(a) store promotion

Cooperation mode: Work out a cooperation plan with the store manager, such as profit sharing after product sales. Under the premise of not affecting the operation effect of the store, it can bring extra income to it and promote the sales of its related products, which can be described as killing two birds with one stone.

Shop location: for example, a shop with a large flow of people near the school. The specific cooperative groups are analyzed as follows:

1. Cooperate with local computer dealers and let them sell "Qingda Education Sunshine Card" as agents, because more than 90% people buy computers for learning, and it is not enough to have computers, but also to have corresponding learning software. For computer dealers, if you say something, you can get extra income. Why not?

2. Cooperate with local bookstores to sell "Qingda Education Sunshine Card". For bookstores, it can not only have extra income, but also drive the sales of related books, which can be described as killing two birds with one stone.

3. Cooperate with various local telephone cards, game cards, network cards and other distributors. Let them sell as agents, and recommend the sales of Qingda Education Sunshine Card when they sell other cards.

4. Establish sales cooperation with telephone booths and Internet cafes.

Negotiation idea: on the premise of saving promotion cost in the early stage, it will play the role of paving the way for the market in the early stage and lay a solid foundation for future sales.

Promotion form: Place a set of products and corresponding publicity materials (Yi Labao, posters) in the obvious area of the selected store to achieve the promotion in advance.

Promotion expenses: printing expenses of publicity materials.

Effect of the model: Using this model, the investment is less, and the store's regional advantages and local influence can be used to achieve the purpose of product promotion in the early stage and expand the local popularity of products.

Note: this method is passive and can only be used as a marketing plan in the early stage of marketing. After the market has a certain improvement, it can develop its stores into partners.

(2) personal promotion

Recruit 3-5 salesmen in the early stage, preferably with experience in selling educational products, and use their original social relations and customers to quickly open the market.

Sales staff should have the following conditions: clear sales policy and understand market operation strategy; Down-to-earth, follow the principles and steps of market operation; Cooperate with the overall market activities and make concerted progress; Timely communication, feedback and exchange to create a smooth information channel; Sales skills.

Promotion form: the sales of the recruited salesmen in their respective regions can be managed in the following ways: Qingda Education Sunshine Card personal local promotion strategy.

1. Publicly explain and demonstrate in the school community and distribute publicity materials, which are vivid and clear at a glance.

2. The use of television, newspapers and advertisements, extensive publicity, publicity effect is good.

3. You contact the head teacher and recommend it to the class, thus forming a good competition mechanism.

4. Simple sponsorship, providing free transcripts of local schools and a list of dormitory members, with a brief introduction of "Qingda Education Sunshine Card" printed on the back, one for each person, with excellent results.

5. Contact the school and use "Qingda Education Online" to sponsor the school as a prize for the exam. One, two or three students can win prizes. Because it is a symbol of honor, it is easy to attract widespread attention among students and attract purchases. ...

6. Contact local examination institutions, establish cooperative relations and share with them.

7. Contact various training schools and establish cooperation mechanisms with remedial classes.

8. Work-study programs to recruit students in the form of on-campus and off-campus promotion and sales.

9. Contact local computer dealers and network dealers, and give them a commission according to the sales volume to enrich the field.

10. Cooperate with local bookstores to sell "Qingda Education Sunshine Card" as an agent. For bookstores, it can not only have extra income, but also drive the sales of related books, which can be described as killing two birds with one stone. Contact local bookstores and insurance salesmen to seek stable agents.

1 1. Cooperate with local card suppliers (phone cards, game cards, Internet cards, etc. ) It proves that the effect is gratifying. Contacting local card outlets has achieved remarkable results.

Negotiation idea: mainly introduce the product characteristics and use effect, and achieve the purpose of sales by combining online and offline services.

Promotion expenses: mainly responsible for personnel expenses.

Mode effect: open the market quickly in a short time, and the information feedback is timely; According to the existing situation, the market response plan can be formulated timely and effectively; Strong initiative: short profit recovery time.

Note: It takes a certain amount of energy and time to train employees' products and business, and they have the patience to manage their own team. Always put the interests of employees first, strengthen the service and maintenance of existing customers, establish a good word-of-mouth effect, and achieve a win-win effect.

(3) Media publicity

Promotion methods: TV media, online media, print media (magazines, newspapers, etc. According to the characteristics of educational products, the actual effect of soft articles is often better than that of hard advertisements.

Promotion purpose: to create brand effect, better improve subordinate channels and promote the terminal sales of products.

Promotion expenses: According to different consumption levels and media methods, the expenses are different.

Mode effect: low cost, improve efficiency, and seek to maximize the return on investment; Improve product awareness; Promote product circulation; Increase the use of products; Add a new customer.

The company's promotion and support to local agents: In order to better cooperate with the local operation of agents, the headquarters will open sub-stations for agents free of charge, giving you better network promotion and support. At the same time, relying on our profound understanding of the Internet and rich experience, we deeply studied the advantages and disadvantages of various portal websites, and combined with the actual situation of Qingda Education Sunshine Card, we formulated a set of professional and efficient promotion programs, which brought more remarkable results to the promotion of Qingda Education Sunshine Card. Now we spend a huge amount of advertising money every month to promote it on many websites, such as Sina, Sohu, Business Opportunity Online and so on. The focus is on the cooperation of online media. Because we are online products, we know that as long as we want to find business opportunities online, we will definitely go to major portals and professional websites. Among our websites of the same type, Qingda Education Online is relatively authoritative at present, and our goal is: as long as there is demand for basic education and training.

School publicity

Promotion form:

1. Contact schools with basic education and recommend online the characteristics and advantages of Qingda education. Every teacher wants the students in his class to improve their grades to prove their teaching ability and achievements. If several students in a class use our "Qingda Education Sunshine Card", it will have a certain influence in this class, and the comparisons between students will follow each other's example. Therefore, once a school is promoted, it will get greater results.

2. Organize the demonstration and explanation of the basic education study card in the school, and send them publicity materials, so that parents and children can understand the Qingda Education Sunshine Card more directly and vividly.

3. Cooperate with various training schools and remedial classes to sell "Qingda Education Sunshine Card". Training institutions can sell study cards, organize students to study collectively, let students receive face-to-face instruction, and combine online learning.

4, the organization of basic education distance learning counseling center, according to the standard of each teacher is responsible for 30 students, by teachers on-site counseling.

5. Establish cooperative relations and share with various examination institutions around the country.

Promotion ideas: product features, millions of sets of question banks, unique online and offline service functions, etc.

Promotion process: understand the actual situation and education level of visiting schools, make targeted preparations, and determine the visitors and communication process;

You have to make an appointment first. The person who makes an appointment must be the person who has the right to make a decision. In middle school, it is "principal, vice principal, person in charge of audio-visual teaching, etc." . You'd better talk to the headmaster directly. It's better to arrange the meeting to arrive at 1 hour half an hour after work yesterday afternoon. At this time, the headmaster has dealt with some daily things, so he has time to listen to your briefing, and at the same time, he should pay attention to avoiding the rest time to avoid being disturbed. The best place is in the principal's office. You should know in advance whether there is a computer in the venue.

Second, there must be a plan. Generally, it takes 2-3 meetings with the school to discuss cooperation before reaching an agreement. For the first time, it focuses on the online situation of Qingda Education, and for the second time, it focuses on answering the questions of the school and discussing the details of cooperation. So the goal is different every time. The first goal is to reach an oral cooperation intention, and the second goal is to sign a letter of intent for cooperation and formulate a detailed product promotion plan.

Precautions:

In the process of introducing online schools to schools, schools often ask various questions. How to explain these problems can refer to FAQ. When overcoming the school's objections, we should pay attention to "listening and asking questions".

Listening: When introducing products, we should pay attention to listening to each other's feedback. Sometimes you have to write down each other's questions, and sometimes you have to ask more questions to find out each other's real intentions.

Question: Everyone can ask questions, but how to ask questions effectively? Generally speaking, there are two kinds of questions. One is a "closed question", that is, a question that can be answered with "yes" or "no". The other is "open question", which can't be answered by "yes" or "no", such as "what" and "how to do it". Ask more "open" questions. When putting forward the goal, we should also pay attention to the use of various tools, such as demo discs and publicity color pages.

(5) community publicity

Partners: Cooperate with relevant units related to the community, such as neighborhood committees and property units.

Necessities: banners, posters, leaflets, study cards, price lists, computers, televisions, uniforms, desks and chairs.

Promotion idea: By introducing product features, functions, unique online and offline services, voice error correction and other functions, we can achieve the purpose of on-site sales.

Promotion expenses: printing expenses of publicity materials, venue expenses, commission of salesmen, etc.

Promotion method:

Develop cooperative units to become product agents.

Post a notice in the community 3-5 days in advance, indicating the time, place and registration phone number.

Choose the main entrance and exit of the community, which is slightly open and easy to check in. Generally, it takes 2-3 hours in the morning.

Specific operation:

Qingda Education Online Publicity CD Live.

Assign two people to distribute leaflets and instruct the information desk to attract parents to stop for consultation.

2-3 people sit on the stage for consultation, introduce the features, functions and advantages of Qingda Education online products in detail, and implement "on-site operation".

On-site sales, approved by the headquarters, can also be sold at a low profit.

For parents who can't buy on site, indicate the free delivery phone number.

Parents who participate in the consultation, please leave your contact information in order to improve the notification study lecture.

Mode effect: it can stimulate parents' enthusiasm and generate purchasing desire in a short time, and achieve the purpose of the activity by word-of-mouth communication, but it will not generate particularly large transaction volume.

Note: As it is on-site sales, the form and result of the activity are difficult to predict, so it is necessary to make preparations in advance, and the salesman can master the product knowledge and use it freely, so as to better communicate with potential customers, stimulate their sufficient desire to buy, and thus facilitate the transaction.

(6) Parent-teacher conference

Partners: middle school, lecturer.

Required items: banners, posters, leaflets, study cards, price lists, computers, desks and chairs.

Promotion ideas: Introduce the features and functions of related products, unique online and offline services, voice error correction functions, etc. And stimulate the target customers in the form of on-site interaction, so as to achieve the purpose of on-site sales.

Promotion expenses: publicity materials printing expenses, site expenses, profit sharing, salesman's commission, etc.

Promotion method:

1. Reach an interest consensus with the school and other partners.

4-5 days in advance in the form of a notice to parents, the notice should be accompanied by a receipt. On the one hand, ensure the arrival of information, on the other hand, correctly count the number of participants (parents with more than 200 people are preferred).

The theme of the lecture is divided into two parts: the first part meets the strong needs of parents and raises the awareness of participation; The second part introduces the learning method of online school and promotes the learning card.

2. If the relationship with the school cannot be effectively promoted, parents of students interested in different schools can be combined with customer data and return visit information to hold a parent forum to further introduce the advantages of the product; 4-5 days in advance in the form of a notice to parents, the notice should be accompanied by a receipt. On the one hand, ensure the arrival of information, on the other hand, correctly count the number of participants. On-site sales, 10% discount. For parents who can't buy on site, please leave your contact information for future development, and indicate the free delivery number.

3. Invite local authoritative education experts to participate in the forum, and discuss with parents how to establish a scientific family learning environment for children and how to effectively use distance education to improve their academic performance and knowledge. Expert advice can play a role;

4. Appropriate selection of family users or individual students who are the first to use "Qingda Education Online", and regular experience reports at parent-teacher conferences or other demonstration venues to increase other customers' interest in buying with their personal experience;

5. During the summer vacation, you can invite the top candidates of the local college entrance examination to attend the meeting, which will attract more parents to participate in the form of sharing learning experience. Qingda Education Online will appear as the organizer of the conference, and the publicity CD of Qingda Education Online can be played on the spot, and product publicity pages will be distributed at the entrance of the conference to achieve the purpose of publicity.

(vii) Sales through distribution channels

Promotion purpose: Make rational use of various channels to rapidly expand the popularity of products, so as to achieve the purpose of selling products and obtain greater profits.

Promotion idea: analyze the combination of various industries and Qingda Education Online to realize the bundled sales of products.

Promotion method:

(1), contact with IT industry distributors (computer software, hardware, network engineering, etc.). ) establish a distribution network; According to statistics, 95% of users now buy computers to let their children learn to use them. When buying a computer, you definitely need corresponding learning software. Computer retailers have established a certain trust relationship with their original customers, and also have the foundation of online education. Retailers have outlets, have advantages in external publicity, and bring their own passengers. Moreover, the overall profit of the computer market is gradually declining, and there is basically no profit in itself, so now computer dealers are also looking for suitable projects. In this way, Qingda Education Online provides them with a good development platform, which can recommend our learning products to computer users without giving up their running projects, and at the same time, he will get higher profits and realize the bundled sales of computers and Qingda Education Sunshine Cards.

(2) Cooperate with radio and television departments and telecommunications companies (Internet providers, telecommunications departments, etc.). ) jointly expand the distance education market; At present, the competition between telecommunications departments is also very fierce. Under the premise that there is no room for improvement in products and services, how customers choose their own services, then the competition is the additional services. Our products should be closely integrated with their services. Therefore, these two products, as bundled sales, undoubtedly increase the competitive weight of telecom companies. And we also achieved the goal of selling products. It is a win-win cooperation for both parties. The details of specific cooperation can be discussed according to local actual conditions, including how to distribute profits.

(3) Cooperate with educational software and hardware providers (campus network, multimedia teaching, etc.). ), and it is suggested that sales should be bundled with distance education projects. The main purpose of cooperation is to use the sales channels and storefronts of these partners to save a lot of sales costs for their early operations. Because our online products of Qingda Education are mainly aimed at the online learning of lieutenant colonel students, they can be bundled with other teaching software to achieve the purpose of using customers more effectively, and at the same time provide students with more choices.

(4) Cooperation with bookstores and video stores. As a sales outlet, use the original customer base to further develop Qingda Education Sunshine Card users. Because the current bookstores and video stores have been greatly impacted by the development of the internet in recent years, the business is not prosperous and there is a downward trend. At the same time, due to this type of storefront, in the initial stage of cooperation, the market operation was rather chaotic. As a result, many businesses have gradually lost confidence in continuing to operate, and they have a large customer base. Therefore, it is also a good choice for him to choose online cooperation with Qingda Education. First, he can keep his old customers; However, it can be tied with his project to promote the development of the original project. After our cooperation, we only need to put a computer in the middle of the bookstore as a demonstration area, and usually we need people who know the basic operation of computers. On weekends or peak seasons, find someone who knows both computers and education to explain. Bundled sales, such as buying a big education sunshine card and sending teaching AIDS.

(5) Take advantage of the profit space between the agent price and the market price, and take appropriate price promotion or preferential gift activities. For example, if you buy a clear education sunshine card, you can send students a USB flash drive or other gifts to increase product sales.

Promotion effect: Promote the sales of Qingda Education Sunshine Card, so as to improve its distribution channels at lower levels and do a good job in the market operation of early products.

(8) Cooperation with counseling centers.

Cooperate with tutorial center to let tutorial center use this product in the form of multimedia for teaching, counseling, testing and examination.

Partners: local basic education and training institutions and training centers.

Purpose of cooperation: to carry out targeted work and find target customers.

Promotion idea: satisfy consumers' psychology, introduce the characteristics of corresponding products to them according to different customer needs, and provide synchronous counseling, on-site Q&A and update at any time.

Mode effect: strong pertinence, concentrated customer base and great demand. This way can not only expand the enrollment scale of training institutions, but also increase the popularity of products and the interests of both parties.

(9) Experience Center

The agent can open a 30-50 square meter experience center in the school concentrated area to promote this product. Use the storefront of the experience center to set up a study area and buy a computer. For customers who can't surf the Internet or don't want to invest too much, they will set up learning Internet cafes and charge corresponding fees in the form of regular learning. (* yuan/hour)

From the above analysis, Qingda Education Online does have investable value. Choose Qingda education, work hard and seize opportunities flexibly, and your career or career change will be very successful!