Category Archives: Discretionary Spending

Common Mistakes Marketers Make When Advertising to College Students

Common Mistakes Marketers Make When Advertising to College Students

Here’s a list of 3 common mistakes marketers make when advertising to college students:

1. Thinking Digital Media is the Best Way to Reach College Students

While it’s true college students spend a great deal of time online, digital ads often get ignored. In fact, “82% of Americans ignore online ads . . . . The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%).”[1] Online ads are so prevalent today that they don’t catch the attention of viewers.

2. Not Using Peer-to-Peer Marketing for Social Media Marketing Campaigns

College students are particularly adept at navigating the web and finding exactly what they’re looking for, while filtering out and ignoring ads that get in their way. If you want to use digital media to reach them, you need to think outside the box and come up with innovative ways to reach them online, such as peer-to-peer marketing. In fact, peer recommendations or peer posts related to products, carry significant weight among the college demographic. In fact, “68% of 18-to-34-year-old social media users surveyed were somewhat likely to make a purchase after seeing a friend’s post.”[2] This is much more effective than traditional social media marketing techniques.

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Posted in College Advertising, College Demographic, College Marketing Challenges/Mistakes, Digital Marketing, Discretionary Spending, Online Marketing, Peer to Peer, Social Influence, Social Media Marketing | Tagged , , , , , , , , , | Leave a comment

Consider College Advertising Before and During Back to College

Back to College Marketing Experts

College students spent $907 on average for back to college essentials. This is a vital opportunity for college marketing.

Is your company brand savvy in outreach approach when it comes to not only reaching, but making an impact on the elusive college consumer (18-24 year-old) during back to college? Back to college spending is on the rise and it represents an opportunity for savvy brands to make strategic partnerships. Do you have a strategic college marketing partnership or fluff?

National Retail Federation’s 2012 survey in conjunction with BIGinsights found that college students will spend on average $907 on essentials and personal care items for back to college. Total spending will exceed $83 Billion.

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Posted in Back to School, Cause Marketing, College Advertising, College Demographic, College Marketing, Discretionary Spending | Tagged , , , , , , , | Leave a comment

College Advertising: Advertising Indulgence to College Students

College Advertising Indulgence to College Students

College students want to be reassured of their exuberant spending or occasional luxury. College advertising can encourage students to take a moment to pause and enjoy life.

College students love to indulge in their whims, be it a night out, a day of gaming, a shopping spree, or a trip to the spa. After gratifying their desires, students often have a twinge of guilt. Questions begin to creep into their consciousness: Should I really have spent the day playing video games, when I should have read for class? Should I really have bought all those dresses, when I need to save for summer? In the moment, they thoroughly enjoy themselves; it is only afterwards that doubts begin to set in.

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Posted in Advertising to Students, College Advertising, College Demographic, Discretionary Spending, Entertainment | Tagged , , , , | Leave a comment