Conducting a survey for the STEP Academy
Collecting contacts of already potentially interested customers is a difficult task and requires some creativity from marketers. The main tool of lead generation was and remains targeting and other performance marketing mechanics.
But there is also an alternative to online promotion. We called it offline lead generation — this approach allows you to literally bring new customers by the hand. Promoters in the places where the audience gathers hold a consultation on the company’s product and in exchange for some interesting gift to the audience, they receive contacts of a potential client. Gifts can be completely different: from free trial lessons, checklists, promo codes, etc – – to small merch as a compliment-a pen, a keychain, a set of stickers, etc.
Here it is important to think over: the address program and the work schedule (where and when the maximum passability of the CA, the mechanics (what and how we offer), gift options and conditions, to understand what we need to know about a potential client, and what actions he should take. For example, download the application, register, leave a contact phone number.
The project case for the STEP Academy is an example of the implementation of this approach.
The goal is to collect data from potential customers for further work on the part of the sales department and to hold presentations of the company’s products, thereby increasing brand awareness and announcing promotions.
About the customer
The computer Academy « STEP » was opened in 1999. The academy trains future programmers, designers and system engineers. Teachers give students not only theoretical knowledge, but, most importantly, they teach them to think in projects and work in a team.
The institution employs 2,800 teachers, who have released 136 thousand specialists. At the end of the course, each student receives an international diploma and a portfolio that will allow him to quickly find a high-paying job and develop in his favorite field.
Recently, representatives of « STEP » asked our agency to come up with a marketing strategy to collect « warm » leads. We suggested conducting a survey of potential consumers. A questionnaire with a minimum number of questions has been developed (only for customer segmentation) + contact details.
In gratitude for participating in the survey, the respondent (=lead) receives an invitation ticket for a free trial lesson. Then the contact is transferred to the sales department, which conducts a detailed consultation, agrees on the date of free attendance and sells the course.
The project was launched in the city of Kemerovo, where we have already conducted a number of surveys. The next city according to the plan will be Petrozavodsk, and after that we will go to Orenburg. As part of the project, we plan to work in 20+ cities.
The academy « STEP » has 80 branches planned to work in all regions. Thus, we expect to attract attention to the customer and collect contacts of potential customers across the entire network of branches.
The target audience of the company is families with children aged from 7 to 13 years.
As a location for the survey, we choose places where potential customers gather (CA-parents of children from 7 to 13 years old): squares, shopping centers, parks and squares, recreation places.
Previously, we prepare promotional consultants (recruitment of employees with the necessary qualifications, selection of candidates, training, certification).
Our employees approach passers-by and conduct a small survey, including only 8 questions. It is important for us to get contacts and see how many people are interested in the Academy’s services. After that, the collected contacts will be processed by the customer’s sales department.
We send the received questionnaires to the company’s sales department. There they are checked for authenticity and the absence of duplicates. Payment is calculated only for correct contacts (CA compliance, correct contacts, confirmed fact of interest).
Do you want to get a « warm » base of already potentially interested customers? Contact the marketing agency CLEVER marketing! We will help you develop a marketing strategy that is suitable for your business.
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