Campus promotion costs and marketing promotion suggestions

1. How much does it cost for a company to promote its products on campus ?

How much does campus promotion cost? This depends on what your goal is. For example, if my goal is to let one person in one school know about it, then basically no money is required. How much you spend is directly related to your goals. The only measure of target results is ROI.

Brand spending is unspecified spending, but this measurement method is too rough. How do we generally measure how much money it costs to market on campus? It is a price that comes from a combination of marketing methods, marketing strategies, and media.

This price must be directly related to the size of the school’s audience - in fact, it has a strong relationship with CPM.

For example, a school has about 10,000 to 20,000 people. For a single school with 10,000 or 20,000 people, if calculated based on a standard monthly template, our standard pricing is roughly between 15,000 and 30,000, which can achieve a saturation attack. What is a saturation attack? At least 80% of the people in the school have seen your ad. This is the result of a saturation attack.

How to carry out a saturation attack depends on our marketing method. The current marketing method must be a combination of online, offline and on-site activities.

What do we have online? Some online media that students like, such as Weibo, WeChat public accounts, Douyin, Xiaohongshu, and Zhihu, are some of the content platforms that students prefer. So which platforms are most students active on? In the WeChat groups, QQ groups and other communities on campus. Normally, the price of online promotion for a school ranges from 5,000 to 20,000, and can normally cover about 20,000 to 30,000 people in the school.

What is there offline? Offline is spatial scene media. For college students, they can skip classes but they cannot skip meals. There are advertisements posted on the tables in the cafeteria and light box advertisements in classes. There is a frame advertisement when going to the teaching building, back to the dormitory, and to the cafeteria, and there is an express locker advertisement when picking up a parcel. This is a coverage of the spatial scene. So the overall standard is 15,000 to 30,000 per month.

For example, let's take an extreme example. If I want to put up desk stickers in a school and influence all college students, if you talk about the cost of a single media, there will be 1,000 desk stickers in the school. If you invest all 1,000 tickets, the price will be very high, at least hundreds of thousands. As for our marketing strategy, you don't actually need to advertise all of them. If you cover 200 or 100 advertisements, and 80% of people have already seen them, then there is no need for you to advertise the remaining 800 or 900 advertisements, right? In fact, it is a question of finding the media balance value.

Of course, this kind of marketing fee is a brand asset. It is a process of saving and withdrawing in small amounts, which requires continuous investment. It may cost 30,000 yuan per month at the beginning. By the time you reach the 10th month, your brand influence will be already very strong. In the 10th month, you only need 5,000 or 1,000 yuan to complete the entire campus marketing because you already have a good foundation.

This is a question of cost. The coverage population is 15,000 to 30,000 because there are only so many people in the school. The most streamlined or most comprehensive version of our media mix is ​​to ensure at least 80% coverage, which is an approximate cost and exposure.

2. How to do marketing promotion in college?

I think first of all, if you want to do a marketing promotion, you must know what your core goal is. Working backwards from your core goal, are you trying to sell goods or acquire customers? We essentially have two core goals in marketing: one is to sell goods, and the other is to acquire customers. It’s very clear.

How many customers should I get and what kind of customers should I get; how much goods should I sell and what kind of goods should I sell. Your goal must be clear, and don't be too ambitious. You say I want to sell a school for 10 million, that's impossible. There are only so many people in a school. How much does each person need to buy from you to reach the consumption level of 10 million, and how long will it take?

Set a very clear and reasonable goal and work backwards to determine what kind of users you want.

For example, how to market beauty products on campus? So what is the purpose of my marketing? The purpose is to launch my product, and then see whether your product is suitable for this group of people. Is it suitable for young people? Have I created this product specifically for young people? This is very important. You have to make sure that, for example, brands like Huaxizi and Perfect Diary are mainly targeting this age group, so there will be no problem with their products.

Then comes promotion. For promotion, you have to choose schools. Which schools are the target schools for your beauty products? Who are the target audiences? Boys hardly buy them, so you need to find places with more girls and places with a higher proportion of consumption of beauty products. We chose Guangdong, Zhejiang, Shanghai, and Chengdu, all of which are cities with heavy consumption of beauty products. After that, we chose a school, choosing teacher training, art, or media colleges. Why were these schools chosen? Because the proportion of female students is high, accounting for 70 to 80 percent.

Once you have a good product and find your target audience, and your language and values ​​are in sync with your students, you can let your product speak for itself.

We invest in various media advertisements for brand building, attracting many C-end users; our campus celebrities help you to endorse and speak for you, and KOCs help to promote and influence your roommates, forming a closed loop.

Good marketing must be self-replicating, self-propagating and self-fissioning. Make people want to experience you at first sight.

In addition to the above, we also need to solve the problem of marketing channels. The marketing channel is where I need to guide these student users to consume after I have finished the dissemination.

We entered the campus or reached these students through some communication channels on campus. Perhaps a problem that many brands have not solved is whether there is some brand exposure information on platforms where college students frequently shop, or on some active social media.

To give you an example, I participated in an offline promotion event. But when I wanted to make a consumption decision, I found that I didn’t see any articles recommending this product on Xiaohongshu, or I didn’t see this product on Taobao. There may be some differences between what I do when I consume. Maybe when I search for this word, I find that it is content that I am not particularly interested in, so I may not make a consumption decision. Because traditionally, before making consumption decisions, people may search for content related to social media, or search for relevant keywords on Taobao. I may have created a set of content for campus promotion, but in fact it is disconnected from the content presented on other platforms. This is a factor that makes it difficult to form effective purchases. If it is not resolved well, it will become a relatively failed project promotion.

Therefore, during the early preparation and promotion of campus promotion, you must solve the problem of your marketing channels.

3. How to promote the app on campus

First of all, app is a form of traffic and a product.

Now there are apps, mini-programs, public accounts, and various product forms, and their promotion methods are different.

What is the most common one here? The most common one is the app. The core goal of promoting the app is to attract new users, and there are not many other goals.

If it is a new app, it is purely about attracting new users. If you have an old app that you want to revitalize. Attracting new users and promoting activation are the two core goals of APP. When it comes to attracting new users, you have to think about it: Why should I download this APP? That is to say, as a consumer and a user, why should I use your app?

Is it that your app has features that I have to download to use, or is it that it has some high-quality content that attracts me? Or what? This is very important, super important.

Some app products are so useless that they are dispensable. I don't need it, because one group can meet my needs.

For example, Xianyu is not well promoted on campus. Why? The radius of my second-hand item transactions on campus is the school. I can meet him, I know whether the thing I bought is reliable or not, whether it is suitable or not, if the thing I bought is not good, I can find him.

The radius of Xianyu is a little bit longer. Therefore, the Xianyu product is not well used on campus.

That's why there is no reason why you are indispensable. This is especially important.

If you think this through clearly, the way to promote your app will be very simple and crude.

The first way to attract new customers is to use the CPA method.

That is, I need to pull some seed users in a place or a certain area. I hope to get these seed users to use my app, so I need to do a wave of CPA to attract new users.

There are two types of CPA’s new customer acquisition. The first way is online, that is, I distribute channel codes online, allowing students to collect commissions and download my app; the second way is through offline promotion, through some offline gift incentives, let students scan the code to download my app.

There is also a type of app promotion that belongs to brand marketing. Its ultimate goal is not to get students to download the app as the main purpose. Its main goal is to let students use a certain function in the app, and then drive the promotion of the entire app on campus.

A typical example is JD.com’s campus sales king. The case we were working on at the time was also a CPA case. His goal is to get students to use student certification in his app, and then they can receive a free student certification gift. In fact, for students, they download this app in order to receive the student certification gift. It is equivalent to the promotion of brand marketing apps.

There is another type of brand marketing. For example, what we have been doing recently is to let students create content in a certain app, and then get commissions from the app after creating the content. For example, producing one piece of content can reward you with 30 yuan in cash. This is profit-driven, but it is content-driven.

There is also honor drive. If you download and register to become our member, you will be rewarded with some VIP identity items.

There is also functional enforcement. For example, this product is required to clock in, take leave, and register at school, so you must download it.

App attracts new users based more on traffic logic, allowing more people to see it, getting some people to download it, and getting a small number of people to become your deep users.

The problem with apps is that they thrive on attracting new users but die on retaining new users. Attracting new customers can be solved quickly, and various methods can be used to solve it. How to retain new users is a big question and a very important topic. First, the company’s own operational capabilities must be strong, and secondly, we must put a lot of energy into our brand and marketing strategies.

4. How to do campus marketing for movies?

First, let’s take a look at the movie. Movies are a very mainstream, popular, consumer entertainment product. For example, college students watching movies in school is a high-probability event and a popular event.

What is very important for a movie is promotion and marketing. After the promotion and marketing, if someone watches the movie, it is called word of mouth.

To give an example of a movie, in 2018 there was a movie called "Peppa Pig Celebrates the New Year" which was extremely popular. The grandson asked grandfather for Peppa Pig. What is Peppa Pig? Grandpa finally used that blower to make Peppa Pig. This promotion went viral on WeChat Moments, and everyone, young and old, male or female, both white-collar and blue-collar workers, knew about it. What was the final box office? Very miserable. The publicity and promotion was well done. But the reputation is not good.

Let’s look at another movie, “Operation Red Sea” which was released at the same time as Peppa Pig, it made a total box office of 4 billion. Before Operation Red Sea was released, did you see any publicity and promotion? Without it, the team would have no publicity and promotion expenses. What does it rely on? Word of mouth. After I finished watching it, I posted it on my Moments, saying, "Operation Red Sea" was really well filmed. It just so happens that it’s the Spring Festival period and everyone is frequently checking social media. Hey, if others have seen it, I want to see it too. This will directly increase the screening rate through word of mouth, and feed back traffic growth through word of mouth. This is a relatively successful case of movie marketing.

So how do we promote movies on campus?

(1) Work hard on ticket prices and thresholds

Watching movies in school is generally a multi-person or group activity, and rarely an individual act. Instead of buying a movie ticket alone, it is better to subscribe to a membership on the film and television app and watch the membership movies.

Since it is an overall consumption, how to promote it? You can make some interest incentives, such as reductions and exemptions. If there are four people in a dormitory, three of them buy tickets, and four people travel together. That is, you can make some discounts on the ticket price during the entire promotion.

(2) Promotion of film-related content

For example, #5 movies you must watch in your youth# or a movie. It is to promote and disseminate content related to the students’ personality, which is defined based on the theme and content. Alternatively, you can find key KOCs in the target schools to write film reviews and their thoughts after watching the film. This can easily build word-of-mouth and break them down one by one.

For example, "Love is Not Blind" and last year's "Ex-Files 3", there are all kinds of stories in the cinema. I went to a movie, ran into my ex, and we had a fight. This is all for marketing, which is to add a lot of content to the film, and put a lot of personal characters in it: missing the ex, missing the past relationships, these things can be expressed through text content.

(3) Create movie reputation

Going back to the logic of promotion and word of mouth mentioned earlier, it is very easy to do on campus. Why? Because if placed in a position, in a school, his social radius is relatively short, they are just friends with each other, and there are no more than three people connected to find the person at the end, so it is easy to create word of mouth.

For example, if a school has 20,000 people, can we find 200 people to post on WeChat Moments? You give them 200 yuan for a ticket, and then invite them to watch a movie. After the movie, ask them to post a message on their Moments: Oh, this movie I watched was so moving that I cried and was so touched. This is what youth should be like. Combined with his social media posts, let the people around him see the movie and think it’s good. Since many people around me have posted this, I also want to watch it.

(4) Advertising media

The film must have a lot of media promotion on campus in the early stages. You can’t invest in small media, for example, posting in a QQ group: This movie is about to be released, everyone go and watch it. Few people care about such news. They may know about your movie, but are less likely to go see it.

Many movie promotions are made through high-end media. Put one on the LED screen of a very large landmark in a city; or put one on a large advertisement. It has to be expensive, so that people will see it and say, wow, this is going to be released. Advertise in such a great location. You have money, so you should be able to take good pictures. The method is very rough, and film and television promotion must be rough.

This is the logic behind movie promotion on campus.

5. What are the methods of campus marketing and campus promotion?

Campus promotion is included in campus marketing. Because marketing is a big word, there are many ways of marketing, such as through promotion, for example, through pulling targeted traffic, such as CPA, and some are doing some brand activities, these all belong to marketing, and anything that can ultimately bring sales is called marketing. So promotion is also a part of marketing.

I think campus marketing methods can be divided into three categories.

The first is brand marketing. In other words, I will make changes to the entire brand positioning. My entire product line or my overall direction is completely oriented towards campus.

For example, Watsons is planning to launch a massive campus expansion recently, but it has discovered that some of its current high-end consumer users are basically gone, and most of the users are younger.

How to attract this group of young users? It is necessary to change the entire marketing strategy at their brand level. All the materials, videos and content that were previously disseminated need to be changed. This falls under the category of brand marketing.

The second one is product marketing.

For example, this product of mine was developed for students. For example, the Xilinmen mattress, a client we recently took over, has a product that is suitable for students, so the angle of its campus marketing is approached from the product level.

The third way of campus marketing is brand rejuvenation

This brand itself has relatively little recognition among students. The purpose of its campus marketing is to let these students know about this old brand and let students choose it, so it has to do some things that are more communication-oriented to increase its exposure and brand awareness on campus. He needs to reach young consumers and remind them to use the products. It is a regular type of campus marketing and is also part of the brand rejuvenation process.

When we consider it from the perspective of media, it is the combination of online and offline that I just mentioned.

There are also some more traditional ones, such as door-to-door promotion and event organization, which are relatively traditional. These are the only methods of campus marketing.

None of these are important, the means are not important, the method is not important. Because he is there.

What matters is. How do you decide the theme and set the content? How to cater to students' preferences and how to make them notice you and be interested in you. This is very advanced stuff. This requires the company to conduct an extremely in-depth research on its brand and young users - what kind of content should I create that everyone will like?

Also sells alcohol. Jiang Xiaobai sold sentiment, Wuliangye sold high-end business products, and Moutai sold even higher-end products and became the national liquor.

6. What are some cool campus marketing methods?

I think the effectiveness of campus marketing lies in whether you can achieve higher value goals at a lower cost. Achieving this goal in a low-cost way is awesome marketing. The form doesn't matter. No matter how awesome the form is, if you use a helicopter to distribute flyers at school and no one reads them, it's not awesome, right?

I think the most amazing thing is the way to achieve super high goals at super low cost.

Now let’s look at how we can reduce costs.

We will focus on the concept of private domain traffic and traffic pool.

Communities and friend circles are definitely underestimated media methods with relatively low traffic costs. Finding this precise group and building your own traffic pool is a process of deep cultivation. Of course, this traffic is the final fission effect and the value it brings will definitely exceed the company's imagination. You just need to operate it well.

Finding very low-cost media channels through high-quality content, operating your own community and traffic pool, and continuously converting users is an awesome marketing method.

First, you need to have content capability, second, operational capability, and third, your product strength must be good enough.

To give an example of event marketing, this year during the graduation season, Tmall conducted a very popular campus marketing campaign called “Hello, White Shirt”. What he wanted to express was the feeling of college graduates when they enter the workplace and wear a white shirt for the first time in their lives. He interviewed 100 college students about how they felt when they put on a white shirt. By creating an event, we can form an emotional resonance with college students at a specific point in time from a mental level, and move them at an emotional level.

Author: Zhang Xiaoxie

Source: Zhang Xiaoxie