Marketing) is a concept put forward by Freshmedia, a well-known campus marketing agency. Mainly refers to the marketing activities of college students. Campus marketing is a marketing method that enterprises adopt marketing means to promote products suitable for campus groups in schools. Campus marketing is an inevitable trend of the development of enterprise marketing mode from traditional marketing mode to personalized under the new market environment, and it is an organic combination of enterprise marketing mode innovation and marketing potential law. When carrying out campus marketing activities, enterprises should grasp the particularity and novelty of campus marketing, formulate a set of targeted marketing programs, and do a good job in the details of each program in order to achieve good marketing results.
Before trying to do campus marketing, market operators should first think clearly:
What is the purpose of your campus?
If your products are not particularly matched with campus users, but you just feel that you are at the end of the road in promotion, then this situation still suggests that you should not blindly enter the campus. Just like many sex toys, home economics and other products also ask me to do campus, isn't it just that there is no place to burn if there is more money?
The purpose of doing campus is summarized as follows:
Get registered users of app (or website) at low cost.
Occupy the student market and get higher sales.
Relying on student groups to increase UGC content output
Enhance product brand image
Before explaining in detail how to build a park from scratch, I need to clarify a few misunderstandings so that some enterprises with the following plans can dispel these thoughts.
Myth 1: Campus promotion costs are lower.
At present, the cost of campus promotion (registration) is at least in 4 yuan; The north, Guangzhou and Shenzhen are higher, and there are already more than 6 pieces. The cost of pushing is sometimes higher than online. Especially when you want to do outreach, the venue fee is often two or three thousand. If someone tells you that his push cost is only 1-2 yuan, then you can give him 20W directly, and let him push you 15W real users.
Myth 2: Activities can be detonated if they are spread casually on campus.
Many people do activities and feel that activities are not fun. Budget 1000. They always think that a push of the campus can bring tens of thousands of UVs and thousands of registrations, and they can only rely on their feelings.
Myth 3: Overestimate the brand and data.
Of course, this kind of thinking is normal. But for the campus, I always hope to promote it in the form of brand promotion, hoping to ensure the data. This idea is definitely problematic. If you want to have good data, either sweep the floor or push it, so that the data can be guaranteed; If you want to have a good publicity effect, plan an easy-to-participate and fun activity to enhance publicity.
After talking about some misunderstandings in the campus market, you can enter the text. How do enterprises build a campus from scratch?
Do you have to build a campus team to be a campus?
Many people will be very concerned about the construction of campus channels. My suggestion is: "Products based on campus or e-commerce, o2o and community can form channels; But it is not suitable for campus users, and it is not in the above categories. We carefully build our own channels.
Self-built channels, on the one hand, channel leaders need to have some experience in campus channels; On the other hand, we need to invest enough manpower and material resources (expenses) to establish channels. And more than half of the companies, on the one hand, do not have experienced campus channel personnel, on the other hand, they are not going to invest too much money on campus, so it is better not to build a team.
You don't have to have a team to be a campus. You can play on campus without an offline team. The focus is on marketing ideas and concepts. Whether offline or online, the core is products and good marketing activities. With good marketing activities as the support, you will often get twice the result with half the effort.
How to make a campus without a campus team?
To be a campus, the core is to know your own purpose and realize it. How can a company do a campus without a campus team? Personally, I think three methods are the most feasible:
Hug your thighs:
At present, companies with their own campus teams also have overall campus publicity arrangements and monthly offline publicity activities. If these companies have good activities and publicity, do it with them.
Do activities:
Enterprises plan their own activities and publicity programs, usually once a month or so; For example, September is the school season, 65438+1October is the welcome of clubs,165438+1October is Singles' Day, and 65438+February is New Year's Eve. In fact, every month the campus has its own main activities, and your activities are planned. At this time, you can also contact various offline teams and associations to help implement according to the needs of publicity. Don't say you can't find someone to do it. If you can't find it, search the QQ group of part-time students everywhere.
Of course, your activities should be fun, such as planning "520 One-Day Couple Activity" and "Double Eleven Hug Party". The number of participants and the response are very good. Do an activity well, not just one activity.
Pure push:
Simple push is the simplest, that is, putting up posters, distributing publicity pages, sweeping the building and pushing for registration. Some people may think that the effect of sending publicity pages is not good because your publicity pages are not well designed and the execution of publishers is not strong. The best publicity page is a publicity activity. As long as it is easy to participate and fun, the effect will be good. I have done a single-page issuance of the campus off-campus fund, with a conversion rate of 6% (WeChat attention) and a low cost of making a single page (1W is about 50).
Doing campus marketing focuses on creativity and creativity, or simply pushing or hugging other campus channels with a small budget. Unlike the students before 20 10, today's students have their own ideas and have seen more marketing behaviors, so they are not so gullible.
How to build your own campus team?
For the construction of campus channels, the first step is to recruit an experienced campus channel staff, even an intern, which can get twice the result with half the effort. If you think about it yourself, it will be too much trouble and the cycle will be too long; Generally, this business may be cut off before the channel is mature. How to recruit people in this respect? It is faster to find other companies that do channels to recommend or recruit online.
If you have to do it yourself without extra preparation, then channel construction can be divided into three parts, naming, documentation and recruitment. After completing these three parts, we can start our formal work. Generally, we should start from the city where the company is located and gradually develop to other core cities. Don't spread the country from the beginning, after all, we don't have that much energy.
name
That is, you need to give this campus group a name, such as campus ambassador, super intern, Lenovo elite club, ASUS master students and so on. At the same time, give a certain culture and build the form of this organization.
document
It mainly refers to the necessary documents for establishing campus channels, which generally includes four parts: team introduction PPT, team salary assessment form, team entry information form and team work strategy. Team introduction PPT mainly introduces the company, products, team atmosphere, campus team work content and simple salary introduction; The team salary assessment form mainly introduces the specific assessment content and salary; The team information table is the basic information of students; Work strategy is some suitable promotion methods organized by the company according to the work content.
enlist
Refers to the recruitment of campus teams, which is divided into five parts:
One can be recruited through the internship part-time website;
The second block is recruited through part-time qq groups and WeChat groups in various cities;
The third is to recruit through the mechanism of acquaintances recommending or ambassadors recommending ambassadors;
The fourth is to post a recruitment notice through the official Weibo WeChat;
The fifth block is to recruit local station supervisors to be responsible for the recruitment of regional teams.
The core of recruiting people is to recognize your company, products and team; Ability is second, because their work is more biased towards execution. As long as you accept the job, you will try your best to publicize it under proper guidance.
How to assess and formulate the salary of campus team?
For many companies, they are always worried that they will not work if they give the salary ambassador; Ambassadors don't work without paying. At this time, the best thing is to let the team work in the form of task system and assessment. Make a detailed salary appraisal form, that is, list some daily work that the team can choose or do, and determine the salary according to the feedback of the team (such as screenshots, photos, data, etc.). ) At the end of each month, this actually belongs to pay according to work. With a monthly salary of 300-500, students are generally interested. If it is too high, the enterprise will definitely not be able to stand it. If it is too low, many students will have no motivation. However, if you are Baidu, Tencent or Ali, no one will be willing to work without money.
How to manage the campus team?
Regarding the management of the team, it is no longer the time to fight chicken blood. No matter what team, nothing can satisfy them, and this team will definitely die in the end; Demand is always equal.
There are many things to meet, such as money, internship certificate, job recommendation, getting to know more people and teaching them some work skills (ppt, resume writing, etc. ), share more knowledge, etc. You must be able to provide what they need, otherwise why would they give you a job?
Money is not the most important thing. However, your team has been squeezing students, and it won't last long. If the salary offered by our company is low, then we can take some jobs from other brands to support this team. At the same time, do a good job in daily communication. The content of communication is optional, at least let everyone recognize that you are a manager and often see you (online), which also shows the fatigue of channel work, because you have to be online often.
As a campus, whether there are channels or not, we hope that more people will know about us and use our products. Communicate with students more and be flexible from the point of view of products.