Time to pull out the pencils and erasers, and put away the bathing suit– that’s right, it’s back to school time. But this doesn’t just affect the K-12 and post-secondary crowd. Instead of upcoming essays and exams, marketers have to ramp up for busy season and ad-heavy holidays like Black Friday and Christmas. After a low-key summer on the beach, this can be a little (or a lot) overwhelming.
As students are entering new schools and grades, marketers are entering a new age of advertising – with new forms of technology and new strategies to take hold of. This can be a huge learning curve at any time of year, but even more-so with an increasing amount of consumers using new forms of media for back to school shopping. Research suggests that people are actively seeking out online deals for supplies, and rely on all forms of digital media for their buying process.
Properly targeting back to school shoppers was previously just about the typical supplies (pens, paper, etc.), but now marketers have to jump into the clothing and electronics categories as well. When marketing back to school, you are now marketing an entire lifestyle to an eager-to-buy set of consumers.
For your back to school marketing inspiration, let’s see how 3 advertisers have adopted top-performing strategies…
1. First we’ll start with the basics – School Supplies from Staples
In their first display ad, Staples targets a specific group – children going back to school. They aim to catch their attention with recognizable cartoon characters and bright colors. One of the dominant traffic sources for this ad is freekidscrafts.com – by placing it here, they’re placing it on a site that kids and parents are likely to look at together. This way the child will see the advertisement, and encourage the parent to investigate actually buying the products.