Engaging customers regularly, in a meaningful and relevant way is important for keeping your brand on top of mind with them. In the past, there were limited options for reaching them. Direct mail, signs, TV and Radio were the main channels not too long ago. Now, on top of those items, brands have e-mail, various social media platforms, and the latest, in-app marketing. This new list of opportunities can sound overwhelming, and difficult to manage, but by focusing on the channels which are the most effective, brands can reach customers effectively.
Apps have become an integral part of our daily lives. Whether it’s tracking a morning run, checking the weather, messaging someone we know or even buying our daily coffee – our interactions with apps are fairly routine. This type of connection between apps and users creates a unique and personal channel for brands to deliver relevant and useful marketing messages to their customers, which can translate to immediate offline behaviour. In a closed and intimate setting like a campus, this type of reach becomes even more powerful.
If a campus has their own branded app (a white label solution), then they have full control over how they interact with students through the app (something we feel is beneficial for all brands). This would not be the case if they’re leveraging someone else’s app, as their marketing efforts would in someone else’s hands. With full control over marketing, it becomes easy to reach students with the right amount of frequency and the kind of promotions that they would be interested in. For example, with Lucova’s marketing campaign tool, the campuses we work with can reach students through in-app marketing at very granular levels. If they wanted to send a special offer to all students who have not purchased at the school cafeteria in over a week, they can do so in a matter of seconds. If they want to send an offer to a specific student who complained about their food, they can also do that very easily. The options that apps give for providing personalized offers which prompt offline behaviour are pretty amazing!
If you’re considering in-app marketing campaigns for your students, below are some options to keep in mind.
These are quick text notifications a user receives, even if they don’t have their app open, prompting them to take action on an offer or service. Notifications are fairly standard across most apps and used as a way to entice a user to open up the app.
Once a user launches their app, a visual/text pop-up can communicate relevant offers and services to them. Uber uses this feature really effectively.
When a user opens up their app, they can go to a section specifically created for storing offers which are live at the moment. Starbucks does a great job of this.