Tag Archives: college event marketing
Marketing experiences to the youth is becoming increasingly profitable as the youth value experiences over material goods. Learn how brands are utilizing this to their advantage.
The youth mind set is changing and advertisers must change their youth marketing tactics to realign with millennials’ values. Consumer goods no longer have the appeal that they once did with this demographic; increasingly millennials value experiences over possessions. Clyde McKendrick, Executive Strategy Director at WDWC, explains this generational shift:
Most colleges conduct mandatory orientation sessions involving their entire entering classes—hundreds to thousands of new students—and this presents an excellent opportunity for college marketing.
Part I of this series explored some reasons why students at orientation make especially good candidates for college marketing campaigns. Now I’d like to look at the structural elements of the event that make it an advantageous time to market to college students.
- Orientation is mandatory and formulaic. The fact that all entering students have to attend is favorable for obvious reasons—you have a captive audience. The fact that orientations differ little in structure or content means similar college marketing strategies can succeed at different institutions. Also, you have access to a preset schedule ahead of time, which facilitates planning.
- Large groups move through chokepoints. At large orientations such as my own, students are broken up into groups of a hundred or so. These groups then move to various points around campus, touring facilities, performing administrative tasks, and listening to speakers. This movement presents an opportunity for campus posters or members of a college street team to get complete exposure. Also, the group waits in line at various points (such as when getting a student ID), and this is a great time to approach students.
- The school’s stamp of approval. While there are certainly times during orientation when it would be inappropriate for college street teams to approach students, my orientation, for instance, involved various sub-events for students to socialize at, and many of these were attended by vendors and advertisers. Because all the events are organized by the school, any advertisers present benefit from this apparent sanction or stamp of approval. And since schools do in fact collaborate with corporate sponsors, this stamp of approval may in some cases be more than apparent.
Orientation periods, though brief, offer unprecedented opportunities for college event marketing. Aspects of both the event itself and the students attending make it more likely for college marketing plans to succeed than if they were just targeted at the school population at large. Youth marketing opportunities at orientation abound. Don’t miss out!
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.” Your brand will capture students’ attention and gain consumer loyalty through engagement and interaction.
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.
College event marketing gives your company the opportunity to interact with students, allowing them to experience your product and participate in your brand’s story.
Event marketing takes college marketing to a whole new level. It is about engaging students in meaningful, interactive ways. College event marketing has the ability to break into the self-absorbed world of the youth, captivating students and leaving worthwhile impressions. It takes fleeting moments and transforms them into lasting memories. A company should use college event marketing as a way of reaching college students, forming person-to-person connections.