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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.

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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.

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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.

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Festival Blog

Scotland’s 6 Best Millennial Bloggers & Vloggers

Home to the likes of J.K Rowling, Irvine Welsh and Robert Louis Stevenson, Scotland is a pioneer in the wizardry of the wordsmith and the landscape of global literature.

And since the digital age has brought with it the Kindle, iBooks and heaps of online access to poetry and short story archives, it’s time to turn to the writers governing the tummies, shoe collections and minds of the nation’s young folk.

So whether you’re keen on recipes and nutritional advice or ways to style your beard, we give you Scotland’s six of our favourite (and in our opinion best) millennial bloggers and vloggers.

Scottish Food Blogger

Girl Versus Food

 

Offering detailed and relatable reviews, tasty recipes and commentary on Scotland’s food and drink scene, Girl Versus Food encapsulates the nation’s love for a good munch, passionately exploring eateries and events from the perspective of a self-proclaimed former fussy eater. A great read if you’re unsure about forking out a chunk of your SAAS to visit a new local restaurant and want some trusted opinions.

Lifestyle Blogger

Little Blog of Horrors  

Having been featured widely across the press since the blog’s birth seven years ago, Little Blog of Horrors is an endearing and inspiring celebration of fashion, beauty and lifestyle in Scotland, with must-try DIY’s, travel features, fashion advice and make-up and tattoo tips, peppered with anecdotes and a heavy dose of banter.

 Scottish Makeup Influencer

Jamie Genevieve 

As a full time Social Media Influencer, with nearly half a million subscribers on YouTube and over 800 thousand followers on Instagram, Jamie is a leading beauty icon around the world, focussing on make-up tutorials and skin care advice with a Scottish twang.

Scottish Music Blog

Rave Child

Founded by Iain Dawson, Rave Child dissects the nation’s music scene to uncover raw talent beneath the mainstream surface, with live reviews and gig recommendations. The ideal read for discovering fresh talent and keeping up with the unique and eclectic corners of Scotland’s soundscapes.

 Men’s Fashion and Lifestyle YouTuber

Man for Himself

 

Since fashion blogs for men aren’t as prevalent as those run by female fashionistas, Man for Himself is a refreshing take on male fashion, showcasing advice on grooming and style, from accessories footwear and fragrances to outfits and even underwear. Robin James, the voice behind the blog, offers YouTube videos with discussions on fashion and grooming as well as exploring issues in the millennial zeitgeist.

Scottish Fashion PR & Lifestyle Blogger

Foreveryours Betty 

With vibrant tangerine branding and even brighter hair, Foreveryours Betty covers city guides, fashion and beauty tips and even valuable advice on women in business. Her down-to-earth, can-do attitude is both inspiring and humbling.

Do you have a fave millennial blogger? Let us know on Facebook and Twitter. Or if you’re keen to meet other like-minded folks keen on digital reads, grab a ticket to this year’s Freshers’ Festival.