Tag Archives: authenticity

Don’t Make This College Marketing Mistake

Don't make this college marketing mistake

One of the biggest college marketing mistakes professionals and agencies make is believing that they understand the college market. Don’t make this college marketing mistake when advertising to students!

Why Marketing Professionals Believe They Understand the College Demographic

Oftentimes, marketers mistakenly believe they understand the college market. This can happen for a couple of reasons, the first being that they specialize in marketing to millennials. Millennials are a hot topic in marketing today and tons of research have been conducted on this niche market. However, the college demographic (18-24 year olds) is a specialized segment within this niche group and needs to be treated as such, as their desires, motivations, consumer behavior, and lifestyle habits vary greatly from other millennial groups.

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Posted in College Demographic, College Marketing Challenges/Mistakes | Tagged , , , , , , , , , , , , , , , | 1 Comment

Execute A Student Brand Ambassador Campaign

Student Brand Ambassador Campaign

Understand the benefits of a student brand ambassador campaign and how to execute one with NAM Youth Marketing.

The Benefits of Engaging in a Student Brand Ambassador Campaign                      

Consumers today, especially 18-24 year olds, look at brands and advertisements with a skeptical eye. They’re wary of traditional advertising and rely heavily instead on recommendations from friends, peers, or family members. In fact, “ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.”[i] This shows the importance of reaching prospective consumers with word-of-mouth marketing.

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Posted in Brand Ambassadors, College Advertising/College Marketing, On Campus Advertising | Tagged , , , , , , , , , , , , , | 5 Comments

How Restaurants Can Appeal to Millennials

How Restaurants Can Appeal to Millennials Restaurants need to focus on appealing to millennials in order to tap into this lucrative, trend-setting demographic. This blog discusses the importance of the millennial demographic on the restaurant industry and how restaurants can appeal to millennials, gain customers, and remain relevant.

Why Restaurants Need to Appeal to Millennials:

  • Millennials have cut back annual restaurant visits by 21% over the last seven years.[i]
  • Millennials constitute 25% of the US population.[ii]
  • Millennials will spend more than $200 billion annually starting in 2017 and $10 trillion in their lifetimes, a significant portion of which will naturally be on foods and beverages.[iii]
  • Millennials set trends in the food and beverage industry and carry significant influence over their peers, as well as generations before and after them

How Restaurant Can Appeal to Millennials:

  • Provide millennials with a social experience by offering communal seating, tapas style dining to encourage sharing, a themed night, or another experience that encourages socialization.
  • Offer global flavors, unique food combinations, and customization options to appeal to millennials’ quest for adventure and personal expression.
  • Provide them with a brand story to show authenticity and transparency; millennials want to know where their food is coming from.
  • Offer new items periodically to keep interest up; millennials love to try new things and will quickly get bored with a restaurant if there isn’t the option to try something new.

How to Advertise Your Restaurant to Millennials:

  • Hire millennials to gain insight into the demographic in order to create authentic campaigns that resonate with millennials.
  • Use social influencers to spread the word about your restaurant.
  • Encourage co-creation by having diners upload pictures of themselves onto social media accounts for the chance to win prizes.
  • Drive traffic to your restaurant by passing out coupons on college campuses.
  • Encourage feedback from diners and listen to what they like and don’t like.
  • Keep your campaign fun, entertaining, and relevant.

 How Restaurants Can Appeal to Millennials Example

Buca Di Beppo College Poster

Buca di Beppo created a campaign designed to appeal to college students—a lucrative subset of millennials. Buca’s goal was to raise awareness among students, student groups, fraternities and sororities, and other campus organizations to increase patronage and encourage students to use Buca for student functions and events. Buca made college students feel special by offering an exclusive college student discount.

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Posted in College Advertising/College Marketing, Food and Beverage, On Campus Advertising | Tagged , , , , , , , , , , , , | 1 Comment

College Advertising: Reaching College Students Through Cause Marketing

Reaching College Students Through Cause Marketing image

Marketing to college students using cause marketing techniques requires transparency and authenticity.

College students learn about societal problems daily in class. They learn about the challenges facing the public education system, the increase of childhood obesity, the threat of global warming, the effects of the economic recession, and many other social issues, from education to discrimination, gender issues to environmental issues.

When I was in college, I took an honors science seminar class in which we read The Omnivore’s Dilemma: A Natural History of Four Meals by Michael Pollen. I learned about various farming practices and the effects monoculture has on crop biodiversity. Reading this book made me more aware of what I was eating and how my choices impacted the environment, as well as my health. This was just one class, out of many, that made me analyze my actions and influenced my decisions.

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Creating an Emotional Impact with College Advertising

Creating an Emotional Impact with College Advertising

One way of reaching college students is through cause marketing. Appeal to college students using emotional triggers, as well as factual statistics.

College students are highly aware of societal problems and global issues, as they’re learning and discussing them in their classes. They love to get behind causes and advocate progress and they’re willing to support companies that contribute to causes they believe in. However, college students are an inquisitive bunch; they don’t blindly believe claims, nor blindly support organizations. They will question and research how active your company is with an organization and they want the claims to be substantiated.

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College Marketing: Reaching College Students by Marketing an Experience

College Marketing: Reaching College Students by Marketing an Experience

Show college students the value of your brand by marketing an experience and highlighting the connections they will form through that experience.

College students have minds of their own. They are spontaneous experimental individuals who are tech savvy and easily influenced by their peers. Given these characteristics, marketing to college students poses a serious challenge. They do not trust companies that push their brand too hard and they do not react well to being told what to do or how to think. They value their individuality and constantly seek to further explore who they are. Their experiences add meaning to their lives and help shape them as individuals.

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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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