All the marketing ideas for taking advantage of the college entrance examination are ready! Super practical!

There are many hot topics to take advantage of this week - Dragon Boat Festival and College Entrance Examination. In the next few days we will analyze the techniques and directions of leveraging these hot topics. In this issue, let’s first analyze the college entrance examination.

Thematic element analysis

Things related to the topic: examination room, admission letter, examination tips, encouragement, examination papers, etc.

First of all, we need to understand one thing: the target audience of the college entrance examination is not the candidates, but the parties who have experienced the college entrance examination or their family members and teachers. Therefore, the mechanism of marketing leveraging the college entrance examination is actually to stimulate emotional transmission by reproducing readers' memories. Therefore, when choosing an entry point, the relevance of things to the college entrance examination should be used as the selection criterion. The following is a detailed analysis.

Creative Sharing

examination room

Analysis: The so-called examination room refers to the environmental factors other than the examination and examination content on that day. It is also the most profound memory of the college entrance examination for many people who have experienced it.

The materials in the examination room include: answer sheet, travel (giving way), location of examination room, quietness in the examination room, admission ticket, stationery (2B pencil), bottled water, bell/chime, and invigilator.

It can be made into a series of posters or a single poster, especially the answer sheet. You can directly compose a poster based on the answer sheet, change the name of the answer sheet to the brand, or fill the answer area black with the brand name. The same applies to the admission ticket.

Copywriting example: (Brand-Generic)

The ringing of the bell is a signal to go home. The examination room is my home. Stable performance is the best.

Case Study:

The poster below shows materials such as answer sheet, giving way, examination location, quiet examination room, admission ticket, stationery, etc.

Exam Tips

Analysis: The so-called exam secrets are actually a sarcastic statement, which can be divided into two types: raw material and original.

The materials refer to some rhymes that have been passed down for many years. Those who have been candidates still have a deep impression of them. The materials include: if there are three longs and one short, choose the short one; if there are three shorts and one long, choose the long one; if there are two longs and two shorts, choose B; if there are uneven ones, choose C;

The usage can be adaptation and interpretation, combined with branding. The original ones are some words with good wishes based on the brand, which will be more catchy if they can rhyme.

Copywriting example: (Brand - Bottled Water)

Putting a bottle of xxx water on your desk during the exam is said to help you perform better than Aquarius.

Case Study:

The first two are based on the selection of C. For example, Durex shaped C into a hand movement, which is related to the brand characteristics; the last three are original, and the first two use rhyme.

Admission letter

Analysis: The main purpose is to evoke memories through the admission letter. The method can be a micro-flyer produced by H5, and the content can be combined with brand elements.

Case Study:

Increase audience engagement through micro flyers made with H5.

Cheer up

Analysis: In addition to telling candidates to "come on" in a dry way, you can also add interest by using some commonly used phrases.

Commonly used materials include: knowing all the answers in the exam, and guessing all the answers correctly; improving by one point can beat a thousand people; getting a place on the list of successful candidates; extraordinary performance; all the top scorers in the exams are from 985 universities, and all the river monsters in the pagoda are from 211 universities; the top student in high school, etc. In addition, you can also create some original encouraging phrases based on the characteristics of the brand.

Copywriting example: (Brand – Adult brand)

Regarding the key universities, relax during the exam, keep calm, and you will get in.

Case Study:

The first seven pictures are creative uses of materials. Durex and Weilong are homophones, and Haier and KFC are paraphrases. The following pictures are original. Audi was created by breaking down the characters and recombining them into suitable copy. Durex and elephant are both puns, combining brand characteristics with theme elements. An Tai is a rhyme, Xiang Piaopiao is a paraphrase, and Ele.me interprets the term "college entrance examination".

Exam Paper

Analysis: The test paper has undoubtedly left a deep impression on people who have taken the college entrance examination. When creating, the brand characteristics can be conveyed in words, combined with graphic designs based on the test paper to form an original test paper.

Case Study:

The creation method is similar to the analysis, both of which combine pictures and text to showcase the brand characteristics.

Other entry points

1) Subject

Analysis: The so-called subjects are the knowledge points of various subjects in the college entrance examination combined with brand creation. Unlike the test papers, the copy here uses knowledge points from the college entrance examination and is not original, so it is suitable for making a series of posters.

Copywriting example: (Brand-Navigation)

Chinese: When you are surrounded by mountains and rivers and think there is no way out, suddenly you see another village with willows and flowers.

English: Traffic jams are a thing of the past, while smooth traffic is present tense.

Geography: The earth is round and you can reach anywhere exactly.

Biology: DNA, DU (block) NAN (difficult) A (ah)!

2) You after the college entrance examination

Analysis: Through the description and outlook after the college entrance examination, the poem expresses feelings of farewell, hope, and joy. You can write about your relationship with the classroom (teachers, desk mates), dormitory (classmates), canteen (dishes), corridor (friends), and playground (ta) from the perspective of memories after the college entrance examination. You can also write about traveling, eating, sleeping, entertainment, etc. after the college entrance examination.

3) Essay topic

Analysis: In fact, the composition topic has been used by a brand in the past two years, so it is necessary to wait until the Chinese composition topic is announced before combining it with publicity. Generally speaking, you can connect the brand and the composition topic through paraphrase, homophony, image, interpretation, etc.

This issue of marketing by leveraging momentum has come to an end for the time being, and the next issue will be the Dragon Boat Festival~~Pictures are from the Internet, and will be deleted if there is any infringement. All the marketing ideas for taking advantage of the college entrance examination are ready! Super practical!

1. How to plan marketing activities for those festivals that are “difficult” to leverage?

2. Brand marketing promotion: the underlying logic behind Durex’s content marketing!

3. Brand marketing promotion: How to learn the product placement of “The Debaters”?

4. Brand marketing promotion rules: How to construct a marketing framework?

5.2019 Internet Marketing Promotion Tips!

6. Marketing promotion: How does fission marketing achieve market “fission”?

7. Product Marketing Promotion | How to create sparks between marketing and products?

8. Marketing promotion methods | How to create private domain traffic?

9. How to leverage the college entrance examination for marketing?

Author: fat c

Source: Weird Brain Hole