Nowadays, the homogenization of driving school services is becoming more and more serious, and the communication advertisement of intangible content should be the most direct and effective weapon. Advertising is the key to establish a stable brand image, and every advertisement should be regarded as a contribution to the promotion of driving school image. In publicity, we should take the advantages and characteristics of driving school services as the theme of advertising and market communication.
Most driving school advertisements generally appear in the form of street signs, newspapers, TV advertisements, leaflets, campus advertisements in cooperation with colleges and universities, and online advertisements.
Specifically, it can be divided into the following categories:
1) outdoor publicity
Outdoor publicity is an important publicity media in the city, and it is also one of the indispensable media in comprehensive publicity. When choosing outdoor media, driving schools can consider bus stop signs and roof advertisements around driving schools, major registration points or training bases as the main publishing areas. Bus body media shuttles through the city center. Car body advertising is called mobile poster, and the publicity effect is valued by merchants. At the same time, qualified driving schools can also use their school buses to make mobile advertisements.
2) Publication promotion
Driving schools can establish their own internal publications of driving schools, which can be distributed externally. With the help of free gifts from students and densely populated areas, we can really go out and reach the target population. Through the internal magazine, we can spread the information and knowledge of driving school's advantages, people's stories, advanced deeds, driving skills, school facilities and so on, and play the propaganda role of the internal magazine. Broaden the distribution and publicity channels of their own publicity materials, and optimize their own brand culture and image building.
3) Publicity of enrollment brochures
Driving schools should also improve the equipment and distribution of paper publicity materials, such as DM leaflets, posters, exhibition stands and other basic publicity materials.
The colorful pages of the admissions brochure should be beautifully made. Too rough paper and design will not receive too many good results, but will damage the image of driving school in the eyes of students.
4) Video promo
Driving schools can hire professional film and television production companies to produce and publish their own video promos, which can be published through TV stations, radio stations, bus mobile TV stations and the Internet, and can also be repeatedly played on their own websites and campus TVs.
5) Soft media publicity
Driving schools should actively maintain good interaction with the news media in advertising, which can not only provide information sources for the press, but also innovate publicity methods, such as special reports: special reports on important news and activities of driving schools; Interview with people: conduct a series of special interviews with advanced people and deeds in driving schools; Media-enterprise cooperation: in-depth cooperation with the media, with the help of the media platform, in-depth promotion of driving schools, such as setting up special columns, participating in media programs and activities.
In addition, at present, some brand driving schools have creatively launched some hidden marketing promotion activities, such as organizing entertainment interactive activities such as "new and old students' party" and "community basketball and football match", strengthening the participation of students and social target groups, and developing new publicity methods of driving schools, thus forming a good word-of-mouth effect among the majority of students and potential consumers.
2. Driving school advertising planning points
No matter what industry, there are generally ideas and methods that take the characteristics and advantages of goods (services) as the theme of advertising. Therefore, the driving school must first analyze its own service items:
1) Service quality and service items of driving schools;
2) driving school environment, coaches and vehicles;
3) The strength characteristics of driving schools, including location advantages, scale, history, values, ideas, leadership and driving school background;
4) the source and composition of driving school customers, the convenience and interest of learning, and the passing rate of exams.
5) The driving school's price advantage is worth the money.
The important purpose of driving school publicity is to tell my target group, my service function and my service content. Facing the public, it is very important to know the target group that I serve, which is an important basis for the publicity effect.
3. Matters needing attention in advertising production
In order to ensure the advertising effect and not waste the manpower and material resources invested by the driving school, we should also pay attention to the following matters when making advertisements:
1) needs to refine the concept of demand and determine the main advertising language and sub-theme. If some driving schools are "happy learning to drive", some focus on "meticulous service".
2) Advertising in driving schools should attract immediate attention;
3) it can guide people's eyes to pay attention to the main part of the advertisement;
4) The main part of the driving school advertisement must be easy to remember;
5) Driving school advertisements can arouse expected associations and feelings;
6) If there is an advertisement with video and sound, you must also pay attention to the theme music, language, pronunciation and intonation.
If the driving school has a very good reputation and maintains a good relationship with the students, its marketing strategy can be simplified and the publicity cost can be greatly reduced.
Driving school advertisements must effectively cooperate with promotional activities. The hard advertisements used in the past have high cost and certain limitations. Driving schools should also carry out various forms of publicity activities at the same time
Promotion, as its name implies, "is the way, method and practice to promote the consumption process of prospective students". A successful promotion organization should include collecting information, determining the promotion theme, proposing promotion objectives, selecting promotion methods and opportunities, and making promotion plans and budgets.
1. Target Positioning of Promotion Activities
Any management activity of driving school is to achieve good results. The same is true for the organization of promotional activities, and the following objectives must be determined:
1) attract people and improve the enrollment rate of students, such as setting an activity goal of increasing the number of applicants by 20% compared with the same period last year;
2) Improve and enhance the professional image and good reputation of driving schools;
3) Expand the business circle and develop new students;
4) Stabilize students and increase the rate of loyal students;
5) Introducing unique service ideas, such as "one person, one car, one coach" and "learning to drive before paying";
6) Change the seasonal business model (off-peak season) or competition pattern;
7) Stimulate enrollment turnover.
Before the promotion, it is also very necessary to do market analysis, including the analysis of the driving school's own operating conditions, its own advantages, competitors and whether it can be supported by manufacturers; Analysis of students, especially potential students, etc.
2. The process of carrying out promotional activities
Driving schools should follow the principles when carrying out promotional activities, and should not act blindly as soon as they clap their heads, but use 6W2H flexibly:
Why: Why should we promote sales? Namely: what is the reason for promotion?
What: what to sell? Is it a teaching service project, a new project or a driving school brand image?
When: When will the promotion be held? How long is the promotion time?
Venue: Where will it be held? Is it on campus, downtown or online?
Who: What is the promotion goal? It is best to have a specific student customer base.
Who: Who is responsible for implementation? That is, quasi-planning, overall planning, operation and implementation?
How: how to implement it? How many free gifts or price concessions can you get if you spend? (For example, 3 people or 5 people and 6 people can enjoy the preferential group purchase price of driving school) How much: How much? How much is the advertising fee for this promotion? How much is this gift worth? How much is the printing fee? How much is overtime? How many new students can you add? How much turnover can you increase? Wait a minute.
Before the promotion and implementation of driving school, students should be given relevant special training, including preparing corresponding publicity materials; Prepare various statistical forms for promotion; Monitor the implementation of the promotion invitation, determine the host, select the promotion venue, design and make leaflets and invitations.
When the promotion is officially implemented, the driving school should assign a special person to be responsible for the clear distribution and monitoring of the whole promotion process, such as site layout, division of promotion functions and personnel distribution, and follow-up of sales demands. In the later stage of the activity, we will follow up and evaluate the publicity and implementation effect, and finally sum up the promotion carefully.
3. The main forms of driving school promotion
There are only two ways to promote driving school, one is hard. Even if the driving school cooperates with students' increasingly rational consumption demands and makes high-quality teaching services and service environment better on the original basis, it still has to pay a certain economic price. In seasonal promotion and seasonal promotion, some driving schools will launch some service items, preferential discounts, gifts and "big rewards for celebrating the school" and other student experience activities, and some places will also jointly launch "You learn to drive, I will pay the bill" activities with automobile manufacturers.
The other one is soft. That is to say, under the guidance of advanced and scientific driving and training policy, we should carry out social welfare activities, create new ideological trends, and guide students' consumption thoughts and behaviors. Such as "novice special training camp" and "love my family? Civilized driving ","school bus loves to take exams "or other scientific, civilized and safe driving education have the same effect.