RESEARCH: BAM National Freshers Report 2014
Provided by BAM
The UK's largest face-to-face research project on the student market, surveying over 6,000 students and 1,000 brands on freshers
What was the Challenge / Background of the Campaign?
A the Kick-off of the 2013/14 academic year, BAM helped in excess of 600 brands get up-close-and-personal with more than half a million eager students at Freshers' Fairs across the UK.
Our team visited more than 60 Freshers' Fairs across 31 cities all over the UK. We conducted one of the largest face-to-face research projects on the student market, surveying over 6,000 students and 1,100 commercial stallholders.
The results are featured in the BAM National Freshers' Report 2014, the full report is available to download from this listing.
What was the Campaign Objective?
The objective of this research project was to gain knowledge and insight into how students interact and communicate with brands over the Freshers period.
What was the Solution?
Utilising our relationships with key Students' Unions across the UK, we were able to attend over 60 Freshers Fairs, ranging from red brick universities to smaller institutions. By doing this we were able to reach a real cross-section of both students and brands. Surveying face-to-face meant we were able to gain the best possible insight into their thoughts and feelings around Freshers marketing.
What were the Results?
For students the main draw of Freshers was the possibility of freebies, 64% stated this as their primary reason for attending their fair. Domino's were voted students' favourite brand at freshers (36%) with Nando's ranked second (12%) and Pizza Hut third (6%). Although students ranked freebies as the primary reason for choosing their favourite stall, interestingly 58% chose their favourite based on the interaction and engagement at their stall. 80% of brands stated that face-to-face experiential was the most effective way of targeting students.
What were the Key Learnings of this Campaign?
Freshers' Fairs remain central to the student experience, 95% of 1st and 2nd years plan to return next year. There is still an overwhelming desire for freebies. However, it is becoming vital to create an interactive and engaging experience for students. Domino's and Nando's retained their place as the top dogs of Freshers' Fairs. 41% of students want to see fashion brands at the fairs next time, with Topshop H&M and New look most in demand. Only 1% of brands said they would be unlikely to return to Freshers' Fairs next year.