What are the strategies for campus marketing?

Military training can be said to be the first class for freshmen to enter the university. This is a difficult time, but it is full of novelty for everything in the university. The solid foundation laid by enterprises in this first class is an important link for secondary or even multi-scenario derivative marketing in the future.

A survey of an institution shows that continuous and multi-frequency brand marketing has a significant impact on college students' brand and product selection. Without brands or products for advertising marketing, college students' trust will be much lower; Multi-frequency continuous marketing will change college students' impression or cognition of brands and products, thus affecting the paid conversion rate. So, how do enterprises use military training to do campus marketing?

Campus freshmen during military training have the following characteristics:

1、

Concentration of time and place. During military training, every school will formulate a strict work and rest system, and freshmen can arrange their own time with little or no time. In this way, the occasions where freshmen will appear are greatly reduced, which are roughly distributed in training grounds, canteens and dormitories. This kind of regular and fixed-point work and rest simply provides an innate excellent condition for enterprises to do campus marketing.

2、

Limited energy, no time to care about him. After a whole day of rigorous training, how many freshmen can still be alive and kicking during recess? Most of them are like faded children who just want to take time to rest. If enterprises still want to use the rest time to promote marketing, they may only get tired and bored faces. Therefore, in this period, it is particularly important to deeply integrate marketing means into the training and life of freshmen. If at this time, the enterprise can just put forward solutions to some distressing things that freshmen will encounter in military training, then congratulations, your brand has successfully lived in the hearts of freshmen.

Here are two cases to analyze what you didn't get in campus marketing.

Case 1:

Anyone who has experienced military training knows that the soles of the shoes are hard during military training, and many people cry for a long time during military training because their feet hurt. If there is a problem, there are countermeasures. Campus APP seizes the hot spot and thinks of preparing sanitary napkins for freshmen. Both men and women can put it under their feet, which is not only soft but also absorbent. The advantage of this activity as a breakthrough is to deeply meet the real-time needs of students and easily improve students' acceptance of products and enterprises.

This not only eliminates the preparation of market segmentation, but also greatly improves the universality of the market, and can also be directly applied in other schools. As for innovation, it goes without saying that if we put the activities of promoting sanitary napkins in peacetime, not only will the market target be reduced by half, but it will also be limited to female users; And the creativity of product promotion has also declined, lacking new ideas.

Coupled with catchy and interesting slogans, the words "senior" and "senior" in universities always make freshmen full of curiosity and interest. It is not difficult to impress freshmen by grasping this psychological characteristic of freshmen and combining the characteristics of products and corporate brands.

Case 2:

Mineral water is a necessity during military training and consumes a lot. Freshmen may have to kill several bottles a day. Sending water during military training is tantamount to sending charcoal in the snow, which not only brings coolness to freshmen, but also makes freshmen feel the humanization and thoughtfulness of the enterprise, greatly enhances their goodwill towards the enterprise, and also adopts an inclusive attitude towards the advertising content posted on the mineral water. Mobile phones are generally not allowed to be used during military training, which leads to boredom during rest, and the advertising content posted on mineral water bottles has become the only fun to relieve boredom. When resting, I will definitely drink water to replenish my body's water. When drinking water, I will pass the time with advertisements on water bottles. This series of chain reactions has greatly increased the communication and effectiveness of enterprise marketing.

At the same time, the heroic slogan will also leave a deep impression on students, and it is easy to spread widely on campus through word of mouth.

Through these two cases, we can analyze and summarize the three most noteworthy points of campus marketing during military training:

First of all,

Find a good posture, gentle movements, not simple and rude. Freshmen who have just entered the university have been fully baptized by various tough marketing methods such as buying phone cards, daily necessities and English newspapers. If enterprises continue to adopt this rigid traditional marketing method, it is likely to bring emotional dissatisfaction to fresh graduates and play a negative role. Therefore, putting a soft stance, even playing emotional cards, and marketing in a caring and caring way can directly hit the hearts of new students. As an insole and free mineral water, Hu captured the hearts of students from the perspective of humanistic care and achieved the purpose of marketing.

Second,

The content is novel, sincere and friendly, and the routine is rejected. The major military training enterprises have already been laid out in the school season, and they are eyeing these freshmen, and their contents and routines are endless. However, most of them are seriously homogenized, have no bright spots, can not arouse interest, and will not become the material of their friends circle. A good marketing season, especially during military training, must start from the needs of new students, be original and creative. For example, "You stepped on the love from your seniors". Freshmen who have just arrived at the university are the first stage of getting familiar with their classmates and establishing friendship with their seniors and sisters during military training. After 00, college students love to share and show their love and need to be concerned and cared for. In addition to performing at the military training site, online qq space and WeChat circle of friends are more important positions. Enterprise marketing should create content and opportunities for them.

Third,

On the importance of protracted war from controlling budget and storing ammunition. Military training is a short process of college life, mainly facing freshmen, and the audience can only account for a quarter of the total number of college students, so it is not easy to invest huge sums of money, so we should keep ammunition and do long-term publicity. In the above two cases, the marketing cost of sanitary napkins and mineral water is not high and can run through the whole military training period. If you use high-cost marketing methods, it won't last long. Marketing in just one or two days is often calm before making waves. The transformation and consumption of users are not achieved overnight, and they need to be repeated constantly to increase their memory. The data shows that a brand appears 14 times in a picture, which will enhance brand memory. So is the marketing budget of the enterprise 14 times?

In a word, the development of campus marketing to personalization is an inevitable trend, and it is an organic combination of the innovation of enterprise marketing methods and the potential laws of marketing. When carrying out campus marketing activities, enterprises should grasp the particularity and novelty of campus marketing, formulate a set of targeted marketing programs, and do a good job in the details of each program in order to achieve good marketing results.