When student clubs do their marketing, there are some things they need to understand. They are the 4 factors that will affect how effective your campaign is. They are: Coverage, Reach, Frequency & Demographics.
- Coverage
- Reach
- Frequency
- Demographic
Coverage is the potential number of people exposed to your marketing activities. For example, if you put posters all around university your coverage would equal the population of your university.
Reach would refer to the number of people who has actually seen your promotional materials at least once. If coverage shows the potential number, then the reach shows the actual number who will see it. You may put your posters all around university but how many people actually takes the time to read it.
Frequency would refer to the number of times they have seen your promotional materials. By having more of your posters seen it will bring more awareness, or does it? Sometimes too much create a negative impression.
Demographic would refer to the target audience that you had in mind for the marketing campaign. A good example is that if you want to do an entrepreneurship carnival, you may want to promote to the business faculties and entrepreneurship classes.
The use of these four terms will affect the promotional medium that you will use, i.e. posters, flyers, online or offline. For example, putting posters all over your university would be less efficient than using your facebook page if you want to promote a project for your faculty students only.
By now, you may realize that in any promotional events for your activities, you would need to do it effectively and efficiently. After all, your resources (time, manpower, etc) may be limited, and you might want to consider optimizing whatever you have to its fullest potential.
It is important that you plan carefully and manage your resource on the right time, place and people. With the availability of offline and online medium for your promotion, you may be distracted at your promotions – losing valuable time and effort in the process. So choose your marketing mediums wisely.
Be.You
