While reviewing the findings of a recent article from MediaPost’s Research Brief with highlights of a proprietary 2012 College Marketing Report from the Barnes & Noble College Marketing Division, I was surprised to learn that e-mail is one of the methods providing the most reach among college students. Key finding are listed below.
Best Way To Reach College Students by Company or Brand (% of Respondents)
Medium % of Respondents
Email 20%
TV commercial 19
Coupon 14
Facebook ad 9
On-campus WOM 9
Social coupon 8
Print ad 8
Website ad 5
Radio commercial 4
Texting campaign 3
Source: Barnes & Noble College Marketing, September 2012
Significant findings from the 2012 College Marketing Report include:
• Although Internet and social media usage is strong among college students, 42% still say TV ads are the most effective form of advertising
• 65% of college students engage with brands via social media at least weekly, primarily on Facebook, and a third do so at least three times a day. However, 55% do not think Facebook is a good place for brands to advertise to them
• Students are most motivated by brand loyalty as a key driver of social engagement (26%), but also love a good coupon offer (26%) or fun contest (19%)
• 61percent do not believe a text message campaign is a good way for a brand to connect with them. Further, 58% of students view the majority of their emails on their laptops
• 59% of respondents say friends have the biggest influence on their purchasing decisions, both online and off
• 63% of students never scan QR codes located on ads
• 68% of college students would be interested in becoming an on-campus student brand ambassador, while half of students would like brand ambassadors to help during move-in
• 70% of students say they’re more likely to buy from a brand that supports a charitable cause and 63% are willing to spend more on products tied to a charity
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