Market Focus - Marketing to Teachers (1,084 words)
Targeting educators as consumers also can prove to be a smart strategy. "I'm not sure all consumer marketers realize what a powerful direct mail audience educators have become," says Subrizi. "Today's teachers have better-than-average household incomes, are highly educated, and have summers off for travel and entertainment."
In addition to school supplies and books, Subrizi says, teachers buy:
* travel packages,
* class gifts,
* financial products and services,
* magazine subscriptions, and
* professional training seminars and materials.
Tom Mack, sales manager for Adrea Rubin List Management, singles out the gift market as particularly ripe for this segment. "Think about all the people who help teachers, such as crossing guards and teacher's aides, not to mention those special children who need motivation. Teachers buy a lot of gifts," says Mack.
In short, marketers who do their homework may find themselves leaping to the head of the class. u
The following is a sampling of available lists and media outlets for marketers targeting educators, administrators and school librarians.
Educators at Home is a list containing more than 1.6 million educators by name, at their home addresses. Cost: $90/M. Call Market Data Retrieval, (800) 333-8802.
Atlas Pen & Pencil Corp. Teacher Buyers is a list of K-6 teachers who buy personalized gifts for their students and use them as rewards and classroom/activity motivators. Source: 90-percent direct mail. Cost: $95/M. Call Adrea Rubin, (646) 487-3783.
EducationWorld.com, an online resource guide for educators, attracts 500,000 unique visitors per month, and features original content, chat rooms and more. Women account for 76 percent of site visitors, and 70 percent are teachers. Marketers can advertise via run-of-site, section or e-mailed newsletter sponsorships, or banner ads. Call (609) 720-1795.
TeacherNet.com, an online community for K-8 educators, is a subsidiary of Highlights magazine. Marketers can advertise via banner and block ads. For more information, e-mail Rich Ottum at firstname.lastname@example.org.