Tag Archives: advertising

Why College Kids Are Cheap–And How It Benefits You! Part 2: Needs vs. Wants

When people think of college spending habits, it’s easy to just say “cheap”.  And yes, we are. But there’s more to it than that. In Part 1: No Brand Loyalty, I argued that one reason college kids are cheap is that purchasing habits aren’t developed yet, which provides an opportunity to hook a relatively “blank-slate” purchaser more susceptible to price and advertising. Now, I’d like to talk about what college kids actually do spend money on by breaking down purchases into…

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Why You Should Post on Sundays

Sundays always have had the reputation of being lazy. It’s the day where no one really wants to do anything. But, if you’re reaching out to the twentysomething or college market, Sundays can represent a real opportunity for you to stand out.  Here’s three reasons you should be posting on Sundays.

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Why College Kids Are Cheap–And How It Benefits You! Part 1: No Brand Loyalty

Usually, when people think about about college purchasing habits, they think of one word: cheap. Everyone knows the stereotype of a cheap college kid. There’s some truth to it too. I have one friend who saves plastic utensils from Wendy’s instead of buying silverware. But to think of college kids are just “cheap” is missing a big part of the picture.  After all, while pinching pennies on some items, they are certainly willing to splurge on others. This meme sums up the discrepancy perfectly.

There’s multiple reasons that college kids and twentysomethings are cheap about some things and not about others. And understanding what those reasons are could help you cultivate a potential customer for life. Listening now? I’ve decided to do a mini-series on why college kids buy what they buy and where the opportunity lies. First up….

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COVERGIRL and Sofia Vergara: Wins on Video, Loses in Print

When I discovered that Sofia Vergara would act as one of the celebrity endorsers for COVERGIRL, my immediate reaction was “Yes! I love her!”.  While I don’t normally get excited for celebrity endorsers, Sofia Vergara has such a big, fun personality (as Gloria on Modern Family and as herself on the red carpet) that I couldn’t help but root for her.

Having the right celebrity endorse a product is almost like hearing a friend’s recommendation. There’s an implicit level of trust. After all, celebrities spend countless dollars and hours promoting a brand for us to remember and recognize them by–to feel as if we know them. And if an individual that I feel like I “know” tells me to buy a product, it carries more weight than some stranger.  That’s why the most effective endorsements play into what the viewers “know” about a celebrity into the company’s product pitch.

In Sofia’s case, her brand is well-established. Funny. Loud. Columbiana. Flirty. Smiley. See how well her personality/brand shines through in the COVERGIRL commercial below.

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