Stay Ahead of the Curve: 3 Emerging Trends in Face-to-Face Activations You Can

4 pillars of marketing to students

Student Marketing, a niche boutique market in its own right, understood fully by few and overlooked by many. Brands that spend time to understand how important students are, how they can become lifelong customers and how they have the ability to drive advocacy, experience the advantages of this incredibly lucrative segment.

But why is this segment so lucrative and why is it so critical for brands to dedicate energy and investment into it? It comes down to the simple foundations of this segment of youth marketing; The 4 Pillars of Marketing to Students.

Pillar 1 – Early Adopters by Nature

Firstly student are in nature, generally Early Adopters; the power behind this statement is delivered by them experiencing a milestone in their life, that being a true and real taste of independence.

Stay Ahead of the Curve: 3 Emerging Trends in Face-to-Face Activations You Can't Afford to Miss
For many students the first moments at University allows or even forces them to make their own choices, they decide what they think, what they do and more importantly for brands, what they buy and who they invest their time with. They are now, for the most part, outside the protection and constraints of their parents or guardians. With this new found independence, they try the new, they experiment and open their horizons to what the world has to offer. They are also seeking and gaining emotional securities with brands that will build their own identity as they journey through University life and beyond. This really is a key milestone in an individual’s life where old brand alliances formed during their childhood can and do change.

At BAM we conduct national freshers fair exit polls. One of our key insights that on face value may seem hard to believe, is that close to a ¼ of students attending Freshers Fairs were not familiar with some of the big brand names such as Domino’s, Gregg and Virgin Media. Of these students, over half stated they would go on to purchase from these brands as a result of learning of and interacting with these brands during the Freshers events.

This stat may seem far fetched but let’s not forget that students arrive to Universities from across the country and the world and so many are experiencing a new way of life.Students may not have had access to these brands due to parental/guardian guidance, geographical location, or their countries culture.

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Think of these new students like Paddington Bears, arriving to a new way of life for the first time, having to make there own choices, right down to the brand of marmalade for their sandwiches.

Pillar 2 – Instant Community Environment

All students live in a Community Environment which forms the second Pillar. All Universities form a campus based community for its students, some more so than others, but in general they all provide this.

So why is this beneficial to brands? A community environment allows for brand activations to spread like wildfire. Being in a community of like minded individuals all going through a similar journey at the same time, simply allows for early adoption and uptake to happen more rapidly.

Over the years we have witnessed the power of this pillar in the UK with several brands;

RedBull – their well established student brand ambassador program, which has been running since the late 90’s.
Dominos – consistently dominate the student pizza market
FaceBook – which started in Harvard University in the US back in 2005
Tinder – launched a college advertising program at the start of 2012 and built their brand with 80% of their audience being 18 to 24 year olds

To gain serious advantage in this environment and under these conditions brands must get their brand message and timing right.

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Pillar 3 – Access to Expendable Cash

The Third Pillar is their Access to Expendable Cash. There are many sources out there that show just how big the spending power is of students in the UK market. All sources roughly deliver the same figures, give or take a few 100 million. Overall it is perceived that students inject approximately 23 billion into the economy each year. The bulk of this is spent on accommodation, however they spend approximately 3.5 billion on food, 2 billion on socialising and another 2 billion on nonessential items (clothing alone accounting for 1 billion of this figure).

So if we link this back to the early adoptive nature of students, it’s no coincidence that reports like this from the Independent are being published:

Every year, this segment has an influx of 600,000 new students arriving each year from all corners of the UK and globe, embarking on a key life changing milestone period in their lives, where they seek out the new and find their own personal independence and identity, all of which they do whilst having access to cash, expendable cash. If you are not marketing to students currently, what are you waiting for?

Pillar 4 – Brand Loyalty is Hard Wired

The final Pillar is Brand Loyalty. After the first 3 months of University life, students start to settle down into their new surroundings. The choices and decisions they made during their first few months have started to take form and take hold which resonate with their new identity, their independence.

We see year on year brand loyalty forming during the Freshers period and remaining throughout their lifetime. The start of University life is one of those rare cross road points in life where a potential customer resets their brand allegiances, form new stronger allegiances which they find difficult to reset thereafter.

Marketing to students, is definitely not just about the here and now, it’s about creating life long brand advocates and customers. If you yourself went to University, think back to the brands you connected with when you started, how long did you stay with them? More interestingly are you still with them today?

Whether considering investment into the student market for the first time or reinvesting into this market, brands should understand that this market is a must for any brand in particular those where youth is a key demographic. It is quite simply the most lucrative, easily accessible and most viable segment of the youth market for any brand to focus their marketing towards.

Here at BAM, we advise and support our clients to maximise on these 4 pillars of marketing to students. We know students and we understand how best to position a brand to this audience. If you would like to know more about this market, please get in touch.

BAM Agency Millennials gather around a table at the restaurant, surrounded by fast food delights like fries, burgers, and drinks. Several hands clutch smartphones, capturing moments of connection in a modern social scene. BAM Agency

How to attract millennial’s to your restaurant

You gotta get ‘em while they’re young!

Millennials are loyal, social and they like to talk, which means they can also be your best brand ambassadors! Consider the divisive forces of brands – are you team Zizzi or Prezzo. Millennials are looking for support in their lifestyle, therefore, brands who interact with millennial customers to help define a certain lifestyle create stronger followings.

Here are several ways to attract the millennial’s:

An inventive menu
This doesn’t mean put unheard-of-combinations of ingredients on the menu. The key is to more interesting vocabulary in how you describe the food. So instead of a ‘chicken breasts with cheese chutney and spinach in a roll’ describe it as ‘Succulent chicken breasts joined by crispy skin melting cheddar cheese, smoky red pepper chutney and baby spinach in a bolo do caco – a soft, sweet roll. Deliciously messy!’

Social media
This may seem pretty obvious but it’s one of the quickest ways to ensure millennials are promoting your restaurant on social media channels. Promote your own social media profiles by putting them on your menu and dotted around as reminders. Also don’t forget about those creative hashtags!

Lights. Camera. Food!
Eating it and staring at it. Which is exactly what millennials prefer, to eat and then stare at food online. Food photography is single-handedly changing the restaurant industry. According to research carried out by Zizzi, 18-29 year-olds spend an impressive 5 whole days a year browsing food images on Instagram and a staggering 30% would avoid restaurants if their Instagram presence was weak (Hosie, 2017).

Attend Freshers’ Fairs
Nando’s have acknowledged the importance of attending fresher fairs to increase engagement amongst the millennials consumers, which they have NAILED! The campaign was very simple, yet very effective. The individual had to spin the mighty wheel to claim a PERI-PERI reward. They utilised social media alongside it by explaining how it worked and announcing that there were tonnes of prizes to be given away to entice more millennials to attend.

Millennials will challenge, expect more, and desire a better idea for how to live: Ignoring them may well lead to the demise of your brand. This generation is just realising their purchasing power; as another decade passes, the brands they have built relationships with today will be the ones they are loyal to tomorrow.

If you need help or advice on how to communicate your brand message to students, please get in touch today!

Written by: Lois Gower, Media Partnership Account Coordinator, BAM Agency Ltd

BAM Agency A group of students leans casually against a wall, each engrossed in their smartphone. Dressed in colorful tops and jeans, their faces are hidden as the focus is on how they interact with technology, offering a glimpse into understanding students today. BAM Agency

Do you fully understand students?

Students are an ever evolving segment of youth, they are more career orientated, they have more interest in life experiences such as travel, they are more savvy and are more interested in what is happening in our world than ever before. Students however, will always be students and there are certain segments we can divide them into to better position ourselves as marketeers.

One particular category we have spent a significant amount of time researching is students attitude towards University and life in general – the “Last Minuters” and the “Overachievers”. We currently believe there to be circa 15% in the Overachievers segment and 30% in the Last Minuters segment. The remainder of the student population will be somewhere between these two ends of the spectrum.

But what do we mean when we say Overachievers and Last Minuters?

Overachievers can be described as those students who have a keen desire to achieve, to be the best they can be and who are willing to go above and beyond to ensure they achieve the very best results throughout their time at University, in everything that they do. The doers, the triers, the proactive kind.

Last Minuters as you may have guessed are much the opposite. These students are renowned for leaving everything to the last minute, failing to prepare, most likely to be that friend who is always late. These students live on the edge, scraping through University and life by the skin of their teeth.

So now we have identified these two segments, how do you market to them to hit their key motivators to buy?

Overachievers

The Overachiever’s motivators to buy usually comes from their own personal drive but can also come from pressure from parents/guardians or other family members to succeed. They want to impress, they want to be the best.

These students will be attracted to a product or service that promises to make them better. Whether this is a pair of the very best trainers that will make them win that race or a learning resource that will show them exactly how to ace that dissertation, if you can convince these students that they “need” your product to help them become the best they can be, you will hit their motivators to buy.

Don’t forget your timing, timing is very important. Bare in mind the nature of Overachievers, they fact that they are likely to be trying to get ahead of the game, looking for a product or service way in advance of when they actually need it so that they are prepared to succeed. With this in mind spend some time understanding the key times of the year when students of this segment are most likely to purchase your product, planning your campaign dates in advance of these key times.

Last Minuters

Classic Last Minuter

With the clue in the title, Last Minuters are going to want things quickly and with ease. These students are attracted to products or services that promise to get them out of that tight spot they have gotten themselves into, they are looking for their hero! Whether this is ordering takeaway because they forgot to shop again, or completely forgot to get a thoughtful gift for a friends birthday, if you can be the saving grace for these students in their hour of need, you will hit their motivators to buy.

It will come as no surprise that marketing to the Last Minuters well in advance of when they need your service or product will fall on deaf ears. You need to clearly identify when they will be in that tricky situation and come to their rescue.

At BAM we spend a lot of time working with our clients to find out exactly who their audience is so that we understand them and best position our clients to market to them. For most brands their audience will be made up of a mixture of both Overachievers and Last Minuters so you must create your strategy in line with their varying motivations to buy.

Some brands however you may find that they are more attractive to Overachievers than Last Minuters or vice versa. If this is the case they must strongly focus on their attributes and motivators to buy when developing their marketing strategy.

Brands mustn’t forget that message and tone is of utmost important. This was shown in a recent presentation from Tim Bodenham at the YMS17, asking the question “are all students the same?”. From our intense research we have found that brands need to engage with students, not talk at them. Their message must be aimed towards them personally, in a language that they not only understand, but gain a connection with and find comfort and trust in.

To find out more about your brand’s student audience, about the segmentation of students or the routes to market, get in touch!

BAM Agency Panoramic view of a cityscape at dusk in the heart of Kazakhstan, featuring tall, illuminated skyscrapers on the left and a brightly lit cluster of buildings on the right against a twilight sky. Streets and city lights spread across the horizon. BAM Agency

An Englishman in Kazakhstan

I still have to pinch myself that over the last 12 months we have been working hand in hand with Burger King in Kazakhstan. When we were first contacted by them we weren’t sure if the inquiry was a prank as we knew nothing about the country however we do know students and that was what Burger King needed support with.

One year on and we will shortly be heading back to Kazakhstan for the third time in the last year having supported Burger King with their expansion plans. I will be heading there for a week to review how our first year partnership has gone and to agree our strategy for 2017/18. It seemed like an opportune time to take stock of my experience working with our friends 4,500 miles away.

I could tell you about how we conducted research; focus groups and scoped out a 12 month marketing strategy, how we have helped them develop their brand proposition and tone of voice for students, how we have helped create a student mini-site, built a gamified app and launched what we believe to be the first student Brand Ambassador programme in Kazakhstan. Check out my video blog –

But that’s just BAM’s bread and butter right?

So I thought it would be far more interesting to share my experience working across time zones, across language barriers and in a country which I admit to knowing nothing about before being approached by Burger King a year ago. So here is my own run down of the top things I’ve learnt about working in Kazakhstan:

Kazakhstan is home to 18 million people.

Kazakhstan is big! Very big! In fact it’s the world’s biggest landlocked country. Similar to the US they take internal flights like we hail a taxi!

Kazakhstan is a former Soviet state which gained independence in 1991 following the dissolution of the Soviet Union.

It’s around and 8hr flight from the UK. KLM is better than Aeroflot and the flight has a change in Amsterdam which is officially home to the best Airport bar going.

It’s around an 8hr flight from the UK. KLM is better than Aeroflot because the flight has a change in Amsterdam which is officially home to the best Airport bar going.

Russian is the main language but everyone speaks good English… meaning we have only had to learn a handful of Russian words during our work there – Spasibo ?

In the winter it is freezing! On our visits during December and January it was deep snow everywhere and -13 degrees. Brrrrrr

Kazakhstan are hoping to host the winter olympics within the next 10 years which will really put the country on the map. Based on our trip up in the mountains it’s definitely got the required slopes and snow combo going on!

Good news is when we are there in late June we will be melting as the weather shifts to a sweltering 33 degrees. Ah, I’m melting!

On our first visit we were taken for a traditional meal consisting of – Mutton Soup, various Horse related platters, Goat, and sour dairy products such as Kurt made from mares Milk!

If the team at Burger King are anything to go by, they work really hard. The office is always busy from morning until late in the evening. They are passionate about what they are doing, keen to learn and very ambitious. All things we love here at BAM!

Kazakhstan folk are so welcoming and hospitable and very ambassadorial for their country. Wherever we went outside of working time locals were keen to chat and tell us about the wonderful things we should do and see.

Almaty is the biggest city in Kazakhstan with 1.8million residents. It was the capital city until 1997. The name Almaty means ‘Father of Apples’ and locally is referred to as Apple Town with many claiming it is the home of the first apple. Hmm fruity!

The Capital city is Astana. It is a modern planned city like Brasilia housing the central seat of Government. It represents the new ambitious forward thinking plans the country has and has many new futuristic buildings.

There are around 660,000 university students studying at 188 different Universities. Students there have the same hopes, dreams , aspirations and reassuringly behave in pretty much the same way to how we see UK students. They want to work hard in Uni and spend time with their friends and family.

Students are super enthusiastic and are really excited to see new brands. If we hadn’t mentioned it before (ah hem) BAM recently launched the first Student Brand Ambassador programme….just look at those lovely students. Gotta love them.

BAM Agency Inside the Burnley Wilko store, a large red Wilko sign adorns the left side. A white table showcases a bowl of colorful wrapped candies, papers, and a sign, while shelves brimming with various products stand ready in the background. BAM Agency

BAM Agency People are gathered around a table with a white tablecloth, attentively listening to someone engaging with them. A large red sign displaying wilko stands prominently in the foreground and background, capturing attention like university awareness efforts aimed at todays youth. BAM Agency

BAM Agency A large crowd of people sits on the grass at an outdoor event, featuring inflatable structures in the background. Trees and a few buildings dot the scene. Logos for BAM and Portsmouth Students Union add to the vibrant atmosphere, ensuring a lively community spirit. BAM Agency

BAM secure University of Portsmouth Students’ Union media rights

A landmark partnership has been agreed between one of the UK’s most innovative student media owners and the largest student marketing agency.

The University of Portsmouth Students’ Union and student marketing experts BAM have signed a partnership agreement giving BAM sole rights to deliver media sales that connect both local and national businesses with the 26,000 University students in Portsmouth.

The University of Portsmouth Students’ Union is a registered charity with a fundraising trading arm with an annual turnover of £500,000 per year through various social enterprises.

Tom Worman, Managing Director of the charity’s trading company, has said “We’re at a pivotal time for our business as we broaden our portfolio and this partnership agreement will afford us the flexibility and security to progress our wider ambitions.”

“We’ve worked with BAM for many years and they are the nation’s student marketing experts, we believe that combining their expertise with our expanding media portfolio will create a truly powerful partnership.”

The deal further boosts BAM’s media partnership portfolio, which also includes the University of Southampton Students’ Union, and doubles the agency’s youth market reach in the region.

A spokesperson at BAM said “We have been working with Portsmouth SU for over 12 months to formalise this partnership after many years of working together on one off campaigns. UPSU are an extremely professional organisation who have great ambition to become the most innovative Student Union in the UK. Their media opportunities are extremely strong and fit perfectly with the ever growing client base we have. I am looking forward to working closely with Portsmouth and helping them with their internal growth in the coming years”.

The arrangement is initially for a 1 year trial of the model however both parties are expecting that a longer term agreement will emerge at the end of the trial to strengthen the partnership.

BAM Agency A cracked wall featuring the European Union flag on the left and the United Kingdom flag on the right vividly symbolizes Brexits effects, underscoring the divide. BAM Agency

Marketing to millennial’s: Post Brexit effects

How is Brexit affecting the university market?

The vote to leave the European Union has had a huge effect on the UK university sector. Not only will it have an impact on the attitudes of international students and choosing to study abroad in the UK, but university fees have risen to a massive £9,250 a year, along with the cost of living, and could cost a typical undergraduate on a three year course £73,000 to go to university. With the staggering rise of fees and the associated costs of going to university, coupled with the government drive to promote apprentice schemes as another entry point into the working world, this could soon encourage young adults to consider alternative routes to employment. This is a serious situation for universities who need a big focus on marketing to show prospective students that it is worth it to go to university.

How to market post Brexit

Universities need to show prospectives that students are getting more than just a degree when they go to university; they need to promote the university experience and show that they will lead to promising job prospects. Targeting international students should also be a focus, as universities have been seeing enquiries from prospective international students saying they felt that the UK wasn’t going to be as welcoming for them. Because of this it is important to keep international students in the loop and feeling included. Telling real stories of students is a good place to start, people relate to human stories, and it’s a great way to get across the university experience while putting some of the concerns to rest.

Another consideration to take note of is keeping abreast of new developments and trends. Especially when your main target audience are millennials and Generation Z. They are constantly trying out the newest gadgets, social media sites and apps, so it’s important to focus on innovative campaigns that will capture attention.

Another important area of focus post Brexit is employability. It’s extremely important for students to know that they will have that hireable factor after they complete their studies. Not only should this be a marketing focus, but also universities should take note on the courses they are offering and ensure that some real world job experience comes as part of the course. Getting this experience is integral to helping secure a job post-study.

Uni of Sheffield #WeAreInternational

A great example of a tailored marketing campaign in these tough times for universities is the #WeAreInternational campaign from the University of Sheffield. To emphasise diversity and inclusivity in the UK they created a series of videos and images to demonstrate the benefits of studying and working in the UK. The campaign has been supported by over 100 organisations in the UK and not only promotes the message but is also lobbying to help remove international students from its net migration figures.

Another part of the campaign includes ‘micro content’ using emerging influencers who are advocates for the university on channels such as Instagram and Snapchat. They have created a big focus on Snapchat and having a fresh stream of student stories to keep prospective and current students engaged. In an interview with Marketing Week, Head of Digital at the university said, “Our Snapchat engagement levels are through the roof, you’re talking 80-90% in terms of open rates and completion rate within our stories.”

So the key takeaways here are to promote employability, inclusiveness and to stay on top of new developments in the industry, especially now post Brexit where the UK’s position is unstable. But keep it light hearted!

Brand communities and millennials

Brand communities have been around pretty much ever since the internet existed, and with the world we live in becoming increasingly globalised, with constantly blurring boundaries, we should surely be more connected than ever? However only a few companies have successfully facilitated a brand community. Millennials are tech-savvy individuals, who live and breath our new digitalised world. Millennials connect with friends, influencers and new social channels more effectively than any other generations, so it’s no surprise that they’re associating themselves with a variety of brands and networks. As a result of this, millenials are prone to connecting with communities rather than the brand itself, so why should brands invest time and budgets into a brand community?

1) Brand communities can be used as business strategies

A brand can identify and consistently communicate values that connect consumers with the brand. Brand community also allows managers to monitor consumers in reality, and even provide feedback. Brand communities are usually ran by the consumer for the consumer, so it can allow brands a real insight to their world. This further reduces marketing costs and authenticates brand meanings. Fresher’s students are a brand’s primary target, as they’re just settling into university and creating their identity. Brands can therefore help students feel as part of a community and create a sense of belonging.

2) Brand communities increase loyalty

Brand communities have been found to increase loyalty amongst consumers. Furthermore research has found that brand communities can also increase purchase intent and repeat purchase of additional products. Ultimately this can turn some consumers into brand ambassadors of the product, which is perfect for spreading positive word of mouth recommendations around campus!

3) Stay relevant

Brand communities allow you to monitor your target audience, and can enable you to build a consumer profile. This will help brands stay updated with their marketing efforts, and also help brands stay relevant to their consumer. Nothing is worse than a brand trying to fit into a crowd where they’re not wanted (cringe!).

Now that all sounds very simple on paper, but what brand has successfully achieved a brand community? Starbucks has created one of the most successful brand communities to date, with millennials rushing to be part of the clique. Starbucks evolved their community with their campaign; My Starbucks Idea. They used a suggestion box concept, by inviting exclusive brand members to come up with new product ideas. In the first year it generated over 70,000 ideas from the campaign! Who knows, the new Unicorn Frappuccino may have come from this campaign!

Brand communities have a variety of benefits, and they’re great for connecting with your consumers. When students start university, they’re creating a whole new identity on their new journey. Students are more receptive to marketing messages, as they’re in a highly stressful environment, at such a critical time in their lives. Ultimately, if brands can connect with students and turn them into advocates of the brand community, they’ve become part of their journey throughout university and have ultimately gained a lifelong customer.

Written by: Emily Mullis, Media Partnership Account Sales Executive, BAM Agency Ltd

Influencer & micro influencer marketing

What is it and who are influencers?

Influencer marketing is a way of targeting a specific audience by working with the people that they love and admire. It’s much like having a celebrity spokesperson but on a smaller and more targeted scale that helps brands to reach and engage niche audiences. The rise (and rise) of the Internet and Social Media has created this ‘online celebrity’. These Internet celebrities are known in modern marketing as influencers and they usually fall under the term blogger, vlogger or social media star. Many of these influencers started up their blogs or channels with the aim of giving honest advice or diarising their lives, but quickly brands picked up on how engaged their audiences were and soon got involved, offering sponsorship and free products in return for promotion to their audiences. And that is how we’ve got to where we are today, with influencers creating partnerships with brands, releasing their own product lines and slowly becoming mainstream celebrities.

There is a subset of influencers who you may call micro-influencers who have much smaller audience bases but they are highly-engaged. The university and student market is a perfect incubator for these influencers and they can work with brands but on a much smaller scale. Brands are increasingly taking advantage of these small up and coming student influencers, as it helps to increase the brand awareness with the product being promoted across many different bloggers channels. It also helps to create long-term relationships with people who are only going to get more influential over time – so forming partnerships with emerging millennial and generation z influencers can offer a greater return on investment in the long-term.

Why it works

Influencer marketing works because it plays to the human desire to form relationships with others (those they admire, in particular) and it also allows brands to target specific audiences who will be interested in their product and/or service.

You know how much you hate Internet adverts? Well this is the clever way that influencer marketing works; it tricks you into thinking you’re not being sold to, as it makes the advertising part of the content. So rather than a pre-roll advert on YouTube selling you the latest toothbrush with turbo power, you’ll instead find yourself watching an influencer talking about their daily routine, including their turbo powered toothbrush in that routine.

It’s like getting a recommendation from a friend, and influencers’ followers trust in what they say and promote. It’s similar to word of mouth but a modern, brand-manipulated, online word of mouth. Influencers spread the word on their blogs/vlogs and social media channels which can often mean there is the chance to be seen by thousands or sometimes millions. If you consider the chance of social media likes and shares, the content can go even further, even delivering solid ROI, including boosting sales – ideal if you are an online retailer!

How to use it

The most important thing in influencer marketing is the initial research. You need to find influencers who are the right fit for your brand, for example, it doesn’t make sense for a travel blogger to be sharing a post about their favourite tomato ketchup. Gather a list of your top influencers that you want to be involved with your marketing campaign and begin to approach them via email. Now this sounds simple enough, but with us and bespoke influencer marketing agencies out there, it’s clear that this can be very time consuming and tricky. Not just finding the right influencers, but also liaising with them to finalise what they can do for your brand that matches your objectives while keeping in theme with their personal brand and channel approach.

When researching influencers, we take into consideration their presence and whether this is genuine – for example, there are tools out there that will help you identify whether influencers have a large proportion of fake followers. In addition, common sense can go a long way. If an influencer has 20k followers, but only gets 50 likes per image on Instagram, there’s a good chance they have paid for followers, so your content isn’t going to go as far as it would seem.

Another tip when approaching influencers is to offer them the creative choice for the content they make; they know their fans and followers best so it makes sense for them to decide how to present the brand to their audience. You will then need to discuss costs with your chosen influencers and write up a contract to secure the content you will be getting from them. Also if you plan to use any of their content in online advertising or beyond the particular campaign, make sure this is agreed beforehand and is written in the contract as extra costs may be involved.

Then simply sit back and relax as they create and share the content about your brand, don’t forget to share from your brands own channels and if you have permissions, reuse the content on your own channels to support advertising or wider campaigns.