How to do campus marketing in the school season?

How to effectively convey our products and services to students through the campus market? First of all, different types of products have different promotion methods. Below I divide the products into different categories to summarize their promotion methods.

1, education:

There are many educational products on the market, such as New Oriental, Hujiang Online School, Baidu Pass Class, Exam Bug, etc.

First of all, consider the usage scenarios of these products and services. We know that most of the scenes of these services and products should be classrooms and libraries, so we can hold some offline dry goods lectures, brand promotion activities such as school poster pasting and form pasting, and subject knowledge competitions. We can set up learning punch-in community, live class and other services online, and we can also cooperate with the official media of the school. For example, daily dry goods can be pushed in the official QQ space of the school, official WeChat account and Sina Weibo. This way can greatly increase students' reputation for the brand. The promotion of this method needs lower cost and can achieve better promotion effect.

2. Entertainment:

There are many apps that meet students' daily entertainment needs, and many of them will be promoted in schools, such as Netease Cloud's Campus Singer Competition, the glory of the king University Competition and League of Legends University Competition. How are these companies promoted in schools? What is the specific process?

When these companies promote in schools, they will first recruit students such as "campus ambassadors" to assist the company's business in schools. Second, they will apply for venues to hold roadshows or competitions in schools for publicity. Most companies will contact the student union, the Youth League Committee and other schools to organize and coordinate, and do their best to carry out pre-publicity.

Take the campus singer contest as an example. Netease Cloud will sponsor the campus singer project. At the end of the campus singer contest, participants need to upload their talent videos on Netease Cloud's APP and try their best to canvass votes. If the number of votes is high, you will get rewards from Netease Cloud and incentives for ranking, which can achieve the effect of secondary communication. During the whole activity, the cost of obtaining customers is very low, but many active users will be harvested, and the return on investment is relatively high.

Schools promote recreational products in the form of campus roadshows and competitions, supplemented by sponsoring college activities. The departments that need docking are: student union, youth league Committee and other school organizations. We need to recruit our own campus ambassadors if necessary.

3. Travel category:

With the popularity of cycling in * * * *, because campus users have a strong ability to accept new things, and the campus is too big, cycling has become a necessity, so many cycling companies have introduced many incentive measures for the campus market.

For example, with the student ID card, Hello Bike can ride for one year for free, OFO free deposit monthly card is free, and other preferential measures. Various cycling companies put a large number of bicycles around the school to meet the travel needs of campus users.

For just-needed services such as travel, it is necessary to motivate users, cultivate user habits and occupy the market as soon as possible through a large number of user subsidies in the early stage.

4. E-commerce and FMCG:

E-commerce and FMCG products and services mainly meet the shopping needs of college students. Because college students' main source of income is the living expenses given by their parents, there is no source of income. Therefore, the first factor that affects consumers' purchase decision is price.

Services such as roadshows and campus sales can be held in the form of low-cost promotion. For example, in the school season, beverage companies such as Nestle and Wahaha will combine campus activities such as freshmen's opening to cool down, and Sophie will hold campus sales activities to promote new products in many universities across the country every year, and the results are also very remarkable.

Before launching new products every year, Sophie will hold roadshow sales activities in universities with more women in first-and second-tier cities. The form of activity is to set up tents to sell new products in places with high traffic such as playgrounds and canteens. In order to promote the interaction between consumers and brands and increase sales volume, the forms of interaction include price reduction promotion, full participation in twisting eggs and catching dolls to attract students to buy.

I personally participated in this series of activities, with an average daily sales of more than 3,000 yuan.

Sophie's university roadshows with many girls in first-and second-tier cities are due to the following reasons:

1. College girls are all high-consumption groups in the future, with strong consumption power and high consumption level.

2. The promotion cost of university campus is low and the audience is large, which can maximize the role of brand promotion.

3. Sophie adopts offline sales, layer-by-layer promotion and other forms, which increases the interaction between brands and users and can effectively convey the advantages of products.

How are e-commerce companies like Tmall, Suning and JD.COM promoted on campus? For these e-commerce, the user's usage scene is basically online, and the promotion on campus can transfer the user's usage scene from online to offline, such as the supermarket in JD.COM on campus, which can arouse the scene.

For FMCG, we can hold low-priced sales and other activities on campus for promotion, e-commerce and other services, and set up specialty stores on campus for campus promotion.

5. Online promotion

Different types of products have different promotion methods. Only by saying the right words to consumers in the right place can the promotion be effective.

All the promotion methods mentioned above are mainly offline activities, so how can enterprises promote the campus online? There are several different ways of Amway, and different types of products have different promotion methods.

Every year from September 65438 to 10 is the time for prospective graduates to find jobs. How to quickly and accurately convey the recruitment information of enterprises to these target groups?

Zhaopin employs community advertisements. Every campus recruitment season, Zhilian job fair will put a large number of recruitment advertisements in various graduate communities to reach the target population quickly, thus completing campus promotion.

This online promotion method requires low cost and can accurately reach consumers, so the campus QQ group and WeChat group, as the gathering place of users, need the attention of enterprises.

Second, every school has an official post bar, which generally accepts advertisements. Enterprises can jointly organize activities with the official school post bar at different time nodes. The form of activities can be UGC+ grabbing buildings, setting topics, encouraging students to express their views and grabbing buildings, and getting various rewards on specific floors. This is also a low-cost method that all enterprises can learn from.

As long as we make good use of online and offline channels, we can break into the campus market and carve up the cake of campus traffic.