The top 3 mistakes small businesses make when offering student discounts (and how to avoid them!)

Let’s set the scene.

Students are navigating tight budgets and the retail market is more crowded than a coffee shop during finals week. So, what’s a sure-fire way to stand out?

Yep, you guessed it. Student discounts. We can’t stop talking about them – and for good reason.

A discount can transform a casual browser into a lifelong customer. They’re a tried-and-tested method for small businesses to attract the Gen Z audience.

No brainer, right?

Well, whilst the potential is huge, so are the pitfalls if your small business doesn't get it right.

But we don’t gatekeep at Pion. Here are the top three mistakes your small business might make when offering a student discount, and how we can help you avoid them.

Let’s get into it…‍

1. Not verifying eligibility properly

The mistake

So you’ve set up a student discount. Amazing.

But is it robust and secure? Well, a lot of the time with other providers: no. 

Discounts without a robust verification system open the door to misuse: aka, code abuse. If the code gets into the wrong hands, non-students can take advantage of your discount, leading to lost revenue and undermining the value of your offer for the *actual* students you’re targeting.

The fix

Implementing a secure, scalable verification system will ensure your discounts reach the right audience. Luckily, we’re on hand to help with our solution, Beans iD.

Beans iD for Web integrates directly at checkout or via a branded landing page, making online verification instant.

Beans iD for App allows students to verify eligibility within your app, keeping everything within your ecosystem.

For brick-and-mortar stores, Beans iD for in-store offers a secure digital ID experience – to get students returning again, and again.

2. Failing to communicate the discount effectively

The mistake

Name a scarier scenario: you’ve got the perfect discount in place – but no one knows about it!

Many small businesses forget that the success of a student discount hinges on good promotion. If students can’t hear your offer loud and clear, they’ll overlook you for competitors who are more vocal.

The fix

Nine times out of ten, you’ll need to meet students where they are: online – via social media, in their inboxes, and on their favorite apps. And whilst showing up is good, it’s only half the job. To capture their attention, you’ll need to stand out. And that’s where Student Beans Creators and our advertising ecosystem comes in.

OK – so what are Student Beans Creators?

Student Beans Creators is our network of Gen Z creators, who work with our brands to connect, impact and convert their peers. 

Our creators produce engaging, authentic content designed by Gen Z, for Gen Z. They ensure your discount campaign lands exactly as it should do: relatable, relevant, and unmissable.

Here’s how Student Beans creators and our advertising ecosystem amplify your discount:

Paid social support

Your discount is promoted across the platforms where students spend their time: think TikTok, Instagram, and Snapchat. Paid social ensures your offer is not just seen, but remembered.

Re-targeting

Even if students don’t act on your discount right away, our retargeting strategies keep your offer in front of them, nudging them to convert.

Insight-led content

Content is nothing without good data! Every campaign starts with research to ensure the content is backed by insights.

Cross-channel integration

From social feeds to email campaigns, our ecosystem ensures your discount is woven into an all-in-one strategy.

3. Setting discounts without clear goals

The mistake:

Offering a student discount without a clear purpose can fall flat. Think of it as the opening act for a wider story. 

If you’re not aligning your discount with your objectives (whether that’s increasing foot traffic, boosting online conversions, or growing your brand awareness) you’re going to risk wasting time, money, and opportunity.

The fix

Define what success looks like before launching your student discount. Are you looking to bring in new customers or encourage upselling? And, once you've done so, it's time to start tracking your data properly. P.S.: we can help with that. We've developed an in-house solution, CodeTrackPro, to allow our brands to gain daily insights into their programme's performance. Maximum impact from us, minimal effort from you.

Offering student discounts is a powerful strategy for small businesses, but success requires more than just slapping a percentage off your prices

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