More and more young people are being accepted into university each year, with figures reaching an all-time high of 409,000 school leavers heading off to university this year!
Brands looking to branch out and attract a new demographic of loyal customers should recognise the benefits of marketing to students not only in the short term but also the long-term advantages of having students with disposable incomes interested in their activities.
University students are at their peak point of self-discovery and independence so it’s hard to fit all students into one stereotype. Because of this there are a multitude of ways brands can advertise their activities and experiences that will peak the interest of students and gain them lifelong customers.
To target the student market, you first must understand them. Advertising to students should heavily revolve around their student calendar to get the maximum impact from your marketing. Unless you are going to feature at Freshers Fairs, wait until late September and before Christmas to promote your experiences as this is the best time to peak their interest before the chaos of dissertations and exams in Easter.
Whilst students do have significant disposable incomes, they are very frugal and savvy where they choose to spend their money. Be a brand who gives back to their customers by offering exclusive discounts or freebies to help solidify their trust and prevent them engaging with your competitors instead. Students are a lot more likely to try out a new experience or activity if they know they can do so with some sort of discount.
You need to be wise with your advertising and understand who you are targeting. Students are unlikely to travel across the UK to visit your venue, so you need to be aware of the geography constraints. A great way to ensure you are advertising to students within your local area is an email marketing campaign offering exclusive discounts to local universities, or even better – advertise on campus and go straight to them with your offers!
Be Present Everywhere
Your marketing strategy should be multi-channel, relying on social media alone will not guarantee you business. There have been multiple studies on student behaviour, with one finding that 65% of students regularly research their hobbies online. This information further proves that you should advertise to students via digital, experiential and social in order to reach them through all avenues. Being digital will always be important but great experiential marketing campaigns will always overrule by offering you the opportunity to tap straight into the student market and show students what your brand is about.
Reviews are everything nowadays; students are much more likely to use your brand if people they resonate with have had great experiences with you. Students are super connected on and offline with their peers, so they have potentially hundreds or thousands of connections – many of which may also be fellow students. Word of mouth remains to be the most effective form of marketing, so any positive mentions of your brand can lead to increase sign ups and brand trust.
Get in touch with the British American Group team to discuss how your brand can engage the student market. Email us on firstname.lastname@example.org or simply drop us a line on 0121 616 2211.