5 Ways to Succeed with Back to School Marketing
When only a month away from summer being over, kids from all over the world are starting to get ready for school and are in the market to purchase apparel, dorm necessities, school supplies, electronics, and much more. The marketing potential towards these students is huge.
The Back to School season is the second biggest spending occasion, after the winter holiday season. This year's spend for school/college is projected to reach a whopping $83.6 billion, which is a 10% increase to 2016's $75.8 billion. According to the National Retail Federation, students are expected to spend an average of $687.77 each, with $238.89 towards apparel and $130.38 towards shoes.
This means that it's key that you execute Back to School marketing tactics to gain some of that market share. Here are some things that you can do to get a leg up on your competition:
1. Run a Back To School Sale or Promotion
Shoppers are always looking for good bargains. By running a sale or promotion, you can incentivize shoppers to the take the final step towards a purchase!
(Feel free to save and use the above graphic for your own Back to School promotion!)
Here are some promotional ideas that you could implement on your store:
- Free Shipping
- % or $ Off
- Buy One, Get One
We recommend starting with a free shipping offer. During a NRF survey, 90.5% of respondents said that they planned on taking advantage of free shipping deals this season! This is an incredibly special promotion to drive sales if you don't want to discount your products.
2. Optimize your Mobile Experience
It's 2017. More and more people are using their mobile devices to make online purchases! The actual breakdown is: desktop 57%, mobile 49%, tablet 22%
Knowing this, it's important that with any marketing strategy you decide to implement, your mobile site is easily browsable and your promotion is easily accessible.
3. Create a Social Media Strategy
Social Media is a vital marketing channel year-round, and the Back to School season is no different.
In a survey by Deloitte, 27% of respondents said that they planned on using social media for their back to school shopping. Of that percentage, 75% will use social media to find promotions/ads, 64% to find coupons, and 43% to browse products.
This means that if you have shoppable links in your social media "About" and "Bio" sections, you already have a leg up on your competition!
Other things you may want to try to boost engagement is promoting a sale/discount, and run a social media sweepstakes or giveaway. A tactic that you can also use to gain virality is using language like "Share/Repost/Retweet for a chance to win!" in your posts.
4. Understand Your Audience
Think about the demographics of the students that will be purchasing back to school products. When planning your marketing strategy, target your promotions and initiatives around what you think they want. Remember that with RageOn, you can offer them products like t-shirts, shoes, sweatshirts, hoodies, joggers, pillows, duvet covers, and much more!
If your audience is parents, keep in mind that their buying behavior is influenced heavily by their kids. So when creating designs and products, make them things that both kids and parents will like!
5. Utilize Paid Advertising
If you have budget, invest in some forms of paid advertising, like Facebook Ads or Google Ads! This will enable you to expand your reach to new audiences and drive more traffic to your brand. In turn, this increases the chances of a purchase happening. In order to be successful at paid advertising, Step 4 "Understanding Your Audience" comes into play.
We promise that if you utilize some of these marketing tips, you will see a significant boost in Back to School sales. At the end of the day, it comes down to being creative with your marketing and really understanding your audience. People want to have products that reflect their values, beliefs, and opinions.
The more that you can understand those values and beliefs, the more your products will appeal to your fan
That's a wrap. Thanks for reading!
- The RageOn Team