Here’s the simple truth to defining millennials: You can’t. However, it is important to note that college students are open to trying new things. Take wine for example. According to Bon Appetit, millennials apparently are drinking more wine than their parents. When it comes to food and drink, millennials want something unique, transparent and authentic. They are open-minded, crave experimenting new things, and looking for new brands that offer an engaging community and quality products. But how do brands reach this generation? Here are the 5 R’s the every brand should follow according to Direct Marketing.
1. Research
In order to fully understand the target audience of college students, make sure to conduct in-dept research to know the behavior, attitudes, and likes of your demographic. Generally, their goals tend to align with most businesses – looking to try out new things by asking “what’s next?”
2. Redefine
Toss aside any previous misconceptions or stereotypes about college students that you might have thought before. Realize that you aren’t dealing with a generation stuck in a traditional mindset – they are open to trying new things and look for brands that provide an engaging experience worth coming back for.
3. Reveal
Lately, an increasing amount of consumers are becoming interested in the behind the scenes workings of businesses. They want to know how a product is made, what other businesses they support, and how your brand is making a difference in society. It is important for businesses to share stories about your business, your customers, and your product in order to build and share moments.
4. Relax
It is important to loosen up when targeting college students – they aren’t looking for a brand that gives off a pretentious tone. They don’t get their recommendations from prestigious publications, but from friends, websites and social networks. Having a brand that keeps it real while providing quality products can make or break a brand’s image.
5. Relate
It’s simple to relate to college students – get on their level by posting shareable content on social media networks, recruit some of their peers to become brand ambassadors, or suggest your brand with different product pairings that are already a staple in their everyday lives.
For more information on targeting college students, contact us at OnCampus Advertising.
