Getting the Most Out of Back-to-School Marketing
Performics helps clients prepare their back-to-school multichannel marketing efforts on a variety of levels. We recently teamed with one leading technology company to roll out its back-to-school marketing campaigns in early June, using some innovative tactics to capture audiences. For the first time, we implemented vanity display URLs and Google sitelinks in search campaigns to draw shoppers to the client's back-to-school offerings. Our team also built a list of seasonal keywords around coupons, deals and discounts, supplemented by heavy social marketing campaigns promoting back-to-school products.
Another client, a popular apparel retailer, launched its back-to-school promotions in early July in anticipation of sales increases peaking at the end of this month. It offered shoppers the chance to receive a free smartphone if they purchased online or tried on featured clothes in-store. Advertising online via Facebook campaigns and paid search during back-to-school season, the retailer is coordinating on- and offline efforts by also offering free shipping and 30 percent off on back-to-school items.
Overall, marketers that successfully integrate multichannel efforts stand the best chance of getting the most bang out of their back-to-school buck. Marketers should look to engage back-to-school shoppers through various touchpoints throughout the season, not just at the end of August. Most importantly, manage expectations accordingly and measure marketing efforts often to reap the most reward.
Determining how shoppers respond to back-to-school campaigns and following trends throughout the season can also help brands set successful strategies for the upcoming winter holiday season. — Special thanks to contributing authors Andrea Vannucci and Maren Wesley.