Alexa, how do I cut through all the advertising noise?
By Vivek Evjemo
The goal of maximising presence in your primary market, while also trying to grow in your opportunity markets has always been a constant challenge.
These days it’s more important to leave a lasting impression, than simply be the first in line.
That’s why, in today’s look-first, engage later environment, the first touch point between you and a prospective student has never been more vital. Whether you are reaching an audience that may already be familiar with you or speaking to someone for the very first time, it is essential that the first impression you deliver is a lasting one.
Working with UWE Bristol, we helped to develop an Alexa skill that showcased both the institution and life in Bristol. If you were already considering UWE Bristol, or just exploring your HE options, this skill was built to provide you with insight early on in the decision-making process – all without having to attend an open day, download a prospectus or even make a Google search.
Being able to provide an engaging and unique experience early will help to develop both brand recognition and sentiment, something that is difficult to achieve with traditional digital advertising. And with the rise in Amazon Alexa & Google Home products, as with the boom in paid social and influencer marketing, now is the perfect opportunity to get in front of students, parents and influencer without having to go online.
There are very few institutions that have implemented voice activation into their marketing campaigns and in an environment where we might not be able to see, experience and gain information from traditional means, voice activation will leave students with the best first impression.
“We’re always looking for new ways to connect with prospective students so we’re really excited to be introducing voice activation to our UG recruitment campaign this year. Our Alexa skill will give a real flavour of what it’s like to be a UWE Bristol student and to live and study in our unique city – something that is even more important at a time when we are unable to welcome people onto campus..” – Charlotte Hopes, Head of Marketing Campaigns at UWE Bristol.
The key consideration is will UWE Bristol be the first to use this platform effectively to engage with their audience?
“Alexa, Open U. W. E Guide”