When you walk in a college campus, enjoy a strong book fragrance, look at the grass and trees in the "ivory tower", as if you have been isolated from the noise outside the campus. And when you come to the bustling places of classrooms, dormitories, libraries, canteens, etc., you find yourself wrong, this is not a pure land! All the banners, posters, roll-ups on the "XX Enterprise Cup Dance Competition", "XX Cup Entrepreneurship Competition", "E-Commerce Contest"... This is already the marketing battlefield of the enterprise!
College students have the world
It is no longer a matter of one or two years for enterprises to “follow the market†of the university student market. As early as around 2000, when the university began to expand enrollment, when the group of college students expanded rapidly, it was regarded as a new land for corporate gold mining. Now, this piece of land has become a hot land because of its huge gold content!
Wen Zhiming, CEO of the campus channel service provider “Dongsen Campusâ€, now has nearly 2,000 colleges and universities and more than 20 million students. According to a survey conducted by a survey company in 10 large and medium-sized cities across the country in 2004, the average consumption per college student is about 9,000 yuan per year. "Of course, this cost is for laptops, mobile phones, living expenses, daily consumption (clothes, cosmetics), etc. Consumption is flat and counted down." Wen Mingming said, "Attention, that does not include tuition fees." The annual consumer market capacity of "non-tuition fees" and "non-food accommodation" reached 62.9 billion yuan.
Wei Na, the elite main board marketing department, is still doing product tour halfway. When she was interviewed by reporters, she was surprised to say that the students’ spending power was beyond her expectations. This time they are all on the newer Core chip motherboards. I didn’t intend to sell much. “University likes these newer, high-performance things!†Wei Na said, “In the universities of Guangzhou, Shanghai, Beijing, etc., do a survey to find out what price they would like to buy. The computer originally thought that most of them would choose the option of about 5,000 yuan, but did not expect it to be around 8,000 yuan!"
"Then you can buy a very good laptop, and many students at the scene said that because they often walk around in canteens, dormitories, classrooms, libraries, etc., the mobility requirements are relatively high, and notebooks are their preferred!" Wei Na continued I am surprised.
The reporter once talked to Professor Bai Changhong of Nankai University Business School about this topic. Professor Bai believes that college students not only have huge consumption power, but also their homogeneity is very strong. Their performances in age, environment, behavior, experience, and life stages have great commonalities; they are new products and mainstream products. The desire for consumption is very strong; they are highly imitative and like to follow the trend. These qualities are what companies have dreamed of.
“In addition, millions of college freshmen enter the school every year. They are a blank blank paper for all consumer goods. Enterprises can draw their own images and product symbols in their minds according to their own ideas!†Wen Mingming said .
“College students are also consumer opinion leaders in the family and society. Their opinions often influence the consumption behavior of the family. They are role models for the young people in the family and friends circle!†Wen Wenming feels that the characteristics of college students are worthy of the company’s investment in them. . Professor Bai Changhong also agrees with the value of college students' consumption. He believes: “Universities have received higher education and their ability to accept new information is faster and faster. At the same time, they also have a self-consideration: I am the leader of social trends. ."
Wen Wenming also believes that because of their high level of knowledge and concentration, college students are also a good target for publicity such as corporate culture and values.
Nowadays, many enterprises have entered the university campus to promote the corporate image, and more emphasis is on another value - Professor Bai Changhong called "future development and growth value." He believes that after the college education workers come out to work, their average income and consumption levels are higher than the social average, so the future consumption potential of college students is great.
He further analyzed that because college students have high consumption desires for many mainstream products such as automobiles and computers when they are on the university campus, they are limited to the limitations of school management and consumption ability at that time. Once they go to the society, they will This kind of "suppression" consumer desire will be magnified, so consumption has a "quick change" feature: if people who have been working for many years now have no car, but college students will dare to graduate two years to buy. “In addition, due to the generally stable growth of their income, the high-speed value-added characteristics of future marketing value of college students are still sustainable,†said Professor Bai. Wen Wenming also uses the words "the backbone of future brand consumption" to sum up the future consumption value of college students!
Campus marketing
The huge practical consumption power of college students and the consumption-oriented and future growth that are worthy of expectation will not allow many IT companies to “striking their hearts†and pursue the “offensiveâ€. However, the threshold of the university campus is getting higher and higher, and it is not a small fight to conquer!
“We have also sponsored campus events like film festivals, basketball games, etc., but the results are not ideal.†Chen Na, marketing department of Beijing New Strap Company, said, “You say, for example, the film festival, we can only print some The T-shirt with the AOC logo was sent to the students, and there was a short video about TPV before the movie began to play. Later, we changed it to our own 'Entrepreneurial IT Celebrity Lecture', which has been done for three years. good results!"
"Like that (Sun Yat-sen University Christmas Costume Ball) activities, I am afraid that only companies around the school that directly use the school's students as direct consumers will be sponsored!" An IT industry insider smiled and told reporters.
"In fact, the information received by college students is very rich. For example, we have lectures in Beijing, Shanghai, Guangzhou, etc. The students there are more responsive, and even many male students have more computer knowledge than our staff. Many of the preaching things are not taken for granted. They are all think tanks where female students can buy computers to rely on. In the students who participated in the lectures, they also often hold a computer-related publication in their hands," said Wei Na, the elite computer marketing department.
It is necessary to conquer such a group of Kochi college students who can often go online, often read related books, and often exchange and help each other. They only need to engage in a small activity and send a small gift. Without a better idea, it is obviously impossible.
"Now many IT companies are doing campus promotion activities, and every activity of each company is preferably college students in Beijing, Shanghai, Guangzhou, etc. They are already a bit 'weak' in this respect, and of course there is no response. So strong.†Wei Na summed up the lessons learned from the elite board tour. “But in the second-tier cities such as Shenyang and Changchun, the students’ response to our speech was very enthusiastic. We decided to put more focus on the second and third lines. city."
At the same time, if a company wants to go to the campus to carry out certain marketing activities, it is difficult to achieve without a certain fee. Obviously, companies are well aware. “When you go to school to do pure campus promotion, of course, you have to pay a part of the cost. We usually look for the school’s youth league committee and student union.†Wei Na told reporters some details about their contact with the school. “Of course we are with our public relations company. Cooperation, these jobs are mainly done by them."
The frontline personnel of the elite motherboards and Lenovo consumer notebooks revealed to reporters that in order to ensure the relative cleanliness of the campus environment, the school has set up many restrictions. Apart from not allowing them to be distributed everywhere, it is not allowed to sell products on site. Take the practice of first registering and then returning it to your local dealer.
Wen Zhiming, CEO of the professional campus channel service provider "Dongsen Campus", said: "Now the enterprises, many do not understand the university campus, they do not know which department to find the school. They know that to enter the school to do activities is to pay, but I don't know which department to give the money to, but I don't know how much it is appropriate to pay?"
“Many companies have given this job to their public relations company. When we talk to the company, the company says, 'Let's go to our public relations company', and wait until we get the project from the public relations company. At that time, I did not know how many times I was outsourced by the public relations company, and the profit was also exploited a few times. The effect of the implementation of the activity was naturally poor.†Speaking of this warm quality, there is some indignation, but also confident that with Dongsen There are more success stories in campus activities, and more companies will be willing to work directly with them.
Wei Na of the elite main board marketing department also admitted that it is difficult to guarantee that all the preliminary work will be handed over to the public relations company. “In the course of the Beijing University of Science and Technology’s tour, the people in the school’s security office forced us to dismantle the exhibition.†Wei Na explained, “In fact, we have already greeted the school’s Youth League committee and gave them a certain fee. Since the activity was done with our PR company, the main reason for getting through the school joints in the early stage was that the staff of the PR company were not well thought out. After this happened, we asked them to hold the exhibition the day before each school tour. Be sure to run again and confirm that there are no problems in all aspects."
“Although there are many professional campus channel companies, we will not consider cooperating with them. Because of activities like campus promotion, we actually participate in more activities, and we certainly will not open the public relations company to do it ourselves because Our marketing department certainly does not have so much manpower to do all the things.†Wei Na’s point of view represents the evaluation of the role of many public relations companies in campus promotion activities: anger is not to fight but not to use!
United Way
Many companies understand that in the context of competitive competition and various campus activities, you should really want to be able to impress the college students who are spoiled by the company. Joint marketing has become the choice of many companies.
Tencent pats, the rising star of China's C2C market, its general manager Zhan Yubiao publicizes on different occasions: “Pat to be a popular e-commerce market, the Chinese e-commerce market will be bigger.†They are desperately transforming their own The QQ user group is a pat-out user, but also a major student of this e-commerce strength group: whether it is from buyers or sellers, it is an ideal development target for Chinese e-commerce.
Therefore, on October 12th, the “3rd National College Student E-Commerce†organized by the China Electronic Commerce Association, we saw the appearance of Tencent's pat, which became the C2C trading platform designated by the competition.
"This cooperation with the e-commerce competition of college students can further reduce the threshold of e-commerce and popularize e-commerce among college students. This is in line with the business philosophy of Paipai. Paipai will try its best to provide a comprehensive platform support for this competition. I believe that through the pat network will provide these college students with a better entrepreneurial platform and exercise opportunities to help them practice their dreams of entrepreneurship." Zhan Yubiao made such a confession at the conference, and the joy is overwhelming.
We also found an interesting phenomenon, this activity is also pulled into the Ministry of Education Employment Guidance Center, the banner and the opportunity offered to college students is to improve their practice (to corporate internship opportunities) and entrepreneurial opportunities (providing venture capital for the winner) ). Apparently, the latter two are owned and promoted by the Ministry of Education's Employment Guidance Center. The organizers of this event invited the Ministry of Education Employment Guidance Center to support the follow-up competition from the promotion to the implementation of the campus. "Waist", let the activities involving the corresponding departments of colleges and universities all the way green light, everything seems to be justifiable.
This is the public relations effect brought about by the power of the government and the community. Imagine if this e-commerce contest was run by Tencent or Taobao eBay, how to attract more college students willingly participate? I am afraid that no bigger prizes and advertising thrusts can be solved.
Linkage (government departments) is certainly a way, but joint action with companies that have strong influence in the college student community is not a good idea. This is an example of the “Universal Group†National College Challenge, a Lenovo notebook jointly sponsored by Lenovo and Mop on October 23.
A look at the topic: "very easy group", cool! strange! Have personality! This is obviously what Lenovo Tianyi notebook hopes to convey. The cat flutter started with a super-small “small hodgepodge†and became one of the forums for college students to “walk around†more often. As the main organizer of this event, it is not surprising that they can name such an event. And the advertisements they make in various media are also full of cartoons and personalities.
"Lenovo is cooperating with the cat, and it is the national campus influence and appeal of the cat, and the platform where the cats are flying around. Because the activities are all from the cats, they have experience in this area." Luo Min, a staff member of the Blue Label Company who is familiar with the cooperation, told the reporter. The blue label (the public relations company of Lenovo's consumer notebooks) is mainly responsible for the media promotion part of the entire event.
"However, Lenovo also found five well-known BBS forums such as Tianya and Chinaren as co-organizers, and the cats themselves have strong forums and network communication capabilities, so the promotion of the online forum is mainly handed over to them, we are not Participate," Luo Min added.
The cat flutter is therefore willing to invest so much power to carry out this challenge - not only launching various platforms to promote, promote and compete in various places, but also launching their Hu Ge and other signing "spoof" famous people to be judges - obviously, Not only to earn Lenovo's activity costs, but more importantly, this activity has also allowed the cat to accumulate a large number of online video resources.
Because everyone who participates in the event will look at the generous prizes provided by Lenovo (the first prize in each city final is a Lenovo laptop worth 8,000 yuan) and participate actively, and the activity follows the network set by the super girl. Sea elections, network "bad comments" and other links will increase the attractiveness of the game.
The reporter logged into the official website of the event and found that online videos of DV, sketches, dances, songs and other content have been uploaded in 18 sub-regions. In accordance with established practice, entries are generally deemed to be licensed to the organizer at the same time as the competition. Lian wants these things to be useless, and the cat fluttering in recent years is the network widescreen business. In order to ensure the stable supply of content, they have signed up with Hu Ge and other network reds. The "private widescreen" of college students accumulated in this activity is undoubtedly one of the big gains of the cat.
Lenovo relies on the influence and creativity of the cat to sell Lenovo's products among college students (of course, there are group purchase discounts, send learning cards, accident insurance and other promotional means), while the cat flutter borrows this opportunity to greatly enrich their network widescreen products. Everything is right!
The charm of entrepreneurs
On the university campus, what kind of lectures will be “exploding—even the people in the aisle are full of people? New Year’s party? Singers, celebrities? No! It’s a famous entrepreneur’s speech—teaching college students how to make money and start a business.
According to the Dongsen campus survey, the types of activities that college students are interested in are more entrepreneurial and profitable than the previous ones. Who can provide college students with this aspect of satisfaction? Successful entrepreneurs!
Successful entrepreneurs are sometimes even more familiar than college names. On October 26, Guo Wei, President of Digital China, gave a speech at the “Hua Shang Hall of Fame†held by Tsinghua University. When Shenzhou Digital was founded, “I know more people than people who know Digital China. At that time. Also use your own brand (do the Digital China). And like Acer, simply use his boss to be the image spokesperson.
Although there are times when there is still a situation described by Wen Mingming, "some business leaders who go to school to give speeches or other preaching often say that they have made a lot of money if they are not careful, which is easy to mislead students and bring about some negative things. However, it is undeniable that many entrepreneurs conquered the pride of these days with their unique charm when they delivered speeches or lectures on campus. These college students will be respected by entrepreneurs and love the house and Wu like the entrepreneur-led company, and then accept the company's brand and products.
Generally speaking, most entrepreneurs will talk about topics that are more interesting to middle-class college students such as business model, innovation, entrepreneurship, profit, institution building, management, etc., and will not be as good as saying how good their own business is. This ensures the audibility of the speech. In addition, these business leaders went to the scene, and the company's staff members also provided sweepstakes and other links to stimulate the audience's participation in order to make the scene look good. Therefore, the atmosphere of the venue was warm and the effect of the publicity was better.
At the same time, these well-known entrepreneurs generally have full exposure in the mass media. Their legendary successful business cases are far-reaching, and college students are full of adoration for these wealth-creating groups.
In the questioning stage of Guo Wei’s speech at the Chinese Business Hall of Fame on October 26, one student said: “We have mentioned you in many teachers in the MBA class and told us that you are a very accomplished young talent. So we came here with a very curious mood.†Obviously, the school’s teachers are also the people who are worthy of the key influence of enterprises and entrepreneurs. They play an important role in the transmission of college students’ corporate and corporate ideas.
What is even more rare is that these entrepreneurs themselves are a long-lasting speaker. They combine their many years of business and practical experience, and they are very profound, humorous and naturally sought after by students. . In April 2006, at the "Entrepreneurial IT Celebrity Lecture" held by TPV in Wuhan University and Renmin University of China, TPV CEO Xuan Jiansheng spent most of his time talking about his own sales and status. The story of tea eggs, soldiers, and sodas, and the words and humors that are full of wisdom, let the students in the audience open their hearts, and listen to many real "even people in the aisles!"
"In fact, it is the entrepreneurial IT Hall of Fame, but it is the name we used to avoid the simple corporate propaganda that the school does not allow commercial taste. After all, students are more interested in business leaders, IT celebrities, entrepreneurial stories, etc." TPV Beijing Chen Na, the marketing department of the company, recalled, "This presentation has been more than three years, and the effect is very good."
Recruitment instead of swindling
In November, when the company held the peak of campus recruitment, more and more companies have not only regarded campus recruitment as a simple recruitment activity, but also hoped to promote their business with the high-profile events of college students. .
"TPV has just finished the job fair at Fuzhou University. I just came back from there. Originally we wanted to combine the 'Entrepreneurial IT Hall of Fame' with campus recruitment, and the effect should be better." Chen Na said, "We When you enter the campus, as soon as you say hello to the school's Youth League Committee and other departments, they will provide us with free venues, and also send 10 'Guanjie Ambassadors' to help us with the promotion of the job fair (including broadcasting, internet) and the maintenance of the order. Wait."
Of course, it is absolutely unavoidable for the company to present the current employees and the university graduates of the year. "However, we have invited employees who have worked for two or three years to give these graduates a history of growth, tell them the culture of our company, the standards of employment, etc." Chen Na said. In the recruitment fair of Changsha Computer in Changsha, Wang Jun, the sales director of Hunan District, also invited the students to attend classes, talking about “what kind of talents the company needs†and the culture of the new blue.
“Through the campus recruitment fair, enterprises can also enter the campus to a greater extent at a lower cost, and carry out more direct and ingenious brand promotion for a large number of people who will become the “new rich†class of the society, and at the same time enhance their corporate image.†The press release issued by the New Blue Marketing Department to the media thus depicts "another great benefit" of campus recruitment.
More IT companies have promoted the promotion of campus recruitment to a good level. On October 17, the "2006 ASUS Professional Elite Campus Challenge" kicked off. The co-organizers of this event have the Central University Office and the recruitment of Zhilian.
The competition lasted for three months and was launched in 152 full-time colleges and universities in 28 cities in seven regions of the country, providing a relatively close professional competition for college students.
Ms. Zheng Wei, the brand director of ASUS Computer, said that the purpose of the event initiated by ASUS is not only to select talents, but also to fulfill the responsibility of the company to help students in the school to fully improve the ability to connect to the society. She expressed the hope that this competition will become a comprehensive pre-service training base and display platform for promoting the improvement of college students' "employability".
At such a time, use such a time span (October to December) to "care" college students - not only will recent graduates have the opportunity to enter ASUS work, but more importantly, the concept of Asus will be made to the university two or three Grade students are also known - what is ASUS Business School, what is called "Shu Shisheng". Please note that this time the event was attended by the brand director rather than the general manager of human resources. This is an unmistakable activity to use the college students' employment peaks to make brand articles.
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