The Marketing Behind Student Discounts

It’s back to school season.

As kids gear up for a new school year, lots of brands are offering student discounts.

Now and throughout the year, college students can save money on everything from the Adobe suite to a Spotify subscription.

From an economic perspective, it makes sense.

Many college kids have limited budgets, and the discounts are often on products that support their studies.

But the marketing rationale for student discounts goes beyond cost.

These brands recognize the potential in college students to become long-term customers and brand devotees.

It’s a perspective many organizations, including B2B brands, can leverage to attract prospects at an opportune time.

We Were Only Freshmen

What is your audience’s “freshman moment”?

College students, particularly freshmen, are undergoing a major transition. They’re just starting their adult lives. They’re adopting new habits. They’re looking for tools to help with school and their future careers.

With student discounts, brands bet big that the laptop brand or food delivery service they adopt early might just become the one they stick with long after graduation.

Potential buyers all have big moments of transition in their careers. They start new jobs, they get promoted. Changes in the workplace can prompt new habits, too. A new c-suite leader, a new business line, a new workflow process.

Audiences are open to new ideas and offers in those transitions. Often, they’re actively seeking them out. Capturing their attention at the right time with products that make their lives easier can drive real engagement.