A deterring misconception for many small businesses is that advertising to students can only be successful for big name brands with large in-house marketing teams, but that isn’t the case. The success of a student marketing campaign is not defined by your size but the quality of your products and how you market them.
Students love trying new things and are one of the most open demographics for adopting new products and brands very quickly when compared to their parents or grandparents generations. The millennial generation are a lot more supportive of today’s small businesses and actively go out of their way to support smaller businesses rather than large corporations.
What is it about small local businesses that drive student’s loyalty?
It is easy to assume that students shop in their local small stores due to convenience, but this is actually far from the truth. Students consciously make the decision to shop locally, rather than in large supermarkets, because it is important for them to feel part of the community.
Whilst convenience does play a part in their shopping decisions, the student markets’ longing for community is now such a driving influence that they would rather spend a fraction more at the corner shop than they would at a local superstore as they feel they are making a bigger contribution to locally run stores than the ‘fat cats’ who own major supermarkets.
Students pride themselves on their sense of self and their uniqueness, so it is no surprise that they are driven to products and services that are customised and tailored specifically to them. It is important for them that they feel businesses listen to their feedback and use this information to target them more efficiently; it is often the most personal businesses that embrace people from all walks of life that are the most successful.
Support A Cause
Students are passionate about a lot of things, two of which being charity and the environment. Their passion for these causes are so important that they look for businesses that share the same views as them and are actively using their business for good. Students are much more likely to support a brand with a cause than a business that doesn’t.
Businesses in the past have been cautious about delving into more controversial conversations but now that big brands are putting them at the forefront of their branding, it is helping smaller businesses jump on board to give back to different communities and causes.
The student market love to work with brands that promote positivity and unity, does that sound like your business?