Mobile Communications Company Xuanling Campus Promotion Plan

1. Market background of this case

The ringtone service is still in the development and initial stage in the society. It is another value-added service with great development after SMS. There is already a slight understanding of the ringtone business in the society. Understand and understand that the market is in the stage of enclosure and preemptive development. At this time, whoever can be the first to take the lead, and whoever promotes and develops the market more vigorously, will definitely be able to seize the opportunity and capture a larger market share.

2. Promotional objectives of this case

Promotional objectives can be short-term or long-term. Short-term goals are those that are achieved in a year or less, while long-term goals take longer to achieve. Our upcoming bell ring business is different from general physical products. The short-term goal is a call to action and can get an immediate response from buyers. Therefore, our products are very likely to achieve profit growth through short-term effective promotion methods. Target.

3. Market segmentation and market positioning

1. Target market

Taking current college students as the target consumers, the company’s Xuanling and other Promoting value-added services can not only gain existing market share, but also greatly open up a vast potential market in the future. Taking university publicity as the first entry point is a very wise choice.

2. Consumer analysis and business promotion prospects

1. College students have advanced ideas and are easy to accept new things, which is more conducive to publicity. Most of the consumer groups in the college market are between 18 and 24, which is an age group that is very interested in new things. They are easy to accept new things and are willing to try them. This is an incentive and inspiration for our business promotion. (In response to this, publicity needs to be stepped up, and the sensory stimulation should be relatively strong.)

2. College students do not know much about China Mobile's ringback tones or China Unicom's ringback tones, so it is key to introduce the ringback tones in a concise yet detailed manner. Be sure to adopt the approach of being one step ahead and reach the sky early, and be the first to do enough publicity in the campus market to occupy as much market share as possible (Note: special attention should be paid to the fact that we must increase the intensity of our company's business promotion while promoting Xuanling. Remember to avoid making "wedding clothes" for others)

3. China Unicom users in universities have received less attention from China Unicom and China Unicom value-added service providers. Many value-added service providers have been focusing on campus mobile phone users or Unicom users other than universities. Therefore, through surveys, we found that the use of ring tones on campuses The business's mobile users are far more than those of China Unicom, and it is not just a matter of the mobile phone usage base. Therefore, the value-added mobile phone business of China Unicom in colleges and universities is still a blank in a sense. This is also a great opportunity for our company.

4. Looking at all businesses entering the college market, they use extensive publicity and promotional activities. In comparison, they do very little public relations activities, although this is in line with the cognitive needs of college consumer groups to a certain extent. But what cannot be ignored is that good public relations activities can achieve better results (see below for ideas on public relations activities in universities)

5. From a long-term strategic perspective: more than 80% of college students will become mobile phone users in the next 2 to 5 years, which is a huge potential consumer market. And after graduation, college students are dispersed into various industries. Through them, they can drive and influence some social consumers, thereby expanding the market to the whole society. The huge benefits of doing a good job in the campus market are obvious.

3. Market competition situation

The differences among companies in the ringtone business are not big. Once a mobile phone user chooses the ringtone business of a company, nothing special will happen. When something unexpected happens, it won't change easily.

In today’s market, Xuanling’s publicity and promotion activities are far from enough, and there is serious homogeneity. Most of them are limited to introducing songs that can be downloaded, but do not allow customers to choose to use the company’s products. concept.

4. Market Advantage Opportunities

It is precisely because our target group does not know much about this business, and even a considerable number of potential customers have a blank understanding of this business. Moreover, other competitors have not yet entered the campus market on a large scale, which provides us with the opportunity to take advantage of it. Therefore, we are required to be fast and powerful.

5. Perceptual views on business positioning

Some perceptual views on Xuanling (it seems simple, but it is really effective)

Analyze Xuanling Possible situations when the bell is promoted and applied on university campuses

I think it can be divided into 6 types of people

1. Fashionable. Such a person will take the initiative to activate the ringtone, because according to his needs, the ringtone is a way for him to pursue fashion (including people with a significant other)

2. It doesn’t matter the type. Confused crowd. These people may have subscribed to Xuanling unintentionally or accidentally, and think the effect is pretty good, so they continue to use it, or they may be too lazy to cancel the service. Although they are not loyal users of Xuanling, they are easier to influence. (Such a user tries to ask him to cancel his existing business and use our company's business)

3. Hesitant type. Want to open it, but don’t have the chance or don’t know how to open it, so they don’t open it (such people are potential customers who are about to surface.)

4. Dismissive type. "I have money, and although I don't care about the few dollars it costs to activate a ringtone, I just don't want to activate it." (People with stubborn personalities have a relatively hard time doing work)

5. Those who are short of money. I use a mobile phone, but I care about spending money, so I don’t want to spend extra money to activate a new ring. (Don’t want to pay, this is the most difficult thing to do)

6. The face-conscious type. They have a strong sense of following, "If my friends have it, I must have it too, otherwise it will be embarrassing." (This type of person's job is relatively easy to do. As long as he thinks that using the bell is a trend, it would be very shameful not to use the bell. That’s it. )

University campuses are a good market for Xuanling and will be a good point of consumption growth.

Due to the characteristics of this type of business, its marketing methods are also flexible and changeable. It should be based on market conditions and existing resources, with economic and effective as the guiding principle, innovation and differentiation, seeking appropriate opportunities, and utilizing and Develop all available resources and carry out and adopt a variety of marketing campaign plans. Traditional and effective methods:

1. Use posters for publicity (a very crude method, but different posters will still have different effects, so posters must be surprising). On university campuses, posters are a medium with a wide range of publicity. (And most schools can post it arbitrarily) You can highlight the advantages and advantages of Xuanling on posters, and use pictures with strong visual impact and fashionable and personalized slogans to let more people know about Xuanling and accept Xuanling.

Advantages: This method is the simplest and most practical method. The publicity effect is obvious and it saves manpower and material resources

Disadvantages: Almost all merchants will use this method, so homogeneity is serious. Need to be different.

Note: When posting the poster, you must tell readers exactly how to activate the ringtone and the price. Usually students are more skeptical about mobile phone value-added services.

2. Use the school radio station.

Advantages: School radio is something that everyone can listen to even if they don’t want to. Such strong indoctrination works well.

Disadvantages: The school's management is still relatively rigid, so the degree of school intervention in commercial activities will be relatively large.

Suggested solution: Talk through student groups, taking a roundabout route. The format of broadcasting has changed, breaking the previous format of commercial promotional materials. You can play some funny or passionate ringtones during the broadcast. (The song format, repertoire and activities are the same as: see specific activities)

4. Put on a promotional show.

Advantages: If you find famous people or celebrities in the school, the effect will be sensational.

Disadvantages: Too much waste of resources, not recommended.

5. Use a few people to drive the people around you and grow geometrically. (Recommend your friends to use ring tones, and receive free ring tone information fees in the next month)

Advantages: As the saying goes, more people are more powerful, and the long-term effect is good

Disadvantages: The short-term benefits are not obvious and cannot be There are many controlling factors.

6. Take a free trial of Xuanling.

If you do this, you may make a small profit or even lose money in the early stage. However, a considerable number of this article comes from the Internet: wmjy.net People have developed the habit of listening to Xuanling, and they will continue to use it or continue to use it because they are too lazy to cancel the service. There are also people who forget that they have opened Xuanling. Just keep using it in such a confused way. It's still worth considering in the long run.

7. Promotional color pages directed to the dormitory

Content requirements for color page production: (1) Provocative, fashionable and attractive business slogans

(2) Color and pattern matching that highlight individuality

(3) Business description, activation method, charging method, website address, and consultation phone number. Be as concise and clear as possible.

(4) Artistic font statements that reflect individuality, fashion, and romantic poetry. (It is best to have a set story.)

8. For Internet cafes near campus, you can add friendly links on their homepages to increase the number of visits to the website.

I believe that the more people pay attention, the more business opportunities there will be.

9. ) Regular mass sending of mobile phone text messages

10) Bundled sales promotion

Bundled sales are one of the common ways of product promotion today. If the technical operation permits or is feasible, our company’s ring-tone business You can also use this method for promotion.

Four. Specific campus activities

1. Activity background and selection analysis

1.1 College students have seen too many promotional activities from merchants, including gifts (naturally, this is still popular), demonstrations, sponsoring campus performances, and performing their own promotional performances, etc. According to a survey among college students, students over 45 are not interested in the promotional activities of merchants on campus (senior students account for a large proportion)

Reasons (1) Promotions of various merchants The activities are much the same. Most of them hold activities that students have participated in many times, but they do not attract students' attention. For example, sponsor an event, hold a sports competition, etc. It's a hasty job and the quality is not high. High-quality events are even rarer.

Reason (2) 100% of businesses conduct activities on campus to promote their company's products and hope to achieve profit growth. But as a result, how many companies have really achieved good results? The results show that more and more campus activities are becoming mere formalities. Just doing activities without knowing what activities students really want.

1.2 According to the characteristics of the products we will launch, there is no need to make too much investment in the early stage. The differentiation of each company's bell business is not very big. It is just through effective marketing among the target groups we have determined. Publicity, and classic promotional activities can make people happy to use Xuanling, and just use our company's products.

1.3 Our consumer group is campus Unicom mobile phone users. It is undeniable that the share of campus China Unicom mobile phone users is relatively small compared to China Mobile. This also requires that we do not need large-scale investment. As long as our activities make Campus China Unicom users feel valued and the ringtone they choose is our company's product, half the battle will be successful.

2. Implementation of specific activities

In view of the above analysis, the following activities are specially selected based on the principle of low investment and high return. Strive to make activities novel and classy.

The first step is to launch a "land enclosure movement" public relations === psychological attack strategy for this group

(1) Public relations activities

In the green area of ??the campus Provide the campus with free signs with the words "Please take care of the flowers and plants" as a friendly reminder.

1. This makes it easier to enter the campus market and avoids too many obstacles from the school.

(After all, our publicity is carried out on the premise of providing help to the school)

2. Such public relations activities are public welfare activities, with low investment, high profits and good reputation. Time for publicity and broader scope.

3. It is recommended that the design of this signage does not need to be hired by a professional advertising company, but can be completed by design art students in colleges and universities. The advertising design and promotion of new up forces in early 2005 is a negative example, and professional ones may not be They are the most knowledgeable and comprehensive, allowing customers to design what they want, which should be the most suitable for their tastes.

4. This method has successful precedents. For example, the building signs in Zhengda New District and the newspaper columns have M-Zone logos. Let’s not talk about how mobile overcomes all difficulties and how to enter Zhengda. The result is: Mr. Zheng readily accepted M-Zone and gradually became dependent on the brand. This is the success of public relations. Our products do not require such a large investment of financial resources and resources. We only need a few signs that can be established for a long time to achieve the effect.

5. The design needs to be discussed separately.

(2). "Wake Up Your Ears" Campus Ring Bell Promotional Activity

Reason for the title: The title is taken from Kim Hae-shim's song of the same name. People on the university campus do not know this song An overwhelming minority. Waking up the ears implies that bells can give the ears more wonderful meanings. It can be said to be borrowing from classics, with the purpose of making it widely known to consumer groups, and its proposition is unconventional. This activity includes two contents:

Activity 1: Listen! Who is singing? [Wake up the ears of potential users first]

The name of this activity is also based on the name of Rene Liu’s song of the same name. It itself is also widely known to college students.

Purpose of this project

1. To publicize and promote the company’s ringtone business, so that the business content and application significance will be recognized by potential users, attract new users to join, and expand business volume.

2. Through this activity and publicity and promotion, deepen users’ impression and understanding of Xuanling’s business and increase their enthusiasm for participating in the application.

3. Explore cost-effective marketing channels and methods for Xuanling business and other value-added services, and accumulate experience for greater expansion of value-added services in the future.

Activity introduction:

1. First, request the songs "Wake Up Your Ears" and "Listen, who is singing" through the campus radio? 》Publicity activities to increase students’ curiosity. At the same time, posters were posted and leaflets were distributed to enhance publicity.

2. Internet cafes near the campus can also cooperate with the publicity to increase the click-through rate of our company's website.

Special promotional color pages and posters can be made for the online game "World of Warcraft" that is currently popular in Henan colleges and universities to attract the attention of online gamers.

3. The leaflet can be set up in the form of a scratch card, or information related to classmates' lives, the latest bus routes in the city, frequently used telephone numbers of the school, etc. can be printed on the back. This allows our flyers to attract more attention and remain in the hands of customers for a considerable period of time.

4. Select a pilot school (taking the University of Technology as an example) and set the event on Tuesday afternoon (most departments have no course schedules on Tuesday afternoon) and start publicity work for the event one week before the event. "The sound" aroused the curiosity of the students. To assist with the song-on-demand promotion of radio stations, you can select exciting ringtones to play on radio stations, and at the same time, make links or ringtone advertisements on school video on demand platforms or university campus networks, BBS. Be sure to make the various tribes in your school aware of this promotion.

5. Promotion content: (Inform everyone that you can choose any of the 15 numbers on the poster to dial the phone from 12:00 to 14:00 on Tuesday, and you will hear the song and the singer and your student ID number via text message. The form will be sent to the mobile phone number. At 14:30, one or several songs will be randomly selected as lucky songs. People who are lucky enough to hear this song will be selected from the text messages sent and rewarded. The prizes can be obtained with your student ID card. Collect on the spot)

6. At 12:00 noon on Tuesday, we will arrange for personnel to set up a lottery booth in the campus square to attract the attention of students.

(Prizes should be placed in an open place)

Lucky prizes will be drawn on-site at 7.14:30.

At a fixed time, fix a number of mobile phones (15 are recommended) that have opened the ringback service and publish the numbers to the public in the form of posters, and arrange a fixed time period (it is recommended to set it at noon or at each school) On a day when there are no classes scheduled in the afternoon, for example: Tuesday afternoon at the University of Technology) inform everyone of any (Note: the prize setting must be innovative)

8. The prizes will be distributed on-site in conjunction with the scratch cards on the coloring page.

Feasibility analysis

1. This activity has low investment costs, requires limited resources and is not difficult to operate.

2. The promotional form of the event is novel and can attract attention.

3. The activity design is novel and caters to the tastes of college students.

4. During the operation, we try our best to show our "care" for China Unicom users and adopt heart-attacking strategies.

Required resources

1. Promotional posters (depending on the bibliography of the school selected for the event, 15 for each school is basically enough)

2. Distribution Promotional brochures (it is recommended that most of them be sent directly to dormitories and Internet cafes around campus)

3. Open 15 mobile phones with different dazzling ring tones.

4. Prize setting (depending on the company’s specific regulations and arrangements)

It is recommended to give away a bell and waive one month’s function usage fee and other souvenirs.

Prizes include several optional prizes. (Printed with company logo)

Postgraduate entrance examination tutoring books, [for those taking postgraduate entrance examinations]

Summer sunscreen supplies [attracting girls]

Student supplies [kettles, Backpack, sun hat, sun umbrella]

Couple travel tickets [Century Paradise tickets, Ostrich Park, etc.])

Fund budget

According to different prizes and It depends on the number

Activity 2: "The most beautiful song" (and then wake up the ears of friends around potential users)

The proposition is to use Jaycee Chan's song of the same name

How to operate: Draw a lucky number on-site to receive a free ringing bell, free of charge for one month of function usage. Through him or her, you can make more contacts with friends around you and experience the ringing ring.

Required resources (omitted)

(3) "Inter-school Treasure Hunt" activity

Reason for conception: College students are often not interested in their own school, but are interested in other brothers However, colleges and universities have deep curiosity and interest. Therefore, the more participants in inter-school activities, the better the effect will be. However, because many inter-school activities are difficult to carry out, not many are carried out. For this reason, a specially designed An easy-to-operate treasure hunt activity, just set the prizes and set the treasure hunt route. Quite attractive. , detailed explanation below

Brief introduction of activities

1. Select a number of institutions as the institutions for this event, such as (Technology University New District, Zhengzhou University New District, Information Engineering University, Textile Institute, Aviation Institute, Huangke University, etc.) Select several institutions with better sales up new forces in 2004 The school is more conducive to the promotion of our company's Xuanling.

2. Among China Unicom users who have already used our company or opened the Xuanling service during the event, or those who are interested in using our company's products. Inform the students of the activity school that they can freely form a treasure hunting team (more than 2 people, at least one of whom must be a user of our company) [Do not stipulate that all participants must be users of our company to prevent student resistance]

3． Announce the awards (you need to create momentum in publicity and set up several awards such as computers, digital cameras, MP3s, etc. Of course, the setting and final company will have other methods to solve the problem of whether these several expenses are spent). The setting of the awards is to a considerable extent A kind of promotion and motivation for activities.

4. On a specific day, all treasure hunting teams in the selected colleges will draw lots at the same time to determine the treasure hunting college they will go to (that is, draw a treasure hunt map)

5. The placement of the "treasures" during treasure hunting can be replaced by personnel, avoiding the loss of paper slips

6. The exact details of the treasure hunt have yet to be worked out.

(Details will be discussed separately after the plan is finalized)

Feasibility Analysis

1. Inter-school cooperation enables wider participation and greater influence, which is different from the old-fashioned activities of other businesses. The activities are novel and attractive.

2. The setting of prizes should try to achieve the best momentum building effect and attract more people's attention. Set up more small awards, [Small awards can be set up at colleges close to the school so that students will not feel that the effort is not worth it]

3. The operation is simple and there are relatively few uncontrollable factors

4. The funds required for prizes are actually quite small.

(4) China Unicom Customer Care Activities: Campus Feedback

1. Publicity on campus: In order to thank the majority of campus China Unicom users for their support, China Unicom and Guangdong Feixun launched a campus feedback activity. During the event, Guangdong Feixun provided a part of the free ring tones business. And if you activate the Feixun ringback tone service during the event, you can participate in another lucky draw.

2. Inform through publicity that on a certain day (starting at 9 a.m. on Saturday), your number, name, and grade will be sent to the SMS platform through text messages; or a publicity station will be set up on campus to allow China Unicom users to register their names (personnel required, compare The first point can save users text messages but may make customers worry about being deceived)

Feasibility analysis:

1. Using the name of China Unicom can easily gain the share of China Unicom users in the campus market. In order to know the market space we will explore.

2. Using China Unicom as the first to enter the hearts of customers can more easily eliminate their wariness to a certain extent

(5) University lectures---Mind Attacking Techniques

The lecture is A commonly used promotion form with university characteristics, it can also be regarded as a soft road show. Lectures can carry rich content and forms of expression. If used properly, the depth of communication generated is unmatched by road shows. If you can successfully recruit 200 students By staying in the lecture until the end of the lecture, you will have at least 200 potential consumers who have a deep understanding of the product and a good impression of it, and these people will become spontaneous word-of-mouth spreaders. In view of the particularity of our products, we can choose to do a special report on campus, such as beauty salon for girls, beauty salon for boys, games for boys, in lectures or reports In the process of displaying or selecting our company's wonderful ringtones, the key is how to make everyone feel that there are many gimmicks and a strong momentum. The specific choice of in-depth exercises or deluxe lectures depends on the specific promotion needs.

(6) Seize the top entertainment activities in colleges and universities

Philip Kotler pointed out: Marketers sometimes obtain unexpected gains from subcultural target groups.

Marketing focuses on subcultures that often target teenagers because they represent trends in fashion, music, entertainment, creativity, and attitudes in society. It is precisely because of this that this theme feels a bit clichéd if we continue to use music to promote it. We should select some activities that can really attract more attention on campus. As a sponsor, it is recommended to gather the leaders of student unions or societies from major universities to understand through them which activities are deeply influential.

The above is the specific planning plan of our company’s June bell promotion and activities.

5. Market Forecast

According to the market capacity of China Unicom’s mobile phone users, it is still difficult to achieve a large market capacity in the short term. The new up force launched in 2004 has increased the number of Unicom users in colleges and universities to a certain extent. These people are more willing to accept new things, so they can be the focus of our activities. There is still hope for universities to reach 2,000 users in June.

6. Effect Evaluation

Judging from the economic effects of publicity activities, through the above long-term and short-term advertising and induction, it will naturally attract some student consumer groups and gain a certain market share. , bringing profits to the company.

More importantly, it stabilizes most of the future and potential consumers, thereby achieving the most basic and important effect of publicity, advertising, and activities - economic effect.

Judging from the social effects of publicity activities, targeting colleges and universities and organizing various activities in colleges and universities is a contribution to social culture and education, and the promotion of socialist spiritual civilization and material civilization, thus having a far-reaching impact and meaning.

Judging from the psychological effects of publicity activities, through various activities, the distance between consumers and products has been shortened, consumers' trust and favorability of products have been cultivated, and a good brand image and corporate image have been established. image.