This past summer my mother called a family meeting at which she proposed a product that she had been working on for quite some time. Her new product is still being polished and although my stance on the future success of this product is currently undecided, I am supportive and can’t disclose the details of her endeavor. Fortunately for her, my enrollment in this class came at just the right time. While my mom’s idea was thoroughly designed and seemed modern, practical, and yet unique enough to propagate interest, her target demographic-college students- seemed impractical. My initial reaction concerned getting the attention of college students. While considering traditional marketing strategies, all I could do was refute every proposition with the notion that, “We’re too busy. We have enough to worry about. We just don’t care.”
However, after a few class sessions it suddenly became clear to me, that once we consider marketing strategies that breach the parameters of traditional strategies, college students are one of the most ideal demographics to undertake. We are the most connected, we are the bloggers, and we are the ones who know how to use the newest technology. Or at least teens are, according to www.pewinternet.org, who report that 57% of teens that use the Internet are considered content creators. And by the time my mothers idea materializes these teens will be the college students. Why couldn’t I see this? A concept that seems utterly commonsensical after a few class sessions, I’m reminded is novel; one of the first techniques that acknowledge the consumer and appeal to them on their territory.
My support for my mother is no longer a mere act of parental respect. I am excited and look forward to disproving my brothers and sisters outright lack of support for my mother on the basis that her goal is unrealistic and too broad. We are currently strategizing ways to reach the parents of college students. So far we’ve contacted the head of the fundraising department at a college who has agreed to work with us after hearing my mother’s idea. Working with the school allowed us access to all the students’ addresses and so far we’ve approached people as a “fundraiser.” We will be sending people a sample of the product as well as an opportunity for feedback. My mother has a lot of work to do, but I’m encouraging her to think about sites such as Facebook and Myspace. I will be taking advantage of my role as a student, and partaking in some WOM for the product. I look forward to comparing results.Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication Northeastern University