Category Archives: Marketing

Attract College Students to the Slopes by Marketing Adventure

Attract College Students to the Slopes by Marketing Adventure

The planning and logistics of skiing can scare people away from the sport. However, you can counter this and attract college students to the slopes by marketing adventure.

Skiing can seem like a lot of work, especially for those who’ve never experienced it before. There are a lot of logistical concerns one must plan before even hitting the slopes, including: arranging transportation to the ski area, renting gear and transporting it to the slopes, buying lift tickets or ski passes, obtaining the right winter gear, clothing, and accessories, and securing lodging to name a few. This can be intimidating and scare people away from skiing. However, ski areas can counter this and attract college students to the slopes by marketing adventure.

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Posted in Advertising On College Campuses, Building Value, College Demographic, College Marketing, Expand clientele, Marketing, Marketing an Experience, Special Events, Vacation | Tagged , , , , , , , , | Comments Off on Attract College Students to the Slopes by Marketing Adventure

Marketing Fashion to the Youth, Part 2

Marketing Fashion to the Youth
In my last blog, Marketing Fashion to the Youth, Part 1, I discussed how ideas of fashion and exclusivity are changing due to shifting consumer values, especially among the youth. In this blog I want to discuss why fashion matters to the youth and explore youth marketing strategies brands can use to appeal to college students and teens.

Fashion is a major form of self expression for the youth. Through clothing and accessories people can express their individuality. Leandra Medine, author of the Man Repeller fashion blog, explains why you choose to don certain items: “You’re wearing it because you bought it because you loved it because in some distant Cosmo, it represented a piece of who you are. Or at the very least, who you want to be.”[1]

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Marketing Fashion to the Youth, Part 1

Marketing Fashion to the Youth, Part 1

Marketing fashion to the youth is a tricky proposition. Companies need to be careful of the messages they send; otherwise young consumers might take action.

The fashion scene is changing due to technology and pressures from consumers. There has always been exclusivity in the fashion industry from high prices to custom-made designs, thin supermodels to runway fashion, and clothing lines with size caps to brand’s selective hiring policies. However, trends are slowly shifting and consumers—especially Millennials—are voicing their opinions and taking control of their own look and fashion trends.

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Posted in Branding, Exclusivity, Fashion, Marketing, Youth Marketing | Tagged , , , , , , | 1 Comment

Make an Impact with Cause Marketing

College Marketing Make an Impact with Cause Marketing

In today’s technological age, where information can be shared around the world in a matter of minutes, companies face higher and higher consumer expectations and if these demands aren’t met it can have major ramifications. A recent Media Post article, Marketing: Causes: Tapping the Power of Impact Thinking, highlights just how important cause marketing and public image can have on a company:

Recent research shows an overwhelming majority of people globally — 94% — believe companies must do more than just make money. A full 60% say companies should advocate for change and evolve the way they operate. And consumers aren’t just talking: 55% report they’ve refused to buy products in the past year because companies behaved irresponsibly.

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College Marketing: How to Use College Event Marketing to Promote Food and Beverage Products

How to Use College Event Marketing to Promote Food and Beverage Products

Experiential marketing and event marketing campaigns engage students and allow them to partake in the brand experience. These approaches will enable students to connect with your brand and form positive associations with your product.

Innovative snack companies and brands are turning towards college experiential marketing and college event marketing in lieu of more traditional marketing approaches when advertising to students. Many consumers, especially millennials, want to connect and engage with brands. By using unconventional marketing channels, you allow consumers to not only experience your brand but to add to the brand experience. This is important “as millennials feel a sense of co-ownership towards brands and products.”[1] Your brand will capture students’ attention and gain consumer loyalty through engagement and interaction.

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Posted in Advertising On College Campuses, Brand Engagement, College Marketing, Event Marketing, Experiential Marketing, Marketing, Marketing an Experience | Tagged , , , , | 1 Comment

College Marketing: Marketing Health to College Students

College Marketing: Marketing Health to College Students

College students spend a great deal of discretionary funds on food and beverages. Foodservice companies should capitalize on college students’ interest in healthier meal options and engage in college marketing techniques as a way of reaching college students.     

College students may seem unlikely candidates for health products or services given their tendencies for late night partying, heavy drinking, and overeating of junk food. However, most students care immensely about their health and staying in shape. College students are walking dichotomies. They like to maintain healthy lifestyles during the week, but when the weekend rolls around they like to let loose and have fun.

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Authenticity is Key in College Marketing

Authenticity is Key in College Marketing

Reaching college students on campus is all about being creative and true to your brand and not presenting yourself as something you are not. Authenticity is key in college marketing.

College students are a savvy group attuned to trends ranging from technology and social media to the clothing and entertainment; they are no different when it comes to marketing messages and brand distinction.  College students, generally speaking, are cynical toward ‘Corporate America’ and often times are quick to critique as brands try to court them as consumers.

In Sharalyn Hartwell’s recent article, Above All Else, Be Authentic, published by MediaPost, she makes some good points to brands planning a college marketing strategy from a branding and messaging standpoint.  She says:

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Posted in Authenticity, Brand Engagement, Brand Image, Branding, College Demographic, College Marketing, Marketing | Tagged , , , , , , , , , | Leave a comment

How To Catch A Young Voter through College Marketing

How to Catch a Young Voter Through College Marketing

Although in high usage among college students, social media is only one avenue to utilize in reaching college students on campus. Learn how to catch a young voter through college marketing.

Scarborough Research indicates that:

young voters: (American Adults 18-24 who say they are registered to vote in their district of their residence) account for 10% of all self-identified registered voters. These Young Voters are much more social media savvy, more evenly spread across the political spectrum and more racially and ethnically diverse than all self-identified registered voters. Young people across the country are looking forward to having their voices heard and their votes counted. According to the study, 72% of Young Voters have used social media via the internet in the past 30 days, compared with 45% of all registered voters during the same time period.

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Word of Mouth Is the Best Ad for College Marketing

word of mouth advertising college marketing

Word of mouth advertising can be the most effective marketing vehicle for your college marketing campaign as well as your brand. Learn why word of mouth advertising is the best ad for college marketing.

Understanding how to create the right environment for a strong viral, word of mouth marketing campaign can be analyzed and broken down in the following ways.  A recent Businessweek article, Pro: Consumers Trust Their Friends by Shawn P. O’Connor, a strong case is made regarding the effectiveness and necessity through it’s thesis: 

“…Research clearly demonstrates that word of mouth – product or service recommendations made by friends, co-workers, or neighbors you know and trust – is still the most effective way to win new customers.”

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Posted in College Advertising, College Marketing, Marketing, Peer to Peer, Student Agents, Viral Marketing | Tagged , , , , , , , , , , , | Leave a comment

3 Reasons Why College Email Marketing will Grow

 3 Reasons Why College Email Marketing will Grow

Data indicates that through a combination of students using email more as they go to college and smart phone technology making email more accessible to mobile users, a strong case can be made of the increase viability of direct email being used in your college marketing campaign.

Direct email has always been an essential part of any well-balanced college marketing strategy as it provides an online component to on campuses activities such as campus postering, campus flyering and college street teams.  David Goetzl, from MediaPost, makes an strong case as to why the 18-24 demographic, the college demo, is becoming a fertile area for companies to invest college marketing dollars.  Here are a few reasons as to why:

1)     Increase use of email – If college students do not already use email frequently, college life pretty much demands it.  Whether it is coordinating with student groups and activities or simply corresponding with a professor, student must adapt to the increase use of email.

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