By the way, intelligence to me isn’t just being book-smart or having a college degree; it’s trusting your gut instincts, being intuitive, thinking outside the box, and sometimes just realizing that things need to change and being smart enough to change it. – Tabatha Coffey
Before The Profit or Undercover Boss, Tabatha Coffey was the business expert and reality star you wanted to walk through your door. On TV, Coffey first traveled the country helping hair salon owners revive their failing endeavors in Tabatha’s Salon Takeover. Then, she expanded to help other small ventures in Tabatha Takes Over. It was her own experience as a salon owner that lent to their success. Yet, it was a combination of factors, almost a grassroots marketing campaign, that earned her celebrity status.
Coffey is an impressive hair stylist who had early emphasis on education. Hers began with a four-year apprenticeship in her Australian homeland. And, it continued with three years of training in London. After moving to the U.S. and opening her salon, she competed on the reality show, Shear Genius. And though eliminated, viewers loved the “blunt, direct” way she talked to peers. In turn, she earned the title of “fan favorite,” launching her solo TV career for the next five years.
After her show’s end, she sold her salon to get back to her passion of education, teaching others the trade. And, in 2016, a leading hair care brand, Matrix, recognized her hard work and named her its Global Business Ambassador. In this role, Coffey spreads the word on the company’s products and education programs to increase its worldwide brand awareness. Her choosing comes as no surprise, due to her training, hard work and other valuable traits. Some she mentioned in the quote above, knowing her success wouldn’t have been possible without intelligence in many facets. We could say the same about the best college brand ambassadors.
Why College Brand Ambassadors Matter
Back-to-school season is fast approaching. And, it’s not just for grade-schoolers. In fact, more money is spent on college students due to their higher ticketed items. Last year, the shopping period alone was expected to bring in $48.5 billion. And, luckily for brands, opportunities exist to reach college students year-round. The key is to be smart in reaching this target audience, which is now in transition.
Millennials are graduating and ushering in their younger cohorts, Gen Z, whose total spending power stands at $44 billion. But, considering their influence on household purchases, it may extend closer to $200 billion. With these individuals soon to enter the real world, there’s no better time than now to get in their good graces. The challenge becomes the best way to do this.
A report by Think with Google says “Gen Z is the most informed, evolved, and empathetic generation of its kind.” They look for brands of the same mindset. And, they place high value on “information, stimulation, and connection.” Personal interactions are how brands can deliver on all three. That makes college brand ambassadors an effective means to make Gen Z their consumers.