Marketing Background

Since its establishment in 2002, the Qin Han Hutong Traditional Chinese Culture has lasted for more than 19 years. It is a comprehensive traditional culture research institution that takes the promotion of Chinese traditional culture as its own responsibility and provides guidance on traditional Chinese culture, calligraphy, seal cutting, Chinese painting, go, zither, guqin, tea art, flute, erhu, cucurbit silk, pipa and other traditional culture courses, relying on the open values of globalization and inclusiveness, Spread and share Chinese culture to the world.

Marketing objectives

Through the analysis of the market, the Qin and Han hutongs found that the audience interested in training had a strong demand for distance, that is, they were willing to go to institutions close to themselves to learn. In the past, the Qin and Han hutongs could not accurately cover the close audience around their stores in the online chain promotion. Local promotion just solves this demand.

Marketing program

Plan and Unit Settings

The promotion assistant was used to directly copy the plans, units, keywords and ideas of the conventional network chain promotion to the local promotion account, so as to quickly promote the local promotion online. In terms of geographical orientation, Qinhan Hutong put its 60+chain stores in a 7km range, covering the main service scope.

directional

Use a variety of keywords, such as the brand word "Qin Han Hutong Sinology", "course words" how much is calligraphy training ", and the word" near night classes ", to seize the core pain points of users.

originality

Creative writing reflects brand information such as 20 years of school running history, preferential information such as RMB 0 experience class, course information such as training business name and class type information such as evening classes. In addition, local class components are used to intelligently show the location and distance of stores, and improve users' click intention.

oCPC

OCPC package setting conversion target: form submission success+one sentence consultation+phone connection

Landing page

Carefully design and build a store page to undertake, and cover different businesses by entering multiple courses to meet the differentiated needs of netizens

1. Head map alone shoots brand video, more information than pictures and texts

2. Split courses according to interest classification

3. Show the characteristics of different courses in detail according to the crowd and teaching achievements

Marketing effect

The click rate of local promotion in Qin and Han hutongs increased by 13%, the conversion rate increased by 160%, and the cost decreased by 22% The landing page stayed for 62 seconds, successfully attracting potential users, obtaining more clues and business opportunities, and eventually guiding local people to shop for consumption, while helping Qinhan Hutong chain brands to complete rapid multi store promotion according to local conditions.