TAKE YOUR MARKETING #BACKTOSCHOOL
It’s #backtoschool on Memberoo this month, and I don’t need to remind you that the students are back in full force. It may be too late to tackle anything right now, but it’s always interesting to see how companies get creative with major events in the calendar like this one. And where you can improve your marketing offerings in future.
On top of this, students are a great demographic for your business, particularly if you are in a university town/city. In them you have a vocal, savvy, young group of potential advocates who are in your location for a minimum of three years. A little can go a long way with them.
Over the last several years, with the availability and dominance of new media (that being internet based media) companies are having to look past the traditional ways of attracting potential students.
The guardian back in 2014 (I know it’s not recent, but the findings are still sound.) found that “ of those polled, 57% of marketers said open days were more important than five years ago, alongside external digital advertising (72%) and marketing on social media (98%). Advertising in the national and local press was seen as less important than it was five years ago, with respondents voting 80% and 76% respectively against this marketing strategy.”
It’s clear that the power to attract and entice students in more digital and experience driven than ever.
So what does that mean for your business? It means you have direct control over the messaging and content you want your prospective student clientele to see. THE POWER IS YOURS!
Simply Poppin visuals.
Let’s start with something simple.
Typically “back to school,” means is shopping for school supplies. Poppin is an office and stationery supply company in the US that caters to the more mature needs of adults, from high school, to college and beyond.
Traditionally, their email marketing campaigns focus on stocking up the office, but their more recent comms have emphasised products for high school, college, and grad school students. You’ll notice that the imagery is brightly colored, (like their products). But crucially, they have incorporated a gif into their main message, allowing them to display double the amount of products than they would have in a regular image.
Gifs are super simple to create, and are more visually appealing than a still image. With the bonus that in amalgamates several images into one, so you can showcase your product, service or story in a clearer way.
Simple and effective.
A hashtag goes a long way.
Sticking with the simple theme, remember that a catchy hashtag and novel approach can go a long way.
Bath University did this especially well with their “got into Bath” campaign after the A level results were released this year. Students were encouraged (if the results were positive) to celebrate getting into Bath uni by, you guessed it, getting into their Bath.
Though it seems a slightly quirky idea, it was taken up by many students with plenty of pictures gracing the university timeline over the course of the day.
It was novel, communicated well to it’s intended target audience, it was relevant, and it showed some values of Bath Uni. Mainly, it was internet savvy and fun.
Follow the crowd…
If you are looking for a marketing campaign thats larger and requires student input, these next two are great examples of engaging your student customers, using novel approaches, and audience contributions.
In the mix.
I don’t think I’ll be blowing anyones mind if I say that students like music. Whether it be a playlist for studying, partying, or just chilling out, having a great soundtrack can make all the difference. So why not craft the perfect playlist for your business simply by having students build one for you? Make a public one that your customers (or potential customers) can access and contribute to? You get a great tool to communicate with customers, and a (hopefully) decent selection of music to play in your business, whether you are serving customers, or in an office.
We have all been there. You’ve forgotten an important piece of work, missed an appointment, lost something. Student know that feeling all too well, so why not have a little fun with it? Try something like a homework excuse campaign, where students can share their most creative excuses for a chance to win a prize. You can even curate entries and publish the best, enabling your customers, followers and fans to vote on their favourites.
Fun, relevant, and engaging while talking to your target audience. It’s a win-win.
The future is micro…. content.
Students (and younger demographics in general) don’t buy like other generations or socail groups do. They need something more than bigger, faster, cheaper, now. (to coin economist Umair Haque.)
They need stories, a reson to buy from you if you will. Why is your product / business important? Not just to them, but to anyone.
This great huffington post article talks through some aspects of this idea. Essentially: Communication, Transparency, Relevance and Care.
So how does this affect your marketing? Well for example, The University of Sheffield for example is big fan using student-generated content. It’s relevant, shows it cares about students, and helps communicate their values.
The university works with students, who in many cases, are already big social media advocates for the university. They then get them working on big events like graduations, and let them create a YouTube series for the University of Sheffield sharing top Instagram photography tips.
Again, it’s relevant content for the audience, communicated well, and it positions the university as a place of knowledge and acceptance of students and their interests.
Students are a great asset to your business, whether as customers, advocates, influencers, or contributors. And the campaigns targeting them are creative, inventive and surprising.
Take some tips from them for your own offerings!
We can’t wait to see what clever campaigns your business can come up with.
For more great tips for your business, stay tuned to memberoo.net!
Give your business a loyalty boost
If you’re a store owner, you don’t need to install a robot to enhance the shopping experience. But the smartest stores are realising that they need to know more about their customers to start serving them better. That means encouraging them to share some of their data by giving them something valuable in return – special offers, discounts, the opportunity to be part of a club. That’s what Memberoo was built for.