Because they have three off-campus locations, Beck’s Bookstore has faced certain challenges when it comes to reaching their prospective student customers.

“We can’t utilize the typical lines of communication that our contracted stores do,” explained Patrick Olson, who heads marketing & development for the stores. “So, we’re always looking for new ways to stand out and be noticed.”

As a part of that effort, the store has expanded their marketing initiatives far beyond the traditional approach. For several years, they have partnered with the Chicago Transit Authority (CTA) to present their brand in new and innovative ways.

“Our target market is students all over the Chicagoland area, especially during buyback,” he explained. “So, this is an effective solution that allows us to spread our message throughout the city.”

Combining both print and digital formats, the ads appear in specifically selected locations that are high-traffic and heavily populated by students. For instance, they can be found on the ‘L,’ in parking garages, and even on buses. In addition, the stores also hire employees to wave arrow ads on busy street corners near the store, and offer several giveaways to encourage even more traffic.

Although these strategies are more expensive than traditional advertising, Olson believes it’s well worth the investment.

“Students are on the go, so it’s important to be more active in your marketing approach,” he said. “We’re especially focused on that effort with the incoming class each year. If we can gain their business once, we know we can keep them coming back. It’s all about ensuring that we get our name out there directing them into the store.”

Once in the store, Olson and the staff go above and beyond to retain customers with unmatched service. His philosophy goes back to the same ideals that the company was founded on.

“My grandfather established Beck’s Bookstore on the value of customer service, and we believe there’s still a market for that today,” Olsen described. “It all comes down to convenience, competitive price, and customer service and we’re dedicated to offering all of those aspects here.”

To other stores looking to enhance their marketing efforts, Olson suggests trying to understand what appeals to your students.

“Every school and store is different,” he said. “But, the one fact that will always hold true is that your students are part of a community. Try to intertwine with the area and learn how you can use that connection to reach out to potential customers. The more you’re involved in the community, the better!”

 

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