So, you are trying to reach students?
With Generation Z making up most of the student demographic, we face new challenges in providing successful marketing campaigns.
Born into a digital world, with social media engrained into their everyday lives, you’d think that the easiest way to connect with these digitally savvy individuals is all online, but it’s not that simple.
We all know it’s important to offer online and offline content that students can engage with, but a recent study by McKinsey & Company has revealed that a recommendation from a friend is 50x more likely to trigger a purchase.
Marketers need to think outside the box and speak to students on a real level, while steering away from a “one-size-fits-all” marketing strategy. Gen Z students are craving not only authentic digital experiences, but they are eager to interact and build close relationships with brands that can add value to their everyday lives.
One way to establish these relationships and generate cut-through is via peer-to-peer marketing with credible brand ambassadors.
Brand ambassadors create authenticity
The influence and impact that our campus brand ambassadors offer is more important than ever.
Brand ambassadors work as micro-influencers, enabling them to build a genuine and trustful relationship with their audience. In a university setting, we’ve seen ambassadors viewed as influential peers who can pass on their brand knowledge further than the university walls.
Using brand ambassadors for a generation that has a thirst to learn, collaborate and ask questions is allowing a brand to impact these students openly and honestly.
As a brand, connecting with people may feel like a complex task but it’s no secret that face-to-face conversations build a much deeper personal connection with consumers.
University students are highly influenced by what their friends and peers are interested in. Although social proof has been around since the beginning of time, it has become a much wider topic of conversation more recently. Social proof is described as “the tendency to see an action as more appropriate when others are doing it” and this reflects our ambassadors influential standing within their communities.
Without even realising it, social proof is all around us, from groups of students wearing the same brand of hoody to a lecture, to students all attending the same club night. People like to ask friends for advice and therefore tend to follow the same trends.
Brand ambassadors are influencing their peers as they too are students, or in similar situations. By positioning your brand at the forefront of this conversation you are allowing the consumer, students in this case, the opportunity to connect with your brand.
The highly social aspect of university allows brand ambassadors to harness the power of peer to peer social proof, whilst continually increasing exposure of the brand. As in reality, it is students advertising to other students, and brand ambassadors are your microphone to the world.
Ultimately Gen Z want to feel connected, putting a voice and a face to a brand allows them to feel engaged and an engaged consumer is a happy one.
Contact Campus Group today to find out more about our Ambassador Network.