What is college experiential marketing and why does it work? This article addresses these questions and explores reasons to use college experiential marketing.
What is College Experiential Marketing?
College experiential marketing is an innovative type of marketing that helps brands create experiences for students while branding their products. The reason college experiential marketing works so well, is that you’re providing students with an experience that allows them to emotionally connect with your brand.
Mary Angelou explains the power of forming emotional connections with others, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
With college experiential marketing, brands have the opportunity to positively impact students’ lives by creating memorable experiences that make students feel happy.
Why Launch a College Experiential Marketing Campaign?
1. Creativity in a Cluttered Media Landscape
Many companies and brands advertise to college students in an effort to capture the lucrative college market. With so much advertising directed at college students, it’s very easy to get lost in this space. College experiential marketing is a great way for brands to break into the college market and creatively get in front of students in a way that won’t be ignored. Experiential marketing gets you on the ground and lets you connect with students on campus in fun, engaging ways.
2. Positive Associations Leading to Brand Loyalty
When planning a college experiential marketing campaign, it’s important to think not only about how to capture students’ attention, but also how to provide students with a positive brand experience. If you can surprise and delight them, you’re on your way to winning over their hearts and developing loyal customers and fans.
Think of how your product benefits students and then create an experience that allows students to realize these benefits firsthand. For example, a caffeinated-beverage company could surprise students during midterms or finals week by passing out free drinks to students studying in libraries.
Imagine a group of students, stressed and tired, studying late at night at the campus library, when a friendly brand ambassador stops by and gives them a much-needed energy boost and wishes them luck on their exams. This considerate gesture and personal interaction would surprise students and make them feel good. It would be a memorable experience that would lead to positive associations with the beverage company.
College experiential marketing oftentimes takes more time, effort and planning than traditional college advertising; however, it can produce amazing results for brands and create memorable brand experiences. Contact us, to learn how your brand can use college experiential marketing to reach the lucrative college crowd.