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STUDENT MARKETING PROGRAMS: HOW TO INCENTIVIZE TO BUILD A BRAND


SPREADING AWARENESS ISN'T ENOUGH: YOU NEED TO ENCOURAGE STUDENTS TO TAKE ACTION.

 * Shape
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By Young Entrepreneur Council@yec
Getty Images


By Adam Grant, CEO of Campus Commandos.



Student brand ambassador programs have been around since I went to college in
2004. Large companies have used students to maintain a constant presence on
college campuses for a while now -- like Microsoft, Apple and Victoria's Secret
PINK, to name a few. Andrew Watts, a student at the University of Texas, summed
the success of these programs perfectly: "The logic behind this is simple -- who
knows the college market better than college students themselves? Hiring
students allows companies to tap into trusted insiders who have access to
thousands of other students through their dorms, mailing lists, private Facebook
groups, clubs and classes."

In my position at a youth marketing agency, I've noticed an increase in startups
asking about student brand ambassador programs. They commonly ask about what
motivates student brand ambassadors and what handouts incentivize their
classmates to take action -- whether it's to download an app, register on a
website or attend an event. Here's what I typically recommend:




REMEMBER CASH IS KING



To any startup wondering how to incentivize its student brand ambassadors: Cash
is always king. Why? Most college students graduate college with debt. Anything
you can do to help them chip away at student debt will be your top incentive. I
am talking base-pay cash, not commission. These are college students who don't
have much sales training to turn commission into instant gratification. Think
more along the lines of bonuses for well-attended events.


OFFER PROFESSIONAL TRAINING

What if you don't have a lot of cash to give? If you're not a large, established
brand like Apple or Coca-Cola, take a look at what assets you can offer. You
could consider offering professional training -- if you're part of an incubator
or accelerator, can it provide similar training for your student brand
ambassadors?



You can also offer Q&A sessions with top executives or a path for future
employment with your company (given a set of agreed-upon goals). Overall, think
of the reasons why students join student ambassador programs and tailor your
reasons accordingly. They typically join for work experience, compensation, and
the flexibility to accommodate their class schedule.


RELATE INCENTIVES TO YOUR COMPANY

When thinking about incentives for student brand ambassadors to hand to their
peers, consider what adds value to the students -- and what makes sense for your
brand. Handing out popular items like sunglasses and earbuds is fine, but
remember there are plenty of other brands out there doing the same thing. How
can you break through the noise and have your message resonate with that
student?

Suppose you own a car company and want to increase the number of students who
take advantage of a discount for recent grads. You might be tempted to go with
obvious handouts like keychains, sunglasses, and stress relief balls shaped like
a car. Instead, think about the current needs of these students.

Until they are ready to upgrade to a new car, their technology may not be
compatible with older cars. You could offer an FM transmitter to play an MP3
player through the radio, or a USB drive for the charger port that allows them
to charge both Androids and iPhones.

Yes, you are paying more, but students going to hold on to that handout and keep
it in their old car until they are ready to upgrade. Your message will
constantly be in front of them where they spend a lot of time. Overall, put some
thought into your incentives for your student brand ambassadors and what they'll
be handing out to their peers.



Be attractive to students so they stay motivated, and give them a tool kit of
supplies that will convert their peers. In doing so, you will be well on your
way to a successful student marketing campaign.

Adam Grant serves as CEO of Campus Commandos, a top youth marketing agency that
helps you market products/services to college students.


Jan 4, 2017
The opinions expressed here by Inc.com columnists are their own, not those of
Inc.com.



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