Promotion of campus activities: Street-style hawking or religious worship

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The essence of corporate brand promotion is the promotion of corporate brand culture, through the cultural appeal of consumers in the emotional resonance, thereby promoting sales, the establishment of brand loyalty. The competition of enterprise brand is culture competition in essence, any successful enterprise brand will make people associate with the enterprise culture that it represents immediately. In the increasingly serious product homogeneity today, how to successfully shape the dominant brand, is placed in the face of every enterprise before the important issue. The author unifies 27 million university campus market and many years campus activity planning experience, discusses the campus activity brand promotion How to operate will be more influential.

First, campus activities, not on campus.

According to the "Boutique Campus" survey, 2008 data, 27 million of the university campus market per student monthly consumption of more than 1000 yuan, the country will have more than 200 billion of the market, no wonder that many large enterprises at huge sums of money in the campus large-scale promotion.

So why is campus activities not in the campus how to explain it? University campus dotted, scattered in 9.6 million square kilometers of land, although concentrated in Beijing, Shanghai, Guangzhou, Wuhan, Xi ' an, Shenyang and other major cities, but how short time or, with the smallest cost, affect the widest range of people, to achieve the best activity effect, I'm afraid every marketing manager has to consider the real problem. To achieve the above effect, campus activities, not only confined to the campus, such as in the Beijing University to do activities, even if the effect is good, the implementation of the position, every student teachers know that even the school mobile people know, also influence twenty thousand or thirty thousand people just. Cost 30,000 yuan, per capita cost a dollar, or very high.

The principle that the fine campus advocates, the depth affects the campus, leads the populace tidal current. Through the school activities planning, with the help of mass media, the impact of more people. To cite a classic example, for example, when we were implementing the industrial and Commercial Bank of China's financial auditorium, there were only 100 universities nationwide. However, we have achieved very good results in the publication of Xinhua News Agency, Phoenix, China Youth Daily and some local schools ' dominant media.

Second, the oral type of Hawking will always be forgotten, religious cultural worship will let people worship, permanent spread.

Many campus implementation companies are probably on campus coordinating venues, Activity roadshow. No experience, no interactive booth type of Hawking without any technical content, the enterprise is a waste of human and material resources. The author thinks that the most successful marketing in brand culture is the new Oriental. A north root entrepreneurial legend, a strong cultural appeal to the motherland around the students every holiday to gather in Beijing. New Oriental does not do any influential activities on campus, but Wall Street and EF will never be the same in college training. Why? Because, as long as there is the Godfather Yu, as long as there is a new Oriental spirit, it is enough, the cultural charisma, invincible. Of course, the success of the mobile zone, a unified ice tea, Pepsi, these enterprises have been the case has become a marketing classic widely circulated.

The brand promotion proposition of the fine campus is to make full use of the brand excavation, accurate positioning, planning and brand of high school activities, through interaction, experience, communication to achieve the desired effect. The boutique campus is especially nerve-racking when it comes to creative ideas for the rural Heart group. If you do entertainment class, Master Kang has already done a full article, do sports funds may be very high, and then coincides with the start of the agricultural Heart Cup go tournament, we have planned a capital University Weiqi tournament, the implementation of Low-cost, the effect is good, some of the contestants also with the Chinese and Japanese and Korean Weiqi champion Changhao, Changgao, Liuchangh, etc. took a photo. Later, we wanted to plan a Chinese-Japanese-Korean college Weiqi tournament, which was not realized for various reasons.

Third, in addition to the brand we also have sales force.

Many formal large companies, for the brand department or marketing department, sales department evaluation standards are not the same, the marketing department does not direct sales of the task, but its marketing activities directly affect sales. So, many companies are doing activities at the same time want to be able to bring actual sales. Many of those high-end brand promotion, there is no demand for this, they only focus on activities during the publicity, activities, such as the level of participation, but similar to the exhibition (many times is actually a patrol) is often very concerned about its actual sales, will be the cost of activities directly linked to sales.

Boutique campus advocates, any customer requirements are as far as possible to meet, we provide for large customers, but also for small and medium-sized customers tailored to create a full range of solutions. 1. SOEs state-owned enterprises, mainly focus on the influence of the brand, we will send a professional team to communicate with enterprises, planning, integration of the Ministry of Education, League, Sports Bureau, Ministry of Culture, all kinds of NGO organizations and industry authorities and the school Committee, student union, and other community resources, give full play to the Outdoor and campus publicity platform role, and effectively through the campus high-end events, causing more people to pay attention to the corporate philosophy of society.

2. SMEs. We really stand in the customer's point of view, to customers the most concerned about the problem. The use of High-quality campus has opened 40 of Beijing University campus supermarket channels, affiliated company Campus Online shopping mall, launched more than 400 campus agent channels, to provide customers with the most reasonable all-round solution. Site activities can directly promote the purchase of supermarkets, Agent channel Online mall and activities of each other to echo. Solve the problem of sales of small and medium-sized enterprises.

2010, the global economic recovery, whether it is the investment confidence of entrepreneurs or consumers desire for consumption, are positive development. Coincides with the spring, all things revive, a variety of university campus activities in full swing, the boutique campus will, as always, to provide our clients with the best service. Another one months is the most beautiful April day in the world.