jerryking + marketing + students   2

Segmentation - Back to School: Connecting With College Students :
September 28, 2004 | Marketing Profs | by Robert F. Hogeboom |

here are seven strategies that reflect the unique culture of college students:

Communicate lifestyle, not age relevance: Speaking to college students' age ("You're in college, obtain your first credit card") is ineffective, because it does not inspire them or grab their attention. Marketers must create a link between their brand and students' lifestyle, which includes attending concerts and movies, snowboarding on weekends, eating at off-campus restaurants, traveling and more. Remember: college students don't just study and attend class all day—they are extremely active.

Attach your brand name to current trends: Snowboarding, surfing, skateboarding, underground rock bands, rock concert festivals and the ESPN XGames are considered "cool" among the college student market. Businesses can attach their brand name to these activities, events, products and associations that have earned "street-cred" among the student market, and thus share in their emotional appeal.

Tap into students' emotional needs for empowerment, privilege, and status: College students are attracted to goods and services that empower them as consumers and individuals. Examples include the Internet, mobile phones, MP3 players, online file sharing and credit cards. Additionally, products and services that enhance social status are successful at winning students over.

Don't try too hard to win students over: College students greet most product claims with skepticism. Students are aware that they are a highly desirable market. They don't want to be overtly sold or pitched. Instead, they simply want to be educated about products and services and told how the offering matches their unique needs.

Reach students at key transitional periods: At certain transitional periods, college students exhibit a need for certain products and services. It's a marketer's job to reach students at these points of need. Key transitional periods for college students include the beginning of freshman year, summer breaks, moving to off-campus living, studying abroad and graduation.

Become an authentic brand: Ad-weary and marketing-savvy college students value authentic brands. Authentic brands exhibit the following characteristics:

• They develop trust among potential customers—trust is the foundation of brand authenticity.

• They are perceived as not trying too hard to sell or actively win customers over.

• They continually deliver value and convince students that they have students' best interests at heart.

Play-it-straight: College students immediately sense hype and do not accept brands that they consider fake.

Read more: http://www.marketingprofs.com/4/hogeboom1.asp#ixzz203iwNgRt
market_segmentation  Colleges_&_Universities  students  lifestyles  branding  leisure  marketing  tips  target_marketing  authenticity  transitions 
july 2012 by jerryking
College come-ons
March 1998 | American Demographics | by Tibbett L. Speer

Transition periods are key times to get consumers to change previous behaviors. In college, there are several - dorm to apartment, apartment to apartment, apartment to first job. The college market is a good-sized target, and it is growing. More than 14 million students are projected to enroll in US higher-education institutions in 1998, according to the National Center for Education Statistics. Best time to get students' attention is during spring break. Goofy games and product give-aways still prevail during break debaucheries. But companies have evolved beyond the beach, tracking students back to campus and even to their parents' homes. For example, Ford Motor Co. solicits recent graduates and soon-to-be graduates with direct mailings sent to their permanent address. The company generates collegiate sales by offering students a $400 cash incentive to purchase a car, or $650 to lease one. Other ways to entice students are discussed, as are the places to do so.
Colleges_&_Universities  students  marketing  transitions  new_graduates  behavioral_change 
july 2012 by jerryking

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