Let’s preface with our disclaimer that SUMM is a division of StudentUniverse, the leading student deals provider, so you may think we’re a little biased.
At SUMM, we’re always crafting new ways for brands to get attention from college students in big ways but student deals always rank high in our bag of tricks. Here’s the main reasons why:
It shows you care
College students today are of a generation that loves attention. They want to be recognized and heard. So, they love it when brands do something just for them. Hey, they are working hard in school and deserve some reward for it! Offering a student deal shows that your brand identifies with college students and relates to the point in their life where they are. Plus, it’s cool that they can get a better deal than their parents. Students appreciate this and reciprocate with purchases.
They spread the word
Students are routinely the early adopters and trendsetters of everything from fashion to technology. Look at classic examples like Facebook or even UGG Boots; students adopt the idea or style, pass it to other students and all of a sudden, bam, it’s everywhere you look. Today’s student has already been on Facebook for most or all of high school and is expanding their social networks even faster in college. Tapping into those networks can be very powerful for brands.
They will spend after college
College students are at the beginning of their customer life-cycle and many are making purchase decisions on their own for the first time. If you can hook them with deals while they are in college, they will get to know your brand and continue to choose it for decades. Plus, they will be making significantly more than their peers who are not getting a degree. They remember and appreciate the brands that accommodated them while on a budget in college and become brand loyal after they graduate.
They are a controlled group
Brands can be a little looser with the deals they make available to college students, knowing that only college students can use them. Quick plug: StudentUniverse uses a patented verification technology to prove that its members are currently enrolled college students. Additionally, the college population literally turns over 25% every year with seniors graduating and new freshmen coming in so there’s constantly a new, fresh audience to speak to. In essence, marketing to college students ensures brand longevity.