I know we are currently shouting ‘Schools out for summer!’ but there is no time like the present when it comes to planning your back-to-school campaigns, ahead of the mass return in August. Traditionally this time of year is a big driver for sales and with the need already there the most important strategy has to be to creative campaigns and ensuring you’re at the forefront of people’s minds.
Here are our top 5 Back-To-School marketing tips:
Parents (the ones we know anyway!) are always time-poor! With little extra time to research or drive far for a new item it is important that you always make your PR and Marketing about convenience when it comes to this market. E-commerce is more dominant that ever, but even if you are not yet online there are still ways to leverage the digital marketplace.
- Digital Ads
When it comes to online your best bet is with strategic and targeted sponsored ads to target the consumer directly. These can be across digital platforms such as google and amazon or on your social such as Facebook or Instagram. Always make sure that you have good high-quality images, engaging copy and those all-important keywords.
- Facebook Groups
While we are on the subject of digital, there is a huge market in Facebook Groups which have the perfect captive audience for your brand or product. Target the parenting and mum’s groups that can have up to 20,000 parents looking for product. Advertising on these groups also come at a low cost but a big return.
- Timing strategy
When you start your big campaign it’s very much about picking the right timing to capitalise on sales and interest. For example, parents generally get clothing and uniform prior to travelling so this targeting needs to happen now, prior to the exit for summer. Items such as supplies for school usually peak around mid-August closely followed by all things food & snack related just before the return.
- Don’t forget the Dads
Most brands tend to ignore the dads and focus on mums when it comes to their back-to-school marketing campaign, but this is a missed market as they can tend to be a more ‘lazy-shopper’ (sorry, dads!) and love a one stop shop or easy deal that they can get delivered with a simple click. So make sure you think of them when you do your target ads or PR material.