Digital advertising thoughts from the minds at MediaNet
It’s never too early to start thinking about back-to-school. In fact, as a marketer and/or brand you are likely heading into planning season soon. If you time your campaign appropriately, you can be top of mind when 31% of families start back to school shopping two months prior, and 48.4% start up to one month prior.1 Now is the perfect time to begin a brand awareness campaign and retarget users to drive additional performance.
Is it worthwhile? Definitely. Seasonal shopping is a big deal, and provides a big opportunity for a jump in profits when families spend major cash outside of the holidays. While most moms say they target a budget between $100-2000 for school supplies, it seems most families spend much more, with an average of over $600 spent on supplies which included clothing and electronics.2
Where should you run? A digital campaign is crucial for this season, as most Canadians are shopping online than ever before. 92% of 18-34 year old and 82% of 35-54 year old Canadian consumers shopped online last year3 and if you want to reach the purchasers, then online is where you want to be. You can also offer additional incentives such as digital coupons to drive consumers own the purchase funnel. Approx. 57.5% adults are using digital coupons while they shop4 and it can be an effective way of tracking conversions.
If you haven’t tried it yet, you may want to extend your online campaign with a mobile component. More and more shoppers are using mobile devices to initiate product research before shopping online or in-store5, As users spend more time with their phones, your brand exposure to them could make all the difference, no matter which step of the purchase funnel they happen to be.
Whether you are selling apparel, CPG, electronics, or stationery products (or any other brand for that matter), it’s not too late to start planning your back to school campaign. Now is the perfect time to get a plan in place before summer when kids are still dreaming of the upcoming school year, and parents are eager to get preparations under way.
Not sure where to get started? Look out for our back to school idea book coming soon!
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