from home, there are tried-and-tested methods of communi- cating with them. “Things like competitions and student discounts remain popular because they work,” says Lustman.
Getting to know them Understanding the audience you’re targeting is a crucial first step, says Land Securities head of retail marketing Catherine Thomas. “They’re very smart and well-read in terms of media. They’re savvy and generally they want a bargain. Plus, they want to look good.” It’s also worth remembering that not all students are aged between 18 and 24. Alex Butcher, marketing and partner- ships manager at NUS Extra, which works with retailers to provide students with discounts and promotions, says: “Retailers wanting to reach out to the student market must first understand the market they are targeting. Not all students are 18-to-24-year-old undergraduates away from home for the first time.” Once you know who you’re speaking to, getting the timing
right is the next step. If you target students at the right time of year, they’ll be decorating new homes or student accommoda- tion and in the throes of making new friends and socialising. The most effective time of year is freshers’ week, when the academic year begins, which is when purchasing decisions are made and students are flush with new student loan cash. Thomas says: “The time of year is important. But it’s not necessarily about taking as much cash off them as possible – it’s more about playing to students’ needs at critical times.” Lustman agrees, highlighting the importance of building
brand awareness over time. She says: “Make sure you’ve got a clear message in your store windows, reminding students you are always there.” The timing and content of the message is important, and
so is the method of communication. Digital know-how is increasingly crucial, says Catherine Shuttleworth, chief executive at marketing consultancy Savvy. The current cohort of students grew up using the web and are generally active on social networks and keen online shoppers. Clever digital marketing and an unwavering focus on good online communication will work well, and it’s no surprise that Asos and Topshop, which have widespread appeal to students, are very active on sites such as Facebook and Twitter, and in building their own online communities. Shuttleworth says: “Smart digital marketing is a big thing for students, because they are online a lot and will pass things on quickly if they like them.”
Evening shopping events are run across the country to entice local student groups. Cardiff’s St David’s shopping centre has held lock-ins, where students receive discounts, free drinks and entertainment
Whatever medium you work in, it’s crucial to get the
It’s about getting the brand on a customer’s radar so that when she does become our true target market we are there Meg Lustman, Warehouse
tone of your marketing right. While in many ways students are similar to other young shoppers, they often think of themselves as different, says Dr Brian Young, a consumer psychologist at the University of Exeter. Their opinions can be different to other young shoppers and talking to them about what they like will be necessary for many brands. “Getting a reputation as a good brand and maintaining it is vital,” he says. “I think students are quite tribal, although they wouldn’t want to admit it, and they distance themselves from other young people. They see themselves as a special sort of group. Their idea of ‘cool’ is not the same as other younger people – The X Factor would be a no, for instance.” Land Securities appeals to its local student groups with its
evening shopping events, which run all over the country. Cardiff is the biggest so far, achieving £280,000 in sales from 15,000 students in two and a half hours after they were wooed with discounts, free drinks and DJs in stores. Thomas says retailers such as Superdry are brilliant at appealing to the market: “They clearly understand their community and they make it a fun experience. “These focused events clearly demonstrate our proactive
nature in delivering activity that is relevant, creates an impact, delivers footfall and sales and value for money for our retailers.” With the right tone, branding and a careful mix of targeted offers, these events can deliver real results. l
HOW TO TARGET STUDENT SHOPPERS
Speak to your staff Not only will recent graduate recruits be useful sources of information, students often take part-time jobs at retailers during their studies. They will be a useful sounding board for ideas as well as being a potential source of them Focus on your digital marketing Students are avid and natural web users and respond well to clever online messaging. Social networks, your own online community and targeted emails will all help encourage student interest Think long-term Students might not have a great deal of cash to splash – but grab their attention early and make them aware of your brand. Many of their future purchasing decisions will be affected by the brands they’re exposed to at this stage of their lives Make them feel special Events and offers aimed specifically at students work because they make them feel special. This kind of promotion can be useful in maintaining a brand’s reputation, and events could also give you direct access to students and their opinions Participate in centre events The cumulative impact and critical mass of activity in a centre will deliver the maximum results
spring 2012 27
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