pricing strategy
Fixed pricing, no low-cost enrollment, no arbitrary discount. Win the recognition of parents with cost performance and impress parents with added value.
Product positioning strategy
(1) Three eyes (one more eye was found).
(2) Find benefits faster than customers!
Understand why customers buy competitors' products. What benefits can your product bring to customers? What resources must you use?
Results-oriented strategy
To be result-oriented, it is important that the result is not the process and the effect is not the truth. By planning and setting annual enrollment and profit targets, all employees are under the pressure of sales targets.
Unique strategy
Find ways to make our products unique or first in a certain corner of time and space, for example, find ways to make our four core products unique in the local area in our words.
brand strategy
In the speech, we must emphasize that our school is a brand school, so that parents will know what to do as soon as they mention our school.
Selling point upgrade strategy
Summarizing the products sold by the school and constantly upgrading them can not only raise prices, but also expand sales. Our confusion is someone else's business opportunity. We are always confused. We are customers. We jumped out to find a solution. We are an enterprise. What problems customers have after buying are selling points.
Value strategy
Know what parents are most concerned about or courses, and give them to parents at low prices or free of charge. Collect customers first, and then earn money from parents by core courses. If the winter vacation class is not easy to recruit, send it to the winter vacation class when you sign up for the spring class and the autumn class.
One-degree strategy
The parents who were trained to 99 degrees in the school brought it here and burned it once, which facilitated the transaction.
Mixed selling point strategy
Understand the selling points of opponents and give parents a reason to come to our school through one-to-many promotion.
Cross-industry enrollment strategy
Look for other children's industry cooperation related to their own teaching products, and use the platform of both parties to carry out * * * cooperative sales.
Speed leading strategy
The speed of strategic adjustment should be fast, and the resources of different frameworks should be discovered earlier than those of competitors and integrated at the first time. Summer enrollment began in May.
Point of sale conversion strategy
The sales point of personnel should focus on what benefits we can provide for parents and children (competitors can't or can't), not just on clinching a deal.
Golden diamond strategy
Use activities to create emotions and increase the chances of reaching a deal.
Redefining strategy
Organizing student activities must be well packaged and highlight the significance of the activities. Continuous activities can achieve a high turnover rate. In other words, the same thing is more attractive and more acceptable.
Blue ocean strategy
Adding intangible value-added products to tangible teaching and activities, and crossing them together, will form a unique blue seafood, such as outdoor classroom activities.
Brainstorming strategy
Let all the staff sit together and summarize the different selling points to form a speech, and all the staff will speak in unison.
Strategies for coping with key parents
There are always several influential parents in a class or a school. As long as we deal with these people, we can deal with the parents of a school.
Creative power marketing strategy
Concentrate on sales time and take all-round publicity to create momentum for new products and let more parents know about the products.
Bark sticking strategy
We will drive wherever our opponents drive. Take the strategy of high quality and low price, and give the other party's core to customers. Absorb other customer resources and even excellent employees.
Cutting marketing strategy
Start from the weakest corner of your opponent's time and space, and intercept all your opponent's customers with fist products.
Training die-hard parents strategy
Cultivate die-hard parents, let them become your volunteer propagandists, send blessings and gifts on holidays, and invite them to attend the annual meeting to award prizes and distribute gifts.
Strategy of borrowing big fish ponds
Cooperate with a big businessman, fish in his fish pond and find customers.
Reputation bundling strategy
Cooperate with well-known educational brands to give customers a sense of trust, such as cooperation with chairman Niu.
Leverage career strategy
Find a small fulcrum to incite the big market, such as cooperating with the media for a large-scale event.
Selling point verification strategy
Parents can prove what they believe to their customers. Parents believe in brands, teachers, children's grades, the length of schooling, the most expensive, the first to do, the famous teachers and their own research and development. Improve one's status, practice both internal and external, and gain the trust of others with secondary sexual characteristics.
Advertising language design strategy
The title should be attractive, eye-catching, concise and accurate, so that the other party's subconscious mind is in a state of acceptance, and the benefits, selling points and uniqueness of the product should be clearly and concisely positioned, and the title should be the best in the world.
Advertising implantation: advertising is half knowledge and half advertising. He must watch advertisements when he wants to learn.
Advertising distortion: seven days to practice good words is actually seven days of courses and seventy days of practice.
Advertising channels: Choose the media or location that parents can see, and it is best to attract parents to a framework for marketing.
Advertising Bundle: Let people in the media or the region become your salesmen, cooperate with the media or merchants, and use the credibility of the media or merchants.
Trust three-channel strategy
The channels of trust are sight, hearing and feeling. Parents believe that seeing is believing, and we should show our works and achievements. Parents believe what they believe, so let your die-hard parents speak for you. Parents believe in personal experience. You can let your child experience it personally, solve practical problems and naturally believe it.
High price strategy
Parents think that the more expensive the better, but there must be inevitable differentiation.
Price increase strategy
Every time you charge, you should publish the price increase information. Many people will buy at a low price and have the impulse to buy without judgment.
Fool marketing strategy
Find a school fool model, and teach teachers that the focus of sales is not on teaching quality, teachers and customers, but on how to sell products. Every employee is a salesman.
Win-win strategy (you, me and him)
Be sure to let the people you work with take advantage, so the principal should be willing to give up.
Immediate reward and compensation strategy
99% people have feelings about the present benefits or lost things, but have no feelings about the ten times possible benefits or disadvantages in the future. The headmaster should exchange his present salary for future employees and create greater profits for the school. Or the school benefits parents now, in exchange for the huge profits that parents will bring to the school in the future. Whoever has a big frame wins. Prompt incentives for sales staff at present can be exchanged for future incentives and returns. Salespeople should have low basic salary and high performance, otherwise they can only engage in administrative and logistics work.
emotional marketing strategy
The way to make parents not care about you is to make customers fall in love with you. Friendship is priceless.
Eight trading opportunities strategy
(1) communicate with parents at the right time for the first time to make a deal.
(2) When parents recognize him in this class, they report it to other subjects for a deal.
3 When communicating with your parents at ordinary times, the information or time should not be too long, and don't continue, so that you can keep your appetite and wait for the deal.
(4) Do a good job in mobilizing mobile packaging, and you can clinch a deal once.
⑤ If the registration fails, you can purchase the materials at one time.
6. If the registration fails, you can follow your parents later or make a deal at one time.
⑦ If the registration fails, parents can also be mobilized to pay attention to our WeChat platform for trading.
8 usually do a good job of communication and renewal, and you can clinch a deal once.
Nibbling strategy
First, strive for exchange opportunities, build feelings and trust, nibble away at parents step by step, then finalize a subject or a registration, and then finalize several subsequent courses.
Conference marketing strategy
Circle your parents into a frame, say what they want to hear, and then attack them slowly with the strategy of nibbling.
Risk reversal strategy
If you are not satisfied with your parents' promises, you will get a refund, and I will bear your risk (few people will get a refund).
Story marketing strategy
Stories are the easiest to remember and easier to spread. For example, Haier's fluorine-free refrigerator, Dong Mingzhu, Zhu and others are remembered for their stories rather than themselves. To sum up, make up stories about schools and students, and learn that A will tell B stories about C.
Psychological expectation strategy
A person's satisfaction comes from his own psychological expectation, and a person's sense of loss is caused by himself. For example: the story of college students and beggars.
Don't give parents too good psychological expectations, or we will fall even worse. Don't reward the salesperson first. If you give it to them, you will quit. Dreams are used to seduce.
Reserve strategy of spare tire
Positive people have choices, and if they have choices, they will be more positive. There are no wrong parents, only employees who are unable to earn his money. If the customer has no problem, we have no need to exist. Parents and students don't need us, so we are worthless. Teachers must be responsible for losing their parents.
When we study marketing strategy, we should also study the essence of marketing, and we should not blindly do marketing. Marketing is not buying products, but selling them. Whether the product itself is good or not is not important. It is important that customers believe that the products are good. Marketing solves the problem of making customers believe. As long as the problem of belief is solved, the sales will be successful. I hope that the content shared will make the principals gain something.
How about the Intelligent Oak English Project? My friend is a teacher and wants to open an English training class. I wonder what this project is like? First, there is no characteristic drainage category with labor cost.
The traditional drainage class is nothing more than a real teacher's audition class, and the effect of the audition class mainly depends on the teacher's level. However, many institutions still have the problem of teacher drain, not to mention ensuring the level of teachers. The AI line of Zhi Oak is interesting, interactive, novel and low in marginal cost, which is more conducive to creating characteristic drainage courses.
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Second, the teaching effect no longer depends entirely on the teacher.
Practice has proved that not all learning modules are suitable for teachers to teach, and the most obvious one is English. English vocabulary accumulation, listening, speaking, reading and writing are all things that teachers are not good at. Is 45 minutes enough for class? Can students persist when they get home? Do parents have the energy to supervise? These modules themselves require students to remember, speak, listen and see more! What students lack is methods! These learning modules are given to the intelligent tools of Zhi Oak to accompany students to interact in real time, and the effect is extremely obvious.
Third, I am not afraid that the teacher will leave and take away the students.
The traditional tutor is that the teacher has been teaching in the classroom, and even the students have made their own moves, which naturally leads to deeper feelings with the students. Even if the teaching level is average, it is inevitable to meet two or three iron-clad parents. Once full-fledged, stressed or dissatisfied with income, job-hopping will follow, and even new institutions will be opened opposite, and colleagues will become peers! With the AI of Wisdom Oak, help the organization to build an iron camp, not afraid of "running soldiers"! Take English as an example, the learning modules of words, listening, speaking and reading no longer need teachers to teach, and students' dependence on teachers will be reduced! The problem of sequelae of teacher loss has eased!
Fourth, some lectures don't need to pay class fees.
The biggest cost of traditional tutoring is the teacher's cost, accounting for about 35% of the class cost! The headmaster thinks he pays more, and the teacher thinks he gets less. No one is wrong. The mistake is that traditional counseling relies too much on teachers! However, some contents in actual teaching don't need to be taught by teachers, so it is useless to expect teachers! In traditional English tutoring, there is a saying that "teachers supervise students to remember words in some classes, and class fees are paid as usual"! Give such content to Zhi Oak, and the teacher will save time!
Fifth, teachers should spare more energy to attend classes.
Some classes were given to Zhi Oak AI, so teachers can spare more energy to participate in more classroom teaching! In the past, a teacher could teach four classes at the same time, but now he can teach six to eight classes, and the per capita teaching efficiency has improved! Schools don't always want to recruit people! The turnover cost of teachers has been reduced! The stability of daily operation has improved!
Six, flexible design of winter and summer vacation and spring and autumn classes
Starting classes in winter and summer vacations is more to pave the way for classes in spring and autumn, with the goal of obvious effect, short class hours and students willing to pay the bill! Spring and autumn classes are the key to annual income. Either the enrollment expansion depends on increment to make profits, or the teachers are controlled to reduce costs to find profits, or the course fees are increased to increase profits! If you can't guarantee that the enrollment and drainage are skilled, if you can't guarantee that your teacher is better than other tutors, and if you can't guarantee that students won't run away when the price rises, you can choose the AI magic weapon of wisdom oak! The curriculum is flexible, including drainage class, winter and summer vacation class, semester class, school year class, safety class and so on. You can also directly increase online learning content and increase tuition fees on the basis of the original traditional courses!
Seven, more interactive courses are more likely to stimulate interest.
The biggest feature of intelligent education is real-time interactive learning between man and machine. Just like the game Happy Landlord, a group of robots play with you in real time. This kind of man-machine real-time interactive teaching is very interesting, such as eliminating words and fun, and entertaining through lianliankan; Letter recognition and spoken word recognition courses suitable for english introduction students and poor students; Synchronous teaching material of human-computer interaction, oral sentence class, one-click recording, instant recognition; Practice listening and reading in a lock-free way, and there will be gold coins for success in the entrance, which can be exchanged for goods; Teachers release all kinds of competitions and qualifiers, and students have strong interaction and high participation!
Eight, it is more effective to break the' same class at the same level'.
Traditional tutoring small classes occupy teachers, and large classes are common! AI classroom based on intelligent oak tree, one machine and one living space, sitting in the same class in different grades; There are several more classes a day, and there are thousands of people and articles by appointment. The learning atmosphere is self-evident next to the teacher supervision station! Break the traditional teaching mode of "same class at the same level", each student has an account, a computer and a system, and wears headphones to learn interactively. Different students do not affect each other, and different classes do not affect each other! For the first time, the floor efficiency was improved, and the water and electricity cost of the house was reduced invisibly!
Nine, the expected investment income ratio is as high as 900%
Up to 50 thousand. Let's go! Open at 30 square meters! 10 students can go back to their books! The profit is as high as 500,000!
How to design a poster for opening a shop to be more attractive? In the era of mobile internet, the speed of information dissemination is getting faster and faster, and everyone receives dozens of times as much information every day. Brush Tik Tok, look at pictures, and every APP page is vying for users' attention.
In the era of looking at Yan value, can your poster attract customers' attention for one second? Poster design should not only go online, but also attract users. At the same time, you will get your theme content, poster promotion content and direct purchase or inquiry method in the next second.
So how to design it? The following seven points need more attention in the design process.
1, with prominent theme
Many posters, at first glance, don't know what to sell. Slogans such as "worry, labor and money" are really attractive, but these six words are too popular, so you should show your identity to users before these six words. Are you a supermarket? Design studio? Clothing store? Or a restaurant. Users can only know the value of "worry-free, labor-saving and money-saving" brought by choosing you if they know their identity clearly.
Promotional posters should specify the theme of the event, such as "buy one get one free when opening". Although this theme looks ordinary and bad, the more straightforward the expression is and the lower the reading cost is, the more people are willing to read it.
What businesses need is accurate traffic, isn't it? Therefore, accurate traffic starts with accurate poster promotion design.
2. The project service is clear.
The publicity theme has been determined, so is the project service clear enough? Each theme actually has corresponding picture material, such as the poster above; Summer corresponds to refreshing blue, and the poster of real estate is combined with the atmospheric residential building; The wealth management fund takes golden yellow+gold coins+professionals as a symbol of wealth; Taekwondo enrollment poster is based on China ink painting style, with corresponding service process photos on the back, which is more simple and straightforward.
The service content of each project is very accurate, so people can think of the corresponding project when they look at the picture, and the text of the explanation makes the poster more vivid.
3. There are visual project details.
Visual project details, not only like a single page of Taekwondo, but also the course description, main features, project details and so on.
After determining the theme, put the corresponding pictures, materials and colors to make the style and theme of the whole poster more compatible.
4. Copywriting is a pain point
Copywriting is more important than design skills, and a good copy can make the whole poster vivid. Some copywriting triggers actions, some copywriting tells users how to buy, and some copywriting hurts users, making them want to act when they see it, and they feel cheated if they don't buy it.
KEEP's classic short story "Self-discipline gives me freedom", as well as a long copy, grasps the key expression and makes users what you see is what you get.
5. Endorsement of trust
A good poster has a theme, a copy and material. If there is a corresponding endorsement of trust, it can also be put up. For example, "200 1 start" is a kind of trust endorsement related to the start year; Focus on the field of logo for more than ten years, more than 800 chain stores nationwide, with a sales volume of 6,543.8+0,000 copies a year. These are all good endorsements of trust.
Trust endorsement+copywriting expression adds trust to the whole poster.
6. Contact information; Address+Phone+WeChat QR code
Many people's posters are well designed with beautiful pictures and colors, but there is no specific address, contact number and WeChat QR code, which are all elements that must be added in poster design.
Some people put the QR code very small for the so-called beauty, which is called beauty. It's not easy to spread. Nowadays, many people distribute posters in the circle of friends, instead of using the traditional single page and sending them to 100 people with one click, which will soon reach thousands of people. But how many people can open the poster? Do you know how many people are interested after opening it?
If they are interested and scan the code, but forget to download the original picture, will they give up scanning the code because of this action? This is worth pondering.
Therefore, the QR code should not pursue the so-called beauty, but should be extremely small. Whether it is the receiving code or the WeChat QR code, it should be enlarged, so that users can scan the code for details without downloading.
7, high-definition images without watermark
With the development of science and technology, the threshold of poster design is getting lower and lower. Many non-professional poster designers can also make success through some apps, such as Maker Sticker, MAKA, WeChat commercial watermark camera, picture itching, picture monster and so on.
But some apps don't buy members, and there will be watermarks. We should pay attention to this point, because spread on the Internet, the picture is the signboard of a shop, and a poster with watermark or unclear picture also lowers the grade of the shop.
If there are many posters to be made every month, it is suggested that you can choose an APP to buy annual membership and directly make high-definition seamless posters.
Similarly, the design styles in these apps are also worthy of reference for beginners in poster design. Similarly, petal net, parcel net and remittance net can also be used as design reference.