How to quickly enter the campus market?

The campus market has always been a battleground. Especially the university campus market is a piece of "fat" that every Internet company covets. This is not only because there are tens of millions of young Internet users on university campuses, but also because these college students have great communication power and can play a crucial role in the dissemination process of products.

Nowadays, university campuses are dominated by those born in the 1990s. If you still want to copy the simple and crude methods of the past, the effect may be greatly reduced. So, what should Internet companies do now in the campus market?

Understanding campus information

Campus information is very important, which directly determines whether a school has developed If necessary, schools can also be graded to determine which batches to develop.

The information you need to know in detail includes: location, number of students, male to female ratio, strictness of school management, businesses around the campus, etc. The company should collect corresponding information based on its own products and divide the schools into regions and batches to formulate a development plan.

Let’s share some things you need to pay attention to when understanding the information.

1. Location

Independent colleges and universities far away from university towns (Nanjing is an example. There are many first-batch choices in the three university towns. At this time, Nanjing Science and Technology in Liuhe, Lukou Jinken and Jincheng near the airport will definitely not be the first choice.

2. Number of students

Schools such as seminaries or school headquarters with a small number of students or a high proportion of graduate students and senior students should not be given the first priority for development (workplace recruitment) Except for products targeting specific groups of people). It’s not that those with a small number of people won’t develop, but that these don’t require early development and waste energy. Once they have made a reputation in other schools that are good at development, development will be much faster in these schools. Sometimes the campus teams of these schools may Come to the door proactively.

3. Male-to-female ratio

This depends on whether the product is mainly targeting boys, girls, or the entire population. An analysis is required.

4. Strictness of school management

It is also best not to place students in the police academy or some students with particularly strict management in the first batch. It took a lot of time and energy to break in, but when the campus was banned, all the previous efforts were in vain. Instead of doing it secretly, it will offend the school and lower the quality of its own products.

5. Is there a large supermarket or shopping center around the school? The number of cooperative shops in the surrounding area has a great influence on the location selection of product promotion activities and joint publicity. .

In addition, there is a lot of information that needs to be collected based on your own products. It is better to have a complete plan to do things in an organized and orderly manner. Develop performance indicators. The school must go and see for itself. When developing the campus market, it cannot be said that if I find a campus agent, I have to ask the agent to do everything. I don’t have a basic understanding of the school.

2. Forming a campus team

Forming a campus team is a top priority. Having a reliable campus team can save a lot of time and energy. I won’t go into details about recruitment methods. There are many articles on Auntie about building a team.

1. There are two ideas for building a team.

One is to cultivate it yourself, and the other is to recruit a ready-made team. Each has its own pros and cons. I will mainly analyze it here. But no matter which method you use to figure out what their needs are, is it to exercise their abilities, money, or do they want to join the company wholeheartedly? It is essential to target their needs.

1 Introduction to cultivating a team

Cultivating a team is a time-consuming process. It takes a long time to build a team from scratch, and it takes a long time to select and train agents. time.

If you have a small problem, you may just call us to ask what to do. You may also feel uneasy about doing things.

But the advantage is that long-term and frequent communication is good for cultivating emotions, and the team you build is also the most reliable. Standing between the company and the agent often encounters some problems caused by the company, and at this time The agent will also think and understand from your perspective. In the early stage, the campus team needs to bear too much company-level pressure, but in the later stage, it can gain a stable and reliable team of its own.

2 Introduction to the compilation team

Because there were too many campus teams before this, there are many ready-made teams, such as group buying campus teams such as Meituan, Ele.me, and Dianping; Campus P2P teams such as Qu Fenqi and Fenqi Le; campus operator teams such as Telecom, China Mobile and China Unicom; sales teams such as class watches and master students; campus O2O teams such as Zhaimi and Wheat Commune; as well as numerous tourism, catering, and part-time jobs Small teams like alliances.

2. The pros and cons of the two types of teams

The advantage of these teams is that the team has been formed. After training and understanding of its own products, it can quickly get into work. For the recruitment of part-time personnel, I am also familiar with the procedures for campus activity venue approval and other procedures. Able to achieve results very quickly. Saves managers a lot of energy.

However, there are also many shortcomings or uncertainties, because for this kind of team, they usually choose to delegate power to the team leader to handle matters fully, and focus more on other schools that require more attention. And the whole team of such "old fritters" may look for loopholes in the company, spoof orders or find other gray income. The team may be working on multiple projects at the same time and not devoting themselves fully to this job but to the one with higher returns. Moreover, once there is a management problem, the entire team may quit the school and all the previous investment will be in vain. In other words, you are spending your own money to support other people's teams.

3. How to avoid making wedding dresses for others as much as possible?

To avoid this, managers need to have more contact with the team. After all, they are all students and cannot be so shady. They may be money-oriented and do everything for money. If you become their friend, they will naturally not cheat you. They should stand more for the benefit of the team from the perspective of the team instead of deducting from the perspective of the company. When your performance ranks first in the company, do you really care if you invest a little more than others?

4. Should a start-up company cultivate a team or recruit a team? You have to go both ways!

My personal suggestion is to take two paths at the beginning. The team you recruit is your benchmark and your spear, and the team you cultivate is your foundation and your shield.

When I was developing, I told the latter: "Look at how well XXX school is doing, how quickly it has been formed, and how good its performance is. You will do the same if you work hard." And you can also get a lot from the recruiting team. Other companies' good methods. When you have a problem, you can say to the former: "Look how calm the team at XXX school is. There is no problem that cannot be solved. Just wait like them and the company will come up with countermeasures."

Three Campus local promotion

Campus local promotion is relatively simple. Some basic goals can be achieved by sweeping buildings and sending orders.

Looking for a part-time job to sweep the building three times a week for several weeks, handing out leaflets at fixed points in the main circulation channels, and doing on-site activities at the entrance of the canteen and activity center. Basically, appearing in the eyes of students frequently in a short period of time will quickly build brand awareness. If the frequency is too high, it will easily bore students, while if the frequency is too low, it will not be easy to remember, so the frequency should be determined according to the product.

It will be much easier to convert new users once the product promotion is well-known and well-known. When a stranger asks you to use an unfamiliar product, you may not necessarily use it on the spot. But when a stranger asks you to use a product that you have heard of, you will become curious. Let me find out what this thing is. With this kind of mentality, the possibility of being converted into a user will be much higher. As long as there is something about your product that can attract students, congratulations, you have gained a user.

IV Activity Promotion

Campus activities are a good way to attract new users, and they are also an indispensable way to maintain users.

1. Benefits of activities

No matter how many ads you see, you may not take the initiative to use it. It needs a little stimulation. And activity is this point.

I know you and I may not necessarily use you, but if you have a discount today and I can take advantage of it, I may use you.

On the one hand, activities can build momentum and increase visibility, and on the other hand, they can attract new users. It means pulling things flying in the sky down to the ground and placing them in front of you so that you can touch them.

2. Gifts for events

There are many offline activities on campus. Common ones include sending gifts by scanning QR codes on site, and getting discounts when placing orders on site. When all the products come with drinks and fans in the summer and baby warmers in the winter, do you still want to give them these? There is no point in remembering them at all.

In my personal opinion, if you want to give something as a gift, give something that he wants but is reluctant to buy or something that he wants to buy but it is very difficult to buy.

Cite a few examples that have been tested with better results than sending low-quality rag dolls, small bags, key rings, etc. It's not attractive enough because he doesn't lack it, and it's basically useless to use it. What if I send you a photo from your mobile phone? Print it on site. Students now have more and more photos on their mobile phones, and less and less paper ones. There are always one or two that they want to print out or for men and women. Beautiful photos of your friends or funny photos of your gay friends. This thing doesn't cost much but I just don't know where to get it. Just scan the QR code today. There were really many people queuing up after scanning.

The other one is given to people who want it but are reluctant to buy it. Most of the boys in the school play League of Legends. If you want him to buy the hero skins in it, he will feel that buying them is of no use, but if you want to give them to him, he will definitely be waiting there with eyes shining. What I am giving you is a skin lottery chance. There is a 1/30 chance of getting one worth 100 yuan, 1/20 of 60 yuan, and 1/3 of 10 yuan. Anyway, just control the cost to about 3 yuan. . The odds of winning are also around 50 and there are many high-priced ones. There were also a lot of people of that level that day.

For girls, look for some non-competing women's products that are also burning money in the promotion stage and ask for some coupons (they are already giving them out, and they will be happier if someone helps them, so it must be free) It’s here) bind them to their own products, perform a binding value-added process, and transfer their inherent user conversion part to themselves. The gifts certainly don’t stop there, and the ways don’t stop there. But the most important thing is that it has a spreading effect. Not many people will tell you that dolls are given at the entrance of the canteen, but some people will say that skins and manicure coupons are given at the entrance of the canteen. This is part of their daily conversation.

3. Event planning is essential

At the same time, when the product has no core, the things planned by the operation may become your core. If you launch an event and a competing product imitates you, it will be irritating. If you show up again, he will still imitate you. When imitating you becomes a habit of his, and he won't know how to move on if you stop, then he is not worthy of being your opponent.

So good activities are essential. Event planning should be done slowly and carefully. In addition to good ideas, warm-up publicity is also essential. Many products in the campus market are afraid of being plagiarized by competing products and do not dare to announce any activities in advance. They wait until the day to announce the event directly. Many people do not know that such an event exists after it is over. Good ideas must be warmed up in advance, let others know and spread, and accumulate enough attention to maximize the effect.

Five Difficulties and Cores of the Campus Market

To talk about something else, just because the campus promotion method is simple and violent, it is said that the campus market is easy to develop and difficult to maintain. You can do this as well as your competitors. You can do this. Products for campuses basically don’t have too many core things. It’s just a good idea without core competitiveness that will be quickly imitated and probably surpassed.

The difficulty in forming industry barriers is a major difficulty in the campus market.

Students will not care about which company came up with the idea first to develop loyal support for the products of that company.

What they care about is which product of the same type is cheaper? Who has higher subsidies? (For example, in the case of campus O2O, Zhaimi and 59store both make campus snacks. There is no core competitiveness, which means that no product is developed or monopolized by itself. So It’s the same bottle of Coke and the same door-to-door delivery, why should I buy the more expensive one? The only difference lies in speed and service, and these two points depend on the establishment of your campus team)

So the users generated by the campus market when the product has no core competitiveness are all fake users. There is no need to compare the number of users between competing products. They are all the same group of people. If you subsidize one round, these users will be yours. , I will reduce the price in one round, and these users are all mine. As more and more products are targeted at the campus market, when the number of APPs on students’ mobile phones reaches a certain level, those that are not relevant to the general population, rigid needs, and high-frequency words can be uninstalled. I’m sorry for these. The user belongs to no one.

Six Final Words

Finally, the campus market is a long-term war. There is time like winter and summer vacations for the company to make a good summary and plan, so it should be more stable.

School results make campus marketing simple and effective