How to market in the campus market?

Nowadays, campus marketing is attracting more and more attention from more businesses, including not only traditional corporate businesses, such as FMCG and clothing, but also emerging technology industries such as the Internet. Mainly because college students have many traits and characteristics that are different from people in society.

1. According to statistics, the average monthly expenditure of a college student is about 2,000 yuan, which is about 20,000 yuan per student per year. The number of college students is now about 30 million. It can be seen that the number of college students every year The total consumption amount is also huge, so more businesses are paying more and more attention to the student market and want a piece of this cake.

2. College students have not yet developed a solid outlook on life and values, so it is easier for companies to build brand images among student users than it is for working professionals.

3. Many products and services that were only purchased by working-class people in the past are now basically popular among student users, including beauty and cosmetics, digital products, and high-end catering. and film entertainment, etc. Nowadays, which college student doesn’t go to two or three movies every month, and doesn’t go out in groups every week to improve the food? Which college student doesn’t have a smartphone, and many even have more than one.

4. The college student group is relatively geographically concentrated, and their schedules are relatively regular, and their interests and hobbies are easily influenced by each other, so information is easy to spread and fission among the student group, which is very important for brand promotion. Promotion is very beneficial.

To sum up, many companies now want to seize the student market, but there are always some companies that do not do it well and fail to build a good brand among the student groups. Their own publicity and promotion effects are too poor and they fail. A lot of money but not much splash.

Promotion channels on campus are divided into online and offline.

Online channels include the following resources:

1. Campus opinion leaders KOL, which are campus beauties, gods and goddesses who are more influential and credible on each campus. Club bosses, etc., this group of people are all big stars on campus and can definitely inspire a large number of people.

2. The official campus Weibo and public accounts, as well as the Weibo and public accounts created by students with a large number of fans. Sometimes it is difficult to promote brands on the campus’ official Weibo and official accounts because the school screens brands, products and values, and some brands are not suitable.

3. Student communities, including QQ groups and clubs. Student communities are basically divided according to interests and hobbies, such as movie sharing groups, food sharing groups, cycling groups, magic clubs, and drama clubs. Wait, choosing the right community before promotion will often have good results.

Offline channels include distributing leaflets, pulling banners, posting posters, electronic displays, holding lectures and road shows, etc. However, although offline channels may seem simple, careful study is required to obtain good results. When will the leaflets be distributed? When will the posters be posted? How should they be posted? How can the road show be effective? These problems must be solved. Failure to solve them will mean throwing money at the company.

Let’s talk about the leaflet first, which is what everyone calls the leaflet.

Although some people think that flyers are too old-fashioned, for some companies and brands, this is the easiest and fastest way to reach customers. The best time to distribute flyers is around 9:30 to 10 pm from Tuesday to Friday, and the best place is in the dormitory building. During this period, most students are in their dormitories, and those who study self-study have basically returned to their dormitories. Moreover, students are more likely to go out for activities on Monday and Friday nights. If flyers are distributed in dormitories, the retention rate of flyers is relatively high. The longer the flyers are kept in the hands of students, the more times they will be exposed. If the flyers are handed out on the way to school, students will basically throw them into the trash can. Therefore, the time and place for distributing flyers are particularly important. Moreover, before distributing flyers, it is best to conduct a survey on the dormitory buildings to find out the departments of the students, so as to more accurately reach the desired student users. Another very important point is that when handing out flyers, there must be a brief and precise introduction in one sentence of about 10 seconds. Do not leave the flyers in the dormitory and walk away, as this will give people a particularly bad feeling.

Therefore, distributing flyers may seem simple, but there are actually many details to pay attention to.

Let’s talk about posters.

We all know that posters should be posted in places with high student traffic, including the entrance to teaching buildings, canteens, dormitories, campus entrances, etc., but aren’t the poster booths in universities all located in these places? , so the location does not require too much attention when it comes to putting up posters. On the contrary, the time when putting up posters is more important. The biggest feature of putting up posters on university campuses is that there are too many posters to put up, so the chances of them being torn or covered are too high. A poster that has just been put up will either be torn off or covered by other posters when you look at it after a while, and you cannot avoid this anyway, because you cannot prevent other people from putting up their posters. , because the poster booth is a shared resource and cannot be occupied by any one company. Therefore, the best time to put up posters is within the first half hour of the maximum flow of students. And posters must not be stingy and frugal. Each poster booth only needs to put up one poster with a meaning. It is difficult for one poster to attract the interest of students passing by. And even if students stop to look at the poster, only two students will stop to see it. You can block the entire page of a poster so that others cannot see the poster. At least three consecutive posters should be posted, or even cover the entire poster booth, so as to attract attention and bombard students with information. If the entire poster booth is covered, even ten students cannot completely block all the posters, and more students will stop and attract more students, which will form a good attraction cycle. This kind of exposure is the best Perfect. If the company has an atmosphere and a budget, it must be posted at least three times a day, once at 7:30 in the morning before class, once at 11:30 before get out of class ends at noon, and again around 1:20 in the afternoon before class. It is best to post it continuously for a week. . A person has to read a piece of information at least six times before he can remember it. This principle also applies to posters, so since you have decided to put up posters, don’t hesitate. If you don’t want to spend money, spending a small amount of money will have no effect, so it is better to add more budget. Can get real publicity and promotion effect. It is difficult for every operation staff to apply for a budget from the leader, but as long as this principle is explained to the leader, the leader will know how to weigh the pros and cons.

The key points to note when using banners and electronic screen advertisements are the same as those for posters, so we won’t repeat them here.

I understand all of the above and feel that it is right, but without a strong execution team, it is impossible to guarantee the final execution and effect. Because of the publicity method of handing out flyers and pasting posters, it is impossible for anyone to really supervise. The general way of supervision and feedback is to take photos and send them back. In this way, it is easy to cheat. Just send out a few flyers, take a few photos, and it will be done easily. I threw the remaining unpublished flyers into the trash. I took a few more photos from different angles when posting the posters. I will send you one photo each time to tell you that I posted them at different times. This situation is too common. Because there are basically no professional attributes in students, students often do things based on interest and ignore emotions. Originally, it was a good idea to ask for flyers, but then my girlfriend sent a text message saying that she wanted to go to a movie, or my roommate asked me to play ball. Who would hand out flyers? ?So no matter how good your idea is, how good your event idea is, how good your copywriting is, if you don’t have an executive team with strong execution capabilities, then don’t do it, because if you do, it will be a waste of your genius 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 of building campus channels. We can guarantee all the details I mentioned above, and our campus team will not Faking feedback is an advantage. Therefore, it is recommended that the subject of the question must pay attention to the execution ability of the execution team when doing campus promotion.

Nowadays, when many companies and brands do campus promotion, they are not limited to sending out some sheets, putting up some posters, or doing a road show, and then posting on Weibo or Moments. These are all A more traditional and outdated way. More companies like to actually do some activities that can interact with students and give students opportunities and ways to experience and perceive.

One or several schools will be selected to promote offline activities, and then combined with online channels for large-scale publicity and exposure, which can be Weibo, official accounts or Moments, or live broadcast. These new The gameplay is increasingly accepted and respected by enterprises, because students are more likely to participate in such activities, and the publicity and exposure are greater. And now campus activities are becoming more and more colorful, and students themselves are very good at playing, so companies or brands can choose several university activities for brand naming or implantation, which are both good choices.