There is an overwhelming number of media and content consumed daily. Therefore, it is almost impossible for consumers to pay attention to every advertisement and piece of content that is placed before them. As a result, marketers creating new campaigns for their products and services need to know the best ways to capture the attention of their target audience. Here are three reasons why college students will pay attention to marketing campaigns.
- The campaign addresses a current need
The start of the purchase decision making process begins with the consumer identifying a particular want or need. This desire prompts them to look to the marketplace for options on how their need can be satisfied – and will provide the best return and value for their time and money. College students are willing to spend more money on certain things – and recognize what items they should be spending less for. When a new marketing campaign goes live to the consumer, not every student will be looking to buy – this is because they don’t see a need for it. However, there will be students who will realize a need or want for an item once they see a promotion or campaign about it. The goal is for marketing campaigns to directly or indirectly address these needs.
- The campaign aligns with the brand or message
Marketing campaigns that are successful among current customers who already have a positive opinion of the brand’s product or services. For example, Apple fans are more likely to pay attention to Apple campaigns and ads demonstrating their latest products. The ability to identify with a “go-to” brand is profitable for both the business and consumer. Even if your brand is relatively unknown with your target audience, it is possible to still have positive reactions from your campaign. In Apple, consumers find something they enjoy in their colorful, high-energy yet simple ads. Even students who prefer PCs can respond positively to the Apple’s messaging of connectivity and individuality. Therefore, the ability for students to identify a key message in a marketing campaign is an important step in the purchase decision. Determine what your brand will speak to its consumers and make sure it is relevant and relatable to college students and their needs and demands.
- The campaign creates some buzz on campus
Nothing generates interest in a product or brand than gossip: both positive and negative. In the Kendall Jenner Pepsi ad, negative feedback generated lots of press and communication regarding the campaign and Pepsi in general. Although the ad was pulled from the market, the campaign achieved the goal of creating serious buzz of having higher views, share and talk about it. Positive feedback and buzz is what brands generally want from their campaign. Advertising in student newspapers, hanging up posters on campus or handing out samples during campus events are just a few ways to get students talking about your campaign. A good campaign should be interesting, engaging and can generate excitement across a whole college campus about your product or service.