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Media Planning & Media Buying

The 5 Biggest Mistakes that Campus Advertisers Make

By | Campus Advertising, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
College Marketing and Advertising
Each fall, millions of students attending U.S. colleges and universities carry more than $400 billion in spending power. As students flock to campuses nationwide, there are endless opportunities for advertisers to get in front of millennial buyers.  At MSSmedia, we’ve worked with both advertisers and universities to run successful back-to-college campaigns for 15 years. We are college marketing experts that know the place, the products, and how to successfully deliver marketing strategies. In our 15 years of experience, we’ve seen clients and other agencies make critical errors in their campus advertising campaigns. To learn from their mistakes and execute the best campaign possible, we’ve put together a list of the 5 biggest mistakes that people make. Read on to avoid wasting your budget and resources in the college advertising world!

Not Knowing your Competition

One of the most efficient ways to understand your target market, is to study the competition. Analyze your competitors’ weaknesses and strengths. What do they offer that you don’t? Who are they are selling to? Understand what they are doing right, and what they may be doing wrong. Once you have outlined a plan, start looking at their social media presence! Look at things like their engagement rate on Facebook and Instagram. Search for their home page on LinkedIn and see if you can do better! Conducting an in-depth analysis of your competition will help you organize all your ideas and projects on how to market to millennials. Working with a company like MSSmedia who can help you conduct a competitive audit can put you ahead of the game. Our campus experts can help you redefine your advertising strategy and maximize your advertising budget.

Not Defining your Target Audience

After you have analyzed your competitors, identify a specific target audience that will best fit your product or service. Do you want to target local students, international students, or maybe student organizations? The options are countless; which is why you need to organize your stream of thoughts before going further in your marketing plan. Start by answering some of the following questions. How old is your target market? Where can you find the target audience you want to reach? What are some of the values the target cares for most? What are they most interested in? Campus OOH advertising can be integral to generating brand awareness among generation Z. In fact, research has shown that more than 70% of students pay attention to on campus billboards and posters.

After answering these questions, you can begin to create a sketch of the types of young people you are interested in reaching. With this strategy, you will be able to personalize your marketing message and identify specific characteristics that you may have not considered before. At MSSmedia, we know how to reach college students. For instance, one of our out-of-home campaigns with Panera was launched a few years ago at Ohio University and Virginia Tech. It featured various OOH installments in order to promote the new delivery to the two campuses. The campaign ended up being so successful in the number of impressions delivered (over 58 million) that Panera scheduled a similar campaign the year after. Read More

MSSmedia Agency

By | Media Planning & Media Buying | No Comments

Campus advertising is our business. For years, we have catered to the millennial market on college and university campuses across the nation with our network of outdoor advertising displays. We have now expanded our services with MSSmedia Agency, a new business unit.
MSSmedia Agency will provide clients with campus marketing solutions to brands and agencies wishing to target the coveted millennial market on college campuses. This partnership is built on the distinct strengths of each company: MSSmedia Agency’s media planning and buying, digital and experiential expertise merged with MSSmedia’s industry leading college marketing experience. This combination will allow brands to further reach their target market and achieve new levels of efficiency, effectiveness and customer satisfaction.
“Digital – combined with traditional advertising – is transforming business and our industry in monumental ways,” says Michael Sheldon, founder of MSSmedia. “MSSmedia Agency allows us to bring this technology to our clients and leverage MSSmedia Agency’s knowledge, software and expertise.” Sheldon is also the Founder of MSSmedia, so it was an undeniable strategic move to have the two companies form a joint venture.

Colleges Are Being Transformed by Mobile Apps

By | Buying Power of Millennials, Campus Advertising, Engaging Millennials, Media Planning & Media Buying | No Comments

Today’s students have more technology than 30 years ago. Cellphones, tablets, laptops and more are commonplace on a college campus. With these devices come a multitude of mobile apps that open students up to a wealth of information from entertainment, news and much more. Popular apps range from social media, photo editing to fitness and education tools.

As a brand, these mobile apps are an opportunity to connect with students as they travel the campus. Traditional forms of advertising are still effective and incorporating mobile apps extends the longevity of the message. Below are some options to employ to target the college market with these apps.

1. QR Codes

Use QR codes on your creative to trigger downloads of your brand’s app or direct them to your website. QR codes can be scanned using an app found on many smart phones.

2. Offer Discounts

College students are always looking for discounts and deals. Have students download your app and in return, they can receive deals or discounts for your product or service. They will then have the app on their phone and an incentive to buy from you. This increases the likelihood that will be future customers.

3. Share on Social

Social apps are on the majority of college student’s phones so involving these highly used apps with your campaign will speak to this market. Millennials trust information that their friends recommend so having people share your content on social media increases the trustworthiness.

Coke Zero Brings Back Their Drinkable Billboard

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Media Planning & Media Buying | No Comments

Classes are in session, and with that comes the excitement for the upcoming football season. Tens of thousands of college students along with other enthusiastic fans will be in attendance to root for their respective teams. Thousands more will be tuning in via television, which presents an opportune time to sample your product with the college market. This is exactly what Coke Zero aims to do.

It’s said that Coke Zero was created for men because they were turned off by the word Diet. Taking a glance at Coke Zero and Diet Coke, one would think they are identical, but they do differ slightly. Although Zero’s launch 10 years ago had a different target, the brand has realized the opportunities of marketing to other targets. Thus, Coke Zero has made a name for themselves, becoming a $1 billion global brand in 2007 and continuing to keep their stature. Surprisingly, it hasn’t been due to giving out samples of their product, which brings us back to the vast sampling pool of people surrounding football games.

Their latest campaign capitalizes on the millennial market physically available at games by setting up billboards at certain stadiums and handing out branded gear with drink samples. In addition to these outdoor advertising efforts, Coke Zero is taking their drinkable campaign to TV. Through 10 new spots, ESPN personalities will ask viewers to open their Shazam app and hold it to the TV. The Coke Zero will appear to pour into a glass on the smartphone, and the viewer will be given a coupon for a free 20 oz. bottle redeemable at select retailers. Coke has accomplished the task of not only engaging fans in person, but involving fans at home, which extends their reach even further. Taking outdoor advertising and utilizing social media, Coke guaranteed success of their campaign.

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