I am near a college campus. What is the best way to market to this group?
Steve Gomez, Milady: The best way to market to this group is to make your business fun and affordable. This doesn’t mean lowering prices. This means offering great specials at strategic times, such as Welcome Back specials, Mid-Term specials, specials that coincide with big sports games, etc.
Know your demographic! What are the mindset and spending habits of these students? What are they looking for? What is important to them? Is your environment fun and chic? Is it a cool place for them to hang out?
You also want to work smart. I always recommend going to the sororities if the college you are near has them. Go to them and offer demonstrations on site at the house. You can also offer a special package just for them — exclusivity goes a long way. Offer the president of the sorority free services if she gives you the chance to offer a special package to all of the girls at a chapter meeting. Get in front of 50 to 100 of them at once and market yourself! That is working smart.
Usually campuses have their own radio station and their own free newspaper. I would not only advertise in them, I would align with them, meaning that they are typically doing things in the community to make a difference. Find out what they are getting into and donate your time and services to the cause. This is great for the community and also shines a great light on you.
At the end of the day the more of a presence you have, the more you become the local brand. Stick out in their minds and you will capture their business.