The lines between online and offline are becoming increasingly blurred, especially in the world of advertising. The number of online retailers taking their marketing offline to physical spaces continues to increase, but why the sudden change of scenery?
More and more brands are choosing to assign budgets to one-off events that are exclusive to university campuses. This method of exclusivity works wonders with the millennial generation as they are majorly impacted by FOMO.
Fear of missing out is tactfully used by brands that want to create a buzz about a latest product or release; it’s the best way to get people talking. These pop-ups shops and events are only active for a short period of time, usually a day or a week, so this urgency to buy/sign up encourages students to take action now because if they don’t, the opportunity is gone forever! Typically, these events work best with exclusive discounts or coupons not available anywhere else.
Contrary to popular belief, these events don’t have to be set up purely for the purpose of selling products. Whilst on campus events are brilliant for increasing sales, they are also extremely effective for amplified brand awareness and showcasing brand new products and innovations. Provide an experience to your audience that is truly unique and unlike something they’ve never experienced before and the lasting impression you will leave on them will only lead to good things.
As on online retailer, it can be hard to feel like you’re connecting with your audience as only so much can be done through a screen. An event where you’re face to face with the people who buy your products or are at least interested in what you’re selling, adds another dimension to your relationship that the customer may have been missing. This face to face interaction gives you opportunities to step out of the usual customer interaction flow and personalise your brand, answer their questions and capture data about your audience so that you can continue to grow and improve as a brand. These experiences will help you bring to the life the idea students have of you online and make it a reality, if not better!
As an online business, it’s always a great way to stir up online publicity! Whilst not all student stereotypes are true, they do love their smartphones so will more than likely be snapping some great photos of your event if they are visually appealing and unique.