Alma Matters College kids have a lifetime of buying left to do.
By Gwen Moran Edited by Frances Dodds
Opinions expressed by Entrepreneur contributors are their own.
There are more than 15 million college students nationwide whoare learning about breakthrough research, cutting-edge technology .. . and which toothpaste to buy.
"Reaching out to college students offers companies a uniquechance to reach prospects who are making decisions about brands,products and services that may last a lifetime," says MartinD. Levine, chairman and founder of MarketSource Inc., a Cranbury,New Jersey, company that specializes in college campus marketing."You'll never be able to reach this group in one placewith this much effectiveness again."
Using events, advertising vehicles, sampling opportunities,campus newspaper inserts and other tactics that integrate offlineand online marketing, MarketSource raises awareness and encouragestrial among students.
The "penniless student" stereotype is bunk, saysLevine. In addition to having their own discretionary incomes, theyalso have powerful influences on parents and other relatives whenit comes to bigger-ticket items. According to Levine, it's notuncommon for a parent to react to a student's interest in whattype of car to buy.
Campus marketing efforts can be carried out at a single school,within a region or nationally. If working with a marketing firm isout of your budget, contact the college's student activitycenter and inquire about incorporating sampling or promotion intoan existing school event.
Gwen Moran is president of Moran Marketing Associations, apublic relations and marketing communications agency in Ocean, NewJersey, and founder of BoostYourBiz.com, a marketing informationresource. E-mail her at gwen@boostyourbiz.com.
Contact Source
- MarketSource Inc., 10 Abeel Rd., Cranbury, NJ 08512,www.marketsource.com
