Imagine you’re launching a new online service. Now imagine that product’s target audience is students at some of our nation’s most elite colleges: Pinterest-and-Instagram-loving, mobile-device-laden, 24-hour wired 20-somethings. Why would you think that the best way to reach this group is with paper fliers and posters?
Because it is, say Balazs Alexa and Jean Meyer, co-founders of DateMySchool, an online dating site for college students. Initially, dead-tree-based marketing was a matter of necessity, Alex explains. “We didn’t have any money to market it professionally, so we went back to the old school method of putting up posters and fliers.” That turned out to be the perfect way to reach an audience inured to online advertising, he says. “They don’t read banner ads. They don’t watch TV, and they can’t even see the ads on Facebook. They are completely resistant to these ‘proven’ ways of marketing. So what we are doing is very refreshing for them.” [read]
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