Getting the Most Out of “Back-to-School” Marketing
As summer hits its peak, shoppers have begun to think about heading back to school and retailers are attempting to redefine the back-to-school season. For example, Staples recently declared that the “official” back-to-school season starts on July 14. However, this time of year is less about defining specific dates and more about redefining ways to reach the right audience at the right connection points.
Earlier this month, Google reported that “back-to-school” queries increased 15 percent compared to the same period in 2008, and that searches on back-to-school shopping usually uptick in June with search activity lasting through late September. The expanse of the back-to-school shopping season can be attributed in part to the 49 percent of back-to-school shoppers planning to spread out their purchases in order to distribute the cost over a longer period of time, according to a survey by PriceGrabber.com.
So, how should marketers redefine their back-to-school efforts to capitalize on this time of year? To capture peoples’ interests during the active summer season, marketers must incorporate multichannel efforts to facilitate on- and offline engagement. Search continues to be a proven marketing channel, while implementing social and mobile marketing efforts has shown extensive promise, particularly for back-to-school retailers offering special deals and promotions.
In “S-Net (The Impact of Social Media),” a recent report from ROI Research, sponsored by Performics (my firm), when asked which types of content they'd be interested in receiving from companies on social networks, 49 percent of respondents said they look for printable coupons on Facebook while 50 percent of those on Twitter seek notification of sales or special deals. With these findings in mind, marketers should consider using social networks like Facebook and Twitter to promote special offers on back-to-school items to drive people to their stores.
Mobile marketing is another effective channel for back-to-school offers. It provides a more direct way to ensure purchase consideration through the use of text alerts or mobile coupons, in addition to complementary efforts in search and social marketing.