How to establish effective promotion channels for university marketing?
| University marketing is mainly targeted at students, because schools are relatively concentrated and students have strong purchasing power, so the effect is still good. Companies fall into two main categories. One type of company is for image promotion and only seeks a spectacular scene without requiring sales or related indicators. In other words, they just want to take pictures. These companies are relatively large and are sponsors of general large-scale events, such as three operators, Master Kong, and Uni-President. Forms of promotion: 1. Self-built societies and clubs are mainly for well-funded and well-known brands. Common ones include Procter & Gamble, Tencent, operators, Lenovo, alumni companies, etc. (on the one hand, for publicity, on the other hand, for reserving talents for the company) 2. Campus agents such as Vancl, JD.com, and New Oriental (mainly promote in schools through campus agents, and give commissions based on sales) 3. Hosting and sponsoring large-scale events, campus lectures, job fairs, top ten campus singers, welcome parties, etc. Common ones include Master Kong Uni-President series and digital electronic brands. We mainly cooperate with student unions and societies to carry out publicity. (mainly to increase visibility, promote image, and cultivate potential customers) 4. Cooperate with local media organizations, mostly large and medium-sized enterprises. However, media organizations still choose to cooperate with student unions and clubs to hold some large and medium-sized campus events, such as roadshows and on-site product experiences. The second type of companies are those that pursue results, and are mostly small local businesses that hope to boost sales and registrations through activities such as postgraduate entrance exams, foreign languages, going abroad, travel, leisure and entertainment, and even budget hotels. Promotion forms: campus stalls, on-site sales, lectures, small-scale on-site activities. The above are promotion forms, which are generally pre-promotion before the activities. Preliminary publicity forms 1. Offline forms (most activities are mainly offline) Preliminary stall promotion, flyers, posters, banners, broadcasting stalls: the busiest square on campus (experience shows that it is mostly in front of the cafeteria), the daily flow of people is generally tens of thousands, the main cost is the stall fee (coordinate with the school or club) Flyers: The effect is very good, the problem is that the labor cost is higher than the production cost, and the implementation is not in place, which is often encountered. (At this time, after the final coordination, the school cleaning staff were very anxious!) Posters: Generally, they should have official stamps, instructions, etc., otherwise they will easily be torn off from the bulletin board. (Varies from school to school) Banners: Hang them on the main roads. The effect is generally good. One time, a merchant hung 20 banners on the campus in one night, and everyone knew about it. Floor stickers: Stick them at the entrance and exit of the dormitory, the effect is also good. Broadcast: The effect is negligible. 2. Online form: Not many people use online form, but I have made some attempts myself. Renren: The power of Renren among college students cannot be underestimated. Kids on Renren are very willing to share, and anything like "broken-winged angels, boys and girls" can become very popular. In the club, the president or chairman assigns tasks to other members, and the members spread the word, with very good results. It would be better to add some highlights, such as a confession of love. Tieba: University Tieba is still very active (there are exceptions). You can post on Tieba and promote yourself. It is best to have a good relationship with the moderator, otherwise your post will quickly sink or be deleted. The moderator is still easy to contact. It would be best if the post has two points. If you have sufficient funds, please sponsor it. I tried it once on Tieba. The method was to post a message the next day. Only the people in Tieba attracted about 1,000 people to the event. BBS: It depends on the school. Some schools are very popular. Never tried it. Weibo: Most college students dive on it, and they are not focused. I have tried it, but the effect is not obvious. |
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