Freshers' Fever: Where Brands and Students Collide

Freshers' Fairs are a staple of the first week on campus and maybe even a rite of passage for others. During this period, students are not just transitioning into higher education but also actively shaping their consumer identities. The decisions they make during Freshers' Week can influence their brand preferences, purchasing patterns, and even long-term loyalties. It's here that brands take centre stage to make lasting impressions with students.

With the recent publication of the NatWest Students' Index, we gain valuable insights into the dynamic demographic, including their spending habits and buying cycles. This article delves into this data, accompanied by strategies, tactics, and success stories. We'll spotlight the key campaigns making waves in this market and examine how they are excelling in capturing the attention and loyalty of students.

It's tempting to label Gen Z as the 'fleeting attention' generation, given their multitasking abilities and the sheer volume of information they navigate daily. But this label might be an oversimplification. To understand this generation requires a deep dive into their world, sculpted by technology, tempered by socio-political changes, and imbued with a unique sense of identity. The Natwest Student Data Index 2023 indicates that Liverpool students spend 71% more on alcohol than the UK average. It's a reflection not just of consumption habits but also of a desire for social connection, experience, and discovery. In a world filled with fleeting moments and ephemeral trends, how can brands create a lasting impact? Especially during occasions like freshers' week, where there's a deluge of information, events, and competition, all vying for attention, relevance, and engagement.

BrewDog's strategy at Liverpool is a testament to the power of keen observation and understanding of Gen Z dynamics. By organising a curated tasting event, they provided an avenue for students to come together and experience the diverse range of BrewDog beverages. The targeted strategy was a resounding success; not only did it elevate brand awareness as the event gained viral traction, but it also attracted students from nearby universities.

Liverpool students' high alcohol spending, exceeding the UK average by 71%, underscores regional variations in student spending habits.

To genuinely resonate with the student market, brands must bridge between offline and online worlds. In an era where Gen Z thrives on digital interaction, QR codes at Freshers' Fairs offer instant access to digital platforms, promotions, and interactive experiences. With a simple scan, students can be transported from a bustling fair environment to an immersive digital space tailored to their interests. Starbucks' initiative is a prime example of this bridge in action. By offering limited-edition reusable cups, they appealed to students' sense of identity and belonging. Each cup came with a QR-linked loyalty card, incentivising students to kickstart their Starbucks journey. The university branding evokes a sense of pride and community, incentivising students to kickstart their Starbucks journey.

The environment's heartbeat resonates deeply with freshers, and brands are tuning in. At select universities, Lush introduced bath bomb workshops, demonstrating their commitment to natural ingredients and zero waste. This interactive approach educated students while cementing Lush’s eco-friendly reputation. Brands that can create immersive experiences hold a lasting spot in students' memories because they anchor brands to core emotions.

Instead of simply offering their products at discounted prices or handing out samples, Lush invited students to build their own bath bombs.

Polaroid tapped into another emotion entirely: nostalgia. In an era dominated by digital snapshots and ephemeral stories, there's something profoundly intimate about a physical photograph, especially one that evokes the charm of a bygone era. By setting up vintage-themed photo booths, Polaroid wasn't just promoting a product; they were selling a memory. Every student who walked away with a photograph had a tangible piece of their freshers' week, a moment frozen in time, underscored by Polaroid's legacy of capturing memories.

The common thread between these two brands is their understanding of emotions as the bedrock of memorable marketing. By anchoring their strategies to these core emotions - be it the satisfaction of creating something sustainable or the warmth of nostalgia - they become intertwined with the students university narrative. Understanding the shifting financial dynamics of the student demographic is also crucial for brands. As average monthly expenditure has fallen by 9% since the previous year, students are becoming more judicious with their spending, with essential needs, like groceries, take precedence. The index further revealing a 44% surge in supermarket spend, making it the top monthly cost for UK students. Tesco's move to introduce the 'Tesco Student Club' mobile app is a testament to their ability to adapt and cater to this changing landscape. By providing personalised offers and exclusive discounts, they are not just incentivising purchases; they're building loyalty. This digital platform not only catered to students' budgetary needs but also enhanced their online shopping experience. Ben Parker, GB Retail Commercial Director at Britvic comments:?

“Students are in many ways the ideal customers for the convenience retailer as they are likely to visit often, buy on impulse and keen to try new things. With many away from home for the first time, they will be looking for offers and bargains, new ideas and tastes, quick meals, snacks and drinks to fit in with their busy lifestyles.

Freshers' week, often the first step into a journey of independence, presents students with an abundance of choices - academic, social, and indeed, commercial. Brands have the chance to weave themselves into this multifaceted experience filled with lectures, late-night study sessions, parties, and the occasional homesick moment. From QR code-driven campaigns that meld offline and online worlds, to initiatives that underscore a brand's commitment to sustainability, the goal is clear — be relevant, resonate deeply, and embed oneself in the student narrative. As we reflect on the current trends and successes, it also worth considering how the future generations of students will shape and be shaped by these unique marketing arenas.

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