Exclusivity in marketing to gen Y college students is important. Colleges students want to feel like they are important.
Exclusivity can be taken a lot of different directions. I think it has some positive outcomes and some negative ones as well. I think that overall, exclusivity means one thing in particular to gen Y college students:
“Make me feel like you are just marketing to me.”
In the midst of all the other sources of marketing out there, the gen Y crowd notices when the marketing is personalized. When you target specific campaigns toward their interests, you’ve grabbed their attention.
How do you go about doing this?
1. Allow them to opt-in to your communication channels.
2. Reach out to them on social network platforms like Facebook.
3. Send emails with content-specific material to the various groups of gen Y lists you have developed.
4. Don’t overdo it.
Exclusivity can be felt through effective email marketing campaigns and SMS marketing that is targeted directly to the individual. Allow them to opt in and chose what they want to receive and build a presence on social networking sites. Don’t forget that ExactTarget’s one to one messaging platform provides these capabilities.
Be exclusive.
Kyle Schroeder
Slingshot Summer Intern
ExactTarget Feed
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