Online promotion plan for a German language school

Techinische Hochschule Wildau Technical University of Applied Sciences

Milestone 3  Online Promotion Activities of Eurasia Institution In China

Shengxiong Li, Jiali Yu, Yumei Zhang,

Xinye Zhou, Yupeng Bai, Lin Zhao

International Management WS 16/17

Instructed by Professor Sandra Haas

19.02.2017

introduction

The purpose of online promotion is to allow as many potential users as possible to understand and visit the website, through the website to obtain information about products and services, to provide support for the final formation of purchase decisions. Website promotion needs to rely on certain network tools and resources, commonly used website promotion tools and resources including search engines, catalogs, e-mail, website links, online yellow pages and classified ads, e-books, free software, online advertising media, traditional promotion Channels and so on. All the website promotion methods actually mean reasonable use of tools, so the development and implementation of effective website promotion method is based on a variety of website promotion tools and resources of the full understanding and rational application. The purpose of corporate website promotion is to improve website visits and achieve website marketing goals. Based on this premise, the operator of the website promotion plan should use the characteristics of the internet and the precise positioning of the target market, so that more potential customers know your website and become repeat customers.

Eurasia is planning to relaunch the new plan in online market through the many advantages of the network, the promotion and sales of their products, the overall marketing activities, and the fundamental objective is to discover, meet and create customer's demand, the use of the Internet for marketing, product innovation, promotion, pricing, promotions activities. Eurasia company online marketing strategy for the objects to attract more and more international individuals from all over the world who want to achieve education or even further careers in Germany and to deal with and improve the current status of Eurasia in the fierce competition, which enable them to obtain better results in network brand marketing.

WeChat, Weibo, QQ

[pic 1]

(sources: http://linkfluence.com/wp-content/uploads/2017/02/2017-Chinese-social-media.png)

As we mentioned in MS2, online promotion is very important as billions of people use internet to get information and make decisions as daily basis. Businesses can greatly enhance the marketing of its products and services in China by using Chinese social media platforms. 

According to Linkfluence, the most popular social media platforms in china in the past few years are WeChat, Weibo and QQ. We did some researches and suggest Eurasia to use WeChat and Weibo to deliver promotional marketing messages to consumers and use QQ to communicate with customers.

[pic 2]

WeChat——the mobile-only app currently connects over 850 million monthly active users – an annual increase of 40% (Dec 2015 – Dec 2016).

Different from the traditional online promotion forms which means consumers view online advertising as an unwanted distraction, WeChat users subscribe the official accounts of their own accord. According to "WeChat data report of 2016” published by Penguin Intelligence, there are more than 10 million Official and Public Accounts on WeChat platform, and 74.2% of WeChat users think they could learn different and latest information from Official and Public Accounts, and at the meantime 41.9% users believe it also is a way for them to know enterprisers’ and merchant offers.

  Therefore, we could create our own official account on WeChat to perform our services, and at the same time we could pay many developed existing public accounts which is related to education, studying overseas, Germany and German to recommend our account to the public for attraction and brand awareness.

Here are some important tips of using WeChat:

1. Apply Content Optimization

Content is very important when it comes to online engagement. Content is what keeps your followers hooked to our page, therefore it has to be the right content. Rich content will give us huge extra credit, so make sure we offer the right content to attract our followers.

2. Use Correct Update Timings

Timing is very important when you are posting content.  We have to be aware when our followers are the most active on WeChat so that we can achieve maximized content reach. Generally, users are more active during 8am-10am, 12pm-1pm, and after 8pm.

3. QR Code Integration

QR codes are very popular in China, and WeChat has integrated QR codes as a service. Businesses can easily make use of this service to further reach out to customers. We must create a QR Code of Eurasia account for users to follow us easily.

 (Source: https://jmsc.hku.hk/revamp/wp-content/uploads/2015/04/WeChat.jpg)

[pic 3]Sina Weibo was dubbed the (bigger and better) Twitter of China, however it is now more commonly compared to Facebook. While it exercises Twitter’s key traits: @’s and #’s, it is likened to Facebook due to its many other capabilities: share music and videos, create photo albums and play games. Users are able to personal profiles too. Weibo is a must-have social platform for local and global brands to connect with Chinese consumers – Weibo claims a 76% year-on-year increase in “interactivity”

Like what we could do on WeChat, we also can create our official account and ask some popular existing account to promote our account for attracting more attentions from the public, it will likely to cost some money but worth it, as Zhang Zhe, head of Sina Weibo Sports, said: “When a celebrity posts about a brand on their Weibo page, the post engagement can be up to 6,000x that of the brand, and the post can reach a fanbase of 1,800x greater than the brand has”.

But what difference between Weibo and WeChat is that, in Weibo, people always use more picture and less words to communicate and to advertise; however, compared with Weibo, in WeChat, most of official accounts prefer using articles and essays to transfer information to the public.

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