I read Ian Milner’s comments in the article on students (MW October 5) with great interest and a wry smile on my face.
Our company has been running student promotions for a range of blue-chip companies (including Diageo and Heinz) for more than two decades. While it is true that students are extremely promiscuous purchasers, they tend to try different brands until they hit upon those they like. Once they’ve found a favourite, the chances are they’ll stick with that choice.
A well thought-out and stylishly executed promotion will generate brand loyalty – but, as with marketing to any demographic sector, you have to use the right approach.
Dr Fauzia Rahman