If you’re currently running a retail business that happens to be a clothing retailer or a similar type of e-commerce enterprise, back-to-school marketing is something you’re already no doubt familiar with. However, it isn’t only the timing of your seasonal marketing campaign that you have to concern yourself with – there are a variety of other factors at play that will also determine just how successful your offer truly is. Luckily, the process itself is actually quite straightforward – you just have to keep a few key things in mind.
Back-to-School Marketing: Modern Seasonal Marketing for the Modern Business
According to one recent study, the average household currently spends about $606 per year on back-to-school shopping. That number increases as you move from high school to college, coming in at about $1086 per year. Both of these are statistics that you can wield to your advantage.
First, you need to understand that back-to-school marketing is a $82.8 billion market – meaning that you’re going to be competing with a lot of other e-commerce and retail business brands for the attention of your target audience. Based on that, you should absolutely use direct mail techniques like plastic postcards that will allow you to instantly stand out in a crowd.
Plastic postcards and similar materials are a great way to do exactly that, as they’re A) visually unique compared to all the other mail someone will be receiving, and B) are easy for the prospect to hold onto and keep until they really need it.
By far, your most important goal is to make it easy for your prospect to shop. Consider mailing out a checklist of essential items to get ready for a new year at school or college, and then include an opportunity to buy those items directly from you. This allows you to go beyond marketing and provide your prospects with someone of genuine value.
Then, you need to not only make a great offer – but also give your prospect a reason to act now. Including a coupon for $50 off someone’s order is great. Making sure that coupon expires right before they head to class (to create a sense of urgency) is even better.
If you’d like to find out more information about how to propel your back-to-school direct mail marketing campaign to bold new heights, or if you’re just curious about what teaming up with the right partner can potentially do for your long-term efforts, please don’t delay – contact us today.
