Please tell me about campus marketing strategies...

The campus market should be familiar to you who are interested in mass business. Maybe this marketing channel is working for you! The college student market alone has about 20 million people, with a market value of nearly 80 billion yuan. Through my own personal practice, the author has compiled his thoughts and experiences in campus marketing. Maybe you who are successful will disdain to read this, but when you see this, you will definitely have a sense of identity and find your yesterday's figure. If you have failed or are trying to carve out a field on campus, you must read it carefully so that you can be more comfortable in future operations. The campus is a huge rising market, which gives companies a reason to develop the campus market and make it a key development target. Moreover, students are the mainstream among consumers of new ideas, new culture, new technologies, new technologies, and new concept products. Among the consumer groups in many industries, students are a highly radiant group that cannot be ignored. There are many cultural industries in modern society, which do not require students to spend any additional costs, but what is needed is students' popularity and participation. For example, some activities such as design competitions and competitions. Campus marketing is operable for large, medium and small enterprises, but its operability is mainly achieved through excellent campus channel teams. Campus channels are the focus of campus marketing. When developing this market You need to use campus channels. The article discusses campus marketing in the Internet industry. The difference between the campus marketing of the Internet industry and other industries is that other industries mainly cultivate brand awareness and establish brands, but for the Internet industry, it is very realistic. The Internet is a product of knowledge and technology, and the Internet The mass base among students is the strongest. Students are the mainstream of consumption in the Internet industry. Campus marketing in this industry brings real benefits, such as login rate, click rate, registration rate, etc. Channels are king Comrades who have worked in the campus market should know that the usual door-to-door sales methods do not work in the campus market. Today's students don't have a good impression of those who go to the dormitory to do sales, and you must have encountered a lot of this phenomenon: the dormitory door on campus is difficult to enter, and similar slogans such as "Strictly No Sales" are posted on the door, and there are even signs on the door. Bad words are common, students' faces are ugly, and the management of the campus is becoming more and more strict, and they may be chased away by the school's security personnel and student union staff. Although the students are educated young people, their attitudes towards salespeople are not as good as those educated young people. People who have done campus marketing are complaining. A very important point in marketing is not to be "adapted to the local environment". If you choose the campus market, you should establish unique channels for campus marketing. Since you are targeting the campus market, you must start with the nature of the campus, so the members of the campus marketing team should be composed of current students. The advantages of the campus marketing team are incomparable to many professional marketing teams. Most of the team members are school opinion leaders and student cadres. From the perspective of relationship marketing required for professional team marketing, they have broad interpersonal relationships on campus and have the ability to Ability to perform activities and appeal to classmates. Professional teams play a decisive role in off-campus marketing activities, but on campus they are inevitably a little acclimated and show weakness. Campus is a market where channels are truly king. The most critical step in campus marketing is to establish your own campus channels. If you plan to open your own field on campus, please organize a marketing team with students as members first! This way you will escape the marketing failure caused by not being able to communicate properly with your students. What kind of marketing method can be effective on campus? The Internet industry's understanding of this aspect is relatively avant-garde compared to other industries. Students are more picky in various consumption, and the Internet industry chooses students who are closest to students, understand them best, and are the most persuasive. Be a channel in campus marketing. The successful promotion of Shanda Network's new products is, to a large extent, through campus channels, using the advantages of students to make the products flow smoothly through the channels. The author has been associated with Shanda's campus channels in Wuhan. It can be said that the successful launch of many of Shanda's new products is inseparable from the overwhelming number of posters, campus BBS, campus radio, school newspapers, interpersonal relationships, etc. brought to them by student marketers in the campus channel. method of publicity. Many of these publicity methods can only be implemented by students themselves, and professional marketers may not be able to do them.

Enthusiasm for practice, familiarity with the market, dedicated work attitude, interpersonal relationships within the school, cheap labor, etc. These advantages reflected in student marketers have led many companies to choose campus marketing and choose students for marketing. important reasons for membership. Students are the best marketers in campus marketing. If you choose students as marketers, you will find the right channel and be a big step closer to successful campus marketing. Channel mentality: Choosing students as marketers for campus marketing. If the overall strategic direction is correct, it does not mean that you can succeed. What determines success or failure is not the strategic direction, but the execution strategy. In 2002, after blogs were slowly accepted and recognized by the Internet industry, a massive blog product marketing war began. As of 2006, the author has participated in the product promotion of two large-scale website blogs. The market they chose is the campus with the most potential, and they use campus channel marketing. In April 2006, the campus version of the blogging product "Geekspace" jointly promoted by Qianoak Interactive's Maopu.com and PepsiCo China was launched nationwide in hundreds of colleges and universities using the promotion model of Sina Blog and other similar blogging products - the Blogspace Competition. 10 competition areas were selected, and 10 universities were selected for each of the 10 competition areas. Each selected university had 10 student marketers (including one person in charge), and then the person in charge of each campus channel selected the other 9 most trusted and capable ones. student), taking the student marketer person in charge to manage other members, the student marketer person in charge directly accepts the guidance and management of the Thousand Oaks Interactive Marketing and Promotion Department, forming a channel mechanism, and the registration of student blogs in just 3 months The volume is nearly 120,000. The success of Maopu Pepsi campus blog promotion is not only that the blog product itself is carefully tailored for students, but also largely depends on the operation model of campus channel marketing. The entire channel operation model starts from the establishment of the channel to the maintenance of the channel. Heart-based. 1. Channel Construction They put a lot of thought into the channel construction of Chengxin Campus Marketing. Thousand Oaks Interactive carefully selected 100 campus marketer leaders from 100 selected universities across the country. The campus marketer leaders are respectfully called "Maopu Campus Promotion Ambassadors" and also invite promotion ambassadors from across the country during the official launch period of the event. Participated in the promotion ambassador establishment party in Beijing, communicated face-to-face with senior executives and professional marketers of Thousand Oaks Interactive, visited office buildings, etc. Student marketers are the key to determining whether campus channel marketing is smooth. Therefore, they communicated with the student marketers sincerely, starting from human nature, and made considerable emotional investment. Before the channel was formed, they used various small activities for the marketers in charge to reflect the importance of the student channel and their cooperation with the student channel. Their sincerity convinced the channel that they were willing to do their due diligence for future promotion work. 2. On-the-spot guidance Qingxin Qianoak Interactive uses the strategy of on-the-spot guidance and student channels in the promotion process. A professional marketing team was specially organized to visit each selected school and have face-to-face conversations with 10 student marketers from each school. They worked on the psychological mechanisms of each student marketer such as their sense of responsibility, confidence, desire, etc. to ensure that Each student marketer conducts face-to-face communication, imparts experience and specific solutions to specific problems in specific schools, makes friends with each marketer, and has a heart-to-heart relationship with each other, achieving a level of unity. During the on-site guidance process, Qianoak Interactive will use on-site road shows, mini-games and bonus incentive systems to achieve a consistent promotion effect across campus channels. Take the "one-week campus promotion effect incentive system" mini-game within the Wuhan Division campus channel. The marketing team is rewarded with a certain amount of funds through the evaluation of the promotion effect within a week. The bonus is not much, but in the end this game is The promotion in the Wuhan Division has been successful, which has significantly increased the effectiveness of the promotion. Although this game is small, it is created with heart for channel managers. It embodies Qianoak Interactive’s wisdom in channel management and its dedicated help and interaction with channel marketers. 3. Channels maintain heart-to-heart communication. However, sudden problems in channel communication are common in campus marketing. This happened during the field guidance of Maopu Pepsi's "Geek Space" promotion. The student marketers took the money but did nothing. . This problem is largely due to the factors of student marketing itself. The student marketers said that they don’t know how to promote, and that Maopu did not explain the work in place, and they have been in a stalemate and refused to make peace, insisting that it was Maopu’s work. mistakes, and some of the words pointed the finger at the person in charge of handling the matter.

In fact, all students who officially become members of the promotion department have studied relevant work information, and the situation mentioned by the student will not occur. What should we do if this situation occurs? Ask him to quit? Students feel unhappy and it affects their morale. Let him continue? The company's interests will be harmed. Faced with the dilemma, how will you deal with it and how will you maintain this channel relationship? The student marketers who join the team all hope to do well. As students, everyone hopes to have such a good opportunity to train themselves and gain the common sense and recognition of others. In the end, the matter was resolved when the person in charge of the Maopu Promotion Ambassador had a high-profile conversation with the person involved, handled the matter, and continued to accept him as a student marketer. The person in charge communicated with the students in a high-profile manner, which not only gained the parties’ awareness, but also allowed other marketers to see their sincerity, and gained the channel’s confidence and conscientious work attitude. Many campus marketers volunteered to help the parties solve the problem. question. Channel managers' high-profile communication with channels, empathy and sincerity have become the key to solving problems. The professional marketers of Qianoak Interactive know this very well and have grasped this point. They dare to meet frankly with the student marketers, have heart-to-heart conversations, and maintain channel relationships with all their heart. The "heart" method is the only truly effective way to manage and maintain channels. The good intentions of the channel managers are rewarded with the work passion and confidence of the student marketers. The student marketers become the link between the market situation and the situation of the audience. The situation of the audience is reflected in a timely manner, and the response strategies are implemented in a timely manner. Successful success The result is of course inevitable. The person in charge of Yimaopu Campus Promotion Ambassador once said this, to the effect: "We visited hundreds of universities and met 100 campus promotion ambassadors and 900 student marketers. We communicated with each of them carefully, and we have 1,000 Student friends, to use Milgram's "six-dimensional space", we have the entire campus market, and every student has become a member of our campus channels. There is no reason why this promotion will not be successful..." Maopu The marketing strategy of "Geek Space" on the Internet is centered on "heart". From the construction of the campus marketing channel team to the management and maintenance of the channel team, the law of "heart" always runs through it. The heart-to-heart communication with the student marketers before the channel was established gave everyone the confidence to build a good channel; the strategies such as heart-to-heart conversations with the student marketers after the channel was established made the student marketers willing to do their best for this product promotion. But it is also a strategy of campus channel marketing. In 2005, Shanghai Chitu Network Co., Ltd. promoted the blog product "The First Portal for Personal Internet Access" because of the lack of research on the psychological mechanism of campus channels and the "heart" method was not applied to channel communication. As a result, the audience's voice cannot be uploaded, managers are unable to respond to the market, and ultimately product promotion ends in failure. To do campus marketing, you don’t need to have any government background or rich funds. What you need is a “heart” with great affinity and empathy. Establishing campus channels requires more "heart". Strictly abide by the "heart" method, make friends with student marketers attentively, and maintain channel relationships. Student marketers are willing to "work hard" for you. When doing marketing, you are not afraid of not having a market, but you are afraid of not having marketers who are willing to "work hard" for you. With such channels and such a team, there is no reason to fail