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How Experiential Marketing Can Improve Brand Relationships with Students

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British American Group / 20.04.18 / Industry

For brands looking to tap into the student market and showcase their business, experiential marketing campaigns are becoming increasingly popular. Unlike more traditional marketing methods such as newspaper ads or social media campaigns, experiential marketing leaves a positive lasting impression on students that can help them instantly form a better relationship with a brand.

What is Experiential Marketing?

The key purpose of an experiential student marketing campaign is to directly engage and create a powerful bond between the customers and the brand; creating positive lasting impressions, usually through an entertaining on campus event such as fresher’s fairs.

The benefits of using experiential marketing as a way to engage with students are very much psychological; the positive experience stimulates positive emotional triggers which the students will associate with the brand. This positive association will impact their brand loyalty and buying decisions long term, making it a great place for new or more established businesses.

How Experiential Marketing Can Improve Brand Relationships with Students

There are many benefits of hiring an experiential marketing agency, but how do these campaigns really help improve your brands’ relationship with the student market?

Multi-Channel Exposure

Experiential marketing does what it says on the tin, it creates experiences – and these experiences help brands tell their stories. A successful on campus event will drive more students to buy from your brand, but also get them talking so they tell your story for you! These savvy millennials will head on over to their favourite social media networks and share their favourite moments from your event, which will drive even more exposure and give you some great material for PR.

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Showcase Your Products

It’s no surprise that a study published on Marketing Week discovered that 48% of consumers would be more likely to purchase a product if they had the opportunity to try it first. Students are no different! It’s all good and well telling students how amazing your new product is and how it’s going to chance their lives, the proof is in the pudding and if students don’t get the chance to see it for themselves then they probably won’t be that interested in purchasing at a later date. Providing samples in an on campus promotion is a well justified cost as this can lead to more leads from existing customers as well as new customers and customers who may have purchased from you previously but forgotten about your brand.

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Be Different

During Fresher’s week students have a lot of marketing materials coming from every angle, it’s essential that your brand stands out amongst the crowd and offers the students something truly unique that they will remember. Rather than relying on flyers or marketing material that can be discarded, creating an experience that will create a lasting impression on your brand holds a lot more value long term.

Right Place, Right Time

If you’re trying to target students, then what better way than to go directly to them! On campus events are the best way to create a memorable experience right on their door step, so you know that your marketing efforts are reaching the right people at the right time. Student brand ambassadors are especially trained to know how to speak to students in a way that gets your message across and samples distributed!

Want to be a hot topic at the next fresher’s fair? Contact us now on 0121 616 2211 or email us at hello@group.ba to discuss options and prices!