Incoming students are an all-important demographic for collegiate retailers to capture for future sales. That’s why University Book Store at University of Wisconsin - Madison created a fun way to connect with them during their first weeks on campus.
“The beginning of the semester is a very overwhelming time for both freshmen and transfer students,” said Erin Lambert, marketing manager. “We wanted to find a way to welcome them to our school in a relaxed environment.”
So, for nearly ten years, the staff at University Book Store has hosted a New Student Night to do just that!
“The goal of the event is to introduce new students to the many products and services we offer,” explained Lambert. “They can get help finding textbooks without the crowds, learn how and when to sell back books or pick up spiritwear for their first Badger Game without feeling pressured.”
In order to make the event appealing to students, the store pulls out all the stops, creating a fun and interactive atmosphere. Campus organizations set up small booths within the store, passing out information to interested students, and mascots including the store’s own Booky Madison, the University’s Bucky Badger and even the Milwaukee Brewers’ Bernie Brewer make appearances.
“We market the event as a kind of after-hours party,” she said. “The line is usually out the door so we even have the local radio station set up outside to entertain students as they wait!”
It doesn’t stop there, though. New Student Night is also a great place to win prizes. By partnering with their many vendors, the store is able to gain great products at little to no cost! This year, for example, Jansport set up a booth in the store where students could play Plinko for a chance to win branded merchandise.
Other vendors, who couldn’t attend the event, donated items for a giveaway. Using a new strategy this year, the store raffled them off in a text messaging contest!
“We had students text NEWSTUDENT to a designated number,” added Lambert. “Every 20th person was allowed to pick a prize off of our table. All together, there were about 80 prizes, so they were really excited to participate!”
But, because everyone is a winner at the University Store, all students received something for attending.
“To show our appreciation, those that didn’t win by texting received a 20% off coupon that they could use in the store,” she said. “It’s a great way to help build loyalty and also benefits the store! Because it’s good for only that night, we have a pretty high redemption rate and it really helps to boost sales.”
The store also partnered with local restaurants to provide refreshments for students.
“Pizza Hut donated pizza and soda, which was a big hit. In exchange, we advertised for them by putting their information in our email blast and handing out their coupons,” she explained. “Qdoba also agreed to give away free samples of chips and salsa outside the store to students waiting in line. Providing free food always helps to make an event more popular!”
With over 1600 students in attendance this year, New Student Night was certainly a success for University Store. For Lambert, that number means offering added value to her customers.
“It’s one way we can really put ourselves ahead of our competition,” she said. “They can’t offer students the dedicated service that we can, and this is one way to show them that we’re here, we’re friendly, and we’re willing to help!”
How do you connect with freshman on your campus? Tell us your tricks in the comments below.
