I just finished college. My fellow grads and I have been thrown into a huge transition, whether we want to accept it or not. This is a time where we are seeking advice, information and guidance on how to make decisions regarding finances, insurance and all those fun adult purchases. While we may be broke now and for the next few years, soon we'll be making significant purchases (cars, homes, kick-ass TVs) that I doubt brands would want to miss out on. I want your brand to be my friend.
Who's missing out?
Apple and the PCs -- These companies welcomed us with open arms as freshman offering student discounts and handing out free iPods (and Zunes?). We got frequent deals throughout college because we were poor students. But now what? Acknowledging the next transition might be the simplest way of saying let's be friends for life. It could be as simple as suggesting podcasts that give career tips or as extensive as email blasts about the benefits of Apple for small businesses.
TCF Bank (or other campus bank) -- U of M students are pretty much forced into getting a TCF Bank account during freshman orientation. They should be doing everything they can to keep grads as customers as they start to want and need more banking services.
Amazon -- I would be surprised if their sophisticated user data didn't know that I had purchased textbooks at least once per year for the past four years. While it might not be totally accurate for everyone, serving up recommendations for books that help me handle life after college (new job, home decor on a budget, M-word books) are likely to be well received.
Car insurance brands -- I've received the good student discount for the past eight semesters and now I'm kicked off because I'm graduating. But why aren't they scooping me up as an individual account? I have no idea what insurance to buy but if they presented me with a recent grad package I'd sign immediately.
And someone who's doing it right:
Mint.com -- The Financial Fitness 'game' helps users learn about their accounts and explore the options of savings and investment. It's perfectly targeted to help grads get their student loans and budget in check.
Any other brands that you'd want to be friends with upon graduation?
4 comments:
Agree that these brands should be reaching out to you and your friends right now-- surprised that they're not.
Really surprised- you'd think they'd realize that many of the relationships the types of brands you mentioned have are cemented in that post-college period.
It doesn't have to be via social media either. A phone call, an email, even a direct mail offer would work for someone who's actively wanting their help.
Great points. I should point out that GEICO does have some packages for the recent grad.
A few others that are doing it right:
BCBS- Simply Blue is a package targeted towards us (as well as retirees not yet eligible for medicare) and had some great billboards up by the U of M a few years back, talking about stuff like mix-matched pillow cases and ramen noodles
State Farm- Though they're campaign talks about a number of different transitional times, some of them are targeted towards recent grads.
Wellpoint of Blue Cross CA- Tonik- this was a healthcare plan that specifically catered to youth who wanted to live aggressively and protect you straight up so you can take the risks you want and follow your passions. It was meant to be affordable, transparent, and simple. I believe the campaign won a 4A's Spark Award a few years back, in fact.
So while insurance companies seem to kinda be jumping on board, what about car companies? consumer goods? definitely some opportunities for the taking out there.
@claire - The brands you mentioned target recent grads, but they do little to reach out to me. And the main point here is that there are brands that students have had a relationship with for 4 years. That's pretty serious and the brands are risking giving all that up by not saying "hey, I get that your life sucks right now, let's figure it out together." BCBS billboards aren't being my friend, they are trying to build awareness on campus. I need a brand to do things that a friend would do like help me out when I'm not sure what to do.
@alan - Completely agree that this doesn't have to be social media. If my Dad's insurance agent called me and told me that they could help me get a cheapish plan for my cheapish car I'd be thrilled.
Ahhh, it fully sinks in. Thanks, I gotcha.
And can I just point out how incredibly bizarre it is that I wrote "they're campaign" instead of "their"?? Pretty positive thats the first time I've ever messed any of the there/their's up...
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