Marketing to College Students

No one wants to be duped by marketers, taken in by promises of great things. Students especially pride themselves on being media savvy.  We are quick to make judgements on what marketing campaigns are cool or not, particularly in a time when when advertisers are trying to capitalize on the ever-changing internet trends.

Student Ambassadors helping move in freshman

So how can marketers target college-age students who don't want to be advertised to? By going the non-traditional route and incorporating students on campus as brand ambassadors. Students are far more likely to take product recommendations from their peers as opposed to older, out of touch executives who they believe have no interest in them aside from their money.

At the University of North Carolina, American Eagle hired students to help freshman move in. As the brand ambassadors carried bags and other things, they handed out coupons, water bottles, and pens, all emblazoned with the AE logo. They wear matching shirts and are generally helpful, nice, and welcoming. This marketing "For students, by students" has lead other companies to try to capitalize on student workers.

Target sponsored a late-night shopping trip at the same university. They bused students to the store, and gave away snacks, and provided the students with an opportunity to purchase those last minute items that you didn't bring. A student won a fridge and a year's supply of Coke. One student, who declared himself loyal to Wal-Mart, was less sure of where his loyalties were after the Target shopping night.

Marketers are eager to tap into the college age group, as they see them as a bridge. With strong connections to home and their family, they are more likely to take what brands they love at college back home. Even more important is the need to establish brand recognition and loyalty that will carry on past the college years.

With their budgets being slashed, colleges are looking for ways to provide the same student activities that they have in the past. Some are seeking sponsors, as with this Target shopping night.

The greatest issue is how colleges control this. UNC officials knew nothing of the American Eagle ambassadors.What do you think of brands advertising on campus, through student ambassadors or sponsored activities? Should colleges allow this sort of thing, or should campuses be kept as ad-free as possible?

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