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Learn how to generate brand awareness on campus and reinforce your brand image with consistent brand messaging across marketing channels.
How to Generate Brand Awareness On Campus
1. Develop Consistent Brand Messaging Across Marketing Channels
Before you employ an on campus advertising campaign, you must develop a story or brand message that will resonate across marketing channels. This message needs to be consistent visually, as well as thematically. You want people to quickly look at a company ad or image and immediately associate it with your brand. This consistency will greatly enhance your ability to generate brand awareness on campus quickly and effectively.
College students need an incentive to scan QR codes and they need to be presented in an engaging fashion, otherwise QR code advertising will not work.
In theory, QR codes are a marketer’s dream. They link the consumer with the product information or business in a matter of seconds. In reality, they rarely work. There are a number of reasons why QR codes don’t work, high among them is the lack of accessibility. Now that may seem to contradict the very fundamentals of QR code promotions, to bridge the gap between buyers and sellers and instantly connect them with relevant information. However, the steps required to scan the QR code take time and consumer action.
QR codes are not popular among the youth demographic and should not be used as an overall indicator of the success of your college marking campaign.
College students are one of the most avid users of smartphones and the technology associated with them, from games and e-mail to Facebook and Instagram. They love using their phones. One marketing trend that has yet to gain their interest, however, are QR codes. One reason for this is that they want instant results or immediate gratification. Many don’t have the QR code scanner technology set up on their phones and it would require the download of an app. Now this might only take a few minutes to complete, but in the mind of a college student who is already well versed with navigating and typing on their smartphones, there’s no need. It’s actually quicker for them to type in the URL address and access the information that way.
College students are highly receptive to technological advances and they don’t like to waste time. QR code advertising appeals to them, if they understand the benefit of utilizing this technology.
QR Codes are a great way to enhance your college marketing campaign, especially when advertising to students. QR codes are becoming increasingly popular and recognizable by consumers and are a great way to instantly convey product information to the prospective buyer. However, college students are a finicky bunch when it comes to scanning QR codes. There needs to be a benefit that they receive by scanning the QR code—such as a coupon or free item—that they can’t get anywhere else.
On-campus paper advertising typically employs posters, handouts, or a combination thereof. While ideal coverage would dictate the use of both methods, a choice between the two must sometimes be made; I’ll weigh the relative merits of each.
Despite increasing use of electronic forms of information dissemination, paper advertisements remain one of the best college advertising solutions. This is true for several reasons: 1) Most college campuses offer numerous locations where such material can be posted or distributed; 2) Physical advertisements can’t simply be blocked like electronic ones can; and 3) Students, who are already familiar with the layout of their school, can be employed to distribute the posters or handouts at low cost.
QR code advertising is more than just an amped-up barcode for conveying complex information—its psychological connotations may be just as important as its utility.
The use of QR Codes—matrix barcodes with a large storage capacity compared to normal barcodes—in advertising has taken off because “it provides quick and effortless access to the brand’s website” when scanned with a smart phone. But don’t think the power of this marketing tool revolves only around convenience; deeper psychological factors are at play here too. I’d like to examine them through a college advertising lens.
Now there’s no doubt that a certain premium is placed on convenience and time-saving measures, especially in the youth market. If college students can simply scan a QR Code and reach the client’s Web site, so much the better. That saves them the effort of opening the browser on their phone and typing in a URL, which isn’t insignificant.