Fresher Safari

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INTRODUCTION

In October 2010, The Lounge Group took a team of 9 daring Brand Managers on a Fresher Safari to Surrey University in Guildford to immerse them in the world of Freshers and older students.

We experienced life as a student for a day and night, seeing life through their eyes. We explored their attitudes to finances and debt, their relationship with brands, brand loyalty and buying habits, their online world, their relationships and influences, the pressures they face, their social life and lots more. This presentation summarises the key insights we uncovered during the Fresher Safari.

For the full presentation, please contact Sara Gil on sara.gil@theloungegroup.com or 020 7940 4381

@LoungeGroupTheloungegroup.com

ABOUT THE LOUNGEThe Lounge is an INSIGHTS and INTEGRATED BTL MARKETING AGENCY

of everything we do by having a network of 10,000 consumers at our heart.

Safari methodologyA first hand consumer experience

student house

Fayre and Fresher Speed Dating

Student society panel

Dinner with student influencers

A student night out

Our insights

MoneyMoneyStudents are comfortale with debt

42.5% of 18-24s2.4m students

Average weekly disposable spend £185 per week (Natwest)

Total annual spend £16b (going out, food, clothes)

credit cards

You make a decision to go to uni -

£30k in debt. I figure I might as well maximise it and make it the best time ever. What difference does

Charlotte, Leeds Uni

Brand Loyalists

-brand hair care. For things like moisturiser something like Superdrug own-brand would be ok, but for shampoo and toothpaste it must be a big brand. I always buy Colgate

Joe Montebello, Surrey Uni

If there was something like Herbal Essences I would consider it, but

brand because I can trust it, I

Joe Montebello, Surrey Uni

DevelopingConoisseurs

I like to be able to buy something that says more about me. I have some

events. I think its stronger and better quality and its worth paying a bit more so that people see that I get it

Haider Anwar, Kings College London

I save up and buy French Connection now rather than just buying River Island and Topshop like I did when I first started. I think the fabric is a lot better quality, there are really nice finishes and it helps me look just a little bit different to everyone else

Vanessa Gilpin, Middlesex Uni

Freshers Fayre

early so that I could get the freebies but

giving out what

Joe Winstanley, Fresher, Surrey Uni

entitled

discounts, so we think that we should

Emily Moxom, Surrey Uni

Laptopskilled the

TV set

Emily Moxom, Surrey Uni

keeping in touch, Facebook and

Joe Winstanley, Fresher, Surrey Uni

Facebook addicts

time. Even my course leader is on there

Amber Kirk, Nottingham Trent Uni

like I knew everything before I even got

Rachel Banham, Surrey Uni

The power of relationships

uni. I spend more time with my flatmates than I ever did with my friends back home. At uni your friends

Charlotte Butterfield, Leeds Uni

Students are boring

Emily Moxom, Surrey Uni

Joe Montebello, Surrey Uni

Under pressure

concept of networking than in the past.

Aaron Salins, Marketing & Comms Manager, Surrey Uni

Top Ten TipsThe Lounge has distilled our insights into ten top tips for marketing to students. For more information, contact:

sara.gil@theloungegroup.com020 7940 4381@LoungeGroupTHELOUNGEGROUP.COM