Our previous blog post talked about targeting Freshman it, well let’s face; the beginning of a new school year might as well be Freshman year all over again.  Seniors need new pens, backpacks, and sheets too you know?  Back to school does not mean you can only target freshman; if done right you can have an effect on all ages. This blog post is a little guide to help you make a strong impact in the college market field.

We are quickly approaching the new school year and all of you know what that means; over $30 billion worth of back-to-school essentials to be bought! With over 21 million students returning back to the hubs of knowledge, this is a feeding frenzy for marketers.  Of course the back-to-school mindset is pivotal for college marketing, but it is also essential for marketers to connect with their audience year round in order to develop brand relationships and spending habits that could last a lifetime.

We know that this can be tough for marketers, especially considering that the target audience is somewhat elusive so here are three new-school rules to help!

1)      Create a 360-degree connection

Millenials are the masters of modern day technology and the Kings and Queens of social media.  There is no other generation as apt to use social media as one of their main information portals.  With so many of these different platforms out there it can sometimes be difficult to break through as a marketer.

The answer to this problem in to diversify! It is pivotal to engage with students not just online, but in person with hands-on product samples and demos.  The experiential aspect of this type of marketing is extremely successful, because unlike all online advertising there is a personal connection involved and then the word of mouth spreads.  Once this is emotional connection is established, online marketing can take the wheel to inflate further interests.

2)      Be Authentic –Fast

Now-a-days there are advertisements everywhere we go and we quickly can tell when we are being pitched or when they are offering something of value.  Students are more prone to take a second and listen to what you or your ad has to say if it is relayed in a straightforward manner. We don’t like beating around the bush. It is essential to make it about your audience; relevance to their lifestyles and engagement are both vital aspects. Students can sense if a 40-something year old ad guy is trying to reflect their voice and lifestyle. This won’t work; to add relevance and authenticity ask some students to help create your own student voice. This will prove to be a lot more effective.

3)      Listen. Ask Questions. Adapt

Social Media is not just a broadcast medium, as a marketer it is your listening channel and guide to your audience’s minds.  Learn from your target market and follow what they are interested, who they are interested in, and how they follow through.  Don’t make assumptions though; pay close attention to market feedback.  If necessary change your angel and make it relevant.  The world is always adapting and as a marketer it is your job to be leading the band wagon.