Once in 2009, the owner of a newly opened private kindergarten contacted us. Rather, I turned to her, offering to carry things from the car in a neighborly manner. We met and started a conversation. It turned out that before the opening, she poured the entire advertising budget (200 thousand) into TV ads, and no one came to her. And he didn't even call. After that, she said that she had 10 thousand, but hardly anything could be done with them. And one signed up client who came from friends is a failure.

Kindergarten promotion

Money for the launch, of course. advertising campaign not enough. And at first we parted. However, the subconscious mind is still working on the task after loading the input data into it. And so the problem challenged us to a duel. We wanted to find a way out. They began to analyze why the failure happened.

Mistake # 1. " TV doesn't work here. "
1) The advertisement was placed on Channel 49 (Novosibirsk). And young mothers do not watch it.
2) The advertisement was placed on channel 49. And mothers who have money for private garden hic.

Mistake # 2. "Bets Don't Always Win"
It is not worth throwing all the money into one communication channel, even if you are 100% sure of it. This is the same as putting the whole pot on zero.

Mistake number 3. "And the bridges have been burned"
The video was short and, of course, in the format of a quick chatter of text, where at the end the phone was called (the kindergarten did not have a website).
Therefore:
1. Perhaps we didn’t have time to write down the phone number.
2. "And to call a fig in general, if I have not even read the reviews, have not looked to see if there is a license, have not looked at the pictures. If I call, they will start spilling right away."

Promotion is somewhere nearby ...

We sorted out the errors. But what to do next? As it turned out later, the problem was that at that time no one in our team had yet ... children. And therefore, no one knew that the crisis with places in kindergartens created a huge demand for places in private kindergartens. If we knew this, then the solution would come faster. And so I had to monitor the situation.

My team and I climbed through forums, websites, read analytics. And they realized what kind of recent times a lot of gardens were opened, sometimes they were even of poor quality, but ... all were packed to capacity. In addition, a series of scandals in the media generated a segment of the audience who, in principle, did not want to send their child to a state kindergarten. So why is our neighbor's private garden empty?

Our second conversation dotted the i's. There was no information about the kindergarten "Aist" anywhere. Anywhere at all. Not in any reference book. It was as if it did not exist at all. Young mothers sitting on the Internet in the evenings could not even find this garden in principle (and, by the way, they do this in the evenings, that they themselves are looking for what they need). And since the goal was simple: to gather a group of 12 people, the recipe ripened immediately.

Recipe for promoting a kindergarten:

1. A pinch of information in everyone electronic directories and city catalogs;
2. Add invitations to mothers' communities (in Novosibirsk this is Sibmam's forum, social networks, partly Babiblog, etc.) Can be mixed with specials for each of the communities (in the spirit of "only for visitors of group" A "free photo session of the child's first day in kindergarten Plus, sprinkle everything with photographs of the interior, educators, scans of permitting documents (!), Etc. Maximum openness!
3. If possible, create discussion threads there in the communities.
4. Scrape up those interested in kindergartens on the Internet and tell them about your appearance (preferably by contacting by nickname or name, officially inviting them and if there is any information about the child, make a "compliment");
5. Mix everything, but do not shake it up, and serve at the same time with hot, vigorous text.

In general, a creative doesn't have to be creative. Indeed, sometimes even the simplest solutions are enough for successful development - you just need to look at the situation from the right angle. And a person (yes, businessmen are also people) is such that sometimes he does not see a way out of the situation. And this is not because he is stupid. But because he is not a versatile person.

In short, all the places in this kindergarten were bought out in a month and a half. In fact, no advertising investment at all. After all, these actions can be done by everyone with their own hands. Of course, now this recipe is unlikely to help everyone. The market has changed. But the effect will be even now and much higher than the investment.

Co-founders of the Umnichka children's eco-club, founders of the Your Club project Sofia Timofeeva and Anastasia Shevchenko share their experience of attracting children to the club. How to motivate children and win the favor of their parents for the benefit of all parties.

Sofia Timofeeva and Anastasia Shevchenko, co-founders of the Umnichka children's eco-club, founders of the Your Club project, will tell you how to attract new children to your club and how to win over their parents.

It's no secret that the success of any business directly depends on a developed client network. And the kids club in this case is no exception.

However, the peculiarity of this business is that the clients here are funny and curious kids, each of whom is unique in nature and needs a special approach.

We give to try

Currently, the Internet, print media, and the streets of the city are literally full of ads offering services for the early development of children. And among all this diversity, it is quite easy for parents to get confused.

They are constantly faced with a choice: which club to give preference to? What courses should I take my child to? Therefore, invite your potential clients to attend your trial sessions. While the kids are working with teachers, the club administrator can fruitfully communicate with parents, introduce them to the whole range of services, talk about traditions and achievements, about bonuses and promotions.

And parents, in turn, can familiarize themselves with the methods, inspect the situation, and in general get imbued with the spirit of the holiday and the creativity of your club. It is this factor that can play a decisive role when parents choose a children's club for their baby.

Trial lessons can be either paid or free. But if you conduct trial classes for free, then be sure to include their payment in the cost of the subscription when it is sold. In other words, if the client liked the course and decided to visit your club, then the payment for the course should start with a trial lesson.

Otherwise, if the trial lessons are simply “donated” to clients, you risk incurring significant losses, because no one canceled the rent and salaries for teachers.

Give gifts

What do children love the most? Gifts, of course! But the most interesting thing is that adults love gifts no less. They just like gifts a little different. If the child, who first crossed the threshold of your club, can be given small souvenirs, small cars, pencils, notebooks, thereby endearing him to yourself and leaving a pleasant memory of your club.

Then adults will like bonuses, promotions and discounts for your services, with the help of which you can significantly save the family budget. Although the point, of course, is not so much in the economy as in the psychological aspect. It's always nice to receive gifts!

And this will be another important factor that will make you stand out from the competition. So hold promotions regularly, provide discounts, hand out bonuses. Some of the most effective shares influencing the influx of clients to the club are promotions such as “Bring a friend” or “To the club with friends”.

The meaning of this promotion is that those clients who have brought their friends to the club are given a discount on the payment for classes. It is worth noting here that best advertisement the children's club is a "word of mouth", and it is in your power to make it broadcast exclusively on your wave, notifying target audience about the high quality of your services.

Do not forget that in addition to the club, your clients visit a number of other children's places - playgrounds, kindergartens, and clinics. And while the kids frolic with each other, their mothers have time to discuss more than one topic.

And one of the most talked about is the early child development... Therefore, the “Bring a friend” campaign can become a strong enough motivation for parents to tell your potential clients about all the advantages and advantages of your club and invite them to visit you.

Sector "Prize"

What else do children like besides gifts? Participate in games and contests, win and receive prizes. The most interesting thing is that growing up, many of us continue to participate in competitions, striving to win and receive a well-deserved reward for this.

The spirit of competition still lives in us! Apparently, therefore, contests and quizzes held in in social networks are so popular among community members.

Take advantage of this opportunity too. Organize a competition on your page on the social network and raffle off a subscription to classes in your club. Incentive prizes can be - trial lessons in your club for everyone involved.

We meet guests

"He who goes to visit in the morning is doing wisely." Winnie the Pooh's point of view is shared by most of today's children. They just love to visit, especially where they are warmly welcomed. New environment, new friends, new toys. What could be more interesting!

Therefore, arrange a free creative workshop in your kids club. Post notices on nearby homes, hand out flyers, and ask your clients to tell their friends and neighbors about a free workshop at your club.

This is a very effective way to increase your customer base... Indeed, in addition to the beautiful fake, which will remain with the kid as a keepsake of your club, he may well have a desire to continue acquaintance with the children, and with the teachers, and with the kind of creativity that he touched.

To each according to his possibilities

Imagine a situation: a kid came to your club for trial lesson, worked with a teacher, made friends with other children, he liked everything and his mother too. But that's not the task! They can't afford to attend your classes now. There are different situations in families: the birth of a second child, temporary unemployment, problems with business.

But you never know what. Seemingly, potential client already exists, but he may not turn into a real client. Therefore, in order for the club to really make a profit, it is necessary to define a diverse pricing policy. Those. provide different activities in the club, at different times and at different prices. For example, you can set lower prices for classes during grace times, when club attendance decreases for objective reasons.

Thus, one more problem will be solved - forced downtime, when groups are not recruited, or poorly staffed at lunchtime or in the morning. You can also envisage different types courses, some will cost more and others less. However, all courses, without exception, must be of high quality!

And in conclusion of the article, I would like to cite an outstanding businessman who said: "Do not allow yourself to doze off in inaction." In order for your club to bring you profit, constantly improve, come up with something new, unusual, non-standard, which will cause a great desire among kids and their parents to look into your club and become it regular customers for years to come.

The technologies presented in the article have been tested on real clients, in a real children's center and continue to bring an uninterrupted stream of parents who buy the services of the children's center.

Who will benefit from this article:

• for the leaders of the children's center
• for the manager of the children's center
• for the administrator of the children's center
• to all sales professionals, entrepreneurs selling on their own
• to everyone who does not know how to sell
• everyone who wants to learn it
• anyone who wants to improve their sales skills

Many people think that the key to sales is product knowledge and thorough understanding of the market. Of course, without this, nowhere. But let's dig deeper. To get to this stage, you need to interest the interlocutor, preferably - showing interest in you. Like that AIDA marketers cheat sheet, we need attention first, then interest. This is how it works. And in sales too.

How often have you encountered situations when, starting to introduce himself to a client, he simply threw the phone down. No explanation. You are already tuned in to the presentation of services, you are full of inspiration, but in response you hear beeps, and as a result, disconnection ... Or, you introduced yourself: “Hello, my name is Yekaterina, I am the administrator of the Totosha talent club. Then the standard text from the series “Olga, I have a great offer for you, we will have New Year's parties... "and then the soul rushed to heaven with a typical" managerial "text. The client hears the text for 2 minutes and in response says: "oh, no need", "thanks, nothing is needed", "I have no time", "call back" ...

Not a very pleasant feeling. Truth? And how after this can not give up?

Once upon a time I had to deal with this. But fortunately, you no longer need to invent a bicycle, there are many technologies and practical tricks to avoid such situations. You will be able to include your interlocutor in the conversation to the maximum, interest, and most importantly - convey the purpose of your call.

Let's start with the foundational one. The first reason is the lack of purpose of the call

As strange as it may sound, you should always have a purpose for the call. Maximum focus.

The state is only here and now. You must clearly understand what you are doing now and where this will lead you. Why call your customers and what you need from them. Once you figure it out for yourself, the confidence and purpose of the call is guaranteed.

The second reason is the desire to "sell" and sell

Thoughts only about one thing - if only I bought it.

Good deals are not made with this approach. Remember, verbal and non-verbal conveys the information in your head directly to the client. He feels absolutely everything and can stop communicating with you at any time.

How to get rid of this?

Think about the benefits of the service you are selling. Remember this benefit every time you dial a number or invite your parents to a trial lesson. First of all, you solve the client's problem. Almost like doctors, you give a prescription, a magic pill.

Shift the concept of "sell, sell" to "help, solve a problem."

The third reason, and also my favorite, is that you are boring.

Some may think that I have a radical approach, and the amount of criticism in this article of the average sales manager is off the charts. Let's face it. Are you interested in listening to a boring person, no different from other managers, who calls with an offer to buy an annual subscription to Natalie magazine from him?

Either you need to change something in yourself, or change your job. Selling is not for you.

A salesperson is confident, full of charisma, ingenuity and enthusiasm. The book by Frank Bettger "Yesterday is a loser - today is a successful businessman" will help you with this.

The fourth point of our knowledge will be - paralinguistics

She is a "musthave" in dealing with clients. With it, you can set the tempo, timbre of speech, intonation, pauses, voicing, volume, articulation of sounds.

You can't do without her. By working on paralinguistics, you improve your communication skills. Because 60% important is how you say it, not what you say.

The fifth mistake is your own fear of the client and fear of rejection.

Most people are afraid to talk to strangers, much less get the word "no". There is an easy way to get rid of this fear.

You can take any yellow Pages or the base "which is not a pity" and make about 30 calls with approximately the following text: " Good afternoon, Mikhail, my name is Yekaterina, I recently worked as an administrator and am very afraid to talk with clients, could you help me overcome this fear and send me to hell right now? "

You can't even imagine what an amazing effect this exercise gives. Solve all tasks at once.

The sixth reason - misconception and difficult incomprehensible text of the conversation

Misconception refers to stamped greetings with a customer. Come up with original words, something that will make the client feel interested, included. He will hear something non-standard. Perhaps it will be an association with something.

There is no need to complicate. Speak as clearly and simply as possible. If you need to explain why you are calling, do it in an interesting and simple way. The client must turn on and understand who is calling him and why.

The seventh reason is the lack of active listening techniques on your part in the conversation.

To make your listening active, there are a few tips to follow:

1. Encourage the interlocutor... Express interest, use neutral words that don't express appreciation. Avoid criticism.

Use: Aha, Uh-huh, yes, I understand, etc. The verbatim repetition of one or two words of the interlocutor will also help.

1. Clarification... Helps to clarify what has been said, to clarify, to obtain more information. Ask questions. Rephrase what you heard not exactly so that the speaker can continue with the explanation.

When, how did it happen? Did I understand correctly that ....? As I understand it, this is…. I heard…

1. Re-asking. Here you need to show that you listen and understand the essence of what is stated. You are also testing your own understanding. Ask again, formulating the main sentences and facts in your own way.

Ie, you would like to ... Wouldn't you?

1. Empathy. Show that you understand the other person's feelings. Provide a person with the opportunity to hear about his feelings from the outside.

Do you seem upset by this fact ...?

1. Expression of empathy. Recognize the importance and show respect for the feelings and experiences of the other person. We recognize the importance of the interlocutor's problems.

I appreciate your efforts to resolve this issue ... I share your concern with this issue ...

1. Summarizing. Indicate that there is progress in the conversation. Bring together key ideas and facts. Create a basis for further discussion. Here, basic ideas and feelings need to be re-formulated.

Did I understand correctly that ...? In the end, we can say that ... Let's summarize ...

Despite the high demand for services, not a single private kindergarten will not be able to attract a sufficient number of customers without effective and thoughtful advertising. This article is intended to help the owners of kindergartens to identify the most and least effective ways advertising and plan your own, the most competent and expedient campaign.

Point decoration

Facade

Entry group

The entrance group of the kindergarten can be decorated in the same theme as the facade. This will allow the visor, stairs, railings to look more harmonious and still attract kids.

During the opening period, you can decorate the building with balloons, invite animators - even those parents who did not plan to look for a kindergarten for their child and, of course, dads and mothers who are looking for a suitable institution will attend such a holiday. Needless to say that correct design and festive decorations will kickstart your business by securing your initial customer base.

Outdoor advertising

Billboards

It is also worth ordering several advertising posters and placing them on the billboards of the city. If you're in big locality, choose shields located near the area in which the institution is located, but if the garden opens in a small town, such shields can be ordered in several districts. They should also be as bright and positive as possible. Focus on the "trick" of your kindergarten, whether it is learning languages, preparing for school, or creating the most comfortable play atmosphere for the child.

Advertising in elevators

Indoor advertising

Posters

Needless to say, the interior design of the garden should also be as thoughtful as possible. In addition to toys, beautiful children's furniture and play areas, the room should contain information posters for children and their parents, which should include the name of the garden and display its logo or brand name.

Internet advertising

Website

You should definitely create your own website and promote it on thematic platforms, for example, on forums for mothers. The resource should be constantly updated - post information about promotions, events, educators, add photos and videos - this is guaranteed to attract new customers.

If you decide to create a website on your own, be sure to read our articles:

Here we have laid out our experience and opinions on the use of various tools that you just need in your work. This will allow you to reduce the time spent on selecting the necessary resources for its creation and to maximize profit from the site as quickly as possible.

Banner advertising

You can promote your site using banner ads, which should also be placed on thematic resources.

Groups in social networks

Having a group on social networks with proper support will become perhaps the most effective tool for advertising a kindergarten. So, in the group it is worth posting not only information about your institution, but also photos of your pupils, events, as well as useful information for moms. Such a policy will lead to the fact that mothers will repost to their walls, which means that all their friends and subscribers will find out about your kindergarten. However, it must be remembered that this advertisement will not do without material investments: initial stages you will have to "wind up" basic subscribers and advertise the community in more large groups cities.

Printable advertisement

Leaflets

Conduct a large-scale flyer distribution before the opening of the kindergarten. Be sure to mention the opening holiday in your flyers and provide basic information about the institution.

Business cards

Business cards can be distributed to parents - they will serve as an actual reminder of your garden, moreover, mothers and fathers, who have already become your clients, will be able to distribute these business cards to their interested friends and acquaintances.

Other

Hosting an event

Conducting educational and recreational activities is a huge trump card for any kindergarten. The events held in the institution itself can also be attended by children who do not yet want to go to your garden, which means that there is a chance that parents will decide to give the kids to you. Educational events, visits to museums, etc. will be a huge bonus for the garden in the eyes of parents interested in the rapid development of intelligence and knowledge of their children.

Which ads don't work for kindergartens

1. Advertising on television and radio. In general, such advertising can be effective. However, the time of large channels and radio stations is very expensive, which means that if you open a small private garden, and not a network of gardens throughout Russia, this will significantly hit the budget, but will not be beneficial. If you can afford advertising on local channels and stations, and you are sure that there are parents among viewers and listeners, you can try to promote the institution through local resources. However, before ordering airtime, it is worthwhile to think again about the advisability of such an advertising campaign.
2. Expensive outdoor advertising means: video boards, light boxes, figures. The main task of the owner of any garden is to attract a specific target group, parents and their children. That is why advertising for a kindergarten should be specialized, and not aimed at attracting the attention of all passers-by without exception. This does not mean that outdoor advertising and is not needed at all - the facade, decor, entrance lobby, billboards - all of these are worth using, however, the costs, for example, for an LED sign may turn out to be unjustified.

Slogans and texts

Below you can explore the slogans and texts that are already used to advertise kindergarten:

• We are not indifferent to the fate of your child!
• I give my heart to children.
• Kindness, health, knowledge to your children.
• Happy children are happy parents!
• joy to children - confidence to parents!
• The world of children is our world.
• To make children grow up happy!
• Steps to the future!
• For the world's most important people.
• The world is based on love for children!
• The future is in our safe hands!
• Kindergarten for little princes and princesses.
• A place to return to.
• If the children are happy, the parents are calm!
• The magical territory of childhood.
• They trust us the most precious thing.
• A happy child is our job.
• Everything for children with convenience for parents!
• Your child will be surrounded by care and attention.