Become the Big Shop on Campus
A new study finds that the current college population, defined as ages 18 to 34, has jumped 6% to be the biggest class in history. An estimated 16 million students nationwide are preparing for their fall classes.
Alloy Media + Marketing’s 10th Annual College Explorer Study, powered by Harris Interactive, also estimates that this group has $306 billion in projected spending power.
“And, while overall non-discretionary expenses are on the rise, it’s this consumer group’s discretionary spend that is particularly revealing,” the press release continues. “Showing a projected 10% increase since last year, the 18-34 year old college set continues to display a penchant for what they deem ‘must-haves,’ with annual discretionary spending figures rising to an estimated $69 billion, representing a substantial hike from 2009.”
Those must-haves include cell phones and other technology gadgets, as well as entertainment like movies and restaurants. These are just the preliminary results — Alloy Media + Marketing will release its full findings later this month. But what it’s already released does set up an interesting topic: How do you capture the college student’s heart and mind (and wallet)?
1. Hire ‘em. I’ve banged the drum before about The National NeedleArts Association’s wonderful Pathways into Professional Needlearts (PiPN) internship program, but this year the association has expanded it to include an apprentice program. I’ve witnessed firsthand the college students who have completely embraced needlearts as a result of this program, students who would otherwise have dismissed the pursuits as something their grandmas would do. Knitting, crocheting, embroidering, cross-stitching and needlepointing opened up new creative doors for these students, and in turn, many are putting a youthful, modern turn on stitch interpretation and design. I guarantee they have shared their passion with their friends, and word of mouth gets spread quickly.
2. Help them accessorize. Beaded cell phone charms, crocheted cell phone covers, quilted iPad cases… on campus, it’s all about expressing your individualism (even if you doublecheck that everyone else is doing it first). MAKE magazine and its very popular Maker Faire events are great examples of blending the worlds of technology and handmade.
3. Keep them from getting lonely. If you’re based near a college, hold weekend classes for kids who might be homesick, stressed, and in need of something fun to pass the time until their friends get back on Sunday. Participate in on-campus community events with a booth and an easy make-and-take — if nothing else, it’s a great way to unload old inventory! There are also plenty of campus outreach groups that would love a place for its members to hang out on a Saturday night, doing something fun for themselves or for charity.
Do you have the college set in your customer database? Please share your tips for building their loyalty, either in the comments below or emailing me at positiveyarn@goochandgooch.com.
Tags: Alloy Media, college market, craft, customer loyalty, discretionary spending, Harris Interactive, marketing, needlework, PiPN, TNNA
July 9th, 2010 at 3:02 pm
I have been designing and making products for all ages, but many of my products are particularly appropriate for this age group. Among the products that are available as a pattern or as a full kit are: beaded crochet necklaces, links (i-cord) necklace, funky and unique scarves, i-phone cover (made with a knitted fabric that is then woven with a tapestry needle — it is real cool!), etc. As per garment designs, there are many pieces in my collection that will also appeal to this age group.
Check it out at my web site!
Best!
Helen