Direct Marketing to Young Adults
Q: I’m trying to increase my market penetration to young adults . . . college-age. Do you have any good ideas on how to effectively reach them?
A: Yes! Here are a couple of ideas to get you started. For DM campaigns, use a targeted data source. There are companies who specialize in college-student data, and we recommend this as a good first step. There are two companies that compile this data specifically: American Student List (ASL) and Student Marketing Group (SMG). We’ve worked with clients in this space and have personally had some great success in utilizing ASL’s data. They are a very reputable company and very responsive from a sales perspective. This data can help you hone in on the specific age range and areas of interest that may be most relevant to your product/service.
Additionally, consider utilizing social media to reach this group. For example, create a Facebook or MySpace page and build a community around your product. Young adults are the fastest adopters of this marketing medium — and they love to buy things that their friends recommend. By utilizing social marketing, you are essentially getting your target audience to sell for you to their peer group. So, this is another good marketing channel to utilize to reach this group.