By Josh Torok, Strategic Partnerships and Digital Partnerships Consultant, Experian Marketing Services
The back-to-school season has always been a golden opportunity for brands to connect with consumers, increase sales, and foster brand loyalty. In fact, many consider back-to-school as the second biggest shopping season after Christmas.
This means it is time for marketers, ecommerce specialists, and media agencies to start thinking about personalised marketing campaigns, leveraging social media platforms, and utilising predictive analytics to understand consumer behaviour and trends. And to focus on the role innovative strategies and data-driven insights plays in back-to-school marketing to ensure they capture the right attention.
Ultimately, the back-to-school season is much more than a short-term sales boost – it’s a strategic opportunity for growth and customer engagement especially from a broad audience – all the way from university students to families and parents.
So, what are the three fundamental strategies marketers, agencies and ecommerce specialists need to keep in mind when implementing their back-to-school campaigns?
Early campaign launches: You may have already seen some back-to-school ads and there is one big reason why. By starting campaigns ahead of the usual schedule, brands can capture the attention of consumers before their competitors do. This strategy can help secure both mind and market share. So, if you haven’t start, act fast and make sure you are not wasting ad spend by knowing exactly how, where and when to connect with your audience.
In addition, the traditional back-to-school season is extending. So, it is important to adapt accordingly. Prolonging campaigns can cater to consumers who take more time to make purchasing decisions, ensuring that brands remain at the forefront of their minds throughout the extended season.
Enhancing Online Shopping Experiences: The rise in online shopping has forced a shift in focus for brands. You should ensure websites and apps are user-friendly, fast, and secure. This includes having a clean, easy-to-navigate interface, quick load times, and robust cybersecurity measures. Enhancing mobile and online shopping experiences, including in-store pickup and delivery options, will be also crucial.
Also consider how shoppable ads on CTV can be an effective way to reach busy parents because these interactive ads allow them to make purchases directly from the advertisement, providing a seamless shopping experience.
Value-Driven Advertising: In the face of continued economic pressures and tighter budgets, people are becoming more discerning in their spending habits. Brands should focus on products that offer great value for money. These could be products that last longer, have multiple uses, or offer superior functionality.
Take Marks & Spencer (M&S) who implemented a four-year price lock on certain items to attract consumers seeking low prices and good quality. Or Asda who has aired numerous back-to-school campaigns in recent years. This includes campaigns around showing parents that George at Asda ‘has their backs’ and focusing on an affordability messaging especially important during the cost-of-living crisis. This built on the strength of previous messaging around ‘Arrive like you mean it’ and ‘Uniform for the People’.
We know that consumers will be looking for core products like stationery, uniforms, electronics, and sports equipment for younger students when they are getting ready for the back-to-school season. Then when you look at university students, they will also be looking for electronics, homeware for dorms, and financial products.
However, if brands also take into account these three strategies, they will be able to more effectively capture attention, drive sales and take full advantage of the immense opportunities around the back-to-school season.
