At home you may feel like the summer just started –kids are out of school and the sun is shining – but in reality, the back-to-school (BTS) season is already underway. According to the National Retail Federation (NRF), 73% of shoppers plan to begin their BTS needs up to two month early, which means now is the time to start planning.
So what can you do to kick start a successful BTS campaign this year? Check out these tips and tricks:
Start with defining your goals and objectives. For any campaign to be deemed a success or a failure, it is imperative to have your goals and objectives clearly defined. Are you trying to drive foot traffic or site traffic? Is this an awareness effort or do you want to get engagement on your app? Defining the goal will help to shape the offer and the call-to-action so make sure you get it right.
Address the right audience. As you look at your BTS strategy don’t forget to define who your audience is and how you can best appeal to the role she plays in the purchasing decision. Is mom or dad the buyer, with a child influencer? Is it a recent high school grad on the way to a college dorm? Look at the purchasing path and decision from the perspective of the customer first, through your marketing lens second.
Provide a mechanism for savings. BTS is a time for stocking up on all things school related, and that can get pricey…quick. Not every email you send needs to have an offer but to really see success in the BTS time frame, include a coupon, discount or deal. According to the NRF 92% of BTS shoppers are looking to save money – so find a way to stand out with memorable offers and deals as to not get lost in the shuffle.