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In student Freshers Week 2010 The Lounge Group took a team of marketing managers on 'safari' to the University of Surrey to observe students in their natural environment. Here are some of the key insights into the world of students coming from the day.
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Fresher Safari
@LoungeGroup
www.theloungegroup.com
@LoungeGroupTheloungegroup.com
INTRODUCTION
In October 2010, The Lounge Group took a team of 9 daring Brand Managers on a Fresher Safari to Surrey University in Guildford to immerse them in the world of Freshers and older students.
We experienced life as a student for a day and night, seeing life through their eyes. We explored their attitudes to finances and debt, their relationship with brands, brand loyalty and buying habits, their online world, their relationships and influences, the pressures they face, their social life and lots more. This presentation summarises the key insights we uncovered during the Fresher Safari.
For the full presentation, please contact Sara Gil on [email protected] or 020 7940 4381
@LoungeGroupTheloungegroup.com
ABOUT THE LOUNGEThe Lounge is an INSIGHTS and INTEGRATED BTL MARKETING AGENCY
of everything we do by having a network of 10,000 consumers at our heart.
Safari methodologyA first hand consumer experience
student house
Fayre and Fresher Speed Dating
Student society panel
Dinner with student influencers
A student night out
Our insights
MoneyMoneyStudents are comfortale with debt
42.5% of 18-24s2.4m students
Average weekly disposable spend £185 per week (Natwest)
Total annual spend £16b (going out, food, clothes)
credit cards
You make a decision to go to uni -
£30k in debt. I figure I might as well maximise it and make it the best time ever. What difference does
Charlotte, Leeds Uni
Brand Loyalists
-brand hair care. For things like moisturiser something like Superdrug own-brand would be ok, but for shampoo and toothpaste it must be a big brand. I always buy Colgate
Joe Montebello, Surrey Uni
If there was something like Herbal Essences I would consider it, but
brand because I can trust it, I
Joe Montebello, Surrey Uni
DevelopingConoisseurs
I like to be able to buy something that says more about me. I have some
events. I think its stronger and better quality and its worth paying a bit more so that people see that I get it
Haider Anwar, Kings College London
I save up and buy French Connection now rather than just buying River Island and Topshop like I did when I first started. I think the fabric is a lot better quality, there are really nice finishes and it helps me look just a little bit different to everyone else
Vanessa Gilpin, Middlesex Uni
Freshers Fayre
early so that I could get the freebies but
giving out what
Joe Winstanley, Fresher, Surrey Uni
entitled
discounts, so we think that we should
Emily Moxom, Surrey Uni
Laptopskilled the
TV set
Emily Moxom, Surrey Uni
keeping in touch, Facebook and
Joe Winstanley, Fresher, Surrey Uni
Facebook addicts
time. Even my course leader is on there
Amber Kirk, Nottingham Trent Uni
like I knew everything before I even got
Rachel Banham, Surrey Uni
The power of relationships
uni. I spend more time with my flatmates than I ever did with my friends back home. At uni your friends
Charlotte Butterfield, Leeds Uni
Students are boring
Emily Moxom, Surrey Uni
Joe Montebello, Surrey Uni
Under pressure
concept of networking than in the past.
Aaron Salins, Marketing & Comms Manager, Surrey Uni
Top Ten TipsThe Lounge has distilled our insights into ten top tips for marketing to students. For more information, contact:
