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How to Effectively Market Your Brand to Greek Life

By collegemktgrp | August 19, 2021 | Brands/Advertisers

Sorority and fraternity leaders are an influential pack of students who set trends, giving even lesser-known brands the opportunity to penetrate the college market.

College students in the U.S. spend over $200 billion annually, providing a lucrative market for brands. Successful companies like Apple have leveraged the student market to create lifelong customers.

Apple makes its products highly attractive to students through student discounts to win their loyalty. This creates a ready market for their Mac computers, especially when graduates transition into the job market.

With over 100 fraternities and sororities with close to 10 million student memberships, this segment of college students can’t be overlooked. We’ll illustrate how your brand can leverage the popularity of sororities and fraternities to win over this powerful segment of brand advocates and to create lifelong fans.

Why Should You Care About Greek Life?

Over the years, some sororities and fraternities have earned not-so-pleasant reputations when it comes to partying, substance abuse, and other social issues. But these groups have many positive attributes as well — the negative just tend to feed the news stories.

The negative press doesn’t negate the power that these student organizations have in shaping future leaders. Some of the world’s most remarkable leaders — both in the public and private sectors — were once Greek life members. That includes presidents William McKinley, George W. Bush, and Bill Clinton, along with astronaut Neil Armstrong, activist Martin Luther King, Jr., and business magnate Warren Buffett.

So, why should you care about marketing to sororities and fraternities?

  1. More students are involved in Greek life than you might think. According to USA News, in some universities, over 80% of female undergrads were in sororities!
  2. Sorority sisters are trendsetters, and brands have historically capitalized on their popularity to boost awareness and rake in more sales. From fashion to technology, Greek life queens lead the pack. Owing to their popularity, sorority sisters command a huge following on social media. Getting them to champion your brand can help create awareness and win more college student customers.
  3. Micro-influencers are active in Greek life. Influencer marketing has become a pillar for successful digital marketing campaigns. And working with micro-influencers from fraternities and sororities doesn’t come with the hefty price tag of celebrity influencers.

How to Market to Greek Life

There are several methods of advertising to Greek life. Employing a mix of them can help maximize your reach and get you more customers.

Here are the 5 most effective fraternity and sorority marketing ideas for brands and advertisers.

1. Product Sampling

People love free stuff, and college students are no exception. Offering product samples is a tested method of increasing brand awareness and promoting brand loyalty among existing customers.

Leverage free samples to win over more sorority sisters, and they’ll gladly champion your brand. Besides, product sampling increases their chances of buying from you by more than 80%.

2. Offer Discounts

Few other things influence a consumer’s buying decision like great deals.

College students are always on the lookout for opportunities to save money. When they come across a discounted product, their spending priorities change.

Reaching out to sorority sisters and fraternities with discounted products can get their attention and their conversions. And you can count on them to spread the word about “a great deal” to their colleagues, friends, and family.

3. Experiential Marketing

This is one of those strategies that can quickly boost your brand awareness. Sending teams to strategic places where Greek lifers hang out can help draw them to your brand.

You could have your team do product demos, or use street teams to deliver brand messaging, distribute product samples, drive traffic, and provide instant consumer feedback.

The catch here is to strategically put your brand in front of Greek life in a way that creates a lasting impression.

Learn more about our experiential marketing strategies for college students >

4. Social Media Marketing

This is the crème de la crème of marketing to college students. Over 75% of U.S. youths use social media, with 96% being active Facebook users.

As much as social media users aren’t necessarily on a buy-now mindset, over 50% of social browsers use it to research products. And most consumers are likely to buy from you if they have a positive experience while interacting with your brand on social.

There are numerous ways to use social media marketing to drive sales from college students: social media ads, influencer campaigns, and effective organic content are all critical pieces of the puzzle.

With sorority marketing, you have a defined demographic in terms of age, location, income, gender, and interests. All that remains is to identify the platforms that best suit your brand and target customers.

Like any other social media marketing drive, the most crucial thing is to observe the rule of 3: promoting, sharing, and engaging. This enables you to give the audience balanced content without too much “asking,” effectively creating a positive brand experience.

You can experiment with different social media marketing ideas to reach your target sorority members. You can start by running ads, and keep testing and retargeting until you nail the audience.

Once you have a solid Greek life following, be sure to keep them engaged with your brand with consistent organic posts. You can approach Greek life members with a strong social media following to initiate an ambassador or influencer campaign, too.

Learn more about how to leverage TikTok influencer marketing >

5. Email Marketing to Greek Life

Email marketing yields the highest return on investment (ROI) than any other marketing channel out there.

Studies show that email beats social by 40x in customer acquisition, raking in an ROI of up to 4400%.

Getting more sorority sisters and fraternity members on your mailing list and optimizing your email marketing strategies can help boost brand engagement and close in more sales.

Discover more email marketing tips for reaching college students >

Leverage Greek Life for Your Brand

The number of sorority members in colleges across the country increases every year. Marketing to sorority sisters and fraternities can help your brand create a lucrative stream of lifelong customers.

And once you have the popular pack behind your brand, you can count on their influence to market to their peers. Capitalize on this social clout with a powerful influencer program for college students.

Discover the importance of influencer marketing and how to execute a successful influencer program for college students >

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