Head 1 to 1, a well-known brand of online one-to-one education for primary and secondary schools in China. Focus on providing high-quality online one-to-one customized education services for children aged 4-18, including all-disciplinary education and comprehensive quality education. Up to now, the headmaster has registered more than 60 million students one-to-one in 600 provinces, cities and counties across the country, and has become a leading enterprise in the vertical field.
According to data from different education industries, as of October, the current cost of acquiring a customer for a single flow of free courses ranges from RMB 70 to RMB 120; for common 9 yuan experience courses, the cost of acquiring a customer for a single flow ranges from RMB 200 to RMB 350; regular regular prices The cost of acquiring customers for a single flow of courses ranges from 2,000 yuan to 3,000 yuan. The cost of online customer acquisition has increased by about 3-4 times compared to 2018.
In the face of high public domain customer acquisition costs, it is crucial for educational institutions to build their own private domain traffic pools. Compared with the WeChat personal account, the enterprise WeChat additionally provides the user's UnionID, which enables the enterprise to make a unified portrait and label of the user in the public account, H5, APP, official website, and applet. Therefore, the enterprise WeChat becomes the user. The best foothold for refined private domain operations. The head of the 1-to-1 use of geometric fission tools to build an enterprise WeChat fully automated fission customer acquisition and conversion marketing link. Reduce the cost of a single flow of regular-priced courses to about 1,000 yuan.
1. Case Path
Users scan the QR code of the poster to add corporate WeChat
Enterprise WeChat automatic push event rules + exclusive poster
Users share posters to Moments/Communities
Friends help, receive real-time corporate WeChat help message reminders
After completing the invitation task, the enterprise WeChat prompts you to receive the reward
Enterprise WeChat automatically pushes messages to users after 3 minutes/1 day
The user clicks to get the information, retains the funds + makes an appointment for the experience class
04 Activity Highlights and Reusability
1. User acquisition
1) Enterprise WeChat task treasure fission acquires customers
In today's high cost of education, "free" educational products are very effective and targeted.
The head of the 1-to-1 uses the geometric fission enterprise WeChat task treasure gameplay, invites friends to scan the code to add enterprise WeChat friends to complete the assistance, and after reaching the designated invitation task goal, you can receive educational products for free.
Parents’ circle of friends are often other parents, and they can precisely reach other parents in the process of sharing. Friends only need to add the company's WeChat account to help them succeed. If they are interested in the event prizes, they will continue to share and forward the posters, forming a fission cycle.
2) Free Drainage Product Matrix
The head has created a 1-to-1 product matrix of the enterprise WeChat task treasure, which is divided according to student grades (primary school, junior high school, high school) and product type (students’ notes, high-scoring books, knowledge books, stationery, classics, etc.).
Drainage products are the first contact with customers before they buy regular-priced products. If the design of the drainage products is good, customers will have trust in you. The higher the correlation, the greater the probability of converting regular-priced products;
The improvement of children's academic performance, the stimulation of learning interest, the goodness of children, and the prevention of children's bad learning are the most concerned interests of parents. The master selects various teaching materials as accurate drainage products 1-to-1, and distinguishes different grades. For example, Xueba's notes are divided into elementary school, junior high school, and high school, and user tags are improved country email list according to participating in the enterprise WeChat task treasure activities of different grades.
3) Fission poster
Most of the posters are red, yellow, and orange, which catch the eye, create a hot feeling, and stimulate the user's eyeballs;
The posters are all top-middle-bottom structures, with clear layers and shrewdness;
The main title of the poster is 0 yuan collar and free postage to attract users' attention, and the font is large enough that the title content can be clearly seen without opening the poster in time;
Sense of urgency + action instructions: Next to the QR code, there is a limited time limit to create a sense of urgency for users; long-press to scan the code, plus the teacher's quick collar + fingerprint guidance, give clear action instructions to guide users to participate in the activity as soon as possible.
2. User activation
After obtaining users through the enterprise WeChat task treasure, the subsequent conversion is the key to the company's profitability. The 1-to-1 headmaster mainly activates enterprise WeChat users in the following 4 ways and converts trial lessons.
1) Enterprise WeChat profile page
In addition to solving the problem of user trust, the corporate WeChat profile page is an important monetization portal.
When parents add teachers to corporate WeChat, corporate information display enhances customer trust; free lessons, 0 yuan book, learning materials guide parents to click, of which 0 yuan book enters the enterprise WeChat task treasure aggregation page, and different free education products can be selected Participate in activities; receive free lessons, automatically obtain mobile phone numbers when receiving learning materials, and book trial courses.