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Being such a creative and innovative brand their campaign needed to reflect their image. After some serious brainstorming we opted for a 7ft Plinko Board for the creative concept which would give students the chance to play to win some amazing prizes.ighted to welcome Paperchase to our growing portfolio. Paperchase is the UK’s number 1 shopping spot for exciting and innovative design-led stationery and they approached BAM looking for support with their Freshers Campaign. Their main objectives were to increase brand awareness within the student market whilst capturing valuable student data that could be used to re market to in the future.
For those who are not familiar with a Plinko Board, it originated on the classic TV game show, The Price is Right way way back in the 80s. The aim of the game is to drop a coin into the board at the top and watch it bounce and bump its way down into one of a number of slots at the bottom. The plinko board provided a platform or excitement and engagement with students, drawing crowds as students watched tentatively to see where their coin would land.
After registering to play through our data collection app, students had to the chance to win an array of prizes from a lucky dip on Paperchase merchandise to a gift card to spend in store. To increase the element of mystery and surprise, if a student’s coin landed in a “win” slot they were handed a scratchcard from our talented promotional staff, which held the details of their prize. Students eagerly scratched away to discover what they had won.
Paperchase attended 7 Freshers Fairs in total covering locations from Newcastle down to London. Paperchase received an amazing response at the Fairs and students were genuinely excited to see them at the event. Reactions like this emphasise the need for brands to connect with students at this pinnacle time of year. With this in mind it comes as no surprise that Paperchase smashed their objective to raise brand awareness whilst collecting thousands of pieces of student data in the process.
After the success of this years campaign and the obvious demand for their brand in the student market, we look forward to continuing to work with this exciting brand into 2019.
Honest Crust Refreshers Youth Marketing campaign
There is a fantastic new brand that BAM are excited to be working with in 2019; Honest Crust, who came to us at the beginning of the year, entrusting BAM to run their first ever on-campus sampling/experiential tour!
As a new Samworth Brothers brand within the food-to-go market, Honest Crust has launched with an exciting partnership with Fareshare, the UK’s biggest charity targeting food waste at the forefront of its messaging.
Offering a wide range of freshly made products covering sandwiches, wraps, paninis and more, Honest Crust resonates with students, meeting their consumer needs by offering ranges that include vegetarian, vegan and gluten free options. In addition 50% of their products are under 400 calories and all sandwich and wrap boxes are fully recyclable with zero plastic. Their brand values are a great match for the demands of this demographic.
Honest Crust had two overarching objectives; To increase brand and product awareness. They aimed to achieve this by generating awareness of where their products can be purchased on campus, through direct product samples and through the collation of 1,500 student emails to obtain valuable feedback on student eating habits.
Our first campaign for Honest Crust saw BAM execute a Refreshers Tour, the ideal primary face to face activity to introduce students to the brand. Distributing a diverse array of samples at thoughtfully selected universities from Bournemouth to Manchester.
A visually impactful stand was created, clearly showcasing the brand and its mission, drawing in crowds of students who were then provided with product samples in exchange for engaging with our on the ground team via our custom built data collection app.
What was even more encouraging than the sheer number of samples distributed was the conversations had with the students. With BAM employees keen to take a hands on approach (literally) to this campaign, it was great to hear the feedback first hand. Students had nothing but positive feedback. They loved the brand’s values, their aims to combat food waste while reducing their ecological footprint and of course they loved the added bonus of being able to try the variety of products that were available during the activation.
With few competitors within the market matching Honest Crust’s efforts to ingrain themselves with the student audience, it is clear that the student appetite for such a brand is huge. With the added advantage of products being available to purchase on campus, it was evident to see awareness of their brand was at an all time high.
After a successful first venture into the market we look forward to continuing to work with Honest Crust throughout the year and growing the brand, after what has been an exciting start to their journey with BAM.
Two awesome brands, two awesome Youth Marketing campaigns, Timex & Branston
At BAM we offer brands the option of full-service youth marketing campaigns from concept creation through to campaign evaluation, and everything in-between.
However some brands already have their concept and creation in hand, they simply want our expertise and connections in the market to secure the very best media to execute their campaign. Timex and Branston are two prime examples of how utilising BAM’s service for just one element of a campaign can help produce amazing results.
Here’s how two very different brands with two very different histories, both made one hell of an impact at Freshers’ 2018.
Timex
The American classic Timex came to BAM seeking our knowledge and expertise to source and secure them the most suitable and effective locations for their Freshers Campaign of 2018.
Tracing its lineage back to 1854 this US staple has segmented its formula for success in the UK over the decades, offering unbeatable value combined with reliability, two offerings that made the brand increasingly appealing to the student market.
Attending multiple Freshers’ Fairs across the UK from Portsmouth to Newcastle, BAM were responsible for the booking and coordination of all stall spaces across fair locations.
In addition to location coordination, BAM Student Marketing provided Timex with supporting media packages for both pre-promotion of events and live promotional media during activity. BAM also provided Timex with the use of our data collection app, a vital tool in obtaining student information and invaluable for continuing the conversations post-event.
For their first student Freshers’ airstream tour, Timex required a relatively large outdoor space at each location, which BAM was able to secure for every city targeted. Our data collection app eliminated the need for wifi outside by working to full capacity offline, providing students with a quick and easy form to complete.
In return for their data, the majority of students won a Timex branded prize, which ranged from pens and mugs to USB sticks and T-shirts. As an added bonus students were even able to purchase watches on the day, with one very lucky student winning a free watch at each event!
Branston
Returning to home soil, the UK’s favourite pickle brand conducted sampling activity Freshers this year and boy did they make an impact!
Brought to BAM through Woof Agency London, the UK’s best-loved sweet pickle and a firm family favourite, Branston Pickle is already a well established British brand, loved by a multitude of generations. However before their Freshers baptism with BAM, they had never targeted the student specific audience before. This was their first real taste of the benefits that can be reaped from connecting with this lucrative student audience.
We know location is key and when it came to Sheffield University Freshers’ Fair, we worked with the Students’ Union to ensure the visual impact would be maximised. With over 1000 full-size samples of sauces including ketchup, salad cream and their infamous Pickle to be tasted, Branston ensured there was something to suit everyone’s taste and that no one left empty handed!
It is truly exciting to work with such iconic brands, and we look forward to building our relationship with these brands as they continue to target the student market.
How to find your niche in a saturated market
It’s 2019 and it seems like every business, product, and idea imaginable already exists. But 50 years ago people thought the same and look how far we’ve come.
We’ll start by saying you don’t have to be 100% different from everything around you in order to succeed. There are thousands of brands around the world offering the same products to the same audience in the same market, all doing so with enormous success.
However, if you do still want to base your business on just what makes you unique, then follow these 5 simple steps!
1 Identify your passions
This may seem like a step backward if you’ve already got a business or idea in mind and have done this, but if your idea was born from a crazy dream or overhearing a passing comment, then take the time to really evaluate the areas of interest that are driving you the most in life. You may find that your original idea aligns perfectly with these, but you may be surprised at how your life passions can lead your business in the opposite direction.
It’s important to remember that business isn’t easy and it’s bound to test you. But if the passion and interest is there, then these tests can quickly become a welcome challenge and you will always have the drive within you to persevere through the rough patches!
2 Find the problems you CAN solve
We all want to run faster, live longer and look younger, but we’re only human. Just like with a business, you can have the most imaginative idea, but if the technology isn’t there yet, then you’re learning to run before you can walk.
At this point, you already know your passions and interests so you can use these as a starting point to condense the problems within these areas that are currently not being solved.
If your passions relate to a particular target market then identify the problems this audience as a whole may be facing. Determine if these are realistically solveable and then move on to step number 3.
3 Identify the competition
Competition is normally thought of as a negative factor, however, this isn’t always the case. The presence of competition, in most cases, is a good thing.
With increased competition comes an increase in profitability. You’ve found a niche that clearly works financially, all you need to do now is dig deeper, analyse your competitors and identify if and where you can stand out from the crowd.
If there isn’t an obvious way you can differentiate your business from those already existing, then identify how you can do what they already do, but do it better.
For example, if your competition is seemingly doing well, but in your opinion is producing low-quality content, then it should be easily achievable to outrank your competition in this area. Aim to provide their audience with more detailed content that they seek and see their spending habits switch from them to you.
4 Put a number to your niche
You may be able to get one-up the competition, but just how financially profitable will this lead actually be? You may be providing a solution, but if the answer to the problem is only relevant to a small section of the market, then expect a small income from it.
Whether you’re planning to sell a product or a service, you always need to know it’s current market value. If a service is the route you’re going down then the ball is in your court. Make your prices competitive, yet attractive, and most importantly make them profitable to you.
If you’re going down the product route then your pricing strategy is relatively predetermined by the market. Product searching websites are a great place to start. Thanks to the continuous growth in technology and the abundance of items available on the world wide web, you can now browse top products in pretty much any category imaginable! When doing this you can check the number of similar products available for purchasing. If there’s a lot you might be on to a winner, if there’s nothing then you may find you’re unable to monetise the niche.
5 Put your money where your mouth is
If you’ve got this far then the final step should come as no surprise, it’s time to test your idea. You’re armed with everything you need to test your niche and the next steps really could be make or break for your business idea.
Start off small. Set up a landing page for pre-sales of the product or service you intend to sell. Drive traffic to this page through paid ads, general Social Media promotions and any other marketing routes you feel are relevant. Once all of this is underway you should be able to roughly gauge the initial demand for your offering, in some cases this could be low, but you may hit the jackpot, showing you just how viable your niche really is!
With so many routes to market, it is important to make sure you target the ones that will be the most fruitful for your business. Our team are experts, so get in touch to find out how we can help you.
The fall of the Instagram Influencer
When you checked your Instagram recently you may have noticed something a little off and in some cases, a lot off.
The eagle-eyed platform users among you may have clocked that some of your favourite Insta bloggers and vloggers have had a sudden drop in following almost overnight and today they are taking to Social Media to seek answers for just what is happening in the influencer world.
Since the mass panic from brands and bloggers alike, Instagram have released a statement on the situation, commenting “We’re aware of an issue that is causing a change in account follower numbers for some people right now. We’re working to resolve this as quickly as possible.”
Although the general consensus coming out of Instagram HQ is that this ‘mass culling’ was unplanned and unpredicted, the conspiracy theorists out there are suggesting otherwise, implying the overnight ‘glitch’ was a deliberate act by the company designed to shut down fake and inactive accounts brought by celebrities and influencers in an attempt to elevate their position online.
However, if this is, in fact, true. It comes as no surprise, as back in November Instagram informed all users that this was something they would be cracking down on in the future, writing; “We’re taking a number of steps to limit this kind of unwelcome behaviour.”
Although a small number of those affected by the issue have seen their following return to normal, the vast majority are still left contemplating the authenticity of their audience and their future relationships between themselves and the brands that once favoured them for their online reach.
For some Instagrammers the loss of thousands of followers and in some cases millions will undoubtedly seem like the end of the world and a colossal waste of months or even years of hard work and carefully choreographed posts, we at BAM see the ‘culling’ whether intentional or not, as a positive!
When a brand or business works with Influencers, they rely on their audience being active and engaged followers, something that is crucial if they are to see a worthwhile return on their efforts and investments. So when followers are inactive, fake or dis-engaged, all collaborations, sponsored posts and ads showcased on their page are essentially falling on deaf ears, and this benefits no one.
With the estimated amount of money invested into influencer online ads and sponsored posts on the platform being colossal worldwide, this is money that can no longer be wasted and as a result of the ‘purge 2019’ brands can now start to expect more realistic, accurate and predictable results when working with influencers online.
Organic growth can once again become the priority focus, while also giving the enormous bank of Micro-Influencers a chance to shine and for brands to start to see the real value in smaller but engaged audiences, rather than focusing purely on the numbers!
Get in touch with our expert team for more information on all things social.
TikTok London Youth Marketing awareness drive
TikTok are the latest addition to BAM’s growing portfolio of international brands. Last year TikTok entrusted us to bring an end to their year in style, with an engaging, energising and inspiring student campaign across London. We love getting our hands on new clients and so we were delighted to have the opportunity to showcase the true power of the student market.
Formerly Musical.ly, TikTok is a new Social Network App that has well and truly taken over the internet. Available in 34 languages and reaching daily active users of over 150 million, it was clear from the offset that TikTok was an app that students wanted and needed to know about!
The brief focussed on London Universities with a typically higher number of artistic/performance-based courses. BAM set out to deliver a campaign that replicated as much energy and enthusiasm as the platform users display themselves, implementing an experiential approach that was very in keeping with the ethos of the app.
After gathering 1000 pre-event surveys via a custom data collection app, we were able to highlight students current knowledge of and interaction with the brand. From our insight we were able to establish two main campaign objectives:
To increase brand awareness within the student market through the use of influencer promotion and content creation
Increase overall user acquisition
With these targets in mind, BAM focused on 5 key London University locations. Our first challenge was to source the best BNOC’s (Big Names On Campus) from each University, providing them with information to broadcast about the upcoming experiential days on their campus.
With our help, TikTok executed exciting experiential events across the city. Varying at each location, the events saw everything from candyfloss machines to a giant iTab allowing students to try the app; to a photo booth and DJ playing all the best tunes from the 90’s and noughties on Tik Tok FM. BAM also facilitated an additional 664 hours of staffing for 83 shifts and Digital Media to run in cohesion with the onsite activations.
The iTab’s and the DJ booth were an integral part of the success of the dome activation days. They were impactful and a great way to demo the app. The iTab’s drove real-time content creation, with the DJ adding the atmosphere whilst drawing a crowd. We saw a significant uplift in sign-ups and interest along with a 78% open rate from on-site event push notifications.
After the great interaction onsite, it was time to truly understand the impact this had for TikTok on their objectives. We conducted a post-survey at the key locations, obtaining 1000 responses which were analysed for insight.
The results?
TikTok saw an increase in both brand awareness and platform use. The number of students aware of TikTok increased from 40.8% to 44.1% and the number of students who use the app increased from 4.7% to 13.9%. A significant increase and a true indication of how successful marketing combined with word of mouth recommendations can spread like wildfire amongst the student demographic.
4 Student Marketing trends to implement in 2019
Just when a business thinks they know their audience, new technologies, new behaviours and even new audiences appear that shake the market once again.
At BAM knowing students is our bread and butter and we’ve got 20 years of experience that proves it. So after two decades of connecting brands with the student audience, we’ve got pretty good at predicting the next big trends that connect these consumers in the ever-changing landscape of Student Marketing.
Transparency is key
We strive to continue to develop the latest technologies, but as we do so we also make it possible for our consumers to view and track us at every stage of the development and delivery journey.
This is why Transparency is more important than ever before. If you’ve got something to hide then you should be prepared for this to be found out.
Communication will always happen between humans, this works in your favour if you are a transparent brand with a lot of positives to showcase, but it will work against you if your product or service journey isn’t meeting the ethical or moral ideals of your audience.
The 2019 student is more conscientious than ever before, they care about where their products come from and the process that gets them to their door.
Transparency is now key in winning the hearts, trust and most importantly, the Capital of the student consumer. Share your values, goals and processes in a transparent and authentic way and your brand will be rewarded.
A password protected lifestyle
After all the hacking’s, breaches of data and invasions of privacy over the past year, people have seriously clued up about their online security and are more cautious than ever before, with students being no exception.
No matter the size of your business, you should ensure your security is meticulous, even if this isn’t obvious to your consumers, they still deserve thorough online protection when it comes to their details, data and privacy.
You may think that in 2019 that this is now a compulsory business requirement, but it’s not and customers are starting to notice this. Win the trust of the student consumer by promising them your bullet proof protection and increase your reputation of online safety and watch students favour you over your competitors who have not been as fail safe with their online security.
Becoming the face of your brand
As a brand your audience is everything to you. Utilise this and start to make your student consumers part of your student brand stories.
Students connect with students, even if they share no other connecting qualities or factors, they are all united by the fact that they are students and they trust each others recommendations and reviews.
Whether you include students in your brand stories though publishing testimonials, recruiting student Brand Ambassadors or even curate a place for students to discuss and review your brand online, showcasing your engagement and activity with this audience will inevitably influence the student market into seeing your brand in a positive and student loved light. It also provides you an organic and cost effective way of bypassing traditional influencer marketing.
Think Visual
It’s no secret that the use of imagery and strong visuals has been a fast growing trend in general marketing within the last 5 years, but taking this one step further in 2019, visual searches are set to become the norm.
Today’s students have grown up alongside the highly visual and engaging worlds of Instagram and Facebook and as a result of this constant bombardment of digital imagery has become a part of their everyday lives.
Although voice searching is also on the increase, when it comes to a more accurate and specific search, the future is visual.
A pioneer in this technology, Google, has long enabled reverse-image searching, but more recent developments in recording technology now makes it possible for consumers to take real world pictures and accurately and effectively find information about the subject of the image.
Pinterest was one of the first student favourite sites to implement this lens feature back in February 18, with ASOS following close behind by launching its Style Match reverse image search for shoppable clothes in March 18.
Although it is unlikely that visual search will replace text based searching over the next year, or even within the next few years, it does open the door to a new word of exciting possibilities that will inevitably play a large part in the future of searching (Sentance, 2016).
Want to find out more about the student marketing trends of 2019? Get in touch with our experts today!
Sentance, R. (2016). The new wave of visual search: what it can do, and what might be possible. Available: https://searchenginewatch.com/2016/10/13/the-new-wave-of-visual-search-what-it-can-do-and-what-might-be-possible/. Last accessed 21st Jan 2019.
It’s never too late to engage with students!
Whether you were late to the party for this years Freshers or you simply want more time on campus in front of students, Refreshers is the perfect time to communicate with the student market. The motto of ‘a student isn’t just for Freshers’ is in full swing at this time of the year and is being shouted from the rooftops at BAM HQ, as we drive home the importance of continuous engagement throughout the year. Just like Freshers, Refreshers is a major date in the academic calendar for students, with many Universities up and down the country recognising its value and investing more time and money into it.
Get your brand in front of 130,000 students this winter
With footfall levels ranging from 500 to 5,000, Refreshers is an excellent opportunity to introduce or reacquaint your brand to large, open minded student audiences across the UK. January is a key time to re-engage as many students will be returning to campus following the Christmas break in a much more financially healthy position than they may have been before leaving. This can be attributed in part by additional Christmas money, plus any savings brought forward from part-time seasonal work. However a key thing to remember is that the final instalments of their maintenance loans will be paid during this month. One can argue that a student in January is just as (or possibly even more) likely to engage with a new brand and make a purchase than a student in September.
New Year. New Me
It also worth noting that students will be returning to University with new goals, aims and resolutions for the upcoming year in order to better themselves and their University experience. This could be starting at the gym, eating more healthily, dedicating more time to study or maybe even a gap year. This is a major opportunity for brands to capitalise on these feelings of spontaneity!
It doesn’t have to break the bank
With prices for on-site stalls starting from as little as £200 there really is an option suitable for all budgets, sizes and requirements. If you want to go big with an experiential – go for it. Or if you want something smaller and intimate – no problem. If you attended Freshers it is extremely important to keep momentum going and continue to build new relationships with students and nurture existing ones by getting you brand booked into Refreshers – don’t let all your hard work go to waste.
We already have the details of more than 30 Refreshers fairs confirmed (with plenty more to come!) so now is the best time to get in touch and secure your spaces!
Kazakhstan – An untouched market
For those who follow BAM’s adventures you will be well aware that we are frequent visitors to the land of Kazakhstan, working with our friends at Burger King helping them to crack an untouched student market. As we enter our 3rd year of consultancy with this renowned brand, it was time to take things up a notch.
Over the past few years we have been working hard to lay the foundations to ensure Burger King are best place to reap the rewards of what we know is a lucrative market. Having never targeted the student market before, BAM had to ensure that everything was in place and ready for their first ever experiential launch.
Whilst onsite experiential may seem like a glaringly obvious marketing channel to reach students here in the UK, over in Kazakhstan, campuses are untouched by brands. It was time to break new ground and take the Burger King student campaign on the road.
There was no time to rest, our team had to fully maximise the time we had. First on the agenda was to fully brief and train restaurant staff to ensure they were on board and understood the concept of the campaign so that once our promotional activity started to drive students into restaurant, they were primed and ready to continue the experience through their service.
What was the concept? Building on the success of the King Flip coin, our aim was to increase the number of King Flip Coins in circulation. The King Flip Coin is essentially the gateway to amazing student discounts, offers and giveaways. However in true BAM style we simply do not just give them away, we wanted students to physically interact with the brand to create a lasting impression as a value exchange. As this is the first activity of it’s kind we wanted to keep it simple yet successful, something that the spin to wheel has a proven track record of.
With everything ready and an abundance of prizes to give away, we hit the road. Targeting 4 University campuses, shopping malls and even setting up in Burger King restaurants the campaign was in full motion. Having not seen anything like this before, students were excited and yet just a little bit suspicious, not quite believing that they were going to win something on the spot with many claiming it must be too good to be true. The proof is in the pudding as they say and so as we directed the students loaded with their branded freebies and vouchers to the nearest restaurant, we knew they were going to be pleasantly surprised.
The science is simple, students love to be made to feel special and simply love freebies. Wherever you are in the world this will always be the case and this was proven in Kazakhstan. Students flocked to the stand wanting a chance to win a prize and claim their voucher. Within this short space of time of live activity, over 2500 students interacted with the brand and played the Spin To Win game. A fantastic start to the campaign and a boost to Burger King’s student email database, which is essential for continued engagement and marketing.
Interactions are one thing, redemptions are another. Driving students into restaurant was the ultimate goal and so true success lay in the redemption figures. Hundreds of student headed straight into the restaurants to redeem their voucher, resulting in a redemption rate of over 50% whilst restaurants also experienced significantly higher spend rates from students as they redeemed their free treats. Burger King had officially landed in the student market.
Making the most of the opportunity to engage with students on mass, we ensured that the secondary message of the campaign was also deployed. The Burger King Brand Ambassador campaign needed new recruits and we were on the hunt for the very best students to apply. Sure enough applications rolled in as students jumped at the chance to work for this super brand.
Burger King were still new to the world of Brand Ambassador’s, so we used our extensive experience and knowledge of running these programmes to kick start their campaign for 2018/19. Utilising every second of our time we vetted, interviewed, selected and trained budding Ambassadors providing Burger King with 9 enthusiastic students to get the ball rolling.
BAM Agency A group of people stand in a room with a large prize wheel on the left. One person in glasses claps enthusiastically, while others smile and hold prizes. The atmosphere is lively and cheerful. BAM Agency
Before we left we set out a strategic plan for the Burger King Team to deliver over the following weeks to continue to amazing work and success we had seen during our visit. Experiential activity is our bread and butter, something we live and breathe here is the UK. It was an absolute privilege to share this expertise with our friends at Burger King, propelling them to become the leading brand in the student sphere.
We are already plotting how to up the ante for phase 2 of the campaign where the BAM team will be back in Kazakhstan in early 2019. So stay tuned for more firsts and adventures in the country that is fast becoming our new home from home.
StudentUniverse ‘Aussie News Today’ Tour
StudentUniverse have long been targeting the student market, spreading awareness of their brand and offering. With a chance to win amazing return tickets to destinations across the globe, students simply loved the brand and StudentUniverse experienced amazing success at Freshers Fairs across the years.
Something we always talk about here at BAM is keeping the message alive and the fact that students are for life not just for Freshers.
Whilst Freshers is the pinnacle time of year to target this savvy demographic, it is important to continue connecting with them throughout University and beyond.
After the success of StudentUniverse’s GetMeToOz campaign of 2017, they were keen to maintain engagement with a campaign targeting term 2 of the academic year 2017/18.
Their key objectives were:
To cause a big splash on campus, creating a buzz and familiarising students with the brand and what they have to offer
Data collection
To drive bookings through the discount codes distributed to students
With the objectives and locations set, we were ready to start putting the “AussieNewsToday” tour on the road. How did we make a splash on campus? Our specially recruited team of enthusiastic promotional staff drove a fully branded awe inspiring campervan to the designated locations across the UK.
The campervan certainly created a buzz on campus! Not content, our team also took with them a handball machine where students competed for the chance to win an amazing trip of a lifetime to Australia.
The on campus activity was supported by digital media through the Students’ Unions to create excitement for the tour arriving and to further enforce the brand message.
Taking full advantage and making the most of the campervan, we organised a host of PR days which involved the campervan visiting some of the UK’s most renowned landmarks. The campervan certainly got around and this created the media buzz we had hoped for.
This certainly was a fun campaign for us to work on and we love working with StudentUniverse. However the campaign was not without its challenges. Along the way we faced not only lecturer strikes but two snow storms! But at BAM we do not let anything stand in our way of delivering for our clients and the results of this epic campaign saw every objective being achieved and one very happy client!
We can’t wait to get started on the next adventure.
