Just about every experienced marketer recognizes the value in securing a customer not just for a purchase or two but for the long haul. With it being so difficult, and often so expensive, to acquire a new customer in most cases, those clients who stick with a company for years to come inevitably turn out to be the most valuable. This basic fact leads to many important implications, but one of the most significant of these is that making inroads with younger customers can make a big difference. Influencing and developing brand loyalty in customers who have many years of purchasing ahead of them can be one of the greatest ways of all to succeed as marketing professional.
Naturally enough, there are always limits as to how far this insight can be taken and to just what ends the related conclusions can be pursued. Some products or services will never be of interest to especially young people, as with retirement living communities or medical devices that provide relief from conditions typical of the elderly. In addition to recognizing facts of this kind, though, it also sometimes pays to realize when the nature of a given product means that, while younger customers themselves will not make for good targets, the institutions that support them very well could.
For those who find themselves in this situation, seeking out effective ways of marketing to colleges can turn out to be a great investment of time and energy. While the education market comes with its own challenges and distinctive quirks, learning how to market successfully within it is often little more than a matter of perseverance and good, strategic thinking.
What that will often mean in practice is that conducting incisive education market research early on will be an extremely useful thing to do. Just as the young people they serve have their own personalities, likes, and dislikes, so do tertiary educators and administrators often turn out to be more complex than might initially be supposed. For those who manage to break through and understand the market, many of the benefits associated with acquiring a young customer for life often become apparent in short order, as these institutions that focus on them tend to behave in an analogous way.