Tag Archives: on-campus marketing
Today’s youth pose a serious challenge to automakers. This article explores college marketing tips for automakers and discusses how the auto industry can appeal to college students.
College Marketing Tips for Automakers
Be Honest and Transparent When Marketing to College Students
A major challenge automakers face when advertising to students is establishing trust. College students distrust traditional advertising and brand messaging. Steve Martin, Co-Creative Partner at Firefly Creative Company, expresses his concerns with marketing to millennials (college students are a subset of millennials): “They think marketing is lying. They don’t believe something just because it’s in the newspaper or on the internet. They’re very skeptical, therefore it’s important for a brand to be authentic or genuine.”
In my last blog post, I discussed the difference between a brand ambassador and a college marketing representative. Today, I’d like to further explore the benefits of using college marketing representatives.
College Marketing Representatives Know the Ins and Outs of Their Campus
One of the biggest benefits of using college marketing representatives is having access to their insider knowledge of campus life and using this information to better plan marketing campaigns. These representatives are currently living the student experience and their knowledge is up to date, relevant, and personal. This information is much more valuable than someone with an academic understanding of the college and youth market, especially given the complexity and rapidly evolving nature of this demographic.
Further enhance your business recruiting strategies by developing quality leads through target marketing. Learn how to reach college students on campus using peer-to-peer marketing.
In Admissions Recruiting Strategies for Business Schools Part 1, I discussed the importance of understanding prospective applicants’ wants and values, in order to enhance the desirability of your business school. In Admissions Recruiting Strategies for Business Schools Part 2, I explained why it’s important to analyze all aspects of the admissions recruiting cycle and showed the value of acquiring quality leads. In this blog post, I will demonstrate ways in which you can narrow in on your niche audience and develop quality leads using innovative techniques to further enhance your business recruiting strategies.
Reaching college students on campus is easy if brands use engaging marketing approaches.
College campuses are unique in so far as they have a high concentration of 18 to 24 year olds gathered in a relatively small, compact space. College campuses are also designed with pedestrians in mind. Most students navigate campus on foot, even those with cars, for the convenience factor. Everything is logically organized and arranged to meet pedestrians’ demands. These are great advantages for brands wanting to connect with and engage the college demographic.
Advertising to students using a mixed marketing approach will lead to success.
1. Campus Radio Stations
Reaching college students has never been easier than with campus radio advertisements. The reason college radio advertisements are a highly effective form of advertising is that it hones in on the student market and guarantees that your advertisement will reach college students’ ears. College students listen to their campus radio station when they want to hear about their school, community, NPR broadcasts, alternative music, lectures, and upcoming events. They are more willing to listen to radio commercials on a campus radio station because the commercials will be focused on advertising to students; hence the ads are more likely to appeal to them. Advertising to students via the campus radio, allows students to hear your advertisements whether they are in a car, off campus, or on campus. It allows for flexibility in student advertising; students don’t have to be at one particular location to see or hear your ad.
Increasing discretionary spending among college students means college advertising is essential now more than ever. If college students recognize the advantages of your product, price does not have to be the determining factor when making purchases.
College students often get classified as poor or broke and to some extent that is true. According to American Student Assistance, “there is roughly somewhere between $902 billion and $1 trillion in total outstanding student loan debt in the United States today. The Federal Reserve Bank of New York reports $902B while the Consumer Finance Protection Bureau reports $1T.” The majority of college students today have to take out student loans to help them with their education costs and living expenses.
College students have the desire to travel; study abroad programs should utilize on-campus marketing techniques to build on these dreams, highlighting the worthwhile nature of studying abroad.
College students love to travel and will eagerly jump at the opportunity to go on a vacation or travel abroad. They eagerly seek adventure, from a cruise to the Bahamas to a trek in the Amazon rainforest. They want the thrill and excitement of experiencing a new place and culture; the destination hardly matters. College students also value the knowledge they will gain from participating in a study abroad program, whether it be acquiring language skills, engaging in local customs, or learning about the history, politics, and culture of a new place. Marketers should build on these dreams and desires, highlighting the worthwhile nature of studying abroad.