher than 1 yuan. Therefore, we found that prices above 10 yuan can attract users who are more willing.

Type 2: Materials/physical objects/books fission and renewal

This kind of gameplay is often used in the new fission gameplay of mission Paula, such as through attractive materials such as Xueba notes, wrong question books, test papers, etc., to attract users to forward, share and receive, thus bringing a large number of new users.

This way of playing becauseContent is scarce, And there is physical information, which is generally quite attractive to users.

In addition, even with the help of best-selling books or best-selling stationery, it can also attract parents who want to save money to spread it.

Type 3: Live broadcast class, fission and innovation

This kind of thing is also very common. It is to invite high school and college entrance examination champions or well-known teachers to give live online lectures and answer questions, so as to attract users to forward and share to receive class qualifications.

Generally, if this kind of gameplay is to be successful, it needs to beIn the selection of course topics, it is either aimed at hot spots or pain points.，In order to attract users.

Type 4: Value-for-money box can be put into a new one

I opened Douyin for a while, and it was all to push me a great-value gift package for Zebra English, 49 yuan. It not only gives you a good audition class, but also gives you a lot of physical products, so that users feel that it is excellent value for money all at once, so the conversion rate is OK.already.

The point of this kind of gameplay is thatCan you design interesting, novel and fun teaching materials and teaching aids?To attract users.

Type 5: Fight the old and bring the new

Since the rise of Pinduoduo, new ways of playing Pinduoduo have emerged in an endless stream, and educational institutions naturally have to follow up.

This way of playing is to use group-building activities to promote the success rate of the old band and the new. It can be a group of 2, 3, or 5 people, but it can be a group of 2, 3, or 5 people.Set different rewards according to the number of people in different groupsandPreferential strength for group registration, Let parents decide for themselves how many groups to enroll in, and guide parents to take the initiative to bring new ones.

There is also a way to play now, that is, to change the distribution to the gameplay of group fission, thereby making it easier for users to share.

Type 6: Short video content is updated

When you swipe Douyin, you will definitely be able to see various teaching content. Short videos are normalizing, and the content delivered is richer, allowing users to learn more about the organization, soMaking short video content drainage is a method often used by education and training institutions nowadays.

For example, we once shared on the planet that early childhood training teachers drain users by teaching users pinyin, etc. I saw a well-done case on Douyin, which is a company that is a visual training institution in Shenzhen. They are attracted by sending clips of online and offline lectures by lecturers.Users pay attention. This account is called Sir Zhong's Featured Class. Now it has 1.46 million fans. They have also made a lot of matrix accounts, such as Sir Zhong is here (2.22 million fans) and women's wear Guide (1.959 million fans).

In addition, there are many non-educational training fields.Acquire customers by passing on industry knowledgeYes, there is a very classic case, which is the “designer Ah Shuang” made by Shangpin Home Delivery. By sharing design and decoration-related industry knowledge, it has attracted the attention of 23.1 million users.

Type 7: Competition, canvassing, and renewing

Humans are a kind of group that likes to compete very much. Once the word competition is added to anything, it can easily cause everyone to frantically compete for the first place.

Therefore, there are many educational operation traders who have designed various competitions to attract users and parents to participate in the competition process. Many people desperately forward and share votes in order to get the first place, so they have also added many users to the organizers.

For example, the “Cute Baby Contest”, which was once all the rage, once attracted 360,000 new users for 360 children's watches. , where I used to work, and its group company, , hold the top ten cattle merchants competition every year. This competition has triggered many entrepreneurs to compete for the ranking. They have dispatched various tricks to compete. Usually every year, the competition can add hundreds of thousands of fans to the company.

Type 8: New ground push-pull

8. Push and pull new

This is a very traditional way. In the past, EF and other educational institutions often used it to set up points online and offline, and then set up a large number of sales staff.，Distribute flyers and pull customer experience courses，Not to mention, although this method is old-fashioned, if it is done well, the effect is still good.

At present, we have found that there is a method of mass distribution of 200 people, which has a good effect. WeThis method of pushing has been improved, from pulling customers to giving gifts to customers, and the effect has improved a lot all of a sudden.

Type 9: Distribution of fission and renewal

Distribution is a very old method, but the previous distribution model was difficult to drive a large number of users to share and forward. Until 2018, JianfengChange the distribution arrival from delayed settlement to instant arrival to change, Triggered the Netease drama intensive course to sweep the entire Internet circle at once.

Since then, the distribution fission method has become a commonly used fission scheme in education and training institutions. This method of play is indeed very effective.

Type 10: Cross-industry cooperation to promote innovation

Educational institutions are formed through cooperation with businesses around the institutionValue-for-money spree for cross-industry cooperation, parents can get other benefits for themselves while enrolling their children in class, For example, beauty shops around the institution (parents go to the beauty shop for a care after sending their children to class), nearby shopping malls, cosmetic coupons, etc. This is also a good solution.

There are still many marketing planning companies that do business alliance spree, where the merchants provide products and the marketing planning company sells them. All the results obtained belong to the marketing planning company, and the merchants only need customers to come to the door. This kind of gameplay is gradually being developed in many cities, which is also a good solution.

Type 11: Points mall to share and update

Points are the most commonly used in shopping mallsMaintain customersThe method is also applicable to educational and training institutions，At the same time, points can be used for drainage, For example: A dance organization does an activity and sets up a sharing point reward for this activity. Users can get a certain point reward by sharing, and the points earned can be exchanged for corresponding gifts in the points mall, allowing users to take the initiative to share and forward. In addition to sharing points, you can also set up points for listening to classes, points for homework, etc., in this way to promote user activity.

For now，A more effective integral fission scheme is to set up group integration directly in the group. Every action of the user can get instant feedback in the group, which can not only greatly promote user activity, but also get the effect of new fission.

Type 12: Punch in the new card

By allowing users to participate in check-in activities and basking in check-in achievements to obtain new users, such as institutions such as fluent English speaking, Mint reading, rocket vocabulary, etc., a large number of users have been obtained in this way before.

This kind of gameplay was very popular in the 18th and 19th years, but it stopped later because of the blocking of WeChat. However, it is still possible to play on a small scale.

Type 13: Tool pull New

This is a high-level new way of playing.By providing free high-frequency tools for users to use, Such as taking pictures to search for questions and exercise libraries for users to use, from which to add the entrance to the course.

For example, Homework Help entered the K12 field by taking pictures and searching for questions, established a 180 million big data question bank, and then launched the ”homework help live class”. And added the live class entry tab and the low-cost class marketing entry to the homework help tool, hoping to channel the live course through the homework help of hundreds of millions of users.

In fact, we often use various tools to do front-end drainage and innovation. For example, the promotion material library applet we launched at the beginning of last year can facilitate the team to share materials, such as copywriting in the circle of friends. After uploading the copywriting template, you can download, copy and paste it with one click and publish it, andCopying past circle of friends copywriting from our mini program is not easy to be folded by the circle of friends，Promotion material library

Applet

Well, the above 13 programs are the most common ways for educational institutions to pull new fission.