University Branch Bank Should Target Its Student Clients

University Branch Bank Should Target Its Student Clients

By Valerie Harmon

When I opened a bank account at a bank my freshman year of college, I was given a plastic insulated mug. The staid, two-color cup didn't connect to its main customers: college students.

If a business has niche customers, then the best promotions reflect their particular niche. This bank's branch was right next to the university and called itself the University Branch. A promotional product with more pizzazz would increase their business by word of mouth-and that's always the best form of advertising.

Drink ware is a great promotional product overall. Drink ware products with more pizzazz-and nod at a student client base-are java mugs, freezer mugs and chalkboard mugs.

Typical college students drink lots of coffee, especially during Finals, and a logoed java mug advertises a bank's name to all those study groups. Java mugs are insulated mugs and they come in all sizes and colors. Like all drink ware, the imprint area is a good size so the business information can get noticed.

A lot of sporting events take place during hot weather, and college students would enjoy a freezer mug to insulate their cold drink as a lightweight (and stadium friendly) alternative to an unwieldy cooler. They'd also appreciate the way a freezer mug doesn't dilute their drink like ice.

A more novelty type of mug product-but a great fit with a student client base-is a write-on, erasable chalkboard mug. There are ceramic models and plastic models-but I think all that matters is the uniqueness of the chalkboard surface. I can also imagine roommates or significant friends writing little messages to each other on the unique surface. Such a distinctive mug will move with the student, and advertise everywhere.

The University Branch of my college bank chose a classic promotional item that works, drink ware, but they could improve their choice by making it more specific for their client base.