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The 4 Key Foundations of Marketing To Students

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British American Group / 26.01.18 / Industry

Business rivalry is arguably higher than ever before; brands are spending thousands of pounds on traditional marketing methods that may not even be attracting the right type of customer.

Many businesses have yet to reap the benefits that student marketing can have on their business. Without implementing student marketing into your strategy you are missing out on a younger age band with more disposable income as well as an avenue to reach students directly.

Brands that do not buy into negative stereotypes of students, and understand how valuable students can be as customers, often find themselves gaining lifelong returning custom as well as valuable word of mouth advocacy.

Why are students so influential and why should your business invest in adding students to your marketing strategy? To understand this you need to be aware of the cornerstones of marketing to students.

Independence

More often than not, when students arrive at university for the first time, this may be the first opportunity they have had to make their own choices without an influence such as a parent or teacher. Their opinions, their actions and their buying habits are now completely their own. Something as simple as the brand of clothing they buy or take away they choose to eat can change just by moving away from home where brand alliances are already formed. This new found freedom allows students to explore their open-minded attitude that naturally resides in this demographic and will enable them to experience new brands that they otherwise would not have considered before.

Community

The second cornerstone of marketing to students is very dependent on the lifestyle students live. Student campuses are very much community environments that bring people together from all walks of life, enabling them to form friendships and ultimately trust. This environment can be very advantageous for brands as not only do you have such a large scale of students at any one university that you can promote your products to, but this like-minded community encourage early adoption of new products and brands amongst their peers. Word of mouth amongst this demographic is crucial and can spread your brand message like wildfire if you market to them the right way.

Spending

It’s no secret that students like to spend but, did you know that students drive 23 billion into the economy every single year? This expenditure includes:

  •         3.5 billion on food
  •         2 billion on socialising
  •         1 billion on clothing
  •         1 billion on non-essential purchases

Students have a large-scale impact on the UK market and if students aren’t currently part of your marketing strategy, you may want to reconsider. Students are embarking on a new milestone in their lives when they move to universities and they are more open than ever to new experiences and finding themselves, expendable cash in hand, with brands who allow them to express themselves and feel valued as a customer.

Loyalty

As the first few months pass in a student’s time at university, they will have settled down into their new life and have started becoming even more independent after getting used to making all their decisions for themselves. University changes people; it makes them question what they value and what they prioritise. Through student marketing and Freshers weeks, students form long-lasting brand loyalty with new brands; breaking brand alliances from their past so that they can shop with a brand they resonate with as a young adult rather than a child.

Marketing to students isn’t just capturing their attention right now with the latest fads and trends, it’s about building relationships and trust that can last a lifetime. Students are the most accessible demographic for advertising as you can advertise on campus, online, via publication and so much more.

To understand more about the student market and how you can get your brand in front of an open-minded audience, drop us an email on hello@group.ba or phone us now on 0121 616 2211.