With students swamped with advertising day in and day out, it can be difficult to make sure your messages and products penetrate through to them.
It can be a fair task to grab the attention of a tired, overloaded student, so here’s a guide to help you create content and branding that resonates with them:
Strike a dialogue
Students tend to be given so much information that a lot of effort, and advertising budget, can go to waste and the messages ignored. They are likely to ignore messages that are forced upon them – also known as ‘brand avoidance’. For those looking for their brand message to make it through their barriers, you need to make the students think about what they’re seeing. By striking a dialogue with students, even a subconscious one on their part, the key messages will inadvertently stay with them about your brand and impact their future buying purchases.
Grab their attention
Enabling students to strike up an emotional attachment to your brand provides an immediate way of grasping their attention and encourage brand information to stay with them. If you’re able to send them on an emotional roller-coaster then it’s likely your brand will stick in their mind, and they may be more likely to share it with their peers. Bland and boring advertising that is obviously a hard sell method of pushing your products doesn’t work with this demographic.
Make an immediate impact
We all know how quickly we click off adverts online, so it’s worth looking at better alternatives to get your branding out there. For students, this could be on campus events where brands can speak to them and engage with them directly, like fresher’s fairs. If you have enthusiastic people fronting your brand, with clear and striking branding, this will help to draw students in. You need people who aren’t afraid to stop students in their tracks and engage them in interesting conversation.
Tailor your language to students
As students are so in tune with advertising around them, your content must be creative and feature multi-touch points experiences that will stand out in the crowd. Your branding, from posters and leaflets to email footers, must be simple and have short and effective messaging in a language that students understand. Whether that is maximising on slang for their age groups that ties in well with your product, or creating a design which makes them stop and look and want to find out more.
Create clear and concise messaging
Creating a short and snappy headline can be the make or break as to whether a student looks further into the brand or products, or immediately discards them. Key messages need to have the language targeted at students with information as to how the product will change their life to instantly grab their attention and encourage them to find out more.