Each year our busy Freshers season sees our team rack up a huge amount of miles on the road but this year we cranked it up a notch with a quick trip to the Big Apple to present at this years YMS NYC event.
BAM are long standing contributors to the YMS series of events. We are regulars at the renowned London based events and over recent years we have been adding a little British flavour to the sister events that take place in Berlin and New York. Once again we were very excited to be back in the Big Apple to share some of our unique insight and experience of the student market.
The two day event was hosted at the super cool Industry City venue in the heart of Brooklyn, providing a unique location and one that we have become accustomed to over recent years. In additions to the awesome venue there were some amazing speakers from some of the biggest youth brands from across the globe including Snapchat, Converse, Coca Cola, EA, Gymshark and ASOS and of course BAM.
Day 1 featured the student stream which provided a great opportunity to understand more about the US student sphere allowing us to recognise not only the similarities but also the differing factors that impact the student market. It provided us great insight and enhanced knowledge that we can inject into our current campaigns, in particular our UK wide Brand Ambassador programme for the New York Times.
Day 2 saw BAM’s Managing Director, Tim Bodenham present some of the latest research and insight on key brand wins in the student space and how brands are achieving success. Tim shared his experience of building brand love and loyalty drawing on examples from our recent successful campaigns alongside our latest research revealing what students value from the brands they love.
Never one to miss an opportunity to impart wisdom in a cultural exchange, Tim educated our American friends on what depicts a real Sausage roll, the likes of which none of them had ever seen. There is certainly a gap in the market for a British sausage roll in the US, and on the flip side Tim introduced to an amazing game, named Corn Hole. It turns out Tim was pretty good.
Up next the team are off to the Savage Marketing event in Berlin. We are already counting down to our next big adventure. Stay tuned!
The power of words
After over 20 years of helping brands connect with students, there is still one area in which we still see the same mistakes being made… Language.
Everything from your responses on Social Media, to your choice of words on your Freshers Fair backdrop needs to resonate with the student consumer and more importantly needs to reflect your brand or business.
But we’re not just talking about nailing your tone of voice, that’s already a given! You also need to focus on the words themselves, so if you’re at a loss for words? It could be the case that your ads are too.
As a businesses with a student focus, you’re already competing with thousands of other advertisers for this audience’s eyes. Whether this is online, offline or every other targeting route you can think of!
This is why you have to make your message not just clear but crystal clear. Students aren’t mind readers, so don’t expect them to be. They shouldn’t have to read between the lines to discover what your brand, product or offering actually is. Saying this, don’t just state the obvious either. Don’t dumb it down but don’t be so elusive that they have no idea who you are, or what you do. You need to think of every route of written communication as the first handshake between your brand and your student consumer.
From every first encounter you need to make yourselves clear. Who are you? What do you have to offer? And why you and students are such a good match? You want to form connections with these students, so always keep in mind that if consumers are confused or fail to easily answer any of these questions, then a connection isn’t looking likely!
So when it comes to writing that ticks all the student boxes, follow these 4 simple tips:
1. Using bigger words won’t make you look or sound smarter In fact, it can actually do the opposite. To sound smart, you’ve got to stop trying to sound smart. Great writing is often simple writing, a good idea delivered clearly and concisely. Why explain yourselves in 100 fancy words when you can do it in 10 simple ones?
2. Have something to say If you’re struggling to describe who you are and what you do, this is going to show. When you have nothing to say, you often feel forced to write sentences that may sound meaningful, but in reality deliver nothing. You need to know how to summarise your business. Understanding how to do this will always make your writing much easier and quicker.
3. Make each word count and keep them active Boring sentences bore people, it really is that simple. You need to put your audience first and yourself in the background. Focus on messages that speak to them and engages them from the very first sentence. Don’t waste space with words such as ‘very’ and ‘rather’. Use active words such as ‘you’, ‘need’ and ‘now’.
4. Keep it easy It sounds easy because it is. This is probably the most important tip of all. Wherever possible keep it easy. Easy to read, easy to digest, easy to engage with and easy to share. If you’re falling flat at any of these points, you’ll struggle stand a chance in the student market.
If you want to know more or want some advice from one of our industry experts, get in touch today!
BAM celebrates 20 years
This month BAM Student Marketing celebrates its 20th year in business. As we enter this massive milestone, we thought we would take a stroll down memory lane to appreciate how far we have come, how much we have grown and how much we have achieved in those 20 years.
The story of BAM begins way back in 1998 where Tim Bodenham was a sabbatical officer at Swansea Institute. Whilst running the athletic union and entertainments program, Tim also managed the media sales for the Union. After two years of sabbatical duties , Tim realised there was a gap in the market, there was no agency promoting student media nationally, there was a need for a service and this is where BAM was born.
Seeing the potential in the student market and the opportunity for brands, BAM began collating details of all the media opportunities available to advertise to students through University channels. Over the next few years the database began to grow and so did BAM.
By 2005 BAM started to develop exclusive partnerships with students organisations across the UK where we sold their media on their behalf. We were essentially an exclusive booking agent for student organisations and a one stop shop for brands looking to advertise to students.
In 2009 BAM relocated to Cheltenham and as they company continued to grow as the demand for the service we provided continued to increase, by 2011 BAM were working exclusively with 46 student organisations.
It was at this point that the strategic management team realised that they had more to offer not only student organisations and the market, but also brands. With years of unprecedented access to this lucrative market, we knew it’s potential for brands, we knew what students wanted from a brand and we had the experience to gain great results for brands. So in 2011 BAM conducted a strategic review which led to the business re focusing the services we provide to become a full end to end provider for our clients.
Over the next few years BAM began to blossom. By 2014 BAM had expanded it services to include consultancy, staffing and social marketing, offering clients the best, most effective routes to market. Since then BAM has gone from strength to strength, honing in on what we do best. We now not only offer brands the option of full-service youth marketing campaigns from concept creation through to campaign evaluation, and everything in-between but also pride ourselves on our unparalleled knowledge of the market. With continued research, analysis and understanding into the trends and behaviours, we are ambassadors of the student market. Regularly attending marketing events from the UK to New York, sharing our knowledge and expertise to show brands exactly why they should be marketing to students and exactly what makes this market so lucrative.
BAM are proud to be working with brands both nationally and across the globe. As our portfolio of clients continues to expand, our team are passionate in their quest to deliver innovative, creative and bespoke services that put us ahead of rest.
As we enter our 20th Anniversary, not only can we appreciate how far we have come but also look to the future and imagine where we will be in the next 20 years. As we strive to be the UK’s leading student marketing experts, our aim is to continue to increase awareness of the power of the student market and continue to provide our clients with outstanding results.
Skyrocketing since it first made its mark, Influencer marketing is now common place for the Millennial generation and beyond. Born from a mix of the transforming digital landscape and a growing shift in purchasing behaviour, over the years Influencer marketing has become present everywhere and anywhere.
Celebrity endorsements were a highly influential factor in the purchasing decisions of the 90’s which continued all the way through to the late 2000’s. However with the current 18-25 market no longer trusting this rather transparent sales approach, Social Media Influencers have taken over.
But when it comes to getting advice and recommendations on what to wear, what to do and where to go, there are still people we trust more than even the most authoritative online Influencers; our peers!
Your friends and fellow students don’t have to be a certified expert for you to trust what they say, however it is your shared experiences, similarities in lifestyle and the general unity of students that generates this trust their peers opinion.
Helping enthusiastic students share their passions with a like minded audience is something we do best. We connect Student Influencers with the best brands and business around the globe, helping them broadcast their valuable opinions with those around them. But that’s not the only advantage of becoming an Influencer with BAM. Check out these 3 key reasons to become a BAM Student Influencer:
You get paid
Whether you’re reviewing a textbook, promoting an event on campus or attending a fashion launch on behalf of your university, students always get paid for their work and time. We want real opinions from real students, and this candid honesty is invaluable to both us and our clients! On top of this our Influencer’s are often gifted the products they review and they are often given free entry to events the brand promotes.
You don’t have to be Insta-famous
As weird as it may sounds, you do not even have to be online at all!
If you are a head of a society, involved in university specific groups or are just the go to girl or guy on campus, then you are just the person we are looking for!
A relatively strong social following is still advantageous, but we’re not after the future Kim Kardashian of Instagram. We don’t work with students solely based on numbers, we look for those who are open to talking about products and services with their fellow students, whether this be from behind a screen or face to face!
You can make real connections
Most jobs will say great networking opportunities go hand in hand with the role, but with BAM that really is the case. Just as we work closely with some of the biggest global brands, so can our Influencers! These brands want to hear what you have to say, they trust your opinion and they want your honest feedback.
We work with brands and businesses across every sector out there. Food, fashion, travel and entertainment are just a few of the industries our clients are dominant in. Our Influencers have the opportunity to connect with these amazing brands and become a true advocate for them. An opportunity not to be missed for any budding Influencer.
So whether you are a brand looking for the very best Influencers for your product or service, or if indeed you think you could be the next best thing in Influencer marketing, get in touch with our team today, we would love to hear from you!
How to successfully re brand
At first glance, the idea of re branding your business or brand may seem like nothing but a fun, new and exciting thought. However, if you’ve ever done it before you already know that designing logos, picking colour themes and customising fonts, although fun, only make up the smallest portion of the process.
If you want to re brand and re brand successfully, you’ve got to go the whole way! A logo revamp may seem like a huge brand change, but what good is a face lift that makes you look 50 when you’re still acting 100 years old? Re branding needs to start from within. Right from the visual look and creative feel of your new brand identity, to how your customers will react and feel towards your brand. Effective re branding encompasses a whole number of factors, factors that always require a whole lot of planning and a seemingly infinite number of considerations.
But don’t worry, we’re here to make this often complicated process easier to digest in 3 easy steps:
It’s all in your head
The first, and frankly most important, step in any re branding process isn’t a physical or even customer or company related change. It’s a psychological change of mindset and outlook on the process that lies ahead. You need to view this change in a positive light.
Needing a re brand is not a bad thing, nor a sign of failure or defeat, but the complete opposite! Many of the worlds most successful companies have had a re brand, from startups to Fortune 500’s, re branding is not a negative, so neither should your thoughts towards it be.
If you go into any re branding viewing the changes ahead as your last ditch attempt or your only hope for growth and success, then you can expect your outcome to reflect these views. Positivity encourages positivity, so no matter what the circumstances are that have got you to this place, it’s onwards and upwards from here on out!
If it ain’t broke don’t fix it
The biggest mistake a business can make is to re brand just for the hell of it. If you’re experiencing your first dry patch or even just getting bored, re branding isn’t necessarily the spark of life your business needs and it should never be the first route taken as an answer to your problems.
With any changes that will affect your business, there should always be a clear goal in mind, re branding included. You need to fully understand the reasons for making any change, no matter how great or small.
Saying this, there are 3 key signs to look for that often mean re branding may be the right route for you! The first being your target demographic has changed. As your business grows, so may your audience and it is this broadening in demographic that needs to be reflected in your branding. The most common example of this type of re brand is an already established business making changes to appeal to the highly desirable millennial generation (Lakra, 2017).
The second reason a re brand may be in order is that there’s new competition out there. New trends in consumer taste and choice may be having an affect on your industry, leading to an influx of new brands, all after a slice of the market. With this surge in competitors in your sector, differentiation is key and re branding is a great way to show the consumers out there just why you stand out from the crowd.
A significant business change is the third key sign a re branding is on the cards. Expanding into new product lines or entering the international market can fundamentally change the feel of your business. Your branding always needs to be a true reflection of your current business and this is where a re brand can be used to effectively showcase and broadcast any new or noticeable changes. Keeping the same branding across the board can often means you run the risk of your branding reflecting you businesses past identity.
Understand your story
We’ve touched on this already, but your branding is so much more than just the logo you’re identified by. Your branding encompasses your name, your company’s entire culture and even the story behind it all. At every touch point, your consumers can gather perceptions about your company from the make up of your brand.
No one knows the story and purpose of your brand better than you do and you need to make this story known throughout your business. Dig deep and try to remember the driving causes and factors that lead you to starting your business. Only when you have clarified these can you reflect and check that you’re aesthetics, tone of voice and general feel of the brand can you breath and speak the values and messages you were so passionate about in the first place. If these touch points no longer align, it’s time for change!
Want help with re branding or simply want to find out more, get in touch with our team today.
Lakra, A. (2017). How to successfully rebrand: a strategic and tactical guide. Available: https://99designs.co.uk/blog/logo-branding/how-to-rebrand/. Last accessed 23rd Jul 2018.
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.
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!
Wilko’s Youth Marketing, University Freshers’ tour
Wilko are a perfect example of how adopting a consistent and coherent approach to marketing to students delivers great results. They understand perfectly what students value about Wilko and that has allowed them to become a firm student favourite. For students across campuses all over the UK, where there is a Wilko there’s definitely a way.
BAM have loved playing a key role in Wilko’s approach to students over recent years and during Freshers 2017, we once again coordinated their tour taking on double the locations that we visited in 2016.
Learning from 2016, we agreed to adopt the same approach but simply fine tune the campaign deliver even more effectively. Central to the campaign was the ever popular Wilko goody bag. BAM managed the central collation, unpacking, sorting, logistics and storage of over 150,000 items of stock.
With the hard work of collating stock complete, building a data capture app, securing optimum fair spaces and recruiting top quality promotional staff for the job, made everything that bit the easier.
During the tour BAM distributed 25,000 goody bags to lucky students, The goody bags contained some amazing samples including Original Source shower gel and Lip Balm. However students were most pleased to see the return of their favourite item…the Wilko wooden spoon. We know they are handy and useful for students, but we are not so sure why students go quite as crazy as they do for them, but who are we to question why.
Each of the goody bags also contained a scratch card that gave students the opportunity to win a free sweet treat in store. 2618 students redeemed these treats from Wilko stores during the two weeks following the Freshers events. For those who weren’t quick enough to get their hands on a goody bag, we had the consolation of a second scratch card with the chance to win from a selection of Gift Cards. Over £8,500 worth of gift cards were awarded to students.
Throughout the course of the campaign, over 40,000 students signed up to the Wilko mailing database. BAM have supported Wilko with their clear comms plan which ensure Wilko continue to connect with students throughout the year, developing an always on approach.
Linked to the year round approach, we have also been supporting Wilko with continual activity throughout the year at two key cities. We have already started to see the positive impact of a consistent approach with Wilkos being cited as a key brand students remember seeing on campus.
With the planning process well under way for 2018 we looked forward to supporting Wilkos and their continue to grow their brand love in the student market.
