You have a great product, but the challenge comes in marketing it to prospective buyers. Students can be a difficult lot to handle as customers because their needs keep on changing as they move with the times and technology, and they rarely buy anything they consider outdated. There are several things you might be doing that are sabotaging your student marketing campaign. These might include the following:
Failing to Understand Your Customer
You need to understand who your student buyers are and what their needs are in order to succeed. This will help you create a product that meets their needs. For you to sell the product successfully, ensure you understand your customer’s demographics, aspirations, values and reflections of themselves.
Once you understand who your clients are, you will make better use of your time, energy and resources to reach them. Your advertising efforts will be well-focused. Failure to do this will see you wasting most of your time on the wrong audience and missing opportunities.
Relying On Social Media
Although students like spending time on social media, they mostly do so to have private conversations with their friends and loved ones. This might not be the right place to direct your student marketing campaign as students see social media advertising as quite intrusive. Instead, create a vibrant advertisement for a publication or website that they love to read – not only will your campaign feel a lot more natural, it will also have great placement amongst a lot of student readers.
Students are some of the most undermined customers. Some brands don’t think that students can afford to buy expensive products but this is a wrong mentality as some of these students work and study at the same time. They can actually afford some gadgets that their employed counterparts can’t, and this fact should not be ignored. Brands should understand this and bring out the big guns when doing their student marketing campaigns.
Failing to Attend Freshers’ Events
Freshers fairs have become very popular over the last decade. These events are used by brands to maximise their student marketing impact and brand exposure. During such events, brands usually give freebies, collect data and engage with the students to understand their needs and also make a positive lasting impression.
Believing Negative Stereotypes
It is wrong to peg individuals into big impersonal groups that are based on stereotypes. For example, you should not assume that all female students love buying shoes or that their male counterparts are crazy about sports. Such cases of stereotyping people could end in disastrous results in your marketing strategy. Stereotyping groups of customers is not effective in business and should, therefore, be avoided.
These are just some of the things you might be doing wrong and thus, contributing to your student marketing campaign failure. When it comes to any kind of marketing, it is very important to understand the basic requirements like understanding your target market and reaching out to them in order to know what their needs are.