There are many stereotypes surrounding students, so many in fact that brands ultimately end up alienating the student market with poor advertising techniques resulting in PR disasters. There is no one type of student; students are widely diverse with strong ethics that influence their choices as a consumer.
Students value the world they live in and are naturally cautious of being told fake news, questioning everything they see on, and offline, from brands and media. Due to this, students rely heavily on the opinions of their friends and family in order to form their own opinions; as well as turning to social media to reflect on other consumers opinions and experiences before making their own.
What you need to know to successfully market to these super savvy millennials:
First Impressions Matter
More so than any other type of consumer, students are often the first to pass judgement of your branding. First impressions are crucial so finding a good balance between sales talk and personalised communication is important. If your approach to marketing to students is very self-promotional and giving nothing back to your audience, students will be unimpressed and will not engage with your brand.
There is no denying that social media should be a part of your student marketing campaign however Facebook isn’t the only avenue you should be looking into. Did you know that 51% of Generation Z use Snapchat? With 34% also saying that they check it multiple times each day, this is a platform not to be ignored. Brands should start moving away from the hard selling and more serious marketing because students value humour and entertainment more.
Capture Their Attention
We’ve all become greedy; we are constantly being showcased products and information that our attention spans can’t process it all. Students are so used to not really seeing things around them on and offline due to this that it takes something really impressive to stand out from the crowd. Your branding and advertising should be something that they want to share with their friends otherwise you will blend in with all the rest.
Students love to feel involved and be more than just a customer to your brand. With the rise of blogging and social media in recent years, more brands are allowing students to participate on their social media channels or allowing select students to write content for their site. Collaborations can be extremely successful in not only allowing creativity but also content, promoting your brand written by someone other than you!
Loyalty is Earned
Trust is everything for students. They are particularly aware of the world around them. Furthermore, the clever marketing tricks you try to use to lure them in are very obvious to this savvy age group. Due to this knowledge, students can be one of the hardest markets to advertise to if you don’t know how to engage with them and be loyal to them in return.
Give and Take in Equal Measures
Students are a powerful demographic that know what they want and will do anything to get it. Targeting students with a hard sell approach where every post or advertisement from your business is you pushing products, is going to result in marketing budget wastage. Want students to take part in a survey or give you fresh ideas for product launches? Offer them something in return!
Want to learn more about the student market and become a brand students trust? Get in touch with British American Group now at firstname.lastname@example.org or on 0121 616 2211 to discuss where to start!