How to do marketing in campus market?

Nowadays, more and more businesses pay attention to campus marketing, including not only traditional enterprises, such as fast-moving consumer goods and clothing, but also emerging technology industries, such as the Internet. Mainly because college students have many characteristics and idiosyncrasies different from the general public.

1. According to statistics, an ordinary college student now spends about 2,000 yuan a month and each student spends about 20,000 yuan a year. At present, the number of college students is around 30 million, which shows that the total consumption of college students is huge every year, so more and more businesses pay more and more attention to the student market and want to share this cake.

2. College students have not yet formed a firm outlook on life and values, and it is easier for enterprises to establish brand image among student users than for social professionals.

3. Many products and services that only working-class people used to buy are now basically welcomed by student users, including beauty cosmetics, digital products, high-pressure restaurants and movie entertainment. Now, which college student doesn't go to two or three movies every month, or go to three or five groups every week to improve food, and which college student doesn't have a smartphone, or even more than one.

4. College students are relatively concentrated in the region, work and rest are relatively regular, and their interests and hobbies are easy to influence each other, so information is easy to spread and split among students, which is very conducive to brand promotion.

To sum up, many enterprises now want to seize the student market, but there are always some enterprises that do not do well, fail to build a good brand among the student groups, and have poor publicity and promotion effects, and spend a lot of money without seeing too much splash.

The promotion channels on campus are divided into online and offline.

Online channels include the following resources:

1, the campus opinion leader KOL, is the school flower and school grass, the goddess among goddesses, the club boss, etc., and has more influence and credibility in various campuses. This group of people is a big star on campus, which can definitely drive a large number of people.

2. Weibo and WeChat official accounts, campus official accounts, and Weibo and WeChat official accounts have a large number of fans established by students. Weibo and WeChat official accounts, official campus, it is sometimes difficult to promote brands, because schools will screen brands, products and values, and some brands are not suitable.

3. Student associations, including QQ groups and associations, are basically divided according to hobbies, such as movie sharing groups, food sharing groups, cycling groups, magic clubs and drama clubs. Choosing the right community before promotion often has a good effect.

Offline channels include leaflets, banners, posters, electronic displays, lectures and roadshows. However, although the offline channel looks simple, it needs careful study to get good results. When will the leaflets be distributed? When will the poster be posted? How to post it? How can the form of roadshow have a good effect? These problems must be solved, otherwise it will be a waste of money for the company.

Let's start with the leaflet page, which is what everyone calls a leaflet.

Although some people think this kind of leaflet is too old-fashioned, for some companies and brands, it is the easiest and quickest way to contact customers. The best time to distribute leaflets is from 9: 30 pm to 10: 00 pm from Tuesday to Friday, and the best place is in the dormitory. At this time, the students are basically in the dormitory, and most of them have already returned to the dormitory for self-study. In addition, students are more likely to go out for activities on Monday and Friday nights. If leaflets are distributed in the dormitory, the retention rate of leaflets is relatively high. The longer the leaflets are kept in students' hands, the more times they are exposed. If it is distributed on the way to school, students will basically throw flyers into the trash can. Therefore, the time and place of distributing leaflets is particularly important. Moreover, it is best to make a survey on the dormitory building before handing out leaflets, and learn about the departments of Chu students, so as to reach the desired student users more accurately. Another point is very important. When handing out leaflets, you must use a sentence of 10 seconds to introduce them simply and accurately. Don't put the leaflets in the dormitory and turn around, which gives people a particularly bad feeling. Therefore, seemingly simple leaflets actually have many details to pay attention to.

Let's talk about posters.

As we all know, posters should be posted in places with high student flow, including the entrance of teaching building, canteen, dormitory building and campus. But aren't all the poster kiosks in the university in these places, so the location doesn't need much trouble for putting up posters, but the time for putting up posters is more important. The biggest feature of posting posters on university campus is that there are too many posters posted, and the chances of being torn and covered are too great. A poster that has just been posted will be torn off or covered by other posters when you look at it again, which is inevitable anyway, because you can't stop others from posting their posters, because the poster booth is a resource enjoyed by * * * and cannot be occupied by a certain family. Therefore, the best time to put up posters is within half an hour of the maximum student flow. And posting posters must not be stingy and frugal. Only one poster can be posted in each poster booth. A poster is difficult to arouse the interest of passing students, and even if some students stop to look at the poster, as long as two students can block a whole page of the poster, others will not see it. At least three stickers should be posted, even covering the whole poster booth, so as to attract people's attention and bombard students with information. If the whole poster booth is covered, it is impossible for ten students to completely block all the posters in the residence. If more students stop, it will attract more students and form a good attraction cycle. This kind of exposure is the most perfect. If the company has a budget, it should be posted at least three times a day, before class at 7: 30 in the morning, before class at noon 1 kloc-0/0: 30, and before class at around120 in the afternoon. It is best to post it for one week. You have to read a message at least six times to remember it. This principle also applies to posters. So, since you have decided to post posters, don't withhold or search. You don't want to spend money. It's no use spending a little money. It is better to increase the budget to get the real publicity and promotion effect. It is difficult for every operator to apply for a budget from the leader, but as long as this truth is explained to the leader, the leader will know how to weigh the pros and cons.

The main points for attention in pulling banners and electronic screen advertisements are the same as those in posters, so I won't repeat them here.

I understand all the above and feel right, but without a strong execution team, it is impossible to guarantee the final implementation and effect. Because of the way leaflets and posters are distributed, it is impossible for anyone to really supervise. The general way of supervision and feedback is to take photos and send them back, which will make it easy to cheat. Just hand out some leaflets, take some photos, and then throw the rest of the leaflets into the trash can. When I put up the poster, I took a few more photos from different angles and sent them to you one by one to tell you that I put them up at different times. This situation is too common, because students' professional attributes are basically absent. Students often do things according to their interests. We were supposed to hand out flyers, but my girlfriend texted me that she was going to the movies, or my roommate asked them to play ball. Who will hand out leaflets? So no matter how good your creativity is, how good your activity creativity is, how good your copy is, and you don't have a strong executive team, then don't do it, because doing it will also waste your genius and creativity. This is also the reason why we have been committed to building our own campus channels and teams, because this is the most important point in doing campus channels. We can guarantee all the details mentioned above, and our campus team will not give wrong feedback. This is the advantage. Therefore, it is suggested that the subject should pay attention to the execution of the executive team when doing campus promotion.

Nowadays, when doing campus promotion, many enterprises and brands are not limited to sending out some lists, putting up some posters, or doing a roadshow, and then sending out some Weibo or friends circle. These are more traditional and outdated ways. More enterprises like to really do some activities to interact with students and give them opportunities and ways to experience and feel. Will choose one or several schools to promote offline activities, and then combine online channels for a wide range of publicity and exposure, which can be Weibo, WeChat official accounts or friends circle, or live broadcast. These new games are more and more accepted and respected by enterprises, because students like to participate in such activities, and their publicity and exposure are greater. Moreover, campus activities are becoming more and more colorful, and students are good at playing, so enterprises or brands can choose several university activities for brand naming or implantation, which are all good choices.