Building Loyalty Through College Partnerships

Posted on November 08, 2010 by Sallie Burnett

One way for companies to expand their marketing efforts into the crucial 18-25 demographic is to reach out to college students where they live.

American Eagle Outfitters is one retailer that has reached out to campuses, using college students themselves as “brand ambassadors.” A recent USA Today article points out that even when students shun the idea of big-business marketing, their own words can inadvertently demonstrate the powerful influence of peer opinion leaders.

Bijah Gibson, for example, a journalism major at Colorado State University, claims to largely ignore marketing efforts targeted through social media and elsewhere:

“It doesn’t affect what I buy,” he says. “My friends have a much bigger effect on what I buy than what I see on some website or on a Facebook update.”

And precisely where did those “friends” gain their enthusiasm? Some website or a Facebook update, quite likely ….

Red Bull is another company that has huddled with marketing advisers and come up with a college-based strategy. Red Bull sells more than 4 billion cans a year in the United States – its target market heavily skewed to 18-25 (with 8.4 million Facebook friends).

When students returned to school this fall, for example, thousands got sample Red Bull Energy Shots (2-ounce bottles that retail for $2.99) at college bookstores (talk about helping students stay awake for those study, work, play and party priorities).

It also moved forward with a “4-Pack Thursday” because “Thursday is the new Friday” promotion on campuses across the country.

Entrepreneur e-zine offers five tips for reaching the elusive college market: