The college student is an elusive and influential consumer that businesses tend to develop misconceptions about. These common misconceptions about marketing to college students stress the importance of freebies, gimmicks, and shallow appearance of a brand. However, it is important for businesses to market to students keeping in mind their intelligence, ability to see through gimmicks, and their search for brands that reach beyond superficiality. Instead of focusing solely on obtaining instant gratification from the customer, businesses should look to build lasting brand equity by focusing on their lifetime value. Now is the time to critique the way your brand currently engages college students before the back to school season begins. Here are some tips to keep in mind when marketing to college students.
Deliver a story they would want to share in person.
The focus on digital engagement attracts a broader reach online, but businesses should not forget the importance of recommendations of brands made in person. Word of mouth still holds the number one title in factors that influence millennials to purchase from a certain brand, according to a Barnes and Noble study. A study conducted by UQ Marketing discovered that 94.6 percent of collegians prefer to share their experiences and opinions about products and brands they love in person rather than online, mobile or social media. Make your consumer storytellers and take advantage of the benefits of face-to-face interactions to get your brand in the spotlight. For example, Getaround, a car sharing service in Chicago hosted a video contest where customers could share how they would use Getaround on campus. Those who entered were able to tell a story about their experiences with the brand both online and off.
Take time to deliver a meaningful brand ambassador program.
Both students and brands love the use of a brand ambassador program to boost a campus-targeted campaign. However, promotional models and street teams do not always deliver if students fail to recognize that brand ambassadors are authentic advocates of a product or brand regardless if they are paid or not. Organizations should focus on building a meaningful message for their brand that would make students want to represent them regardless of pay. For more information on how to launch a successful brand ambassador program, click here.
Show your support for a cause they care about.
Millennials are passionate about the causes they care about and love brands that cater to important causes that reach beyond the sale of their product. Barnes and Noble’s study said that over 70 percent of students surveyed would be more likely to buy from a brand that supports a charitable cause and over 60 percent said they would be more willing to spend more on products associated with a charity. Make sure your brand’s message or product is tied with a cause or something beyond the brand itself.
Before the back to school season is in full swing, make sure to contact us at OnCampus Advertising to start your business’ college-targeted campaign.
