MARKETING TO STUDENTS

The studen t marke t in the UK is

estima ted to be worth £ 13 billion of
spend ing power in a year. It is a market
no compa ny should ignore. Marke ters
are despe rate to get studen ts' attention
before they turn into high-e arning
gradu ates. But studen ts are hard to reach
and cynica l. How can brand s target
them?
Youth marke t trends analys t Sean Pillot
de Chene cey advise s compa nies who
hope to marke t to studen ts. He says there
is no single strategy. Stude nts organ ise
their life on their mobil e phone s, respec t
brand s that are ethica l, but worry more
about how they'r e going to pay off their
debt than world peace. To get studen ts'
attent ion, marke ters must offer them
somet hing that adds to their lives. It isn't They do this on campu s at sporti ng Glossary
enoug h to simply spons or a music tour: events and at times of the year when
they have to make the event happe n. For studen ts might need an energy boost. 'It's cynical not believing that people
examp le, Carlin g (a beer manuf acture r) extrem ely impor tant that it's a studen t are sincere or honest
introduced live music on the Tube . doing this and not a compa ny sales rep,'
Offer ing studen ts help with their says the compa ny's consu mer manag er the Tube London's underground train
educa tion and career s is an effect ive who runs the schem e. 'You need to have system (informal)
marke ting metho d. The Guard ian an appro ach that doesn 't look like a sales sales rep sales representative
new spape r runs caree rs fairs and pitch. ' (informal)
offers discou nts on its produ cts, such Havin g an inside r on campu s can help
as Guardian Stude nt, a 32-pa ge marke ters under stand studen t life . Youth sales pitch selling something by
new spape r. marke ting agenc y, Virgin 03 , has a saying how good it is
Red Bull , a succe ssful energ y drinks databa se of studen ts who act as ' field insider someone who is part of an
brand, uses what it calls 'energ y teams ' staff'. They ask them for help when organisation and so has special
on university campu ses. The comp any plann ing an event at their univer sity.
knowledge of it
recruit s teams of studen ts and gives them · Perha ps , by gettin g ideas from th e
a Red Bull car, which ha s a fridge . The studen ts thems elves, compa nies can find
stud ents offer sa mpl es and give ways to reach thi s diffic ult market.
tnformation about the produ ct benef its.