04-05-2022, 05:12 AM
At the end of May and the beginning of June, it is the annual graduation season. Friends who are about to graduate, those who are graduating, or who have graduated will be immersed in the atmosphere of graduation and become sentimental. How should brands take advantage of this great atmosphere to better communicate their messages? In this issue, the author will share with us the marketing of the graduation season. Analysis of thematic elements First of all, what are the recurring topical elements in the theme of graduation season? ——Some friends may say parting, growth, responsibility, gratitude... But this fax number list classification is too scattered, I roughly divide it into two categories according to emotion and rationality as follows: Sensibility: parting, memory/remembering, Gratitude, struggle, etc. Rational: the meaning of graduation, job, profession, future, etc. Generally speaking, the elements of the perceptual category are mainly based on the emotions that the finished product touches the target readers, and are more suitable for emotional transmission; the elements of the rational category describe the current problems of graduates from an objective perspective, which actually provoked them.
nerve. In general, the atmosphere of the graduation season is born from emotional transmission, and it is recommended to focus on emotional transmission. Creative sharing Sensibility - parting Analysis: The target audience corresponding to the theme element of parting is the graduates who are graduating, and the purpose is to stimulate emotional transmission. The characters related to parting are friends, teachers and students, lovers, and their own youth. There are many ways to express parting feelings, including confession/thankfulness, apology, and ranting. Each category mainly has different styles of writing and speaking. Confession is straightforward and easy to understand, apology is apologetic, and ranting is slightly more obvious. funny. Operation method: It can be combined with the characteristics of the product to make a series of posters. Each poster expresses parting reluctance to an object. The way to combine product features can be homophonic, chemical, or simply adding a logo. Demonstration: Brand-Xiaomi: Selling point: Balance car without a driver's license, Bluetooth earphones with super sound effects, Xiaomi fast charger that can be charged at any time, and Mijia small camera that retains good moments. Copy: I'm sorry, teacher, but I always come a few minutes late for class. It would be much faster if there was a car. I'm sorry brother, the sound insulation effect of bluetooth headphones is poor, and the darkness is making you sleep. I'm sorry dear, I didn't bring a fast charge, the phone was out of power and couldn't reply to your message in time. I'm sorry that my youth passed by in a hurry,
leaving no trace of you. Sensibility-Reminiscence/Recall Analysis The target audience for this thematic element is the graduates who are graduating or those who have graduated, and the purpose is to stimulate emotional transmission. In general, the type of recall is recommended to be fun and not too sad. The so-called "seeing things and thinking about people" means that it is when I come to your city that I will think of you, so it is most appropriate to use the location as a clue to evoke memories. The locations (including virtual ones) related to the university include dormitories, dining halls, classrooms, libraries, clubs/student unions, bathhouses, etc. Several of the corresponding memory objects are: Dormitory - roommate/dorm manager - snoring Sleeping, playing games, helping with cooking/checking high-power electrical appliances, dormitory canteen - auntie in the cafeteria/food in the cafeteria - auntie in the cafeteria always shakes the meat out of the meal/weird vegetable classroom - teacher/ Same table - teacher's wonderful remarks/classroom seat distribution map (school bully area, school god area, student scum area, etc.) - final exam focus (not focus, not focus) - make-up exam library - couples/occupancy Seat - air conditioner, wifi operation method: It can be combined with the characteristics of the product to make a series of posters, each poster creates a location scene; the method of combining the characteristics of the product can use homophonic, chemical use, or simply add a logo. is allowed. In addition, you can count the top ten strange events in the university - for example, when you skip class, you must call your name, and the aunt in the dining hall can choose one of the memories to make an inventory, such as the strange behavior of the teachers in the university, the strange dishes, etc., and the degree of reader participation is compared powerful. Demonstration: Brand-Zhihu: Selling point: Inventory of strange events in universities. Copywriting: Escape from the predestined name——When I skip class, I must name my aunt and reluctant to give up——The aunt in the dining hall will shake the meat into the hall to peep when cooking food——Look at the couple hugging in the library. The former teacher's focus is similar in shape, and learning is far away - before the exam, you are reading books, your dorm friends are reviewing, and you are previewing your sensibilities - what others say to graduates.
nerve. In general, the atmosphere of the graduation season is born from emotional transmission, and it is recommended to focus on emotional transmission. Creative sharing Sensibility - parting Analysis: The target audience corresponding to the theme element of parting is the graduates who are graduating, and the purpose is to stimulate emotional transmission. The characters related to parting are friends, teachers and students, lovers, and their own youth. There are many ways to express parting feelings, including confession/thankfulness, apology, and ranting. Each category mainly has different styles of writing and speaking. Confession is straightforward and easy to understand, apology is apologetic, and ranting is slightly more obvious. funny. Operation method: It can be combined with the characteristics of the product to make a series of posters. Each poster expresses parting reluctance to an object. The way to combine product features can be homophonic, chemical, or simply adding a logo. Demonstration: Brand-Xiaomi: Selling point: Balance car without a driver's license, Bluetooth earphones with super sound effects, Xiaomi fast charger that can be charged at any time, and Mijia small camera that retains good moments. Copy: I'm sorry, teacher, but I always come a few minutes late for class. It would be much faster if there was a car. I'm sorry brother, the sound insulation effect of bluetooth headphones is poor, and the darkness is making you sleep. I'm sorry dear, I didn't bring a fast charge, the phone was out of power and couldn't reply to your message in time. I'm sorry that my youth passed by in a hurry,
leaving no trace of you. Sensibility-Reminiscence/Recall Analysis The target audience for this thematic element is the graduates who are graduating or those who have graduated, and the purpose is to stimulate emotional transmission. In general, the type of recall is recommended to be fun and not too sad. The so-called "seeing things and thinking about people" means that it is when I come to your city that I will think of you, so it is most appropriate to use the location as a clue to evoke memories. The locations (including virtual ones) related to the university include dormitories, dining halls, classrooms, libraries, clubs/student unions, bathhouses, etc. Several of the corresponding memory objects are: Dormitory - roommate/dorm manager - snoring Sleeping, playing games, helping with cooking/checking high-power electrical appliances, dormitory canteen - auntie in the cafeteria/food in the cafeteria - auntie in the cafeteria always shakes the meat out of the meal/weird vegetable classroom - teacher/ Same table - teacher's wonderful remarks/classroom seat distribution map (school bully area, school god area, student scum area, etc.) - final exam focus (not focus, not focus) - make-up exam library - couples/occupancy Seat - air conditioner, wifi operation method: It can be combined with the characteristics of the product to make a series of posters, each poster creates a location scene; the method of combining the characteristics of the product can use homophonic, chemical use, or simply add a logo. is allowed. In addition, you can count the top ten strange events in the university - for example, when you skip class, you must call your name, and the aunt in the dining hall can choose one of the memories to make an inventory, such as the strange behavior of the teachers in the university, the strange dishes, etc., and the degree of reader participation is compared powerful. Demonstration: Brand-Zhihu: Selling point: Inventory of strange events in universities. Copywriting: Escape from the predestined name——When I skip class, I must name my aunt and reluctant to give up——The aunt in the dining hall will shake the meat into the hall to peep when cooking food——Look at the couple hugging in the library. The former teacher's focus is similar in shape, and learning is far away - before the exam, you are reading books, your dorm friends are reviewing, and you are previewing your sensibilities - what others say to graduates.
