Coming home from school, I found a huge package in front of the door addressed to the sisters of Delta Delta Delta. I brought it inside and showed it to a couple of girls that were in the house, and we proceeded to open the package. Inside, we found a multitude of pale blue cups with written Yik Yak on it, as well as ping pong balls, yak stickers, and flags, all with the Yik Yak logo. All the girls grabbed one of each, and now they all have Yik Yak cups, balls, and flags in their rooms, as well as Yak stickers on their laptop.
I believe Yik Yak adopted an effective marketing strategy, because sending Yik Yak accessories to Greek houses will definitely increase Yik Yak awareness on campus. Their market segmentation in this regard was well put in place because almost every post on Yik Yak revolves around Greek life. Therefore, targeting their marketing effort to sororities and fraternities will entertain and retain this relationship. In addition, Greek houses are strong membership groups, and the loyalty to Yik Yak could spread rapidly. Furthermore, I believe Yik Yak used selective attention as a way to go about increasing Yik Yak popularity on campus because they want the students to get exposed to an important amount of stimuli through other students, such as the stickers on laptops for instance. This is also effective because Greek life at Cornell is popular, therefore other students might see fraternities and sororities as an aspirational group and start using the app more. However, this could go either way, because in some regards, Greek life is also looked down upon, and the fact that Yik Yak is associating itself with Greek life can also give it a negative connotation, as for some, Greek life is a dissociative group.
Overall, it is very interesting to see Yik Yak's marketing approach, and I look forward to see the effects of its marketing campaign on Cornell Campus.
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