Contrary to popular belief, university students have a lot of spending power and actually have one of the largest disposable incomes. Due to this, students are one of the most sought after demographics by advertisers which is increasing the popularity of on campus advertising.
However, students have limited attentions spans due to how much advertising they have been subjected to throughout the course of their lives so it takes some pretty amazing student advertising campaigns to draw them in.
So how can you use the university campus to your advantage and showcase your brand in a way that this on-the-go demographic will actually stop and listen to?
Banners Won’t Cut It
Sure, banners aren’t going to hurt your campaign but they definitely shouldn’t be your only tactic to drive interest either. Students love to laugh and be entertained, so whilst your banners and flyers may draw students over to you initially, you need something amazing to make them stick around and listen. Consider a more creative campaign that students can interact with such as a game, competition or free food samples they can take away with them to leave a lasting impression of your brand.
In order to successfully connect with an audience, you need to know how to speak to them in a way that they relate to. A middle aged man in a suit with a clipboard promoting a new energy drink may not be the best approach if you want students to feel relaxed, just as you wouldn’t expect teens to be promoting pensions in the form of a flash mob.
The delivery is just an important as the product itself, which is why many brands hire student ambassadors to create a buzz around their products as they are students themselves and know how to interact with their peers without appearing false or sales driven which is a put off to most students.
Give Something Back
Appeal to the money conscious side of students by running a competition or distributing coupons for exclusive discounts. Studies have shown that social media marketing and SMS marketing falls flat with this demographic as they much prefer receiving emails or physical coupons they can use on or offline. Coupons can help students see out of the sell and buy cycle and make them feel valued as a new or existing customer.
Know Your Audience
Students see thousands of advertising messages a day; on campus, online, on their mobile phones, on the radio, on the side of buses – everywhere. It’s no surprise that their mind has adapted to filter out all these messages so they can focus on the here and now without being overwhelmed by information. Due to this subconscious filter, your advertising campaign needs to stand out from all the rest if you want to break through that barrier and gain students as customers.