BAM are key sponsors of the YMS 17
BAM have joined forces with Voxburner to be part of the 7th annual Youth Marketing Strategy event (YMS). So put the 21st – 22nd March in your diary for the biggest festival of youth marketing in Europe, bringing together over 1,500 top brands, agencies, universities and youth organisations in the industry.
We’ll be sharing a stage with some of the most innovative and inspirational speakers in the youth marketing world including Instagram, Primark, YouTube, Twitter, BBC, McDonalds, Hilton Worldwide, Buzzfeed, John Lewis, Starbucks, Heineken UK, The Body Shop and more! It’s a great opportunity for you to:
- Hear the very latest youth trends, uncovering the cultural, social and digital changes that are revolutionising the future habits of young people
- Learn from leaders in the youth space to get the latest insights and ideas you need to shape and refresh your youth marketing strategy
Join us and be part of this exciting event – there’s dedicated streams on digital marketing, student marketing, higher education marketing and retail, as well as:
- Blockbuster youth marketing campaign case studies including Instagram, Primark, Cancer Research UK and Chiquitos
- Top-class keynotes to inspire you from Colin Gottlieb, CEO of Omnicom Media Group EMEA; Sophie Radcliffe, endurance athlete and Samantha Fay, SVP at Guinness World Records
- Real-time feedback from 16-24s: live youth panels, debates and more
- The latest marketing techniques and ideas that you can take straight back to your desk
- The Youth 100 Awards – recognising the top brands in youth marketing
- First class live entertainment and a street food festival at The Old Truman Brewery on Brick Lane
We are pleased to be able to offer you a special discount giving you 40% off, so don’t miss out – get your tickets now! You just need to use discount code BAM40 when booking.
We hope to see you there! Check out the website for more information: http://ymsldn.voxburner.com/
How students prioritise their money at Uni
University has become a solid right of passage for most young adults in the UK, with the number of undergraduates increasing year on year. However, while it can enrich lives bringing forth a whole host of unforgettable experiences and valuable skills, it also comes with a huge price tag. This can be challenging; as the cost of living rises in the UK, so does the amount students have to spend on their daily outgoings to survive.
The main cost for students, and certainly the biggest, is of course university fees, but these are normally out of the way before a student even starts their course whether paid outright or via their student loan. Rent, according to Natwest’s Annual Student Living Index found that apart from accommodation, groceries were found to be the biggest expense. So with university fees, accommodation and food being a huge and expensive outlay, this leaves little for students to ‘play with’ – this means brands are fighting with each other for the rest of the pot.
It’s no surprise that students’ income mostly comes from their loans, maintenance grants, part-time jobs, and of course the bank of mum and/or dad if they’re lucky. This raises an important question for marketers hoping to target the student audience – what do students spend their money on, and are they going to spend it on what I’m selling?
A recent survey from Save the Student revealed what students spent their money on, which is a great source of information for brands as this gives huge insight into their spending power as well as their priorities/biggest costs. It’s no surprise that the main cost for students is accommodation, with an average of £385 being spent on rent each month.
Students spend on average £124 a month on food, including stocking up on cupboard essentials and going out for meals or ordering takeaways. This figure, while relatively high, could suggest that students aren’t necessarily going out for restaurant meals all that often, which could present an opportunity for restaurants. There are tonnes of deals out there for students to encourage them to have an active social life between all the studying. Daily deals or student discounts are a great way for relevant brands to encourage sales and are extra appealing for cash-strapped students.
The next highest spend on the list is ‘social’, including going out for drinks, nightclub entry and any other social activities such as bowling, cinema etc. This being the third highest spend among students shows that making and maintaining friendships is a strong priority for students during term time. This is useful for marketers to know as any advertising or marketing activity can take these personal priorities into account. Also, any brands wishing to appeal to the students’ social sensibilities can run promotions to tap into this further (e.g. 2 for 1 on drinks with a student card).
Next on the list is travel, presumably students travelling to university and also home for visits with family. Again, this is another important cost on the minds of students which marketers can tap into, whether considering promotions or delivering appropriate messaging and information. Students can often become homesick when moving away from family for the first time, so this is likely why the spend comes so high up in the list, as well as taking the rising costs in petrol and train/bus fares into account.
Household bills (such as internet, gas and electricity) followed by clothes, books, drugs, and ‘other’ are also part of a student’s outgoings. Clothes came in at £34 per month, which suggests that looking good and keeping up with trends is an important focus while at university. We all remember that first dress-down day at school and how important it was for us to look good – this is what students probably go through each day, so it’s not just down to how they look, it’s how they feel and demonstrating their individuality. We don’t know exactly what ‘other’ encapsulates, but it may be things such as music and other entertainment, beauty products and household items as well. Again, showing that social elements are of the most importance to students.
Study & Communication
The final bit of spending is on books – we’re going to assume for university studying – and mobile phone bills, which again leans toward the social aspect of students spending. Students will be using their mobiles not only to keep in touch with friends and family, but also as a study aid, so this is a key spend although not a high one. More often than not, students will already have a contract with a provider in place before heading off to uni, but for those that don’t striking while the iron is hot, i.e. as soon as the new term begins, with deals or switch over offers is a great way to get students on board.
So, what we can gather is that the social aspect of studying and being at university is what takes priority. This suggests that these feelings are what marketers need to focus on when appealing to the student market. Not only that but as students cut back their spending in certain areas to save for others, they will be more susceptible to promotions which target them, especially if you play on their personal priorities.
So are students on your brands agenda this year? If so, be sure to get in touch!
7 tips to help you connect with students
Wow, well it’s safe to say that 2016 has just flown by. Us marketers are looking to 2017 and what this may hold for our upcoming campaigns. Here are our top seven tips to ensure you hit the student market hard this year:
To Assume makes and Ass of U and Me
Never make assumptions about students. Our recent Freshers’ survey showed that many students had not heard of some major brands that were conducting activity before seeing them during September. It was a big surprise, but a reminder that students have a lot of choice about who to give their loyalty to. There are numerous contradictions in the wonderful world of students. For example we speak to many students who will say it’s important to be offered a deal when it comes to some purchases and yet at the next turn are happy to pay premium prices for a brand purchase that they see as important to them. At both ends of the pricing scale brand image is everything.
Blending the online and offline
Digital is a key part of students’ lives, so having a brand presence both online and offline is important, but make sure you have something interesting to say! Just being in front of a student is not enough. We have also seen some more traditional marketing routes really hit the mark recently with many students being positive about a return to being handed something physical to engage with. Students exist online and offline so the key recipe for a successful campaign is making both of these channels work hand in hand and with a coherent brand message.
Students are now bombarded with advertising, much of the time to the point where it does not even register with them. The need to grab attention is as important as it has ever been. The good news is that students actually welcome marketing in every form as long as it offers something valuable to them. Discounts are always a winner; or a cause that helps them feel better about the world, and even direct mail is welcomed by students who have previously told us that it has an impact on their brand decisions.
Leave enough planning time for your campaign. The student space is a great one but can be tricky to navigate.
Whatever your campaign message is or however you are communicating it, students love to play games and love to compete against each other and other student groups, as well as universities. Harnessing the playfulness of students has a major impact on student campaigns.
Often the promotional staff delivering a campaign can be forgotten about. We see clients investing time and money into great concepts only to recruit badly. Having experienced staff to run the campaign effectively is a must. The team you use need to be on brand, feel part of the team and be fully trained and briefed otherwise a great idea will possibly not hit the mark.
We love new ways of reaching students so a little gem that is new on the scene allows brands to advertise for free via on-campus printers. Students download an app which allows them free printing. This has allowed us to place clients as a banner advert at the foot of the document each student prints. Even better than that the student is served an in-app advert while they wait for the document to print. We have seen CTR of 16% on this media since it launched in September.
How video strengthens a marketing campaign
We all know by now that video is an important asset to include in your campaigns. In fact, it’s predicted that video will represent 80% of web traffic by 2019 (Moz). Including video as part of wider marketing campaigns helps to increase the audience reach and engagement in many ways. You can also increase reach further with your videos by optimising and promoting them too. You will often find that a video can help to tie a campaign together; whether it explains a competition, is a promotional video or describes the aim of the campaign, it can help to be a focal point for your audience who want to find out what the campaign is all about.
Choosing your channels
Once your video has been created and you are ready to go, you’re faced with the decision of where to promote your video to get the best reach. Where are you going to find the largest audience? And where are you going to get the best ROI? The first answer to jump into your mind will likely be YouTube, but you’ll find now that Facebook is a strong competitor for native video. Facebook has been prioritising video content on newsfeeds for a while now, meaning that people that like your page are more likely to see video content from you in their feeds than text or image-based content. Also, another selling point for uploading natively on to Facebook is that if you decide to promote your video on the social channel you will see greater results and a wider reach for a smaller budget (when compared to YouTube). Facebook videos get more impressions and more views at a lower cost (Moz). Facebook wants to drive the success of video advertising on the site and as such has made a number of developments to further entice advertisers, such as 360-degree video and Facebook Live.
Increasing view numbers and engagement
Another element to be aware of on Facebook is that adding subtitles to videos has been proven to increase the engagement rate. Facebook users will scroll through their newsfeeds and when videos auto play they don’t play with sound; adding captions is a great way to instantly grab attention and increase video views, as often people will not be in a situation where they can watch the video with sound. Again, as Facebook knows videos with subtitles are so successful, the platform further prioritises these in newsfeeds. It is worth noting that there has been some debate regarding Facebook’s attribution of views, with many brands and advertisers seeing incorrect or inflated data. Also, Facebook counts views at 3 seconds whereas YouTube counts a view at 20 seconds, which can inflate the reach and impressions on Facebook. It is more beneficial to track unique views in this case as this is more valuable – especially if your objective is to raise brand awareness, which is often the case.
Video is also great for SEO
So, while Facebook is the platform to use for a wider reach in terms of greater views and return on investment you don’t want to neglect YouTube, not least
because it is linked to the world’s largest search engine. You’ll instantly increase the reach of your video having it posted on two platforms, but you’ll also increase the chances of it ranking in Google, and ranking higher in YouTube search – which is invaluable if you are looking to engage a younger demographic.
You can improve the Google ranking of your video, which will help to make your video discoverable by more people. You can do this by optimising your videos with keywords, tags, transcriptions, end cards, annotations, and a rich and engaging title. YouTube videos often show up at the top of Google search results, so if your video matches the search term and has gained enough views it may make it into the first page of results! Win!
Cross-promotion is key
There is also the option to upload videos natively to other social channels, such as Twitter and Instagram, which will further increase the organic reach and give more options to explore other paid promotion routes. These channels are working to improve their platform for video results but at the moment it seems to be key sectors that are finding their videos working well on these platforms. Beauty and style videos are finding their footing on Instagram, while Twitter is currently pushing live content and sports videos with a partnership with NFL. Twitter themselves tell us that video on Twitter is viewed 4 times more than other content on the platform (Twitter at SM London Live). Using other channels, like e-newsletters for example, also help to increase viewership and convert engaged fans from your database into new followers on social channels and subscribers on YouTube.
It’s important to review your insights on your videos’ performance across all channels to get a feel for what works for your audience and what doesn’t. This should help you to optimise your videos for future campaigns and therefore reach a larger audience with a more engaging video.