youth marketing strategy 2011
DESCRIPTION
Reach Students organised Youth Marketing Strategy 2011, a conference held at the University of London in June.These slides are from James Eder of studentbeans.comThey outline unique features of the UK student audience compared to the general youth audience.TRANSCRIPT
James Eder
Commercial Director
STUDENTS ARE FOR
LIFE NOT JUST FOR
FRESHERSWHY AND HOW STUDENTS ARE IMPORTANT
DEAL OR NO DEAL?
SOME FUN FACTS…
The Student Sex Survey 2011: The results Exam Stress Survey 2011: The results
WHY STUDENTS?
HOW STUDENTS ARE DIFFERENT
TO THE REST OF THE YOUTH
MARKET?
• Disposable time and income
• Strong influencers
• Tomorrow’s big earners
• Making independent
decisions for the first time
• On the hunt for good deals
HOW CAN COMPANIES SUCCESSFULLY ENGAGE WITH A STUDENT AUDIENCE?
UNDERSTAND THEIR PURCHASE DECISIONS
• Students making free,
independent choices for the first
time
• For ‘big-ticket’ items (e.g.
mobile phones) students rely on
reviews, past experience of that
brand, friends’ recommendations
• Students often switch between
brands if they can get a better
deal
DEAL OR NO DEAL?
• 94% of students expect
companies to provide
special offers for students
• 86% of students look
at online vouchers
• 57% of student look
at emails from voucher / offer
websites to get information
about deals and products
DEAL OR NO DEAL?
WHAT DO BRANDS DO WRONG?
52% of students say that most emails they receive from brands
or companies are irrelevant to them
Too many messages
Trying to be too matey
Not enough incentives
KNOW AND UNDERSTAND WHAT IS ONA STUDENT’S AGENDA
USE PLATFORMS THAT STUDENTS REALLY USE
THANKYOU!James Eder
Commercial Director
t: 0870 3831 599