Over the last decade, brands have become increasingly aware of the benefits of experiential student marketing campaigns and due to this are assigning budget to these activities over other advertising methods that are stagnating.
Experiential student marketing is the process of forming a stronger bond between brand and customer with a lasting experience, usually an event, which positively affects the students’ opinion of the brand.
How can an event influence the perception of a brand? It’s all down to psychology. The event activates positive emotional triggers in the student which they go on to assign to the brand, not the even itself. This positive experience experiences future purchased and brand loyalty.
The benefits of running an experiential student marketing campaign are endless, but here are some of the most beneficial:
Social media marketing isn’t for everyone and shouldn’t be relied on solely, but a little extra exposure can only be a bonus. A great experience creates student generated stories, shared across all social platforms for their peers and acquaintances to see, which is often a lot more trusted than brand created content. Word of mouth is the most valuable, yet most uncontrollable, form of advertising that can boost brand engagement to new heights.
You wouldn’t buy a new car without giving it a test drive, would you? Distributing samples and enabling students to get their hands on new products at an experiential event can drive an incredible ROI if students are able to try before they buy. 48% of consumers agree that they are more likely to purchase a new product if they have the ability to test it out first!
Students are bombarded with marketing messages on the daily, and even more so during Freshers Week. If you want to be heard, you have to provide students something your competitor isn’t offering. Experiential marketing is a great advertising method to separate you from all the rest and make your brand stand out with lasting impressions. If student associate your brand with an event they enjoyed and felt connected with, this will impact how they engage with your brand in the future.
Right Place, Right Time
What better place to find students eager to discover new products and have a good time? On campus events are perfectly targeted, being on campus, so you aren’t wasting budget advertising to people who just aren’t interested or aren’t event students! Being in the right place at the right time trying to create personal connections with students is just what you need to succeed.
Sometimes it only takes one person to make a difference, and experiential marketing is no exception. Engage with a prominent character on campus with a lot of connections and peers, and the word of mouth will be extremely valuable to the success of your campaign.