Big Brand On Campus

Choose the Best Medium for your Message

Too often I come across PR people and marketers that use mediums that simply just do not best convey their message.  The medium tends to be the written word and it is used to promote something like a TV or radio show.  Web technologies have come too far to let this slide anymore.  HTML makes it possible to display just about any form of media.  So marketers take a little time and put your best foot forward, if you have great video or audio content, edit it into something that is amazing.  Or how about getting so creative that you come up with a great concept for video content.  It can be simple, cheap and quick but it has to be something amazing, something worth sending to another person.  However, before you do, think about a market segment, a target audience if you will, that will love your message and want to send it to their friends with similar interests.

I guess that is what struck me about this video.   I don't know who made it or why it was made but it is a perfect advertisement (and viral video) for the iPhone and to me it seems that the target audience is musicians.  At the end of watching this video ask yourself two questions:

1. What musician would not want an iPhone?
2. Would you send this video to a friend (maybe one that is a musician)?

I will be speaking at the MobileYouth Live Webinar Next Thursday

Catch me LIVE next Thursday at 12:00 PM EST!  Join the first of an on going series of live youth marketing discussions brought to you by MobileYouth.org

I will be discussing how organizations connect and maintain relationships with college students

Click the link for the details:

http://www.mobileyouth.org/post/student-marketing-webinar-26th-march-2009-with-the-campus-buzz/

A Tale of Two Condoms- A Case Study in College Media Relations

Here are two press releases that were intended for the college media.  One by Trojan Condoms and the second by Lifestyles Condoms.

For condom makers the college aged demographic represents a very valuable market.  For many young men and young women college marks a period of both sexual discovery and independent buying.  With on-campus agencies and government funded programs consistently informing college students on the practices of safe sex and condom use it is up to the condom makers to make their case to students to choose their brand over the competition's. 

So lets take one look at how each approaches the college market or more specifically the college media.

The Lifestyles' Approach

 

This press release introduces a new product, SKYN, the "next generation" of condom.  This new condom "provides a softer condom that more easily adapts to the form of its wearer.  A deviation of the typical “clear” condom in this category, SKYN is natural in color, which alludes to the natural skin-to-skin sensation it bestows in the bedroom."  The press release also points out the new solid black packaging and the Polyisoprene material that makes the condom "stretchier, so it conforms to the user for a more ergonomic fit."

The Trojan Approach

 

This press release is entitled: "Trojan(R) Brand Condoms Seeks College Journalists Who've Got Sex Covered With Second Annual Journalism Contest".  It discusses the award they are offering, the application process and the judging.  The winner of the award wins a $2,000 scholarship and a trip for two to San Francisco for the awards ceremony.  The award is open to "college journalists who demonstrate outstanding sexual health reporting in their college print, radio, television or online media outlet, including journalistic blogs."

Right away we notice that this press release is meant for no one else but the college media and more specifically College Sex Journalists.  Trojan is seeking to identify the college students on campus that  1. are passionate about the discussion of sex and 2. have an audience.  Trojan is doing something that Lifestyles is not; embracing the college media and attempting to create a more meaningful relationship.  Even if there is only one winner of this contest Trojan will have collected (through the application process) the contact information of the country's most passionate college sex journalists.  They can continue the conversation with them and include them on what they are trying to accomplish.  It's smart, very smart and it is all part of their Evolve Campaign which has been going on for a few years now.  Lifestyles on the other hand, they develop new products which is great but continue down the same pr path. 

If you consider the college market a very important segment to your business don't forget about the college media.  Find those within it that are passionate about your industry (ie. technology, sex, career, sports, arts, etc) and reach out and embrace them.