Strategic Planning - December 2017
Test Prep Professionals || December Test Prep Marketing Strategy
Using Incentives for Black Friday and Beyond
SAT scores from the November 5th administration will be released starting November 29th (the recent ACT is slated for December 20th). These dates combined with the retail frenzy that grips the U.S. on Black Friday will generate a mini-sales peak in the week after Thanksgiving.
Potential clients will be in the habit of web-shopping because of a fairly normalized consumer sales cycle. Although this sales cycle is more traditionally related to retailers and holiday shopping, Test Prep & Tutoring sales tend to hit a mini-peak as well.
That having been said, Black Friday may be hit or miss for Test Prep & Tutoring consumer traffic--BUT--the Monday and Tuesday after Thanksgiving are usually quite busy.
To take full advantage of the Scores Back/Black Friday spike, it will be helpful to prepare now.
Here are some basics worth reviewing with your team:
1. Have a singular and impactful message. Whether you are using pricing incentives, value-adds, or new product announcements, limit the scope of your sales messaging to a singular message.
2. Have a short team meeting during which this message is discussed and be sure folks fully understand how to discuss and implement the promotion or message of choice.
3. Review and update sales sheets (product descriptions, pricing if there is an incentive, limitations to any incentives, and sales scripts if you have them).
4. Consider developing a quick FAQ for team members taking in-bound calls or responding to landing page inquiries.
5. Double check class offerings & tutor availability through the end of January. Many people will be looking ahead and you will want to have inventory to meet the demand!
6. Extend the discussion to all tutors and teachers in order to maximize network outreach. This can be done pretty efficiently through a bullet-pointed email.
7. Document any and all information from web forms or inbound callers who DO NOT enroll. These folks could be prospects for a future offering.
8. Consider sending an email on either the Monday or Tuesday after Thanksgiving detailing a hard-to-ignore offer. Use the subject line to highlight the offer mentioned in Point #1.
9. Don't forget your current clients; they deserve to be rewarded as much as or maybe event more than new clients.
10. If you are not in the habit of measuring performance, test the waters by benchmarking enrollment goals. One can do this through using comparative dates/data from the prior year.
For example, if the Monday after Thanksgiving in 2015 your enrolled 3 students, try goaling at 5 or 6 this year. Extend that logic forward as appropriate.
Hope it helps. Happy Thanksgiving Week!
Kevin
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