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Diretrizes importantes para comercializar com eficácia para estudantes universitários Diretrizes importantes para comercializar com eficácia para estudantes universitários Atualizado pela última vez em 18 de agosto de 2022 por Freddy GC
Foto por: SunKids
Publicidade no grupo demográfico universitário é certamente um processo contínuo e opressor.
Embora a mídia tradicional sempre tenha sido adotada por vários proprietários de pequenas empresas como seu principal arsenal de marketing, o aumento no uso de dispositivos móveis e o crescimento das mídias sociais desbloqueou os portais para que os profissionais de marketing alcancem seu mercado de forma barata por meio de métodos totalmente novos de engajamento.
Só os Estados Unidos têm um número impressionante de mais ou menos 30 milhões de estudantes universitários - conhecedores de tecnologia e formadores de opinião que dedicam muito tempo juntos quando comparados à maioria dos outros grupos profissionais ou sociais.
Colocando isso em perspectiva, a geração Y é agora considerada o maior grupo de consumidores em toda a história dos Estados Unidos.
Os comerciantes de todo o país podem pensar em barracas de barril, carteiras finas e férias de primavera quando tendem a ouvir o termo “estudantes”.
Frequentemente, os estudantes universitários são tratados como um pequeno segmento. Mesmo assim, seus gastos ultrapassam US $ 30 bilhões e um estudo do Boston Consulting Group afirmou que vários setores que não alcançam a geração do milênio hoje podem perder o barco completamente.
Na verdade, obtivemos um grande público com necessidades distintas e um sólido poder de compra.
Agora, como você pode se sair melhor do que a maioria dos profissionais de marketing para esse grupo demográfico específico?
Dê uma olhada nas seguintes considerações.
Aprenda a fazer corretamente a segmentação Foto por: Marc Chouinard | https://stocksnap.io/photo/PHE63L27S6
Antes de mais nada, divida seus consumidores e classifique quais frequentam a faculdade.
Somente tendo essas informações seu esforço de marketing pode se tornar verdadeiramente eficiente.
Usando essas informações, você poderá alterar a mensagem, enviar e-mails apropriados, criar melhores páginas de destino e algumas campanhas de design que tendem a parecer que são realmente destinadas a estudantes universitários.
Reconheça que você não é mais jovem Foto por: Ryan McGuire | https://stocksnap.io/photo/59CA27CD96
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É certo que os grandes tomadores de decisão são um pouco velhos ou, digamos, um pouco desconectados para ter uma compreensão completa da demografia do aluno.
Ter seu filho ou filha frequentando a faculdade nem é uma desculpa.
Mas, ser mais velho do que a maioria dos estudantes universitários está bem, desde que você não tente fingir falar a língua deles, compreender seus gostos ou comandar o que fazer.
Mantenha as coisas fáceis, peça a alguém jovem para fazer o trabalho Cortesia comum e curta, comunicação direta batia em tentar ser moderno.
A maioria das faixas etárias ama e respeita marcas que são verdadeiras consigo mesmas.
Se você tiver orçamento extra, contrate alguém que use o SnapChat e o Twitter com hashtags úteis.
Se você não tem a quantia, que tal ter um estagiário que possa lhe dar dicas essenciais?
Dê incentivos genuínos
A Apple é conhecida por oferecer grandes descontos para estudantes em seus produtos.
A Amazon oferece uma assinatura principal gratuita para os alunos.
No entanto, oferecer descontos não é sua única opção. Você pode ir atrás de rifas ou alguns brindes, quaisquer que sejam seus diferenciais para os segmentos de alunos, apenas certifique-se de que incluam incentivos genuínos.
Faça uso do marketing direcionado Você gostaria de criar diferentes páginas de destino , estratégias exclusivas de marketing por e-mail, contas de mídia social atualizadas e alguns aplicativos móveis para permitir que você segmente suas mensagens com eficiência.
Certifique-se de ter sua proposta de valor exclusiva apresentada em um canal ou plataforma especificamente dedicado aos alunos.
Evolução Várias marcas tendem a optar por dar Marcas B a estudantes universitários.
Isso nos deixou pensando por que essas marcas não estão vendo o que a Apple vê?
A Apple tem desfrutado de um sucesso incrível com seus excelentes designs de produtos, estratégias de marketing inteligentes e linha de produtos robusta.
Já passou de uma participação de mercado de estudantes universitários para mais de 35% desde o ano passado e observe que esse número está crescendo continuamente.
Com uma compreensão clara do valor do mercado universitário, a Apple parece conquistar o coração dos alunos.
De acordo com o recente estudo realizado pela Forbes e Student Monitor, a maioria dos alunos que planeja comprar um novo computador, quase 50% disseram que estão dispostos a comprar um Mac. Na verdade, este é um número impressionante.
Foto por: Michal Kubicek |
Esta nobre empresa é casada com a ideia de que os alunos astutos de hoje são os maiores empresários, engenheiros, médicos, professores de amanhã e assim por diante.
A Apple parece compreender a importância subjacente da diferenciação de preços; dá aos alunos incentivos por meio de um canal separado, a Apple Store for Education.
Certamente, se um determinado produto for preciso e o benefício aparente for maior do que o custo, o orçamento dos alunos repentinamente se torna elástico.
Os computadores Macintosh e outros produtos são indubitavelmente mais caros do que os outros, mas agora têm um mercado maior.
Você viu o anúncio da Coca-Cola sobre o “Twist amigável "?
É uma campanha divertida, absolutamente inovadora e que cumpre bem a promessa de felicidade e compartilhamento da Coca-Cola.
A Coca-Cola é uma empresa que dá grande ênfase às suas estratégias de marketing e, durante anos, tem se saído muito bem.
Eles conseguiram que as pessoas falassem sobre eles e suas excelentes ideias de marketing. Não é disso que se trata o marketing?
A Coca-Cola é uma marca enorme e há muito o que aprender com ela, especialmente na comunicação com os diferentes grupos demográficos de consumidores.
Nesse anúncio, a tampa giratória que só pode ser aberta por outra garrafa enfatiza a alegria e a divulgação da mensagem da Coca-Cola.
Essa é uma tática que pode não apenas aproximar as pessoas, mas também deixar uma impressão duradoura para aqueles que podem vivenciá-la.
Com quase 10 milhões de visualizações no YouTube e incontáveis compartilhamentos em várias plataformas sociais, incluindo Facebook e Twitter, a criatividade do anúncio fornece à Coca-Cola um motivo convincente para permanecer forte aos olhos de seus consumidores universitários.
Finalmente, você consegue se conectar com o conectado?
Esses adultos?
Eles têm dinheiro e liberdade para escolher marcas que os levarão à faculdade e até mesmo à idade adulta.
Fasciná-los agora, ou arrisque-se a perder a geração seguinte de consumidores fortes informados sobre a faculdade.
Diretrizes importantes para comercializar com eficácia para estudantes universitários by
Melissa Symonds
Relacionado Esperar!Aprenda o segredo número um para construir uma lista de e-mail e ganhar dinheiro! Baixe o e-book - É GRÁTIS! |
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Melissa Symonds 2022-08-18T13:17:31-05:00 Melissa Symonds é gerente de conteúdo da
LinkVista Digital Inc. . Ela adora escrever sobre as diferentes estratégias de marketing para novos profissionais de marketing e empresas iniciantes.
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Ótimas dicas Melissa! Obrigado por compartilhar! :)