Back to School Advertising. Carly Podolsky October 23, 2017
While “Back-to-School” season is commonly considered the months where college students get back into the swing of things after summer break, marketing for this time period should not be considered a flash in time.
Not only do preparations for Back-to- School (B2S) begin as early as June for these age groups, but so does the purchasing. As a marketer your best knowledge is to understand B2S as more than a season, but a glimpse into your target market acting on the awareness you’ve garnered all year.
In order to understand the back to school marketplace, consider the following:
1. Back to School Shoppers = Year Long Consumers: In capturing back to school shoppers, consider that not only the student, but their parents’, friends and influencers are also consumers all year-round. Therefore, brand awareness, trust and loyalty must be formed before the summer and fall seasons.
2. The Back to School Audience = Stand Out: Our youngest generations encounter advertising of all forms. Not only are there radio and TV commercials vying for their attention, but there is a constant flux of media and advertising throughout any regular day-to-day activity of their day. Social media, desktop browsing, and smart phone applications are just a few means of reaching this group. With these all part of any day, make your impression stand out!
3. Take the Opportunity = Seize the Moment: Understanding that targeting a segmented audience is a valuable piece of the puzzle, but to strategize and compete is a more difficult component. The key is to understand the timing of your opportunity and seize it. Gaining longer-term recognition from this generation of back to school shoppers, means getting their attention now, the time is always now!