Depending on where one sets the dates, 18- to 21-year-olds can be classified as being at the tail end of the millennial cohort or the top end of the centennial one. Sitting on the cusp of such definitional niceties can pose problems for researchers but university students offer a more distinct grouping and one which brands have a unique opportunity to reach and build a relationship with. At YMS18 (London, March 2018), Tim Bodenham, Managing Director of BAM, the student marketing agency, provided some insights for brands looking to target UK students.
1. Embrace the ‘golden period’
The first 100 days...