Earlier this week we showed you some of our favourite back-to-school marketing campaigns from giant companies such as Victoria’s Secret and Kleenex. From this, we’ve decided to put together some top tips on how you can focus your marketing efforts on the back-to-school season in September. In 2016, it was estimated by Retailing Today that 62% of households plan to reduce their back-to-school spending this year. Therefore, the real questions are how can you get ahead of your competitors to ensure that they money they do spend is with you, and how can you help parents and students get ready for the beginning of a new school year?
It’s simple: if Company A offers a stationary kit for £10 and Company B offers the same kit for £10 but is also offering 20% off all back-to-school products, there becomes a clear winner. Consider price-cuts on school supplies to entice new and existing customers in. You could also offer early-bird specials or introduce a points plan/loyalty card.
We’ve previously discussed how important influencers are in decision making, such that 82% of shoppers are ‘highly likely’ to follow a recommendation made by an influencer according to MediaPost. If you are running a local business, consider the use of a micro-influencer or a a local celebrity to really make your brand known in the local community.
Many parents will be buying the necessary back-to-school supplies around August, therefore you will want to plan ahead and make sure your campaigns are out by end of July to early August. The engagement rates from July to September grow exponentially, such that you can reach a 6x higher engagement rate than the average month come September.
Creativity is Key
You’re reaching out to children, not businessmen! Creativity is rewarded in back-to-school marketing as you’ll want your business to stand out from the crowd. Try not to play it safe with a predictable marketing campaign where you overly-promote products, and think outside the box. You want something that will be appealing to children and their parents. Take a look at our previous article for more inspiration.
Get Social (Media)
You can’t have a campaign without social media! If you’re looking to generate a buzz around your products, target young people on social media platforms such as Facebook and Instagram. With paid advertising, it’s now easier than ever to get your brand into the places where students hang out… online! Common Sense Media reported that 45% of teenagers use social media every day, and this figure keeps on growing, so what are you waiting for?
There are so many ways you can create a fantastic marketing campaign for the back-to-school season. Remember: parents love discounts and children love creativity. If you keep those things in mind your marketing efforts should be rewarded.