If you didn’t snap it… did it even happen?

To connect with young people it is important to understand their behaviours when it comes to staying on top of trends. Young people, especially students like to be diverse as much as possible to achieve a little something in more eclectic areas (the ideology of the polymath). This results in young people staying up to date on a weekly basis with fashion, music, apps and even modern language trends. The idea of FOMO (fear of missing out) plays well into young people’s lives. For those that haven’t heard of the term before, here is a definition- ‘FOMO, a medical condition of extreme anxiety regarding the fun others could be having without you.’

Young people want to be seen to be having a good time. They need to be at every event that everyone will be at. Finally, they need to capture all of this on social media to let the whole world know. Listen, the fact is, if they did not snap it then it simply did not happen.

On average young people at university spend ￡3,300 in their first 3 months of university. - Yes, this sounds astonishing but when you put it into context of moving to a new city and that independency, it kind of makes sense.With the opportunity to impress and make a name of yourself to your fellow peers, also brings the opportunity to spend that beloved student loan. FOMO! They will spend or do anything to not miss out of anything that might end up being the talk of the town!                                                     

  As a business owner you should use this information to find a way to target them. But how do you do that? You shift your focus from being just profit to brand positioning. Position your brand in a way that it is associated with student attitudes. Here is an example: Domino’s pizza provide free pizzas to students in their first few weeks of university. This creates loyalty to the brand and positons the brand in the crucial parts of student living. Now, when a student has money their will rely on Domino’s as a way of loyalty. So, what I’m saying is, make sure you understand the behaviours of your targeted audience and how they spend. Then position your brand so that it resonates that message.

You as a business owner are much more than sales and marketing. You are in fact a trendsetter, a publisher and a story teller. Adopt the student life and create a strategy that both encompasses FOMO and student authenticity. 

By Raymond Pelekamoyo