Tag Archives: youth marketing
College marketing gives brands the opportunity to reach college students where they study, live, work, and play. Promote your brand at high-traffic events where college students go for entertainment, such as sporting events, fraternity and sorority gatherings, and music festivals.
Use College Marketing to Reach College Students Where they Play
Reach College Students at Sporting Events
Everyone knows that college sports play a prominent role in college students’ lives. In fact, some people decide where to go to college based on the school’s sports team. A student at Ohio State University says in the New York Times article, How Big-Time Sports Ate College Life, “It’s not something I usually admit to, that I applied to Ohio State 60 percent for the sports. But the more I do tell that to people, they’ll say it’s a big reason why they came, too.” This kind of loyalty and fandom only increases when they become students and are officially a part of the school community.
Using nostalgia to reach millennials is an effective youth marketing strategy as it relies on storytelling marketing and allows millennials to reminisce about their childhood.
In Pop Cultures Tie-Ins, Past, I discussed the media’s use of past pop culture artifacts to engage millennials and how marketers can use past pop cultural icons to evoke feelings reminiscent of childhood. In this blog, I will explore the importance of using nostalgia to reach millennials and the marketing benefits associated with this youth marketing tactic.
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.
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!