“恐惧营销”策略在暑假续班家长会的应用

Marketer 发表于 2016-8-2 21:22:19

<div> </div><div><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">现在大部分学校已经进入暑期课程，各位校长面临的最重要的工作也已经从招生转为续班。整个续班期，我在关键的时间节点设计了六轮推班，各部门相应指令，合理分工、配合，形成联动，力求取得最好的续班结果。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">在整个续班的关键节点中，结班家长会无疑扮演着举足轻重的角色。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我看过不少结班家长会的ppt和讲稿，发现大家的思维基本上处于一个“想到啥写啥、感觉啥有用就写啥”的层次，根据这样的思维举办的家长会很明显会出现各环节相对独立、突兀，并不能形成完整的、环环相扣的逻辑链。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">当然家长的思维也会被带的东一榔头、西一棒子，最后的结果基本上是家长感觉老师说的都挺对，学习很重要，至于交学费的事情嘛，嗯，还要考虑下。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">然后？就没有然后了...<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">接下来我们就从整个流程上看一下，家长会该怎么开。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">注：以下以青藤新高一暑期班家长会为例。青藤新高一暑期班为数学免费、其他科收费班，家长会由数学老师召开，其他科目搭班老师参会。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <section label="powered by 135editor.com" style="max-width: 100%; color: rgb(62, 62, 62); font-size: 16px; line-height: 25.6px; font-family: 微软雅黑; box-sizing: border-box !important;"><section data-id="24" style="max-width: 100%; box-sizing: border-box; border: 0px;"><section style="margin: 3px auto; padding: 15px; max-width: 100%; box-sizing: border-box; border: 2px solid rgb(240, 240, 240); line-height: 24px; box-shadow: rgb(170, 170, 170) 0px 0px 3px;">目录给家长一个到场的理由续班决策的思维链</section></section></section><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">给家长一个到场的理由</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会首先要解决的是到场率的问题。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">暑期免费班的家长会家长的到场率一般较低。<ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">相对于收费班来说家长的重视程度不够；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">有些家长认为暑期的上课时间较短，开家长会也没什么能说的（有的机构老师在家长的微信群中已经把孩子平常的表现都说了）；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">高年级孩子的家长一般会认为，孩子大了不用大管，或者除了掏钱给孩子支付学费，自己已经帮不了孩子什么了（这种观点在小城市很普遍），因而来参加家长会的欲望更低。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">很多机构毫无前期准备和铺垫，仅仅让教务给家长打一圈电话，就指望家长能来参会，这显然是非常不现实的。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">针对上述原因，我们应该做到以下三点：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">1、首先必须要求是任课老师直接通知家长参会事宜，而不是教务。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">因为家长潜意识里会觉得任课老师开家长会肯定是有关自己孩子学习的情况的，而教务通知家长来开会肯定是关于续费的。如果老师前期在微信群里能与家长有良好的互动的话，家长还是很乐意来见一下老师的“庐山真面目”的。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">2、其次在通知中要及时地公布学生的结课考试成绩，并对学生的高中学习做规划建议。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">短期班结课考试的很大作用就是给机构开家长会找理由，体现孩子阶段性的学习成果。另外，才从初中步入高中的学生及其家长其实对高中的学习规划是完全陌生的，很有动力去了解下一阶段的情况。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以我们在通知中强调对孩子高中的规划和建议是非常重要的，尤其是针对于家长的建议，“高中家长应该做到的5件事”远比“高中学习5大注意事项”吸引家长的多。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">3、此外，在通知中要告诉家长，虽然孩子已经升入高中，但是家长还是有很多学习以外的事情可以帮助到孩子。可以以我们的亲身经历告诉家长：孩子并不成熟，很多方面需要家长的监督。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">续班决策的思维链</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">到场率的问题解决之后，我们接下来需要研究的是家长会上影响家长报班的因素，即家长续班决策的思维链。这点非常关键！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">很多校长认为，暑期班如果学生没有退课，说明学生和家长对于本机构的教学质量是认可的。所以，只要续班窗口期的优惠额度足够大，就可以促成大部分学生的续班。这样的想法显然是错误的。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">正如我所在的城市一样，很多校长面对的培训市场是非常不成熟的，这类市场最大的特点是短期培训需求远远高于长期培训需求（因为在学生家长眼里课外辅导只不过是放假时不让学生玩疯的手段而已）。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">不少家长对于秋季班的态度是“不需要”，而不是“报哪好”。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">报班本质上属于一种购买的决策。所有购买决策能够产生的前提是：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">消费者受到合理的内部刺激和外部刺激。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">内部刺激，其实就是购买动机，是消费者认为该产品或服务能够满足自己的某种需求；<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">外部刺激，可以认为是商家的某些销售行为，如降价促销等。外部刺激，只能让人进行购买尝试，而无法解决购买动机问题。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以如不对家长进行足够的内部刺激，一切的优惠和自吹自擂都很难产生效果。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">产品要形成适度的内部刺激，有两种方式：正向刺激——使用了我的产品，你的人生将变得更美好；负向刺激——不使用我的产品，你的人生将变得很糟糕。 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">一般来说，快消品和奢侈品等更倾向于前者，服务类产品更倾向于后者。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">教培行业显然属于后者，因为在有关孩子的问题上，家长绝对是“风险厌恶型”的。如当你说“弹跳舞让孩子学习更好”的时候，母亲们可能不会留意文案信息，而如果你说“跳舞的孩子不会学坏”，就可能一下子激发了家长的注意力。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">说到这，大家就应该明白了，家长会的重中之重，不是给家长们一遍又一遍的吹嘘“我们有多牛逼！”、更不是打鸡血般地重复“名额有限，钜惠只剩3天！”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我们需要做的是应该建立一种场景，让家长感受到一种负向刺激——不继续学习，对孩子的未来很不利。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">这就是所谓的“恐惧营销”！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">想要成功的进行恐惧营销，我们一般需要五步：<ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">建立用户的自我认知（明确背景）</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">说明威胁的严重性（吸引注意）</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">说明威胁的易发性（引发恐惧）</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">提出威胁的解决方案（诱导消费）</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">给予立即消费的理由（外部刺激）</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">根据上述步骤，我将针对家长会的各个环节进行如下的设计。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第一步：建立用户的自我认知<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">在用户关注你的产品前，一定首先要让用户先去关注自己、了解自己，否则用户很可能和你理想中的用户画像不同。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">比如，倘若你仅仅描述高考的残酷性，家长可能会自认为他的孩子非常优秀，此时你建立恐惧营销的效果就会大打折扣。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以，家长会的第一个环节，我们一般是发放学生结课考试成绩单，让家长认清孩子的学习情况（当然这也是家长最感兴趣的部分），以及来参加家长会的主要目的所在。在这部分有两点需要说明：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">家长对于自己孩子的考试成绩是非常看重的，所以在出题和判卷的时候要注意不要让考试成绩太难看，或太好看。因为如果分数特别低，此时家长会认为机构的教学水平有问题或是孩子水平还可以只是题目比较难；如果分数特别高，你就没什么可以“恐吓”家长的了。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">快速的对每个同学的成绩做点评，主要是指出失分点，同时说明这个失分点的重要性。最后提出建议——您的孩子秋季适合上何种班型。因为这个环节是商业性最低的，所以家长的警惕性也是最低的，此时顺理成章的建议就很容易打动家长。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第二步：说明威胁的严重性<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">以新高一学员为例，最大的威胁，当然也是终极威胁就是高考。所以接下来我们在家长面前需要对高考进行分析。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">很多新高一家长都还是初中思维，沉浸在“孩子初中成绩不错”或“终于考上高中了”的放松心态中，拿中考对标高考，缺乏对高考严峻形势的警惕。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">为了塑造高考的正确形象，我建议从以下两点内容切入：<ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">本省高考基本数据。包括各年的分数线、各批次录取比例、600分以上学生的比例、省内知名大学的录取分数等，并与中考做对比，用数字告诉家长，高考的题目难度和录取率远非中考能比。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">本市高中的高考录取情况。这个内容是家长最感兴趣的，因为直接与孩子的未来挂钩。一定要给家长传递这样的信息“无论学校的教学水平怎么好，孩子的前景总是堪忧的”。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">例如，如果孩子就读的高中一般，那就说明一本上线率很低就好；如果高中还不错，那就暗示211院校上线很难；如果高中非常好，放心，还有985呢。孩子就读的高中越好，给家长的定位就越高。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第三步：说明威胁的易发性<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">拖延是人的天性。一般来说，远期或者发生频次很低的威胁不容易刺激人立刻做出反应。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如大家都知道吸烟可能会导致肺癌，但是那是几十年之后的事情，但真正能戒烟的人却很少。同理大家都知道地震很可怕，但是发生频次太低，所以大家也没看见哪个楼盘在售卖时以抗震当噱头。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">对于我们教培机构来说，要做的是把远期或低频的威胁转化为近期的、可触摸的威胁。在续班家长会上，则是体现在要把高三才会面对的高考的威胁提前到高一。在这部分，我建议有两块内容能很好的说明问题：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">高一上半年的学习内容分析。和惯性思维相反，高一虽然年级低，但却很关键。我用三个指标来衡量高一各科的内容：高考占分、知识难度、知识基础度（即本部分知识在整个高中该学科的奠基程度）。这部分内容想要表达的思想是：高一学不好，高中就玩完。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">初高中学生过渡的常见问题。如用初中的思维去实践高中的学习会有什么后果（最后一年冲刺学习，无自己的学习节奏、过度依赖于学校等）。家长对这类问题一般很感兴趣，这就可以为后面解决方案的提出做好铺垫。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第四步：提出威胁的解决方案<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">提出威胁的解决方案是打出机构牛逼的广告吗？当然不是。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">提出威胁的解决方案的关键在于特定场景的建立。举个很简单的例子，在大街上喊“花生瓜子啤酒饮料矿泉水”就是做广告，而在火车上喊“花生瓜子啤酒饮料矿泉水”就是提出解决方案——因为我们提前设定了“火车上”这个场景，刺激了潜在用户产生需求。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如果前面的工作到位，那么我们其实已经为家长建立了特定的场景，处于焦虑和恐惧状态的家长会急于找到一个有效的解决方案。但是需要注意的是，此时任何过强的商业性行为和话语都会刺激到家长的敏感神经——说了这么多，原来他只是想让我报班而已。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">这也就意味着，我们提出的解决方案一定是“软广”。在这里我有三个建议：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">教师在家长会上用自身实例代替说教。如任课教师在家长会上可向家长传达这样的信息“我曾经的学生甲，学习的盲目性问题非常突出，其实我并没有给他讲多少东西，只是给他做了规划，提醒他进行阶段性的复习，他的成绩提升就已经很明显了”。这样的描述绝对比“我们青藤会根据学生的情况设计针对性的教学，保证提高成绩”更能打动人。而且，大量的实例也给了家长“这个老师很有经验”的暗示。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">引发家长的从众心理。曾经有一个有趣的实验，当一大群人突然出现并向你的反向跑的时候，几乎所有人都会放弃原来的方向加入这一大群人。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">当人恐惧的时候，“随大流”模式一定会成为大家首选，因为潜意识中我们会认为“大家都这样一定是安全的”。所以我们要向家长暗示“XX高中有多少人在我们这学习”、“我上个班有多少个学生”。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">弱化机构的品牌。机构品牌是最能引起家长商业化感觉的字眼，当学生已经在本机构进行暑期学习而没有退课的时候，说明学生和家长对于机构是比较认可的，此时你的机构在和别的机构竞争中是占据有利地位的，就不必反复告诉家长“我叫青藤，请记住我”，过度的品牌营销除了会引发家长反感，没有任何意义。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第五步：给立即消费的理由<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">上述设计的方案，都属于内部刺激的范畴，能使我们的家长产生购买动机。接下来，辅以适宜的外部刺激——“续班窗口期”，优惠不可少，就可以给家长一个立即消费的理由。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">特别给大家指出一点，我们的家长会一般都会配备一名专业的教务人员在现场，专门负责最后的促销信息发布，明确告诉家长这是商业环节，把老师支开，防止与家长心目中老师的形象产生反差，影响前期的铺垫效果。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">当这些步骤都实践之后，我们就可以收工了吗？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如果你的机构在北京，上海等教培行业高度成熟的市场，那么恭喜你，确是可以收工了；如果你的机构的教培行业正处于培育期的市场，由于家长对于续班窗口期的概念比较陌生，没有提前续班的习惯，那么离收工还差一点。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">因为即使家长已经动心了，即使续班窗口期又有很大的优惠额度，总的学费金额依然很高。对于很多家长来说，如此高的支出是需要一定的思考时间的。但是，我们苦心给家长营造的“恐惧情绪”，不可避免的会随着时间的流逝而衰减，此时就会出现大家经常抱怨的“家长确实挺动心的，但是最后没有来”的情况。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">为了缓解这个问题，我们设计了押金制度，即家长在现场只需缴纳较少数押金，如每科50元，我们就可以给家长一个续班窗口期优惠。较小的金额可降低了家长的思考负担，能让尽可能多的有意愿的家长当场报名。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">押金数额虽然少，对家长心理的影响却是很大的——如果我不来，这部分钱就白交了，所以我要去缴费。以青藤暑期免费班为例，在家长会结束后学生如果续报课程我们只收取10元押金，学生的到场率超过了80%；有些不明事理的小机构，为了抢学生的报名信息不要押金，到场率在20%以下。 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="padding: 5px 15px; max-width: 100%; clear: both; min-height: 1em; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; border-radius: 5px 5px 0px 0px; border: 0px; text-align: center; color: rgb(255, 255, 255); line-height: 2em; font-weight: bold; box-sizing: border-box !important; background-color: rgb(70, 118, 217);">CK47 说<blockquote class="" style="padding: 10px 15px 20px; max-width: 100%; border: 1px solid rgb(70, 118, 217); color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 0px 0px 5px 5px; box-sizing: border-box !important;">以上是我对于结班家长会整个流程的分析和建议。家长会的每一个环节，每一张PPT都应该围绕上述五个步骤进行，任何“觉得有用”实则“偏离主线”的内容都应该舍弃，因为它会破坏我们好不容易建立起来的特定场景。 最后需要说明的是，我们所有的设计都建立在家长和学生对我们的教学满意的前提下，家长会并不能弥补教学上的任何缺陷，望各位校长不要走火入魔。</blockquote></div><div> </div><div>来源：<a href="http://mp.weixin.qq.com/s?__biz=MzIyOTA2ODU2MQ==&mid=2650479016&idx=1&sn=409d8d0ead26112e77d05c4bf24b2cd4&scene=1&srcid=0801yBklDJ4wCY5GDjwB3HnW#rd">校长运营圈</a> 微信号：yaohaotixy 作者：CK47</div><div> </div>

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教育圈的市场人 市场人的社交圈's Archiver

“恐惧营销”策略在暑假续班家长会的应用

教育圈的市场人市场人的社交圈's Archiver