In the past two days, many brands have been preparing for the marketing campaign for the opening season. Although the opening season is not a particularly big communication node, many brands believe that this is an important way to communicate with Generation Z.
At the same time, some special categories, such as stationery, will use it as an important node, just to seize the minds of students and win their recognition in the school season.
In recent years, under the circumstance of serious marketing involution, the student group has indeed become the main target of many brands. For example, at the beginning of the school season, there are three types of user groups of different ages: primary school, junior high school, and university. Including its parents, there are countless related categories, which has indeed become a potential incremental market.
However, if you look at the marketing cases of the school season in recent years, you will find that there are actually very few cases that are particularly outstanding. Many of the content copywriting on the street is heart-wrenching, and the pictures are well-made, but they cannot resonate with the target group, including some pure product-oriented ones. Advertising works that express the benefits of the product so clearly, many users just don't buy it.
Is this a problem with the advertising strategy or a clear shift in user preferences? How can brands win the favor of users during the school season?
1. Find the right person and say the right thing
In fact, if you look at those cases carefully, you will find that those cases with mediocre performance have a particularly big problem, that is, they don’t know who to talk to.
Even if the content is of high quality and the pictures are beautiful, the overall expression makes it difficult to directly judge whether it is for students or parents. This is an extremely important point.
For example, the marketing content of the school season is generally divided into three categories. One is mainly resonant type, which is biased towards the heart, one is hip-hop and fun, and the other is product hard and wide.
In fact, the first two types of conversations can be either students or parents. The brand itself has a lot of room to take the initiative, but the type of hard advertising will be limited. Because it is hard advertising, the core benefits of the product are solved. It is not difficult to understand who should talk to whose needs.
However, the first two methods are often prone to telemarketing list deviations in the control of creativity, and the core interests extracted are correct.
However, the expression of the content gives the impression that it is said to both parents and students, so it will be unclear and the content will not be focused.
Here is an example, the IKEA advertisement for the school season, the core insight is that when students leave their parents to go to school, the parents are not as sad as you think, but they will enjoy the two-person world better because of your departure. Then the content is to deduce that after the students leave, the two parents enjoy the two-person world in a house decorated with IKEA products.
This is obviously a dialogue with the parents, telling the parents that you can enjoy the two-person world after the child leaves.
Another is Shang Xueji of JD Mobile, which launched a blind box that only draws but does not sell. It delivers preferential information about JD student privileges to students who are starting school. Although the creativity itself is not particularly brilliant, the content it expresses can Let people get directly to the dialogue with the students. There are many similar ideas, such as nike held a NIKE academy and so on.