For a long time, advertisers and marketers of various brands have identified college students as their target market. The reason for identifying college students as their preferred target market is that the students are a group of consumers that still has not formed particular unbreakable brand loyalties (Sashittal, Sriramachandramurthy, & Hodis, 2012). Therefore, if a brand can connect with the college students, then it has a chance of continuing to be part of the lives of the students even after they finish school and begin their careers and families. Nevertheless, reaching out to this group requires a particular brand to have a clear and efficient strategy (Miller, 2011).
Brands can put in place appropriate strategies to enable them to connect with college students. One of the strategies is to market the brands using short video clips (Miller, 2011). Since cable television can be expensive, many college students for entertainment prefer sites such as YouTube. Therefore, the marketers of a given brand should take advantage by creating the short videos to attract students. Additionally, the video clips should be on topics that interest students such as how to cram for an exam then tie the video to the product. The other strategy to be used in connecting brands to college students is to consider their budgets. In many circumstances, college students are usually limited on funds to purchase individual items (Lindstrom, 2014). If it can be possible for a given brand to be offered at prices that fit within their limited budgets, then the brand will be most preferred by the students.
The marketers of a brand can also connect with the students by finding student ambassadors within a particular college. Most college students are always out to look for part-time jobs to supplement their limited budgets. The brand managers can hire a number to assist in handing out samples of the brands during the events and the school. The samples would enable the students find out about the brand and subsequently connect with it (Lindstrom, 2014). The full link for the information is https://www.forbes.com/sites/steveolenski/2015/08/10/10-tips-for-marketing-your-startup-to-college-students/#2926eaf728d0.
One of the brands that are popular among the college students is Red Bull. The producers and marketers of the brand designed efficient strategies to ensure that they connect with college students. The brand makes sales of about 4 billion cans in the United States, and most of them are sold to college students (Lindstrom, 2014). One of the strategies used by Red Bull to connect with the students is using student brand ambassadors. The brand has brand ambassadors on about 250 campuses in the United States. The brand ambassadors manage to reach out to the students through hosting and promoting events using social media platforms. An example of an event organized by the college brand ambassadors is the student chariot race at the University of Georgia. Also, Red Bull reaches out to the college students through mobile marketing. Red Bull produces mobile apps and games that are sometimes free (Sashittal, Sriramachandramurthy, & Hodis, 2012).
When the students download the games, they get to learn more about the brand and any offers available. Since most college students use social media, Red Bull also uses the platform as the primary means of reaching out to the students. Apart from Twitter, the brand also uses Facebook, and it has over 8.4 billion friends on Facebook. Connecting with students impacted Red Bull both numerically and financially. Numerically, the college students have enabled Red Bull to command about 70% of the energy drink market in the world. The brand sold about 5.6 billion cans in the United States in 2016 that represented an increase from 4.3 billion the previous year (Miller, 2011). According to the economics magazine, Trend, marketing to students enabled Red Bull to record profits of 501 million euros representing an increase of 35%. The full links for the information are http://usatoday30.usatoday.com/money/advertising/2010-10-03-marketing-to-college-students_n.htm and https://www.thelocal.at/20160917/record-profits-for-red-bull-in-2015.\
Another brand that has utilized the presence of college student is Coca-Cola brand. With the refreshment drinks in the company, the brand has entered the market in the same way Red Bull has. Coca-Cola has utilized social media such as twitter and Facebook in advertisement and promotion. In Facebook, the company has utilized the use of videos. These videos may be entertaining, while the end, there is a message on some of the advantages of using the product. Another way the brands has done its advertisement is through twitter video clips (GIF). Twitter is another widely used social media and Coca-Cola company finds it a good platform to do their advertisement. They make the videos that will attract the eyes of the students, making them ware of the availability of the product.
In 2015, the company used almost $4 billion in advertisement. 25% was meant to have been used in online advertisement mostly in social media. In the same case, it used $2.9 billion in 2010, of which 20% was used for online advertisement. Additionally, 30% was used in door to door, physical school visiting and road show advertisement. With this, they were targeting the students who, in most case, needs refreshment for their long days in school. Also I have seen instances where the company has approached students as their agents (Grant, 2016). They make small tents in colleges, where the students will be selling the drinks to their fellow students.
Dell is another brand that has utilized the student market. As we know, many students do use computer and other computer accessories in their study. Through this, the company has made a tremendous sale in schools and colleges. For instance, dell usually give each student a 2% discount. Additionally, they are offering to sell one PC at a cost $700 and give a free tablets to student at Dell University (Da Costa, 2016). With this, they have tapped so many students to buy their products.
Da Costa, E. (2016). Global e-commerce strategies for small businesses. Mit Press.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Lindstrom, M. (2014). Branding is no Longer Child's Play! Journal of Consumer Marketing, 175-182.
Miller, K. E. (2011). Energy Drinks, Race, and Problem Behaviors Among College Students. Journal of Adolescents Health 43(5), 490-497.
Sashittal, H. C., Sriramachandramurthy, R., & Hodis, M. (2012). Targeting College Students on Facebook? How to Stop Wasting Your Money. Business Horizons, 495-507.