In a previous article, we discussed targeted marketing—tailoring your marketing activities to specific audiences. This helps you reach the right group while making efficient use of your marketing budget. Here, we spotlight a particularly important audience: students. How can you engage this young generation? We’ll provide detailed insights about this group along with some practical tips for student marketing.
Defining your specific target group
The target group may seem obvious—students. But it’s essential to narrow it down further. The more precisely you define your target audience, the more effective your campaign will be and the stronger your connection with them. For instance, do you want to target first-year students, bachelor’s, master’s, or a specific field of study? And consider these questions:
- What are their interests?
- Which places do they frequent?
- Which online channels do they use?
- Are there specific traits or frustrations you could address with your campaign?
The best way to gather this information is by interviewing a few students. Based on that, create a profile or a buyer persona.
Generation z
Today’s student population consists primarily of generation z—those born between 1996 and 2010. Are you aiming to appeal to different generations? If so, take a look at our blog on the topic. Gen z has grown up with smartphones, social media, and a constant flow of information. Here are some characteristics of gen z that you can keep in mind for student marketing:
- They are accustomed to online content, fast communication through social media, and direct access to information.
- They are highly visual, using platforms like TikTok and Snapchat where videos and images dominate.
- They appreciate brands that are authentic and socially engaged.
- They value brands that actively engage their customers, like interactive campaigns with giveaways and contests.
Would you like to learn more about the different generations, from Baby Boomers to Gen Z, and how to reach them? Check out our blog for more insights!
The power of promotional items
While gen z is heavily focused on online content, you can also achieve a lot with offline methods. On and around campus, students use a variety of products like notebooks, pens, backpacks, wireless chargers, and water bottles. If your brand is on one of these items, it subtly but powerfully builds brand recognition, making promotional items a valuable tool for student marketing. Previous research from IGO Promo revealed some interesting facts:
- 85% of students remember a brand after receiving a promotional product.
- 89% of students own a promotional pen.
- Practical promotional items are kept for an average of 13 months.
- 7 out of 10 students own and use branded clothing.
Combining online & offline marketing
Promotional items don’t have to be separate from your online campaign. In fact, it’s wise to combine online and offline marketing. For example, you could hand out items with a flyer linking to an online campaign on TikTok, Snapchat, or Instagram. Run a contest where students can enter by liking, sharing a photo, or tagging a friend. Or set up a campaign page and direct students there with a flyer containing a specific URL. This way, you can measure the impact of the offline campaign.
On-campus activations
Knowing where students spend their time is key. One place they’re consistently present is on campus, making it a great place to connect with them. Consider these options:
- A booth at events, fairs, or open days
- Pop-up stands on campus to hand out promotional material
- Sponsoring a student association or sports team
Top 5 IGO products for students
If you want to reach students and capture their attention, it’s essential to offer products that are not only practical but also fit their lifestyle and needs. IGO offers a great selection of items ideal for this group. Here are the top five to consider:
- Notebooks: Notebooks are essential for every student. By giving them trendy designs or inspiring quotes, they become even more appealing. Notebooks provide students with a place to collect their ideas and notes, making them more productive.
- Promotional pens: Pens are small but impactful marketing tools. Choose bright colors or unique shapes to catch students’ attention. They’re perfect for jotting down notes or signing important documents.
- Reusable bottles: Sustainability is increasingly important to students. By offering reusable bottles, you tap into their desire to be eco-friendly. These bottles are useful for classes or sports and encourage a healthy hydration habit.
- Power banks: Students are constantly on the go and dependent on their devices. A power bank is an essential gadget that helps them stay connected no matter where they are, showing that you understand their busy lives.
- Tech gadgets: Technology is a big part of student life. With handy gadgets like a bluetooth speaker, students can enjoy their favorite content anywhere, whether studying, relaxing, or socializing. These products contribute to an enjoyable and interactive experience, making them especially appealing to this audience.
By offering these top products from IGO Promo, you effectively connect with students, providing items that enhance their daily lives. These products are not only useful but also a great way to bring your brand to the attention of a young, dynamic audience.