Student Village: Client breakfast presentation
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The document outlines 5 points to a successful youth strategy: 1) Know your target market, 2) Make a clear statement to stand out, 3) Build ongoing interaction by being part of their lives, 4) Focus on cultivating fans who are much more profitable, and 5) Add value through a student discount program on various goods and services.
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Samsung ran a campus marketing campaign in South Africa featuring "flash mobs" to demonstrate the power of touch using their new touch screen technology. Students at three national campuses were surprised with kissing, hugging, and massage flash mobs by gorgeous female divas to promote Samsung phones, reaching over 150,000 students total.
Converse case study - Student Village
Converse Optimistic Rebels was a 2010 case study about creating social change through flash mobs and art installations to raise awareness of important causes like education and hunger. Students wrote messages on a life-size Chuck Taylor sculpture about issues they wanted to address. The most common issue was education, so 360 students renovated 3 dilapidated high schools and preschools by painting and setting up computer labs and play areas, benefiting over 880 students. The project engaged youth in social causes and improved rural education facilities with Converse's support.
Revlon red alert case study - Student Village
Revlon launched a marketing campaign for their new fragrance targeting male students on 5 national campuses across South Africa. The campaign involved using attractive promoter teams to provide an intimate experience including massages, being fed by models, and receiving kisses to get students to use the product. The campaign reached over 150,000 male students and had them smelling good while being spoiled by the gorgeous promoters.
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Student Village: Client breakfast presentation
- 1. The 5 Points to a successful Youth Strategy Student Village
- 3. 1. Know Your Market
- 5. 2. Make a Statement
- 6. Stand Out
- 7. 3. Be a part of their Lives
- 9. 4. Fans
- 11. * Source: Mobile Youth CONSUMER SEGMENTS BUYERS, 55% LIKERS, 36% FANS, 9% WORD OF MOUTH REACH FANS at least 100X more profitable 34X 36X 110X
- 12. Fan Quadrant ? AppleNintendo The Flip Vocal Fans Concealed Fans * Source: Mobile Youth Fanspotting Quadrant Several customer touchpoints Few customer touchpoints CONNECTCO-CREATE REVIVE NURTURE
- 13. Pester Power
- 14. 5. Add Value
- 15. To be Free or Not to be Free?
- 16. Fashion The Student Village Advantage Discount Programme Entertainment (Movies, Music, Theatre, etc ) Textbooks/Stationery Groceries Airtime/Electricity Travel Restaurants
- 17. A Quick RECAP 1. Know Your Market 2. Make a Statement 3. Be a part of their life 4. Fans 5. Add Value
- 18. Remember the 3 Golden Rules…
- 21. Thank You
Editor's Notes
- Studying Chilling with Friends Technology Online Sport Shopping
- According to international research FANS can be up to 100X more profitable than an average customer. They are more powerful than your customers, the buyers of your products, they are even more powerful than the people that like your products ! International youth research shows that mobile brands around the world have grown in success due largely to embracing their fans and including this in the lifeblood of their marketing strategy. In this room is a living example of a fan with some backing proof.
- And we can see this laid out in the FAN quadrant. And BlackBerry doesn’t want to go and do what Nintendo or sony-ericcson does because BlackBerry knows who its fans are. So this quadrant is the basis of what makes mobile brands successful with young people. Each quadrant has a relevant strategy – NURTURE, CONNECT , CO-CREATE, REVIVE. I won’t be talking about the different strategies – just BlackBerry's which is CONNECT And its our job now to just facilitate bringing these fans and connect them together.
- BlackBerry Campaign case study
- Ok, so now you know that your FANS are critical to your marketing strategy, and you may be thinking : So how do we identify our fans and ? More importantly, how do we activate our fans and build a dialogue ?