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Welcome to the SnapRetail Podcast! These bite-sized episodes will give you the email, social media, and website marketing advice you need to market your small business and get the most out of SnapRetail.  The information we present is delivered by our Customer Success Team, easy to understand, and Made for Main Street! 

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Jul 20, 2017

Back to School Marketing

Hosted by Justin Shoup and Vince Ventura

 

Let’s start with some statistics: https://nrf.com/resources/consumer-data/back-school-headquarters

 

  • According to the National Retail Federation (www.nrf.com) 2016 Back to School (including back to college) spending was expected to reach $75.8 Billion. In fact, back-to-school and back-to-college shopping is the second most significant shopping event behind winter holidays.

 

  • Also, according to an NRF survey, about 50% of consumers plan to start back-to-school shopping three weeks to one month before school starts. For back-to-college 33.8% plan to shop three weeks to one month before and 26.1% at least 2 months before school starts.

 

  • Offer free shipping: almost 90% of consumers says they will plan to take advantage of this offer.

 

No matter what type of store you are, you can take advantage of this time of year:

 

Who is your target audience? Are you going to target high school, junior high, elementary, college freshman or college upperclassmen? (Or the parents of those individuals) or even teachers.

 

  • Gift & Home Decor: Decorate the dorm with candles, home accents, wine glasses. Traditional back to school: organizational items: desk organizers, pens, stationery, notebooks, planners, calendars, picture frames (possibly target teachers)

 

  • Jewelry: Focus on your lower ticket items, accessories for back to school. Target high schoolers, college students, or even teachers. Look your best for your first day back.
  • Clothing: Create a new look for your first day back. Be the only one in your school to have XZY or you could use the opposite strategy - everyone will have this - you need it, too.

 

  • Quilting & Sewing: Use Back-to-school or back-to-the-dorm as a theme. More time on your hands now that the kids are back in school? Sign up for one of our classes. Other “hobby” type retailers could do this, too.

 

  • Furniture: Focus on college students getting their own place for the first time or dorm essentials.
  • Spa/Salon: New hair styles, hair color, nail polish, makeup, hair clips, etc. New school year, new look.
  • Consignment: Consign last year’s clothing and buy something new for this year.

 

Create Your Marketing Plan:

 

  • Start marketing early: 1-2 months before school starts
  • Create a Retail Shopping List. Create a list of items customers would need for back to school/back to college and send it out via email and social. For example, style guide for clothing store: tops, bottoms, shoes, accessories.
  • Offer a discount for people that come in groups: parents that bring in multiple children, groups of friends, groups of teachers, etc.
  • Send up to 1 email per week. Many templates in SnapRetail in the Events & Causes > Back to School category.
  • Back-to-school can come up quick. Remind customers on social media how many days are left until back to school. Mention your local schools and universities
  • Post product photos on social media. Remind potential customers of the benefit of the product.
  • If you don’t have your customers segmented use Facebook ads. For examples you could target teachers: Under Detailed Targeting: Demographics > Work > Industries > Education and Library.
  • Create a Back-to-school and/or back-to-the-dorm Pinterest board. Move that board up near the top of your profile
  • Update an image in your image carousel on your website homepage to focus on back to school (or create an icon on your homepage)
  • Create a back-to-school or back-to-the-dorm landing page on your site with featured products OR create  back to school or back to the dorm category on your online store.



Takeaways:

 

  • Start by making a list of what products you have for back to school and/or back to the dorm
  • Next, figure out who your target audience(s) are going to be.
  • Start planning your emails and social media posts in advance.