Categories
Student and Millennial Marketing Strategies

Creative Ways For Fashion Brands to Market To Students in 2020

Limited budget, questionable outfits during 9am lectures and an unlimited thirst for comfy hoodies – it seems that striking the right balance between fashion and accessibility when marketing to students can seem like an impossible task.

So what exactly are the perks of marketing to students for fashion brands and how will doing so increase your sales?

Though staying a la mode may not seem like a top priority for students, research from Topman shows that students believe that being in style is an essential component of navigating their studies, with 75% saying they changed their fashion style upon starting university, and 41% believing that dressing right and keep up with student fashion trends is a must.

Emma Galpin, digital marketing manager at Topman, said: “The misconception about students is that they blow all their student loan on partying, when in fact they prioritise fashion over bar crawls and believe that looking the part is just as important at university as making their grades.

And if there are an estimated 5 million students in the UK according to UCAS, with 535,200 freshers as of 2016  and an average spend of £30 billion – that’s a pretty massive demographic who are dying to get their hands on the latest pair of Topshop boots.

And if you’re wondering – how the heck do I market my fashion brand to appeal to style-conscious students?

That’s where we come in.

With more than a decade of student marketing experience under our belt, including collaborations with the UK’s biggest fashion and retail brands, such as NIKE, Hollister, Clinique, IOLLA, House of Fraser and Benefit Cosmetics, we know our stuff when it comes to student fashion and spending habits.

From making the most of online audiences to fostering relationships with student press, there are a myriad of ways to increase fashion brand appeal to the student market.

Increase Conversion Rates Through Re-targeted Facebook and Instagram Ads

When it comes to students and online shopping, it’s a match made in heaven.

According to Voxburner, around 28% of young people (aged 16-24) buy the majority of their clothes online and via apps, with students claiming that online shopping is an easier option than shopping in person. I mean, who has time to traipse through town when you’re swamped with essay deadlines?

Student discounts like those from the UNiDAYs app which boasts more than 4.3 million users, as well as online discounts from massive fashion and retail brands like ASOS, offering 10% off to students, and Amazon, offering a FREE Amazon Prime membership for students for the first 6 months, prove that there’s demand from students when it comes to online shopping.

So how do you determine a fashion marketing strategy to appeal to digital student shoppers?

Through re-targeted Facebook ads.

Not convinced?

Statistics show that of all 18-24 year olds in the UK, there are 3.8 million female users and 3.9 million male users – not too shabby an amount of potential customers if you ask me.

That means that if students are online browsing, and haven’t yet committed to purchasing any products (maybe they’re waiting for their student loan to gift them some dolla) – they’ll be re-directed back to the website through Facebook, increasing the likelihood of them completing an order.

So how does it work?

It’s pretty simple. You can re-target visitors back to your website by creating custom audiences with Facebook and targeting lookalike audiences to expand your reach. If they still aren’t convinced – you can target the ads with a slight discount to encourage them to click, a great way of giving students an excuse to shell out on a new backpack or party dress. Check out this handy piece on how to track shopping cart abandonment through re-targeted Facebook ads.

Run Fashion Shows/Events In Student Venues

Face-to-face interaction and event marketing with your target audience will create memorable experiences and show them that you genuinely care about their custom – leading to an increase in brand loyalty and what every business person is looking for – sales.

How do we know?

After ten years of running the biggest and best Freshers’ Festival in the UK, we know the value of experiential and F2F marketing. Here are our reasons why event marketing is a smart choice for winning student and millennial customers.

Putting on fashion shows in student unions with discounted tickets, raffles and competitions is therefore a fab way of directly reaching out to your market and providing a positive experience of your brand as well as increasing brand awareness.

According to Forbes, 60% of millennials said they are loyal to a brand especially if they have built a relationship with them through positive experiences. Research also states that customers who recognise a brand are less likely to pay attention to other brands who they aren’t familiar with. the NSPCC also states that students consider social activity a priority, meaning events are a sure fire way of increasing fashion sales to students.

And since most students are on social media, you can easily run a hashtag for an event to increase your  following and customer base online. It’s a win-win.

Create Style Guides Tailored To Students

Since most students enter university fresh out of high school – many feel like their fashion sense may not be their greatest strength – which is why student fashion style guides are so popular, created by national newspapers like the Telegraph and the Guardian as well as independent publications like The Skinny.

But how do we know that style guides work?

Two-thirds of UK students spend their free time shopping according to the Independent  and so style guides influence student purchasing decisions, by proving that a brand tailors their products to their fashion interests. Research from the Freshers Marketing Report reveals that 87% of 18-24s want brands to entertain, inform and inspire them.

It could be a style guide on casual but of the moment fashion for everyday student living, or a budget friendly guide on outfits fit for nights on the town. Either way, tailoring content via digital or print is a fantastic way of attracting new and existing customers and giving them incentives to shop with you over another brand who doesn’t take the time to consider the student demographic.

Collaborate With Student Websites & Influencers

The Independent conducted research on the top 10 student pass-times, which included reading blogs.

Taking advantage of student reading habits through student magazines or by collaborating with Influencers and bloggers will increase exposure of your brand to students and allow you to easily access your target demographic directly and likely, at a much lower fee than with more well known press.

Need more convincing?

There are heaps of other perks of advertising through student lead media.

Reaching out to student bloggers and social media influences to run campaigns will also allow your brand to stay up to date with what students are looking for from a fashion perspective but also utilize a fresh audience that you might not otherwise have access to. Giving bloggers the chance to run competitions with your items will give them better online visibility as well legitimizing your products for a student audience. Here are the many benefits of working with social media influencers.

Interested in other ways of marketing to student and millennial audiences? Check out our Playbook or get involved with the UK’s largest freshers events.

 

Categories
Student and Millennial Marketing Strategies

Social Media Marketing For Millennials

With Generation Z an increasingly popular buzzword, people are forgetting about social media marketing to millenials. As part of the digital generation, millennials engage the most with brands through online and social media activity.

So unless you’ve been living under a rock, you’ll recognize the impact of social media in our day-to-day lives, and how it influences our perspectives and experiences.

But how do we utilize the value of social media marketing for our business?

It’s simple, really.

You have to create an effective strategy and understand the social media habits of the millennial demographic.

With the right strategy in place, social media marketing for millennials will build an audience, create a trustworthy brand and lead to the generation of more sales.

The Freshers Marketing Report by The Beans Group showed that 33% of students say they spend more than 20 hours a week online while at university, while Hubspot claims that 84% of millennials do not trust traditional advertising.

Elite Daily also discovered that 62% of millennials say that if a brand engages with them on social networks they are more likely to become a loyal customer, and 58% of millennials expect brands to publish content online, wanting to see that content rank authenticity before making a purchase.

And since the profit power of student and millennial audiences is astronomical, with 2.27 million students studying at UK Higher Education Institutes and a further 2.7 million studying in further education, with a combined total of £30 BILLION per year spending power (UCAS) – there’s big bucks to be made from using social media to reach millennial audiences.

Check out our handy infographic explaining the power and statistics of student spending.

Sharing over a decade of experience marketing to millennials successfully (having attracted 10,409 Millennials (aged 17-24) to our live event in Glasgow last year, with aim this year being to dominate London) we’ve calculated the do’s and don’ts of social media marketing for millennials. You’re welcome!

 

Do Make the Most of Snapchat & Instagram Stories

Though Facebook and Twitter are still popular platforms for millennials, and should definitely be used to engage with those audiences, it’s Snapchat and Instagram that are favoured by this young demographic.

New statistics by the Pew Research Centre find that 68% of millennials are on Facebook, while only 45% are on Twitter. In comparison, a massive 78% of 18-24 year olds are on Snapchat and 71% are on Instagram.

There are heaps of opportunities for marketers on these platforms, from placing video ads within live stories to taking advantage of Snapchat’s Discover platform, where media companies have their own channels.

You can also go for sponsored geofilters, which allow brands to target users based on location, giving them branded filters to put over their images. For example, last year Taco Bell’s Cinco De Mayo filter found huge success on Snapchat, being viewed more than 224 million times. Its filter transformed the face of the user into a taco covered in sauce, and this campaign became the most effective in the app’s history.

Instagram also makes the most of the appeal of visual content online, and Instagram stories have the advantage of short, concise snippets of content that you can create on-the-go, and since it expires after 24 hours, it doesn’t need to be ‘perfect’, and in fact, the more candid and authentic the content is the more likely it’ll receive millennial engagement.

 

Don’t Forget To Find Ways to Collaborate

Millennials value personalization and sincere, authentic experiences with brands. We are living in the age of authenticity – and what’s the best way to deliver candid content? By collaborating directly with your target demographic.

According to HubSpot, 42% of millennial consumers state that they want to help companies develop future products and services, coinciding with the experience economy driven by young people and the idea that millennials value experiences over things.

Creating user generated content will provide an authentic, personalised dimension to your brand that benefits both you and your followers.

Personalization matters, something that Tom McGee in Forbes summarizes, “Millennials want a customer-centric experience in which they feel wanted and valued”.

Reach out to your audience and offer them products or services for a free trial period in exchange for their stories, opinions or photos to use on social media. The fact that millennials are open to this type of collaboration will increase your sales and brand engagement since 88% of consumers trust online reviews as much as personal recommendations.

 

Do Focus on Quality Over Quantity

Since we know already that millennials prefer experiences over ‘stuff’, it probably won’t come as a surprise to hear that this demographic are more interested in high-quality content over being bombarded with a massive quantity of posts that’ll just get lost or ignored in the feed.

According to Harvard Business Review, when it comes to online marketing, 74% of millennials get frustrated by overly frequent marketing communications, and prefer fewer communications that are more relevant.

In fact, the same review shows that 70% of millennials are happy with brands tracking their consumer behaviour, going hand-in-hand with the idea that less frequent, tailored content will be more effective in brand engagement and the potential of sales and conversions.

 

Do Create Effective Video Content

Though digital and text-based stories that showcase your brand personality and culture, such as blogs, are crucial to a robust content marketing strategy, high quality, effective video content will also reel in millennial customers and grow your brand awareness and sales.

But where’s the evidence?

Well, millennials are more interested in choosing online video content than they are watching TV, since according to Cisco, 80% of all consumer internet traffic by 2020 will be from online videos, making video a sure-fire way of getting your brand noticed for the right reasons. Video content that provokes an emotional reaction will form a connection between you and your demographic. Adweek revealed that comedic video ads resulted in a 50% increase in brand familiarity.

PLUS, millennials with businesses who market to their peers, according to in-depth research by Magisto, prioritize video content as a means of reaching their demographic, with 85% using video in their marketing strategy 45% dedicated more than one quarter of their budget to it.

 

Find out more about our London and Glasgow Freshers Festival events and our philosophy of student and Millennial event marketing here.

Categories
Festival Blog

What Students Expect from Brands at Exhibitions.

After 13 years of running the Freshers Festival across the UK, we have listened to thousands of 16-25 year olds give their opinion on what they expect to see from brands at live events. Most Universities and Colleges run fresher’s fairs with free pizza and plenty of pens but is it enough? Here are 3 quick tips on how to make your stand more engaging for students, from students.

1. Make Your Message Relevant

Hundreds of companies large and local exhibit at welcome weeks across the country however not everyone understands the audience they are speaking to. It isn’t enough just to assume that a student is going to stop by your stand because you are a well-known brand. Even if you are a national name, you have to think what it is you can do to get students to look up from their smartphones and engage with you.

Think about what you can say out loud that will stop a student in their tracks and encourage them to spend time talking to you. Of course, this message should be on brand but think about why they would be interested in what you are offering.

“There are so many companies at these events that it is hard to visit all the stands. Most of the time, unless their brand or stand is out there, I will probably walk past. Especially if it is a company I think that I already know.”

Photo from Freshers Festival London – Fika

2. “There’s So Much Room for Activities”

Now that you have managed to get the student to stop and talk to you, why not engage them with an activity? From the Domino’s spinwheel to the Deliveroo static bikes we have seen a lot of amazing experiences for students to interact with, so it is important to think outside the box and go big.

There are some things that you will always see at welcome weeks and freshers’ fairs like pens, pizza, totes and tumblers so MIX IT UP.  Make your activity or giveaway relevant to your company and what you do. For example, if you are a tech company why not hand out portable chargers or phone stands with your branding on?

“I’m not going to lie, most of the time if I attend events with loads of freebies, most of them end up in the bin when I get back. If it isn’t useful or cool, I stick it in a drawer and throw it away when cleaning my room out at the end of the year.”

Photo from Freshers Festival Glasgow – Deliveroo

3.Think Picture Perfect

There is a very large chance that students will be on their phones whilst walking around the event so why not take advantage of it? Encourage them to take a picture of your stand or to join a selfie competition and share it on their social media sites with a specific hashtag.

Make sure your stand is #ready. If you are a cosmetics brand, why not have live festival make up sessions complete with a photobooth? Or, if you are a drinks brand, why not turn your stand into a beach bar or VIP area?

Amazon is a great place to source last minute props on a budget, they are cheaper than party shops and have a huge selection of items.

“The best thing about meeting brands at events is seeing all the exciting things they have on offer. Taking part in online competitions is easy and I love growing my follower base by using event hashtags and seeing who else is taking part.”

Photo from Freshers Festival London – YADA Events

Categories
Festival Blog Student and Millennial Marketing Strategies Uncategorized

Freshers Festival’s Top 5 moments to look forward to at YMS19 LDN.

There are less than 2 weeks to go until the world’s largest youth marketing festival returns to The Old Truman Brewery! This April, the Freshers Festival team will be exhibiting in Zone T5 at stand 96. In honour of our stand position in T5 we bring you our Top 5 moments to look forward to at YMS19 LDN.

  1. Voxburner’s Youth Trends Report 2019

Voxburner will be launching their biggest annual research piece, the Youth Trends Report which is a 40-page guide to the emerging trends that are impacting the lives of young people today. It features the results of their survey which asked 1500 16-24 year olds from the UK a number of questions, plus the insights of a selection of expert and youth contributors from the Voxburner community.

Some of the questions you can expect to be answered are:

  • What are the top 10 brands 16-24s are most passionate about in 2019?
  • How can marketers inspire young people to become brand advocates?
  • Are Generation Z really more sensible than previous generations?

Every attendee will receive a complimentary copy of the Youth Trends Report on arrival at YMS, so make sure you register today!

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  1. Popping Your ‘Festival Cherry’ – Festivals Through the Eyes of Gen Z

YMS19 LDN promises to be the place where attendees can discover the latest trends, youth perspectives and brand case studies. Their agenda is jam-packed with inspiring speakers and experts. One particular talk that we are looking forward to is by Ricky Oscroft from Global – The Media and Entertainment Group where he discusses how brands can use the festival space to have a dialogue with Gen Z about what they chose to feature on their social feed and in their conversations; what essentially – matters.

Nearly 50% of 16-24 year olds have attended a live music event in the last 12 months – many engaging with brands across festival sites and venues. Brands, led by Marketing Directors with an average age of 42. Ricky asks, in an age where Generation Z is significantly different now than any other youth tribe before them, do we really know what’s going on in the heads of today’s young people?

If this floats your boat, catch Ricky on stage at YMS19 LDN on Tuesday 16th April from 4:15pm.

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  1. How to Attract, Engage and Retain Students with Marketing Automation

We have a passion for all things related to Higher Education here at the Freshers Festival Group and not just because we host the UK’s largest student events. We have also been working closely with the Expede Group to launch YADA Campus, a self-service management and social collaboration platform that is designed to engage students, empower teachers and assist universities.

When we saw that Ireneusz Klimczak from GetResponse will be discussing how adding marketing automation to the mix can help Universities meet their marketing department’s goals we knew that we had to add it to the diary.

Catch Ireneusz on Tuesday 16th from 12.40pm at The Higher Education Marketing Stream hosted by SMRS.

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  1. YMS Networking Drinks

We love a good party and opportunity to let our hair down – luckily YMS19 LDN are on hand to help! There will be a networking event hosted at the fabulous Juju’s Bar & Stage opposite the Truman Brewery on Tuesday 16th from 6-8pm. This will allow the delegates to mingle and chat about what they are looking forward to most on the next day’s agenda.

If you are looking for an afterparty on the 17th, Juju’s will be hosting their Brazilian Nights with cocktail deals, live music, dancing and more!

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  1. Edible Bubbles at the Freshers Festival Stand

Join us for fun, games at competitions at our stand in Zone T5! We will be revealing our Secret Garden Tour that will be taking us across the UK this September and demonstrating our vending machines that will be appearing in Campuses from London to Glasgow.

We will also be fully equipped with our edible bubble guns, so POP by to stand 96 for a little bit of fun!

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If you are attending YMS19 LDN and would like to book a meeting with us to find out more, then please do not hesitate to get in touch with Graeme Barratt at [email protected]. You can also find out more about the Freshers Festival at www.freshersfestival.com.

Categories
Student and Millennial Marketing Strategies

How student ambassador programmes can boost your brand

Who are student ambassadors?

Student ambassadors are current students who link universities with the wider community. Using their local knowledge, bubbly personalities and connections, student ambassadors are often a friendly face around campus who help students ease into university life.

As 84% of us are more likely to trust recommendations from family and friends over traditional advertising, brands who want to access the £20 billion student market could benefit from using the familiar presence of student reps to promote their brand on and off campus.

Student ambassador programmes

If you want to get students on board, a student ambassador programme can give your company the leverage it needs to reach students directly.

Uber took this opportunity in 2014 with their UK student ambassador programme. To get more students using their app, Uber recruited students to plan promotional events, partner with key organisations across campus and liaise with Uber HQ to drive new sign ups. In return, student reps were paid, given Uber credit, VIP access to events and other perks.

Another example is Red Bull, who also launched their own student marketeer programme where recruits were tasked with delivering tailor-made sales and marketing strategies to attract students in their local area.

Student ambassador programmes can revamp your brand while allowing you to access a wider student customer base. For students, it gives them the chance to boost their CV and earn some money while they’re at it.  

If your company can’t afford to pay students, but still wish to use ambassadors to attract a younger audience, then there are plenty of other ways to reward hard working student ambassadors. You can offer ambassadors perks such as CV reviews, company discounts at selected brands, vouchers, job interview training and anything else you can think of which could add value to their time spent with you.

So if you’re thinking of new ways to attract the student market, consider the benefits of working with the people who know students the best — other students.

If your brand is looking for ways to engage with students in 2020 be sure to check out our extensive guide to student marketing.

Photo from Raptor London
Categories
Student and Millennial Marketing Strategies

6 tips to boost ticket sales at your next event

Use referral marketing

Have you ever tried out a new restaurant, film or beauty product because a family or friend tried it, liked it and recommended it? That’s because 84% of us are more likely to trust recommendations from people we know.

Word of mouth marketing, or referral marketing remains a powerful marketing tool for many event organisers. Eventbrite’s 2018 Pulse Report noted that event organisers still count word-of-mouth as the third most effective way to promote events, after free social media and email.

You can make referrals work for your event by incentivising people to tell their friends and family about your event. An example is Web Summit, an annual tech conference who sold out all 25,000 of their Women in Tech tickets this year. All customers had to do was refer at least two friends using a unique link in order to get two for one tickets for the conference.

If your event has a sponsor, you could negotiate with them to offer freebies, discounts or vouchers for sponsored goods as a reward to customers for referring people. There are several different ways to incentivise referrals, so get creative and explore the different options!


Influencer Opinions

Influencer’s aren’t just great for brands, but for event organisers too. Partnering with influencers whose followers are your target audience is another way to boost ticket sales for your event.

For instance, if you’re selling tickets for a food festival, a good idea is partner with a popular food blogger or vlogger and get them to spread the word about the event to their followers via their channels. Your influencer could then offer their viewers discounted tickets using a promo code.


Media Publications

Online social guides are popular ways to reach thousands of potential attendees. Sections like ‘What’s On’ and weekend event listing tend to generate thousands of impressions from all sorts of viewers and is often an effective way to get your event on the radar.

Certain online event guides like Time Out, Secret London and The Nudge are useful for getting your event in front of a specific audience like young trendy Londoners, while DesignMyNight are great for promoting night time events and so on. There are plenty of online guides out there that can cater to your target audience, so shop around.


Introduce multiple ticket tiers

Sometimes general admission tickets just don’t cut it. Depending on your type of event, you could have general admission, VIP, early bird, student, member, family, multi admission, seating, standing…the list goes on!

A multi-tiered ticket model is especially useful if your event is offering something extra special. If you’ve teamed up with a sponsor for instance to create a special hospitality, a VIP section, after party or experiential product, then you’ll benefit from creating a different ticket with a higher price. Promoting any extra special features of your event will help to get people talking and create a sense of urgency. People will feel like they have to go in order to experience it, and will be more keen to buy special tickets.

 

Utilise your most popular channel, and explore new ones

This is an obvious one, however revisiting your most effective channel for ticket sales  — whether it’s social media, paid advertising, e-newsletters or another option, is key to reaching the right audience and driving those ticket sales.

Think about how you can maximise these channels. For example, posting on social media twice a day instead of once, sending out weekly instead of monthly e-newsletters in the weeks leading up to your event and so on. But be careful not to spam your potential attendees with too much content, as this could lose you some ticket sales!

Don’t be afraid to explore other channels too. Instagram is often underused by many brands, and targeted paid social media is still very effective in converting impressions to sales for event organisers. SEO can also serve as an option for getting the word out about your event, so be sure to optimise it across your existing channels.

 

Team up with sponsors and partners

Event sponsors and partners can be incredibly useful for driving ticket sales, especially of they have a large customer base that you could reach. Your sponsors could agree to co-promote by spreading the word about your event via their channels in exchange for brand promotion across your channels. This is often a win-win situation and is often a more cost effective way to boost ticket sales without paying for expensive ads.

Categories
Student and Millennial Marketing Strategies

Get creative! 10 ways to boost engagement at events

Live events are becoming increasingly interactive. Gone are the days of simply pitching up a stall and handing out flyers or branded products to passerbys. Instead, event organisers are looking for new and unique ways for brands to engage with attendees. Guests are more likely to remember your brand when you offer them an experience or something that adds value to their time. So here are a few creative ways to engage attendees at your next event.

Photo from newsroom.almonds.com

Provide a phone charging station

No one wants their phone to run out of battery while out and about. You can help attendees out by proving a charging station at your booth. A charging station will not only save attendees from having to run out to buy a charger or frantically search for the nearest socket, but it will also increase foot traffic to your booth and guests will stay longer at your station. You can also choose a customisable kiosk charging station to showcase your company branding with logos, hashtags, QR codes or wrap around displays if you’d like.

Sponsor the event goodie bags

Attendees receive loads of freebies at live events, from gadgets to free food, drinks, stationery, marketing materials and more. You can give attendees somewhere to stash all their free swag by sponsoring the goodie bags for the event. Choosing an eco-friendly material for your swag bags like organic cotton or sustainable paper bags is also a great way to align your brand with a socially responsible cause.

 

Photo by ballieballerson.com

Create a games area 

Deep down, we’re all big kids at heart. Everyone loves to get stuck into a good game, so why not provide attendees a space to release their inner child and unwind by creating a play zone. There are tons of great igame ideas to get attendees in the spirit, from giant ball pits to giant Jenga, bottle ring tosses, tug of war and much more. Customise these with your company branding and attendees will remember you as the brand that bought fun and laughter to the event

Create a QR Code scavenger hunt

A scavenger hunt is the perfect way to introduce a fun element into an event while offering attendees a chance to learn more about your brand. For instance, you could get attendees to find answers to specific questions related to your company by scanning QR Codes around the venue that offer clues. The person with the most questions answered correctly could then head back to your booth for a special prize.

Show off your services

Does your company offer beauty treatments? Perhaps you offer craft workshops, mindfulness sessions, or photo printing? Whatever your service is, you can show it off to attendees by inviting them to experience what you offer at the event. Your brand will have a greater lasting impact on attendees if they leave the event with a special service that you offered to to them — whether it’s a free haircut, a newly fixed phone screen or henna tattoo —  the list goes on. You might even make a new customer.

Power the event with WiFi

Oh, WiFi. Life is almost unimaginable without it now. As so many of our modern gadgets (and modern live events) depend on it now, providing good quality WiFi for a live event is invaluable. You’ll essentially be powering the very life of en event, allowing attendees and brands alike to share photos, videos, websites, links and other important pieces of information that keeps a live event running. When users connect to your sponsored WiFi, you can use this as an opportunity to promote your brand with a splash page or an invitation for guests to follow you on social media.

Host a craft area

Leave your attendees with a long lasting reminder of what you do by giving them something to create and take home with them. Attendees are more likely to give you a shout out on social media if they can decorate or create something that will be a talking point among their friends. For instance, if your company sells makeup or perfume, you could invite attendees to create their own customisable makeup palette or fragrance. A great way to boost social media engagement is to encourage attendees to create visually stunning images with what they’ve made and share it while tagging you in. You can offer a special prize to the best photo to really get your attendees involved.

Sponsor a live stream

Of course, not everyone will be able to join the event. You can do them a big favour by providing a live streaming (or live tweeting) service to keep those in the loop who couldn’t make it. You’ll be popular among those who were experiencing FOMO and they definitely appreciate you thinking of them. Do make sure beforehand to make sure that your live streaming service is running smoothly, as you want to leave the best possible impression for those watching.

Give back

If your company supports a charity or good cause, then a live event is the perfect opportunity to connect with attendees over something positive. You can encourage attendees to get involved in a hassle free way by having a drop off centre at your stall where they can donate gifts like books, clothes, toys, toiletries, dry or canned goods or a monetary donation. Add a fun element too by hosting a raffle and donating the proceeds to your chosen charity. Your attendees will feel good about helping a good cause, and it will also boost your charitable status.

Connect everyone with an events app

Attendee engagement is a key goal for any event planner, hence the rising popularity of event apps in recent years. According to a study by Guidebook, 88% of event professionals found event apps to have a positive impact on attendee satisfaction. 86% of attendees also rated an event app among the top 3 enjoyable aspects of an event they attended.

When done right, event apps can be a great addition to any live event. They can provide a main source for interaction and a shared experience among guests. Event apps like YADA that offer a social element for guests to communicate, network and integrate with their social media accounts are great for creating a buzz at any event.

 

Categories
Student and Millennial Marketing Strategies

How Local and Chain Restaurants Can Successfully Market To Students

Millennials, the soon-to-be largest living generation, are on track this year to have more spending power than baby boomers, according to analysts at Bernstein, and are currently forking out £30 billion each year in the UK according to UCAS (that’s roughly £13,000 per student, per academic year).

And if that doesn’t pique your interest enough, Bernstein also revealed that millennials eat the highest share of their meals in restaurants compared to previous generations – which is amazing news for those with businesses in the hospitality industry (avocado toast, anyone?).

Research by finder.com also shows that 44.47% of millennials have a shot every week as part of their going out rituals as well as spending an average of £5.08 on spirits, £4.25 on cocktails and £3.62 on ciders per drinker per week. Get the full lowdown of the power of the market through our infographic.

So since we know that students and millennials are definitely keen to spend their cash eating and drinking out, you may be asking yourself:

How do I attract this massive market to my restaurant? What can make me stand out from the crowd?

After over a decade working with the UK’s top restaurants, both local and chain, including Papa John’s and Yo! Sushi, and welcoming a whopping 10,409 students to our live event in Glasgow last year (with London in the calendar for 2018), we’re experts when it comes to attracting students to your food and drinks business.

Read our tips and tricks below on how to market your local or chain restaurant to students, grow a loyal millennial customer base, and reel in some serious cash.

 

Establish and Nurture A Social Media Presence

According to Forbes, 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer, PLUS research by Zizzi found that 18-35-year-olds spend five whole days a year scrolling through images of delicious nosh on Instagram, with 30 per cent saying they would avoid a restaurant if their Instagram game wasn’t up to scratch. “All my friends check out a restaurant’s Instagram page to see what we want when we go out for a meal,” 23-year-old Londoner Georgie told The Independent.

Social media will therefore hugely influence perceptions of your brand, especially if you are in the food and drink business, with Instagram being the number one platform that students and millennials utilise to determine the validity of a restaurant. And since students and millennials are the most tech-savvy generation, with 87% of millennials using between two and three tech devices at least once on a daily basis, you’d be bonkers not to take advantage of this massive and growing online market.

Looking for some ideas? Check out these 10 examples of awesome restaurant social media marketing by Toast.

 

Integrate Technology Into The Dining Experience

LivePerson found that 65% of millennials and Generation Z interact with each other digitally more than they do in the real world, with UK stats at 74.4%.

Hudson Riehle, senior vice president of the NRA’s Research & Knowledge Group says, “It’s well known that younger consumers are more likely to accept and even request technology options being part of their dining experience”.

Integrating loyalty and rewards programs into apps and other technology options will therefore appeal to millennial audiences, and research by Bernstein also shows that technologies like mobile ordering and delivery apps are playing a key role to make eating more convenient for millennials.

Also, since young people are more health conscious than previous generations, if you offer nutritional information for menu items, consider adding it to smartphone apps and as a optimised page on your website.

 

Reach Out to Local Student Bodies

Academic research suggests that word-of-mouth communication is vital to students and massively influences their purchasing decisions. Interacting online and creating engagement for your business, while absolutely crucial, is more effective when applied hand in hand with some aspects of traditional face-to-face marketing.

Leafleting to local universities and colleges or offering discounts to students that bring their ID’s is a sure fire means of spreading positive messages about your business and increasing both regular footfall and loyal millennial customers.

The evidence? According to Forbes, 60% of millennials said they are loyal to a brand especially if they have built a relationship with them through positive experiences. The experience economy is being lead by students and millennials, so any measures you can take to interact directly, whether that’s by hosting student-friendly events, offering discounts on spaces for student groups to hold their own, or collaborating with students to create new products or services, since Forbes’ research shows that 42% said millennials are interested in helping companies develop future products and services – will definitely pay off.

 

Appeal To Student & Millennial Attitudes

You won’t be able to successfully establish a loyal and growing student customer base if you don’t know how their minds work, what their ethics are and what they think of global and local eating.

Be transparent when it comes to where your food is sourced, its nutritional value and your options for non-alcoholic drinks. According to a trends report by The Snack Hack, students and millennials are becoming more health conscious as well as mindful with their drinking, with a survey from Eventbrite revealing that 42% of millennials say they’re drinking less alcohol than they were three years ago. The experience economy of students and millennials also points the hospitality industry in the direction of value and quality over quantity, especially when it comes to drinking.

The vegan food industry was valued at £3.5 billion last year and there’s been heaps of demand for alternative products like nut milk yogurt, proving that perceptions of the food industry are changing. New stats from Kantar Worldwide show that 16-24-year-olds are spending +111% more on halloumi than the average person and +110% on Mexican food, as well as +105% more on dips like hummus, guac and salsa.

Bearing this in mind, you can tailor your menus and offerings to attract student and millennial audiences, including health lunch promos, craft drinks and mocktails.

Find out more about our London and Glasgow Freshers Festival events and our philosophy of student and Millennial event marketing here.

 

 

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Student and Millennial Marketing Strategies

Top 5 Student Marketing Tips For Clubs & Bars

Keen to understand the student and millennial market and how it can help further the growth of your nightclub or bar business?

You’ve come to the right place.

Take advantage of a massive and growing millennial market (one of the largest generations in history) by delving into the minds of students and their nightlife habits and converting their interests into a hefty profit.

The Power of Student Spending

So how do students spend their money when out in pubs and clubs?

Research by finder.com shows that 44.47% of millennials have a shot every week as part of their going out rituals as well as spending an average of £5.08 on spirits, £4.25 on cocktails and £3.62 on ciders per drinker per week. Check out our handy infographic explaining the power and statistics of student spending.

And since there is a whopping 2.27 million students are studying at Higher Education Institutes in the UK with a further 2.7 million studying in further education, you don’t need to be a mathematician to realise that those numbers are capable of producing a pretty gargantuan chunk of change.

BUT, you won’t appeal to students and millennials unless you’re privy to the right marketing techniques for your club, bar or business.

That’s where we come in.

Check out our student marketing guide for clubs and bars below, to help you navigate the competitive realms of student nightlife, and succeed with this loyal yet elusive demographic.

 

Provide Experiences Through F2F & Event Marketing

Having attracted 10,409 millennials (aged 17-24) to our last Freshers Festival and garnered over a decade’s knowledge of experiential marketing with some of the best clubs and pubs in the UK including Revolution Bars and Academy Music Group, we understand how face-to face (F2F) and event marketing will engage, grow and retain student markets for your business.

Not convinced? The experience economy has reared its head in recent years and studies, including those conducted by financial experts The Motley Fool, show that millennials prefer experiences over ownership as well as staying in over going out.

That means when they do go out they’re looking for something out of the ordinary, like themed nights with themed drinks (according to Mintel, 49% of millennials say trying out new drinks is the number one reason to go out as opposed to staying in) or screenings and pub quizzes that revolve around much-loved movies and TV shows (finder.com claims that 70.8% of millennials are subscribed to streaming service, and a study by Taylor Nelson Sofres, a consumer research agency, found that, on average, millennials stream 2.7 hours of TV shows a day).

This personal, one-to-one experiential marketing provides positive connections between brands and their customers. Murphy, CMO of MC2 says, “face-to-face engagement creates a personal connection and builds trust between a company and its target audience.”

 

Never Under Estimate The Value of Promos

According to research commissioned by Pro Plus, millennials spend an average of £27.14 a week going out, which although at first glance doesn’t seem much, last year’s surveys by Deloitte confirmed that “spending in the UK leisure sector, including eating and drinking out, was driven by millennials aged 18-34”. That means competitive pricing is massively important when attracting student and millennial markets to your club or bar.

And since we’ve established that experiences and new drinks appeal to this demographic, though it may seem like a no-brainer, offering drinks or food promos is a fool proof marketing technique, especially if you are offering drinks exclusive to your club or bar, and your offers vary week to week.

 

Offer A Personal Service 

Customization and personal marketing have proven to be favoured by millennials – which isn’t surprising considering most contemporary consumables can be personalised to individual tastes and interests, whether selecting add-ons or toppings through the click of a screen from a local take outs, or streaming preferred music on Spotify or Youtube at home or in an Uber.

Last year’s report by youth marketing tracker Ypulse says, “the days of one-size-fits-all are numbered and customization is being taken to the next level”, as well as the fact that three-quarters of consumers ages 13 to 34 are interested in purchasing products tailored to their tastes.

Depending on the nature of your bar or club, the opportunities for personalised marketing for students is endless, from apps that let customers pick the music on the sound system to create-your-own cocktails or customised discount cards for regulars.

 

Engage Through Digital Platforms

Not so social media savvy? Make sure you have someone in your business who is.

Finder.com’s surveys found that 77.4% of millennials are actively on their phone after dark and research by Pro Plus discovered that almost a quarter of millennials (22 per cent) said selfie-taking was a key component of a night out. Nightlife marketing expert Mark Borkowski says, “social capital is bragging about your experiences and putting them on Instagram or Facebook and the local nightclub is struggling to cut it”.

Elite Daily also discovered that 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer

So whether you advertise a hashtag for an event night, run online competitions or use social channels as a marketing tool, engaging with student and millennial markets through social channels, apps and other forms of digital media as well as developing the visual identity of your bar or club to appeal to Instagrammers will immediately spark the interest of this demographic, increase your footfall and attract new customers.

 

Get The Opinion Of Your Demographic  

Not sure whether your new bar snacks, band showcase or branding appeals to students and millennials? The only way to find out if they do is to ask them.

Setting aside a budget for market research will help you understand your audience and what experiences matter most to them. Getting the opinion of your demographic is crucial to building your brand identity and messages and what you offer to your consumer.

If you’re a bigger business with the budget to spend on market research – great – but remember to offer the right incentives for students and millennials for taking part. That could be vouchers, prizes or cold hard cash. If you’re a smaller business, you don’t need to fork out thousands for good market research, even conducted polls on social media will help you determine what your audience does and does not like, and that doesn’t cost a penny.

Find out more about our London and Glasgow Freshers Festival events and our philosophy of student and Millennial event marketing here.

Categories
Student and Millennial Marketing Strategies

Event, Print & Digital: A Guide To Student and Millennial Marketing

Eager to make the grade when it comes to student and millennial marketing but not sure how? You’re in luck. 

Believe it or not, there are a whopping five million students in the UK (UCAS) – that’s a pretty big demographic. And since Forbes and Elite Daily found that 42% of millennials are interested in helping companies develop future products and services, you’d be mad not to take advantage of the growing student market.

Last year we attracted 10,409 students to our live event in Glasgow. And if we can tap into the student market and garner thousands of customers and brand followers – so can you.

In 2015 alone, students spent an estimated £30 billion in the UK, that’s roughly £13,000 per student per academic year.

Richard Jenkings, Senior Consultant at Experian Marketing Services says, “student spending power has increased considerably in recent years and is set to increase a further seven billion pounds by 2020”.

PLUS, according to new research commissioned by the Higher Education Policy Institute, international students in the UK contribute £23 billion to the economy. Check out our handy infographic explaining the power and statistics of student spending.

I mean the market’s practically a gold mine.

And although creating marketing campaigns that resonate with such a large student audience may seem tricky, we have a few tips and tricks up our sleeves to help your business score a slice of millennial pie.

 

1: Create Memories Through Student and Millennial Event Marketing

 After a decade of sharpening our millennial marketing tools, we’re experts when it comes to event marketing for students. Why? Because we know the value of experiential marketing.

 But what is experiential marketing and how can it secure a student customer base?

Experiential marketing forges a bond between student and brand by providing positive, memorable experiences – experiences that can be crafted through awesome events.

It’s all in the psychology.

Why Event Marketing Is A Smart Choice For Winning Student and Millennial Customers

You don’t need to specialise in Freudian theory to understand the power of emotions, and events are the best way to determine an instant, emotional response to your brand.

But what the heck do emotions have to do with your business?

According to Forbes, 60% of millennials said they are loyal to a brand especially if they have built a relationship with them through positive experiences.

Emotions will therefore influence not only instant and future purchasing decisions but also brand awareness and loyalty, crafting a long-lasting relationship with a consumer base that has the possibility of producing a hefty profit.

So how do we create a successful student event?

  • Collaborate with student ambassadors to spread the word among peers
  • Use student social media influences
  • Consider your pricing and tailor to student budgets
  • Use face-to-face marketing (F2F)

Each of these steps will ensure an authentic student experience, while making the most of both digital and physical interactions. Learn more about why event marketing is a smart choice for winning student and millennial customers or download our Playbook to make the most of F2F and event marketing.

 

2: Reaching Students and Millennials Through Innovate Print Media

Student demographics of 16-25 experience and prefer most brand marketing through the digital sphere. Elite Daily states that 87% of millennials use between two and three tech devices at least once on a daily basis. Print media may therefore seem like a doomed cause.

But fret not; though traditional media is not always the go-to marketing medium for millennial audiences, a recent study by Tech Times says that millennials and print media are making a comeback with 92% of school students saying they prefer reading paper books over E-Books.

Plus there are advantages of innovating the interaction and engagement of print media for digitally oriented student markets who respond to just that.

Don’t believe us?

David Arabrov, CEO and Founder of Elite Daily says millennials “develop strong brand loyalty when presented with quality products and actively engaged by brands”.

Interactive print ads could transform traditional media that is otherwise lagging behind its digital peers.

A couple of examples would be this Nivea ad that won the Mobile Grand Prix at Cannes in 2014 and this Kontor Records advert. Both create a fusion between print and digital that will feel appealing and accessible to digital savvy student audiences.

Another way of marrying print with digital is through QR codes and NFC technology, catering to smart phones and the interactivity of print media.

Personalised print media – which is often lacking in this traditional medium, is also a sure-fire way to get your brand noticed. Personalised emails are ten a penny, but personalised print implies exclusivity built on time and care, triggering an emotional response and positive brand experience that we know millennials favour.

QR Code - Event, Print & Digital: A Guide To Student and Millennial Marketing

 

3: Harness The Digital Sphere – Engaging Millennials and Students Online

According to a recent Freshers Marketing Report by The Beans Group, 33% of students say they spend more than 20 hours a week online while at university and Elite Daily discovered that 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer, making technology an undeniably essential cog in the marketing machine.

Digital - Event, Print & Digital: A Guide To Student and Millennial Marketing

Here are a few reasons why digital marketing is a vital tool in reaching student audiences:

  • It’s a time and money efficient means of targeting specific student demographics, allowing access to a wider pool of potential customers through social media. In their post “10 New Findings About the Millennial Consumer” Business Insider discusses the benefits of social media marketing.
  • Websites offer real-time editing and publishing; web design is cheaper than print and websites provide the possibility of creative, interactive brand engagement. 
  • Data analytics also allow you to refine your target audience and therefore tailor your marketing methods to the interests of your student audience. You can quickly see which landing pages they respond to. What content they are most interested in. Where they find your site and most importantly the products they are buying. 
  • Young people are more likely to trust a brand if it has an online presence, since most of their interaction with brand and business is through digital platforms. According to Elite Daily and Millennial Branding 58% of millennials expect brands to publish content online and want to see that content rank authenticity before they make a purchase .

Keen to find out more about how marketing to students will benefit your business?

Learn more about our Glasgow and London Freshers Festival events and our philosophy of student and Millennial event marketing here.