Case Study丨On average, there is 1 effective flyer out of 5.，How is such enrollment accomplished?

Case Study丨On average, there is 1 effective flyer out of 5.，How is such enrollment accomplished? The conversion rate for handing out flyers is usually

1. 3%arrive
2. 5%about。But in this case, it was done
3. 3%conversion rate，That is to say, the conversion rate of traditional leaflets is 20 times to 40 times.。Greatly improved ground push efficiency。

Scene of user taking flyers，Needs to be split into three subdivided scenes：

1. Scenario for choosing to receive flyers
2. Scene of reading the content on the flyer
3. Action scenes based on the content on the flyer。 This “leaflet product” was rolled out to 25 cities later，It maintains a conversion rate of 20% - this is a terrifying figure that traditional flyers can hardly imagine.。

Distributing leaflets，People who have done it know，The conversion rate is usually

1. 3%arrive
2. 5%about。That is to say，You send out 10,000 flyers with various discounted products printed on them，There will be about 30 to 50 people who will download your APP client by scanning the QR code above.。 If there is something like a "ten-yuan coupon" attached to it,，Then the conversion rate will be higher，
3. 8%～
4. 0%about。 less than
5. 0%conversion rate。

This is most O2O、E-commerce、Answer sheets for “distributing leaflets” submitted by mobile Internet companies。 And in this big project，What is the conversion rate when we distribute flyers?

1. 0%? wrong。
2. 0%? wrong。
3. 0%? wrong。Is it 10%? wrong。
4. 3%。we sent
5. 3%conversion rate。 That is to say, the conversion rate of traditional leaflets is 20 times to 40 times.。 So the question is—how did the flyers do it?

Story background strategy：A big promotion with the theme of 5 yuan hot group buying。for customers，Group buying，You can watch a movie for 5 yuan，Or buy 20 yuan for bread, dessert, etc.。 Movie tickets and bread coupons are the best-selling products on group buying。Cooperate with all online and offline products、free、Promotion of paid channels，for two months，Covering 25 cities。 Not difficult to figure out，This is a promotion project with an investment of tens of millions of yuan。

Then the question comes，With little knowledge of the new market，how do you plan，How can we ensure that such a large amount of money is spent effectively? Mining user scenarios, a plan is a product。New product developers have a common problem，I just like to pile cool features into products。

A common problem among many people who do marketing is，I just like to pile up FAB (Marketing terminology)：Features，Advantages，Benefits）。For example, if you look at an e-commerce flyer with a conversion rate of 0.5%，Usually it just prints out a bunch of discounts。 For example："20% off on refrigerators!" "50% off on movies!" "Only during National Day Golden Week!" "Buy 100 and get 50 free!"。

Then there are about ten discount products printed on it。 Such a design，They are all creative-driven or resource-driven.。in other words，It starts from the "resources" owned by the designer，If you have any ideas, add them to the top，If there are any FABs, just add them to the top.，After being introduced to the market，Ask again - why don't consumers buy it? If a product manager is asked to analyze this problem，The answer is very simple：Because you don’t start from the user’s needs。

Someone refutes，I give discounts，Isn’t it aimed at the needs of parents? no。Because the needs are based on scenarios，When he was checking out at the supermarket，Demand for a 20 yuan voucher，His demand for the same 20 yuan coupon is different from when he saw your framed advertisement in the elevator.。 so，Everyone who makes products knows a word called "user scenario"，That is, what are the most common scenarios when users use the product?。

around this scene，Only in this way can we make good products with stickiness.。 Now you know that planning is product，So let’s go back to the small link of “distributing flyers”，The question you need to think about is - under what circumstances do parents usually get my flyers?

Then you will find，Scene of parents taking flyers，Needs to be split into three subdivided scenes：

1. Scenario for choosing to receive flyers
2. Scene of reading the content on the flyer
3. Action scenes based on the content on the flyer。 In these three scenes，Optimization of the first scenario can improve the acceptance rate of flyers；second、Optimization of the third scenario can improve the conversion rate of flyers。

Increase the conversion rate by 3 to 5 times in every scenario，In the end, it can bring about a conversion rate gap of 20 times to 40 times.。 The first subdivision scene：Choose to accept leaflets. Many people think that the key to handing out leaflets is only the content of the leaflet itself.。 In fact，There are at least four important elements in this three-dimensional scene：flyers、person who distributes leaflets、user's mood，and the user’s environment。

When parents see local promoters，Often in front of schools or shopping malls，Or on the road in a hurry。he is busy，And he often has a certain amount of resistance towards unfamiliar local promoters.。Your “Flyer Product” – Remember，Not just the flyer itself，And the person handing out the flyers and what he said—how to fit into this scene?

Most of the local promoters of big promotions are handing out flyers，Will try hard to add 15-30 seconds of words，For example： "Hello，I am XXX。It only costs 5 yuan to download our APP and watch movies now.，You just need to scan this QR code，Then click download，And then BLAHBLAHBLAH...that's it。Remember to go back and download it!

” There are three problems with doing this：

1. Reduced the efficiency of ground pushing；
2. The longer the words are，In the process of passing on the guidance of speaking skills from the headquarters to front-line promotion personnel，The greater the discount，As a result, it ultimately relies heavily on personal ability，rather than an overall strategy；
3. As a stranger recommending people，You said such things，The same emotion (or rush) as a normal person walking down the street，or happy) are incompatible or even contradictory。

How to make a simple and efficient、easy to teach，What about the first step that is full of emotional resonance? When you think about this scene，The answer comes out： Finished，Just hand over the flyer。then move on to the next。 Parents often have not thought logically，Already accepted。(The fact is，Most people decided to accept or not accept the flyer，Less than 0.3 seconds，Where does logical thinking come from?，It's all driven by emotion。

) The second subdivision scene：Read the flyer But "Five dollars of happiness—what are you talking about?" (Don't forget that our core offer is a five-dollar movie group purchase coupon and the like) After receiving the flyer，Parents generally do not spend more than 1 second reading the content on the flyer.。think so，You will quickly understand that it is useless to print 12 discounted courses plus three lines of discount information.。

How do you design a "leaflet product" that allows users to decide an action within 1 second? (hint：There are definitely not 12 discounts written on it) Many people who do marketing think that CTA (Marketing terminology)：CallToAction) must be based on the offer。This is a very wrong way of thinking。

Because discount is a logical concept，Humans are emotional animals—almost all human actions and decisions are driven by emotions (quoted from the 1994 scientific work "Descartes' Error" by neuroscientist Antonio Damasio)。 So your CallToAction，should be based on an emotional appeal，rather than logical appeal。All offers exist，It should all be to promote an emotion。

Continue analyzing the scenario。Users who receive flyers on the street can be divided into two categories:，The first category is in a happy state while shopping，The second category is on the run、on the way to work，Or the tired state of just getting off work。 under these two emotions，How does your “course” intervene in their field of vision?，Can they trigger their action (CallToAction) within 1 second?

Here's my answer (it's by no means necessarily the best)： There are no seven or eight discounted products，No discount，Even the small characters around it were added only after the design team insisted that "it would be too ugly not to add them."。Actually, I don’t think I should add it.，The effect may be better。 someone may ask，But you didn’t even explain the discounts，It didn’t achieve its goal at all!

every step in the user path，Only pass a message or an instruction，is enough。The biggest taboo is trying to tell the user five things in one step。This leaves users wondering what to do。 And this flyer is just trying to convey a message that has emotional resonance with the user scenario in this 1 second.： "Scan this QR code，you will get some happiness。

” (driven by some curiosity emotions) The third subdivision scene：Take Action Now the user has decided to take action。 What are the scenarios for most users at this time? They are walking on the street without Wifi，And mobile phone data is particularly valuable。so，Your "flyer product" must be in this very harsh climate，Allow users to complete the entire operation very easily, smoothly and simply。What would you do?

The traditional O2O e-commerce approach is，Let users scan the QR code，Then go to the app store to download the APP。This is another one full of selfishness ("I want you to download our APP, which is easily dozens of MB in size")，Not thinking about user scenarios。The end result is a very low conversion rate。 For this scenario，We made a simple and effective optimization： After the user scans the QR code,，Go directly to a local WeChat public account we created。

We are in the introduction of this official account，Finally gave the FAB of "You can watch a movie for 5 yuan"。And after the user clicks to follow，The system’s first automatic reply，Just the link to download the APP。 so，If the user does not care about traffic or is in a WiFi environment，Then he can download it on the spot；or，After he went to the WiFi environment，Still keep this download link。

And when the user forgets，We will continue to push local life information that is valuable to users，to remind him to return to this download link，until the final conversion is completed。 The most important thing is，You’ve successfully gotten users to take the first step。"Action"，There is a bonus effect，That means you have the first step to simply take action，will be more likely to take the second step、Slightly more difficult action。

MVP Planning and ABCDE Testing Course，Marketing is not created by patting your head on your head。 On the design of this flyer，We conducted a comparative test of five versions in three days，Distribute 1,000 leaflets for each edition： version one：On the front of the flyer is a buy 50 get 50 free offer.，QR code is WeChat ID；The reverse side is a traditional display of super discounted items.。

Version 2：On the front of the flyer is a buy 50 get 50 free offer.，The QR code goes to the app market；The reverse side is a traditional display of super discounted items.。 Version three：On the front of the flyer is the headline "What's the Joy of Five Dollars?"，Below is a display of super discounted items；The reverse side is the company logo and slogan。 Version 4：The front of the flyer simply says "What is the joy of five dollars?"；On the reverse side is a display of super discounted items。

Version five：The front of the flyer simply says "What is the joy of five dollars?"；no flip side。 Do these five versions of the test，Because the content is different、Different discounts，so

Require

design team、Local promotion team、Data analysis team、Material team、The sales team (need to negotiate corresponding popular group orders) will work closely within three days。

Data display of final test results，Version 5 has the highest conversion rate：1,000 leaflets sent out，Brought 223 followers，25% were converted into downloads on the same day。The conversion rates of other versions are in single digits。 We tested version 5 in both cities，All obtained data of about 22%。Finally finalized the plan，That is the “very simple” design you see above。it's not simple at all。

This “leaflet product” was rolled out to 25 cities later，It maintains a conversion rate of 20%—a terrifying statistic that traditional flyers can hardly imagine.。But through the above sharing，You can see how we make it a reality step by step。 How to distribute flyers from training institutions?

In the above analysis case，It will take a few seconds for the user to receive the flyer.，subdivided into three scenes，For training institutions，When you plan to get conversions through flyers，You need to think from the perspective of a parent，These three subdivided scenes，how to do，How to impress parents? When distributing leaflets，We should think differently，What kind of flyers can make parent customers more interested?。

to know，When a parent casually picks up a leaflet from the street，You will find that there are only two kinds of content：One is to talk about how good our courses are，The second one is that the courses currently offer the most discounts! Is there anything wrong? That’s right! Even the teacher may not understand：This is obviously our biggest offer this year.，Why haven't the parents come yet?

But let’s put ourselves in their shoes and think about it，If this is the first leaflet parents receive，very effective，If this is the 100th picture that parents see，This is just a piece of waste paper。 So，What kind of flyers interest parents? It is very worthy of consideration by institutions.。

1. Give effective information Why should parents read your leaflet? Because you provide him with something of value! Choose a good title for your flyer，It determines 80% of the key role。

If the flyer provides valuable content，Then people who get the flyers can voluntarily keep them，Take it back or pass it on to your best prospects。

For example：hot summer，Parents who go shopping are tired and hot，At this time, you are handing out a small fan on the roadside，The fan has information about your organization printed on it.，At this time, parents will take the initiative to ask you for a fan.，Maybe her purpose is not in your content，But this fan is in her hand，Maybe she'll take a look when she has time to sit down.。

If you can't think of it yourself，Don't want to spend money，Then just print the bus route list on the back of the leaflet.，or map guide，Traffic information of which venue，Forecast the time and location of some city events，It will be much better than just printing your own product information directly.。When handing out leaflets，Effective information for parents to see，It will greatly reduce the probability of "changing hands and throwing it away"。

1. Who are your target users? Those who work in early childhood education?、Children's art training，The parents are around 30 years old，That is, parents who are mainly born in the 1980s，What are the characteristics of this type of parents? What are their psychological characteristics? What kind of information do you want to see? How do we communicate with them?
2. The flyer should focus on the biggest selling point. You can prepare a good story for the content of the flyer.，Make it look less like an ad。So that parents can understand。

Either prepare a short story，Or is it simple and crude?，All must be remembered：Maximize the organization’s unique selling points。 For example："Nongfu Spring，A bit sweet”，Tell consumers directly and clearly：Our brand is Nongfu Spring，Our product is "Mountain Spring"，How does the mountain spring taste? A little sweet! 7 simple words，Instantly outline a healthy and natural mineral water，Make people feel better。

Therefore, when organizations design leaflets,，Don’t always be busy introducing how big the school is，How powerful，What a great achievement，Focus on your biggest selling points。For example, early childhood education institutions are direct and rude to parents.：Early education right brain development helps children reduce their learning time by half in the future，The learning effect is improved by more than half!

1. The colors of flyers should not be too many. The colors of flyers should not be too many or too strong!

Because this can easily cause people’s visual fatigue，It also looks cheap and tasteless.。Imagine you are a parent，If an art training institution，Especially art training institutions，I sent you a flyer with a particularly ugly design.，Will you complain in your heart?：It’s also an art institution! designed like this，Not aesthetically! What can my child learn? ! In addition, the front should not exceed 200 words.，walking on the road，No one has the patience to read so many advertisements.。

Designing a single page screen is extremely cumbersome，Various pictures、photo、The text fills the entire page，However, many parents cannot remember what the object of this single page is to be highlighted and introduced after reading it.，So don’t blame the flyers for crying in the trash can.。

1. Some little "scheming" when registering for an event，Confused by the marketing staff’s “Only 200 tickets sold per day!”，Grab tickets on time every day，Got it on the third day。

I found out later，There are a lot of tickets! for marketing，So I deliberately set the quota like this。So when promoting，Set quota，Can you tell us about "20-person high-quality small class teaching"，"First come first served" creates a very popular format。

in addition，Many organizations now have their own WeChat marketing，Micro official website and pre-registration，on the flyer，You can also put the QR code of the organization：Scan the QR code to get free premium courses worth 99 yuan~ Scan the QR code，Professional teachers will help you answer questions for free~

1. There must be a call to action. Why do parents pick up the phone in their hands and dial your number? don't write：Please call the education hotline XXXXXX。Don't write either：Consultation phone number XXXXXX。

How many people went to consult? Better to write：Please call xxx now，Professional teachers will help you answer questions for free! You write like this，Those who call can get an increase of more than 30%，These are countless times，Tested in real advertising planning! Flyers "changing hands and throwing" is a phenomenon.，Even if we can't get the leaflets to parents, we won't throw them away，We can only make the flyers more attractive to parents，Let them stay in parents' hands longer，longer。

After all，What runs through the whole text is still：Who are you? What do you do? Why choose you?

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