Last year, the marketing agency 'Campus Solutions' teamed up with the popular magazine 'ESSENCE' to put together the '2015 ESSENCE College Tour.' Catering primarily to the magazine's female, African-American readership, the campus tour aimed to help the brand connect with college-age students.
The 2015 ESSENCE College Tour involved a series of interactive events at different college campuses across the country. Each stop involved a variety of activities, including hair-styling stations, beauty demonstrations, ESSENCE BeautyBox sign-ups, product giveaways and talks from ESSENCE writers and editors. The promotion was designed to help build brand awareness for the magazine and foster loyalty among college-age students.
The ESSENCE campus tour demonstrates how brands can target students and young consumers by interacting with them directly where they live, work and study.
Key Themes Behind This Trend
- Interactive Campus Tours
- Disruptive innovation opportunity: Brands can create interactive campus tours to engage with students and build brand loyalty.
- Targeted Marketing to College Students
- Disruptive innovation opportunity: Brands can develop marketing campaigns specifically designed to target college-age students and build brand awareness.
- Direct Engagement with Young Consumers
- Disruptive innovation opportunity: Brands can interact with young consumers directly in their living, working, and studying environments to create brand connections.
Where This Applies
- Marketing and Advertising
- Disruptive innovation opportunity: Develop new strategies that combine traditional marketing methods with interactive campus tours to engage with target audiences.
- Publishing and Media
- Disruptive innovation opportunity: Create magazine-specific campus tours to connect with college students and increase brand loyalty.
- Beauty and Cosmetics
- Disruptive innovation opportunity: Establish partnerships with college campuses to offer beauty demonstrations, product giveaways, and brand experiences to young consumers.
