This back-to-school season looks a little different for most of us this school year. It can mean more virtual learning or going back to the classroom. The data show that 46% of families indicate their plans to go to school in person. One thing is for sure: we all try to adapt to our individual relationships. What do these changes mean for businesses now that consumers are considering preparing to go back to school? If you are asking yourself, “What are the best marketing strategies back to school?” or “Should my brand even participate in a back-to-school marketing campaign?” – we shed light on these answers and more.
Which advertisers / brands should participate
Almost all e-commerce brands should consider participating in school offers, although there are key segments that will see significant sales during this period.
For example, 50% of all students say they want to buy clothes, 42% said they want to buy footwear, and 41% said they want to buy a backpack / computer bag. If you are in the apparel industry, you would need to run ads that start as early as July to take advantage of these consumer trends.
In addition, 37% of all students said they would buy stationery and school supplies, while 35% planned to buy a computer or tablet, and 24% planned to buy household items and small appliances. Although these items were typically purchased at brick-and-mortar locations in the past, suppliers of these items needed to have a robust presence on e-commerce, as the school’s spending habits have shifted towards online in the last few years.
Back-to-school marketing by channel and numbers
As we begin to prepare for the school-back season, a lot is on the way – we’re talking about an estimated $ 828 billion (with a B) in sales that retailers are expected to see, according to a recent eMarketer article . In particular, sales of e-commerce are expected to grow by 15.3%, well ahead of the overall growth of 2.6% that retail sales as a whole expect in the back-school season.
It is also important to understand the role that a promotion and coupon play in the buying process, as the data say parents are even more budget conscious during school time. 89 percent of parents have said that coupon availability on mobile drives where they shop, while nearly a third find themselves searching for coupons while in the store. And if you use coupons, you can target dads in the family, as they tend to spend 37% more when in charge of shopping back in school.
In addition, families are becoming increasingly omnichannel when it comes to the entire shopping experience.
More than a quarter of shoppers build shopping lists in advance on Pinterest, and half of them surf online before finally shopping in the store (while nearly two-thirds actually search the store and then shop online). If you’re looking for the best place to prioritize your advertising expenses, make sure Facebook is in the mix as well, as a quarter of parents look to Facebook for fashion inspiration for their kids.
Given that 3.5 times more money is spent by customers coming through omnichannel experiences, you can not just focus on one channel and call it a day. The whole customer experience needs to be considered to maximize your chances of catching a piece of that back-to-school pie.
Why expect increased costs and competition during this time
In 2020, many schools switched to online learning, which meant that the TV advertising consumption “Back to school” fell 70% compared to the previous year. This year, there will be more schools offering personal opportunities part-time or full-time compared to 2020, where 46% of families indicate their plans to go to school in person and 20% plan to attend a hybrid opportunity to person and online learning.
Back-to-school campaigns are dominated by major retailers, such as Target, Walmart and Amazon. Total retail advertising costs for back to school in 2020 fell 31% year-over-year (YYYY), but it is important to note that digital ad spending increased by 4% year-on-year as investment shifted from more traditional sources such as television and printing advertising against digital advertising.
As the largest retail brands increase investment in digital advertising, it is expected that advertising costs will increase as we have seen in previous years. However, this also provides opportunities for brands to advertise in these e-commerce markets as more consumers will shop and shop back in school during this period.
How to make your back-to-school marketing more relevant to the hottest trends
The three biggest trends we see in post-pandemic back-to-school initiatives are:
Price – As individuals and families continue to recover from the economic stress of the pandemic, consumers will be very focused on affordable prices. This includes discounts, bundles and holiday sales. Convenience – Shopping across retail categories from school to school can be time consuming. Focus on product bundles, class sets and BOGO allows consumers to get most things on their list in an effective way. In addition, strategic in-store positioning, such as end caps, will increase visibility and purchase. Accessibility – 2020 brought new ways of shopping, and back to school should be heavily dependent on shopping flexibility. Street pick-up and online shopping (with free delivery) are great benefits for busy consumers.
Recommended back-to-school marketing strategies
Get ready to roll out your back-to-school strategy sooner than ever. Historically, Prime Day has been the unofficial kickoff to the back-to-school shopping season in mid-July, but the date change this year has started shopping frenzy early. Shoppers have already stocked up on the most important things in school, so it’s time to double down on any marketing effort. Here are a few ideas to get your wheels turning:
Get smart with your Amazon strategy
Amazon Prime’s membership rates rose sharply through the pandemic, showing no sign of slowing membership by 25% year-on-year. Since price and convenience are at the top of the list of trends, it is not a good idea to invest in Amazon.
Maximize revenue using first-party data
Now it’s time to harness the power of all the first-party data you’ve collected. Tailor email content to specific actions that customers have taken on your site, whether it’s consumed content or purchases made, and create custom sequences to break through noise.
Do you have a segment of former buyers who only buy supplies in the classroom? Then measure your message and content towards teachers Is there a segment of school buyers who have only bought girls’ clothes? If you want to take things to the next level, work with a digital marketing agency that allows you to leverage first-party data to create similar audiences based on previous buyers (blink, blink).
Invest where the planning takes place
With a significant pool of shoppers planning their shopping back to school on Pinterest and getting kids fashion ideas on Facebook, you would be forgiving for not having a solid strategy on these social media platforms. If your site is built on one of the five e-commerce platforms that link to Pinterest (Shopify, BigCommerce, Magento, IBM Commerce, and SalesForce Commerce Cloud), invest in pins that can be purchased so customers can buy, while planning – convenience is a key factor for this audience.
Are you running a successful TikTok marketing campaign? Enhance your efforts with a little-to-no effort by duplicating winning creativity in Instagram Reels Ads. It’s a quick and easy way to squeeze more out of lucrative campaigns.
The back-to-school season is essentially an unofficial holiday when it comes to marketing. Having a defined and well-executed marketing idea that goes back to school can help gain potential customers and increase sales, even in unique times like these. Whether it’s introducing your brand on a new social media platform like TikTok or tailoring your messaging to your core user base, the strategies are plentiful and execution on them takes time – so get started today!
https://www.vendhq.com/blog/back-school-marketing/ https://www.convinceandconvert.com/digital-marketing/back-to-school-marketing/ https://localiq.com/blog/ back-to-school-marketing-ideas / https://www.emarketer.com/Article/Back-to-School-Retail-Sales-Grow-26-This-Year/1014054 https://www.convinceandconvert.com / digital-marketing / back-to-school-marketing / https://www.digitalcommerce360.com/article/amazon-prime-membership/ https://revive.social/pinterest-buyable-pins/