For many, this week has marked the end of summer, sending students back to school. The 2011 fall semester also introduces the Freshman Class of 2015 to college life, their first venture out into the real world as young adults. As brands scramble to appeal to these shop-happy students during the big-spending back to school time, they should bear in mind what this class is all about.
"They have the world at their fingertips (or thumbs)." Born at the tail end of the '90s internet boom, the Class of 2015 is a very technologically savvy bunch with high expectations of what they can deliver -- they believe that technology is key in how they will make an impact. Their motto? Dream big, work hard.
How do we get to talking to them?
1) Help them express their personal brand.
Social media has turned everyone into a "brand." As they 'like' their favorite products, 'check in' to local spots and share posts, they realize that each is saying something about who they are, at least digitally speaking. More than ever, brands publicly define individuals. And these guys know it. You'll have to run a double-check to make sure your brand complements their own.
2) Integrate organically into their world.
Value. They demand it of you. They want products that allude the cool factor all on their own. But, they must also be functional. They are always in search of the next "tool" or partner that will help them succeed...and make them look good while doing it.
3) Get in good with their friends.
"Just because it appears we're friends on Facebook, doesn't really make us friends..." Social media has been important in redefining the various levels of one's social community and what each means or what purpose each channel serves. Facebook and Google have provided advanced privacy filters and circles (Google+) for this reason.
4) Become an on-demand brand.
Multi-tech and multi-tasking. They're all about on-the-go, go, go! Always connected, often in more than one way at any given moment. It's about finding purpose -- everything must serve a purpose, every moment fully utilized. With a fragmented attention span, they are constantly moving and looking forward to upgrade.
5) Get to know them & don't assume.
Unlike last year's graduating class, the Class of 2015 are less about status and more about value: performance, originality, authenticity of the brand story. They are more in tune with branding and marketing messages than previous generations and will sniff out fakes in a flash. Details and preparation are important as they calculate each decision with precision. They don't sneer at all marketing however -- incentives are key motivation for connecting.
