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BAM in the DAM

If you are not visible, how do you expect to be seen?

A question I asked myself not too long ago. After 20 years working in this niche demographic of youth marketing, I realised we were not sharing our invaluable knowledge, experience and expertise. There are brands out there who are oblivious to the services BAM can offer and unaware of opportunity within the student market With so much insight under our belts I decided that it was time to make myself and BAM more visible, to shout out about the amazing work we do and the sheer power of the student market.

Having never presented on a stage in front of information hungry delegates, the thought was pretty daunting. However once on stage my passion for student marketing triumphed and it was a joy to share my knowledge and expertise to willing listeners. Since the maiden voyage at the YMS LDN 2016, I have had the pleasure of speaking at numerous events over the last couple of years. One of my favourites in particular is the Savage Marketing event in Amsterdam.

This was BAM’s second visit to the DAM and the conference had certainly grown both in terms of delegates and richness of the content. With the likes of Huawei, Booking.com, Phillips, Microsoft, Google, IBM, Ebay, BMW, McDonald’s and Coca Cola all presenting, it was pretty clear that this event is growing in stature and with 500 delegates from over 30 different countries, there was definitely an International feel.

Once again I was delighted to be asked to host the “Customer Journey” marketing track throughout the event. There were some amazing sessions across the two days and I was privileged to lead such an insightful track. Part of my role was to interact with the audience and ask for questions, for those I thought asked the very best questions I could award them with a superhero prize. I wanted one of these prizes myself, so I was not going to let them go that easily! By the end of day two I had managed to squeeze an Elmo Impression, a Cookie Monster impression and also a rally of the audience’s very best pirate jokes out of them. It was a pleasure to entertain the delegates and add a splash of BAM to the proceedings.

With so much insight to absorb, it is hard to summarise all of the highlights from the event. Over the next few weeks we will be sharing all the insights from the event in much more detail, however for now I will share my key findings and those little snippets that really make you stop and think:

Convenience is key

At any conference there is usually a theme. A word that keeps being mentioned. An indication of where we are heading. At the Savage event this theme was convenience. In our own recent research we have found that you only have to be 1% more relevant, that `1% more convenient, to beat your competition and this sentiment echoed throughout the conference. The idea that brands are starting to sell a service rather than a product really struck a chord. It’s all about creating an experience in order to obtain brand loyalty.

Instant Communication

We all know we live in a world where we want things now, instantly. This is no different when it comes to what consumers expect from brands. They want to be able to reach you and connect with you at an instant. Linking to convenience, brands were advised to ensure they formulate a strategy for instant messaging, allowing consumers to speak to brands on a one to one basis via messaging services such as Whatsapp, rather than the impersonal touch of a call centre or email.

Artificial intelligence

Like them or loathe them, everyone has dealt with an automated service at some point when they have contacted a brand, whether that was by chat or phone. Throughout the conference there was great discussions around the use of Chatbots, Artificial Intelligence and Voice Activated Tools. What was niche ism now fast becoming mainstream and demanded by consumers. Exciting times ahead for those who are ready to embrace change

Youth are the future

The youth audience is very close to our hearts here at BAM, we know how important it is for brands to recognise them as a key demographic in any marketing plan. Whilst the Savage event was not specifically focused on the Millenial / Gen Z market, it was clear that recognition of the power of this market and the importance of targeting a younger audience has definitely increased. Throughout my career I have consistently stressed the importance of understanding your audience and creating the right tone and message to really connect with your audience, so I really enjoyed the debate surrounding the validity of using Demographic labels to shape marketing strategies. Ultimately understanding your consumers and treating them as individual remains vital for any brand.

Relationship building

Echoing the sentiment mentioned previously, there was much discussion around B2B changing to C2B, with brands looking to build relationships with their consumers rather than seeing them as a simple transaction. Many brands including AXA insurance and Honor Mobile are realigning their position to create an emotional connection between consumer and brand, reaffirming how important this is for any brand, whether they are selling insurance or a Big Mac.

We cannot wait to be back in the DAM next year to experience what the Savage event has to offer. In the meantime we are working with the team at Savage to develop a Gen Z specific event, so watch this space!

Written by: Tim Bodenham, Managing Director, BAM Agency Ltd

Local vs Global: Who wins at Freshers?

With Freshers just around the corner, global and local businesses alike are trying to get a slice of this lucrative time of year to market to students. As our research has shown, students love a freebie and some will attend the fairs simply to get their hands on everything and anything they possibly can. They almost expect it. So brands flock to the fairs, full to the brim with freebies for students. These can range from branded clothing to free food samples and everything in between. But which brand is more successful in the global vs local battle to be the students favourite?

The first year of University, their voyage into studenthood, is a pivotal milestone in their lives. For the first time they can start to make independent choices and they are open to trying new, unfamiliar products. It is a time where they try to stand on their own two feet and find their way in this new life, which makes it a key time for both local and global brands to target the youth market. With students spending an average of £7.5billion annually on non essentials items, socialising and food, brands pull out all the stops to tempt students to invest in their brand.

If students cannot get something for free, then they are certainly on the lookout for a discount. With student discount platforms such as Students Beans and Unidays growing their portfolio year on year, it has almost become an expectation that students should be eligible for a discount, simply because they are a student. The majority of global companies offer discounts and promotions for students. It’s a well known fact that High-Street clothing brands such as Topshop and New Look for example, offer 10% discount to students.

Freshers is the pinnacle time for brands to expose themselves to thousands of students all in one place, in a matter of hours and global brands are renowned for going all out to get noticed in this competitive arena. At BAM we pride ourselves on working with global brands such as Wilkos and Greggs to create, develop, organise and execute the most effective Freshers tour on a national scale. Global brands are not afraid to make a statement with everything from loud music, generous prizes and interactive activation’s, in their bid to stand out to the students.

Students at University

With this in mind, is Freshers the place for smaller local brands to be seen?

Absolutely! Freshers is not just for the global brands. Our research has shown that students are more aware and conscious about “keeping it local”. The trend amongst students of organic eating is on the rise and students are much more aware of the economical benefits of supporting local businesses. Students want to see local brands, they want to see something different and they want to find out what’s new. It has been proven time and time again that students are looking for places with independence and character. Many students will have moved away from the security of their family home into a new town or city. They are looking for home from home brands that can make them feel at ease in their new environment, so showcase your brands personality, show students what makes you unique.

Local brands should also remember that they do not need a bottomless budget to succeed at Freshers, they simply need to tap into the psyche of students, understand what they want and give it to them. If a simple wooden spoon can create demand from students, there is plenty of opportunity for local brands to connect with this youth market.

No matter how big or small your brand is, students are open to experiment with new brands and ready to reconnect with old brands. So big or small there is a solution out there for you. If you want to know more, get in touch with our expert team today who can advise you on the best routes to market for your brand.

Written by: Paulina Polec, Sales Executive, BAM Agency Ltd

How to become an Instagrammable brand

We previously wrote a blog on how to attract millennial’s to your restaurant, here we delve a bit deeper into how you can make your business soar, simply by making it ‘Instagrammable’. Social media is more visual than ever and it’s evident that Instagram has created a new influx of social media savvy consumers, with 40% of consumers responding better to visuals over text, so it’s crucial that businesses jump on this opportunity. You’ve probably already incorporated social media into your comm’s strategy, but if not, don’t panic, we’ve got you covered.

Instagram now has over 800 million users, so it’s no surprise that it has enhanced a whole host of industries ranging from fashion to fitness. With millennial’s on the front line of the evolution, it’s a prime opportunity to capture the youth market. According to a recent survey conducted by Schofields, more than 40% of those under 33 prioritise ‘Instagrammability’ when choosing their next holiday spot. Instagram has evolved from simply showcasing the products / services the users consume, to now searching the platform to seek the latest brands. This means that not only can Instagram help spread brand awareness via word of mouth amongst friends and peers, it can also be used as a search engine to put your business on the map.

Firstly, your business needs to have an Instagram presence. How can you expect your presence to evolve on the platform if you aren’t present in the first place? Without a strong presence on your page, you’ll need to be prepared to lose the consumers you could have potentially gained. All you need to start are the basics; a logo, a few words about what your business is, your address and your website. Once this is done, you’re ready to start posting (remember those angles!). You’ll need to decide on your own unique style to showcase your brand’s personality. This is vital for distinguishing yourself from your competition. Take a look at Aldi’s instagram account as a great example of how to use Instagram to your advantage.

Now how do you get those candid photos?

It’s a lot harder than it looks! Lighting and composition are key for the perfect photo. It’s all about the rule of thirds. Luckily for us, our trusty iPhone already has a grid tool installed in the camera! This will enable you to capture the perfect outline, just like Sarah Ashcroft’s dreamy cocktail picture (below). Now if that doesn’t give you serious holiday vibes, I don’t know what will. Remember to do your market research before hand to find out what interests your target market in order to ensure your content is relevant. From this dictate which hashtags to use and even create some of your own (which you can encourage your consumers to use). By using these hashtags, you’re putting your business on the map, making it much easier for consumers to find you.

Last but not least you need to encourage customers to share their experiences. Whether this is by having an ‘Instagrammable’ set up in your business, or making your products simply aesthetically pleasing. A great example of this is can be seen at the Elan cafe in London, which now has over 100k followers on Instagram, which is very impressive for a small chain coffee shop! Bloggers and influencers alike have flocked to the dreamy coffee shop in Mayfair, to indulge in this girly wonderland. The coffee shop has delicious treats on display, perched upon marble plates with copper detailing. This is all accompanied by flower walls and pastel colours, perfectly positioned with velvet plush chairs and gold plated cutlery.. an Instagrammers dream. You only have to browse through their Instagram page to get serious picture envy!

Dependent on your business, sometimes having a selfie ready set up isn’t enough, or simply isn’t viable. Therefore encouraging millennial’s to post with your chosen hashtags can really help increase engagement and following. No matter which way you choose to do this, whether it’s through a story or a post, sharing a hashtag is vital. Hashtags enable consumers to hunt down the brands they love and even communicate with them. You can easily encourage this by asking your consumers to use the hashtag when posting for a chance to be featured on your page, or for a redeemable prize. This can be seen in Boux Avenue’s case, with their hashtag #myboux:

Ultimately traditional marketing such as newspaper adverts or online reviews aren’t enough anymore. Millennial’s need to be able to access you brand and step into your world at any given moment. Instagram is a great platform to attract new consumers and retain your current consumers by interacting with them at a touch of a button. No matter how big or small your company is, Instagram is a platform for everyone.

Here at BAM we have a great social media team in house who can truly make your business ‘Instagrammable’ for the youth market, so get in touch today to see how we can help you.

Written by: Emily Mason, Head of Media Relations, BAM Agency Ltd

Hayhurst, L. (2017). Survey highlights Instagram as key factor in destination choice among millennials. Available: http://www.travolution.com/articles/102216/survey-highlights-instagram-as-key-factor-in-destination-choice-among-millennials. Last accessed 24th May 2018.

Marketing tips for startup brands

With over 600,000 startups launching in the UK last year, each will take a leap of faith when it comes to marketing. It’s all about the gamble and as any startup will know, it is a gamble that may or not pay off. The key is to fully plan and executive an effective marketing strategy based on clear and achievable objectives.

Your initial campaign can shape the future success of the business and so it is pivotal for attracting your first consumers, consumers who may even become ambassadors of your brand without them even knowing it!

Here at BAM we regularly speak with startup businesses on a weekly basis. We guide them through the murky waters, we provide advice on the best routes to market, we share our experience of the student market and of course, most importantly, we help them understand exactly why they should be targeting students.

Over the years I have had the pleasure of working with many startups businesses and there is one in particular I will always remember – my first ever startup campaign! Back in 2013, I was approached by a young startup called Unii, a social network specifically designed for University students. Unii asked BAM to help launch their brand in the student market with the following main objectives:

1 – Maximise awareness of the Unii brand amongst UK University students

2 – Drive as many students as possible to sign up (with an .ac.uk email address) to the Unii platform

With zero exposure in the student market, we knew that Unii were starting from a standing position and so we devised a plan of action that would get them off the ground and running. In a crowded market we had to ensure their campaign was clear, powerful and effective enough to cut through the noise. Using our experience and knowledge of the 1000’s of media channels available, we developed a multi-channel campaign that truly made waves in the student sphere.

As a result of the campaign Unii gained a massive 150,000 sign ups in the first six months, which was achieved through a mixture of digital, display and face to face channels. You can find out more about Unii’s success in the student market in their case study.

Back to the present day, our latest startup business comes in the form of HireWindow. HireWindow came to BAM for help in launching their brand into an already competitive graduate recruitment market. To achieve their objective of driving students to register to their platform, we formulated a campaign that was an effective mixture of social media management, careers fairs activation’s and digital media. From content creation to the identification of the key sectors to target, BAM are working with HireWindow to guide them through this lucrative market and maximise their marketing spend.

When marketing to students you cannot deny the power of face to face. However, there are several unique advantages of using digital media channels. The advantages include the ability to track campaign performance in real time and the ability to tweak and change the campaign to ensure budget is spent on channels that deliver the best results. BAM have all the tools and expertise to help brands develop and execute a cost-effective, target driven campaign that provides global access.

With over 2.5 million students studying in the UK, startups have a unique opportunity to tap in to this key demographic of youth. As a startup brand you can be much more flexible in your approach and also be more intimate with your consumers, giving them more time and attention than larger established brands.

Students are in nature early adopters, with the opportunity to become a brand loyal consumer, if your message is right. Never underestimate students, they are a savvy bunch and know when they are being sold to. They are much more receptive to brands who show they understand them and offer them something different. Take advantage of the community environment that students find themselves in, an environment that allows your message to spread faster giving you more exposure.

If you are a startup or simply want to know more about the power of the student market then get in touch!

Tip 7 – Keep the message alive

We may only just be on the cusp of summer, but Freshers planning is well under way at BAM HQ with many brands already booking their campaigns at Freshers Fairs up and down the UK.

So in these pivotal planning stages we have compiled 7 of the most important tips brands should remember in order to have maximum impact and achieve maximum results. These tips may seem obvious to some, but brands should never underestimate the importance of these seemingly small details.

Tip 1 – Include student participation

Gamification is key. Adding a gaming element to your activation will not only ensure your brand stands out from the crowd but it will also increase attraction and engagement with your brand.

The possibilities are endless with concepts and creations for your activation. You can keep it nice and simple with a classic game of spin to win or you could pull out all the stops with something new and innovative that students have never seen before!

Whatever the budget, whatever the nature of your campaign, there is an engaging concept out there for everyone, the only limit is your imagination. We also advise brands to ensure they have a coveted prize on offer to be won, something students want to participate and compete for. These prizes do not need to break the bank, they just need to be fun and desirable to the student audience.

Tip 2 – Don’t forget the Freebie!

It it safe to say students love a freebie, well, don’t we all?! Whether it’s a sweet treat, a nonsensical toy or a practical household item, if it is free, students want it!

When considering what freebies to bring to the fairs, try to be creative and fun with your ideas, whilst ensuring it has use and longevity. By offering attractive, desirable freebies you will attract swarms of students to your stand, vying to get their hands on one.

Tip 3 – Keep your data collection simple

It may be tempting to ask hundreds of questions exploring student habits, lifestyles and preferences whilst you have their attention, but students can be easily deterred by lengthy forms. For students value exchange is important. What you are offering students has to be worth their time and has to be worth them providing their details in exchange.

With hundreds of activation’s for students to get round in just a few hours, your stand must be attractive, engaging and more importantly quick to ensure students connect with your brand. After all, an email address is really all you need to re market to students in the future. Ensuring your data collection is simple also means that your promotional teams can process as many students as possible during the fair, resulting is maximised data collection.

Tip 4 – Don’t fall victim to buffering

It is important to be aware that not all unions provide wifi at Freshers events, and if they do, be prepared for weak signal strength as every stallholder attempts to log on. With this in mind, we always advise brands to take their own dongle to increase their chance of staying online.

Sometime however, even having your own dongle doesn’t cut it. This doesn’t mean brands should revert back to pen and paper though, it just means brands need to make sure they have a plan B!

What’s plan B? Be functional offline!

BAM can provide brands with a bespoke, GDPR compliant, data capture app that is fully functional offline. Struggling with wifi is not an option when you are surrounded by students wanting to give your their data. An offline app ensures your data capture is always on.

The data is stored on the device and once connected to adequate wifi, the data can be synced and processed. Get in touch with our team to find out more.

Tip 5 – Expect the unexpected

One thing to remember during Freshers is that anything can happen. With over 200 days of fairs happening at 120 universities up and down the country, it can be a very busy and manic couple of months.

Our advice is to stay ahead of the game and be prepared. We highly recommend arriving at the fair as early as possible. This will allow you the space to set up and the time to resolve any issues you may experience with your activation before students arrive.

Once you are all set up and ready to go you can simply sit back, grab a coffee and watch all the latecomers rush to set their stands up with barely a minute to spare.

Tip 6 – Be engaging and leave your mark

It is often said that you never get a second chance to make a good impression, never has a statement been more true and relevant than at the Freshers Fairs. The students you meet at these events are experiencing a major milestone in their lives. For the first time they are living away from parents, they have a new found independence and they are now in charge of managing their own finances.

Who is responsible for making a good impression for your brand? Your promotional staff.

Behind every exceptional campaign is exceptional staff. At BAM we provide the very best promotional staff of all levels, from Brand Ambassadors to Event Managers. We have a comprehensive database of experienced, talented staff across the UK that will bring your campaign to life and leave the right impression of your brand in the student market. If you want to secure the best promotional staff for your campaign, get in touch with our staffing experts for more information.

Tip 7 – Keep the message alive

Don’t forget students are for life not just for Freshers, a motto we stand by here at BAM. Freshers may be one of the biggest events in the student calendar, but it is extremely important to continue engaging with students throughout the rest of the academic year and beyond. Many businesses become overly dependant on Freshers and forget that there are endless opportunities to reconnect with students to build and secure life long relationships. Contact us for more information on creating an “always on” campaign.

How unsexy brands build brand love

Building brand love within industries such as finance, healthcare and insurance can sometimes be a challenge, however, we are here to explain how these traditionally ‘unsexy’ brands have successfully built brand love in the youth market and engaged them through genius campaigns.

You can mimic a result but not the creativity
When making the uncool cool, creativity really is the key. In today’s competitive business landscape the only way to separate yourself from others is to show how well you think outside the box and utilise your creativity. This is no exception for even the unsexiest of brands. In the words of Albert Einstein, “Imagination is more important than knowledge” but when every aspect of your business appears to be nothing but corporate, how do you build brand love?

Sponsorships
Making unsexy brands sexy since the beginning of time.

Cool by association is real thing and it’s something even the most corporate of brands continue to take advantage of. Sponsorships increase brand awareness and build associations between desirable, well loved brands and brands that may not be getting the brand love or perception they deserve. When thinking about sponsoring an event or campaign it’s important to always pick a brand or business whose target audience aligns with yours. When chosen carefully, the right sponsorship will not only place your brand directly in front of your target audience, but will also show your brand in the desirable limelight you are striving for.

From DHL sponsoring London Fashion Week to Mastercard sponsoring The BRITS, these unlikely partnerships are both mutually beneficial and effective when showcasing your creative side. DHL and London Fashion Week may seem like a world apart, but the two are in fact a match made in heaven. With the immense pressures for designers with shipments and equipment arriving on time, DHL is there to help ease the pressure and help put designers minds at ease. Known for not being the sexiest of brands, DHL becomes cool by association when joining forces with what is arguably one of the coolest and you guessed it, ‘sexiest’ events of the calendar year.

The association between the brands has even continued after the shows have finished. As DHL continue to deliver designer branded goods, the brand secures a connection with it’s audience every step of the way, from catwalk to consumer clothes rails.

Social Media
There really is endless possibilities in the content that you can post and share on social media. Regardless of your sector or product offering there is still one thing that all brands should aim to incorporate in order to nail sexy social…. Storytelling.

Storytelling has always, and will likely always play a large part in successful marketing. From blogs to videos and still imagery to gifs the social world is your oyster. Whether you’re a parts manufacturer or the NHS, a story with feeling and emotion will drive brand love through the roof.

Stories also help enable businesses and brands to portray personality, create connections and weave a creative narrative into a seemingly corporate brand.
Whether you use visuals on Instagram or a video on Facebook, imagery is a great place to start when striving to create eye-catching, engaging and memorable brand moments.

Campaigns
There’s nothing sexy about a boring campaign, so whether you’re a bank or a brick seller, your campaigns shouldn’t be and needn’t be boring. Ranging from the humorous to the shocking, the light-hearted to the thought-provoking, your campaign needs to have an impact and you must start thinking outside the box. Once again, creativity is key.

With a corporate brand in 2018, it’s easier than ever to get caught up in the technology and data to optimise the delivery of your ad. However, if the original idea behind the ad is lacking creativity, you will not receive the desired response from your target audience!

The power of creative campaigns to transform brand perception and inspire consumers can never be underestimated. One ad that makes the world take note, that makes the world stop and think, can revolutionise your brand’s reputation, drive emotion and most importantly showcase your sexy side!

Want to know more on how to build brand love? Get in touch with our team who would be happy to help

How to use social platforms in 2018

We’ve said it time and time again. Utilising Social Media for businesses is unquestionably important when connecting with your audience. However, understanding it and all its complexities can be a challenge, particularly when the landscape continues to move at such a rapid pace.

When you finally feel like you’ve got your head around one site, you’re suddenly thrown by another. That’s why BAM are here to explain just how each platform should be approached.

Facebook- who cares if it’s ugly

Back when Facebook first began, advertising on the platform was non existent. How times have changed. When advertising did first take off, smaller brands were on a relatively level playing field with the business giants when it came to ads on social. Because no one really used it’s advertising functionality, both big and small brands had equal opportunity to grow, but this is no longer the case.

Once an effective tool but now just a blast from the past, “organic reach” on Facebook is less useful now than ever before. Statistics have plunged from 15% in 2013 down to 2% in 2016 and now it is currently operating at a less than appealing 0.5% (Joseph, 2018)

With organic reach now dead and gone, the focus has shifted. For Facebook the overriding goal is optimising content for ads, whether this looks great or not. It’s time to accept it’s ugly. Memes aren’t pretty and neither are low res viral videos, but they are relatable and they work. So when it comes to Facebook in 2018, don’t worry what it looks like put all your focus into ensuring your content is engaging!

Twitter – Reply, reply, reply!

If we take a look back to a couple of years ago, Twitter was in an identity crisis and now back in the present day the platform is in danger of having another one relatively soon. Regardless of their size, brands are finding it challenging when it comes to building brand value on the platform, with the only real value coming from reactive content in response to a recent event. As a result of the success of the more fast paced content, brands are being less than productive when it comes to pushing out ‘fresh’ new content, something twitter was once praised for.

Twitter is no longer about championing the new, it’s about reacting to an agenda already set, jumping on the bandwagon and driving an already established cause. With this in mind you should no longer invest all your time and resources into Twitter. Instead, you should view it as a platform to promote great customer service through answering questions, replying to customers and showing your consumers the causes you want to back.

Instagram- Everyone loves a story

It’s ok for Facebook to be ugly, but it’s really not ok for your Instagram to be! The pressure on brands to make their Instagram feeds ‘picture perfect’ has resulted in Instagram stories quickly becoming the go-to place for sharing anything and everything brand-related that may not fit within your desired ‘feed theme’.

Instagram should still be primarily used to promote your brand or business through the main feed, however stories should now also be a crucial part of your communication strategy. You should embrace Instagram’s story feature, using it showcase elements of ‘everyday Instagram’, portraying a more realistic and relatable view of your brands day to day life.

Want to know more on how to use each social media platform effectively? Get in touch with our social savvy team today!

Joseph, S. (2018). ‘Organic reach on Facebook is dead’: Advertisers expect price hikes after Facebook’s feed purge. Available: https://digiday.com/marketing/organic-reach-facebook-dead-advertisers-will-spend-reach-facebooks-feed-purge/. Last accessed 24th April 2018.

Are Millennials the true generation of gamers?

Believe it or not, there’s good reason why the good folk here at BAM almost always insert a gaming element into the majority of our live campaigns. These can range from simple spin-to-win and reaction games, to the slightly wackier cyclone machines, all the way through to virtual reality.

Many assume that games are used as a last minute ploy to help you stand out from the crowd….however, games are not just a pretty face. Yes, they are visually impactful. Sure, they are able to draw a crowd. Yes, they can bring colour and life to what may be an ‘unsexy’ brand. But what most often goes overlooked is that games are synonymous with the student lifestyle. And here at BAM, we know this.

There’s big bucks to be made in the gaming industry

A common misconception about games is that they are for children and should not be taken too seriously. This couldn’t be any more wrong, especially in this highly technological era. Despite our humble size, you may be surprised to hear that the UK is in-fact the 5th largest video game market in the world, with approximately 32.4 million Brits playing game, with a market value estimated at £5.11 billion. Hard to believe right? (UKIE, 2017)

The millennial generation (18-24 year olds) have grown up on gaming. For this audience, owning a games console during childhood was probably as normal as owning a TV. This generation has experienced the growth and evolution of video gaming first-hand, so it is important for brands to recognise and respect this when engaging with them. To cut a long story short: gaming is ingrained into the millennial way of life.

By adding a gaming element to your campaign, no matter how big or small, this shows students that you understand them – instantly becoming more relatable and approachable. A simple gaming mechanic at your stand could be all that it takes to completely transform the personality and image of your brand from something outdated, boring and unapproachable, into something youthful, fun and engaging.

Still not convinced? Keep reading..

Universities and academic professionals are already beginning to understand the full scale and significance of the video game industry amongst students; with 60 universities/colleges providing 215 undergraduate and 40 masters video game courses throughout the UK! UK-based video game businesses contribute more than £755 million into the UK economy each year.

There are currently more than 2.32 million students studying in the UK; all of whom are eager to interact with brands and nab themselves a freebie (or 10!) when attending Freshers fairs. Events such as these are a prime opportunity for brands to engage with impressionable students (who individually spend an average of £2784 per year on non-essential items) and create life-long, meaningful relationships. Why not try adding a gaming element to your next stand? The BAM team would be happy to help so get in touch. The results will speak for themselves.

The Association for UK Interactive Entertainment (UKIE (2017)). The games industry in numbers. Available at: http://ukie.org.uk/research. Last accessed 16th April 2018.

Written by: Thomas Diviney, Account Executive, BAM Agency Ltd

Blog

BAM in the DAM

Local vs Global: Who wins at Freshers?

How to become an Instagrammable brand

Marketing tips for startup brands

Wilko’s Youth Marketing, University Freshers’ tour

Tip 7 – Keep the message alive

Tip 1 – Include student participation

Tip 2 – Don’t forget the Freebie!

Tip 3 – Keep your data collection simple

Tip 4 – Don’t fall victim to buffering

Tip 5 – Expect the unexpected

Tip 6 – Be engaging and leave your mark

Tip 7 – Keep the message alive

How unsexy brands build brand love

The Greggs journey into Youth Marketing

How to use social platforms in 2018

Are Millennials the true generation of gamers?