The first few weeks each year across universities experience high marketing activity where brands target students and advertise their products with samples and other marketing material. More firms have realised the value of students in marketing their products. More and more brands get involved in Freshers Week each year due to how successful these events are at engaging students to new brands and products.
Target Students for the Academic Year
Generally speaking, Freshers Week is the best time in the student calendar for your brand to attract interest from students. It is essential for brands to market their products to students throughout the academic year even after the end of Freshers Week. During the Freshers, students are visible in large numbers as they settle into new campus life, however, brands can still target the students as they carry on their studies throughout the school year on campus.
Brands Influence On Students
Different brands have different relationships with students. Larger well-known brands will have long-lasting impressions to uphold even without continued engagement. Other smaller brands will need to engage students several times to enhance their brand equity and gain trust. Brands targeting students should note the majority of students studying at university are between the ages of 18 to 24 years, so it is crucial to provide relevant product samples that are suitable for this age band so you do not alienate them. University takes 3 to 4 years and it is a life-defining period in a young person’s life. During their time at university, students discover their identities and character which they will carry into their careers. Brands the students adopt during their university studies influences their identity.
In the UK, Freshers only lasts for less than six weeks in each calendar year. Picture this, students are on the campus for studies for just three years, with only 106 weeks including even the holidays. Brands, therefore, need to communicate to students throughout the university cycle to avoid losing to competition. Students are open-minded and adapt products early. In case, a better brand comes on the market; students will opt for it. Brands need to provide high-value products with effective marketing to avoid losing to rivals.
Students start their spending at Freshers but continue until the end of the calendar year. The UK has about 2.5 million students who spend over £23 billion yearly. The figure accounts for accommodation and payment of utilities by the students. Students also pay a large sum of cash for the purchase of luxury and other essential items. For instance, students spend over £2 billion on clothing and entertainment each year and also spend another £2 billion for social activities. Unsurprisingly, food items from fast food, supermarkets, and restaurants take about £3.5 billion.
Brands should recognise that students have disposable income available for purchasing their necessities. This income is available at the start of each term in the academic year since loans and other funding release funds per term.
Advice to Brands
Most brands gain more student customers in the first six weeks of the academic year. The firms enjoy a productive outing during the period. However, to sustain the brand loyalty brands should increase their visibility to students from the first day, throughout the university cycle and up to graduation time by advertising on campus. Such brands will gain more return on investment.