retailers can boost their back-to-school promotions by focusing on three key areas: personalized offers, strategic product placements, and digital marketing efforts.
Fresh Perspective: Beat the Back-to-School Chain with College Students and Educators!
Forget about focusing solely on K-12 students for your back-to-school (BTS) campaigns. You're missing out on a goldmine with college students and teachers, boasting a combined spending power of $1.1 billion! Here are three kick-ass strategies to win those crucial customers.
1. Slip undervalued items into your BTS marketing
School supplies reign supreme in BTS marketing, but college students and teachers are shopping for more than just pens and papers. Showcasing those other products will help you stand out and grab a bigger piece of the pie.
As per a SheerID survey, if given a student discount, 49% of college students would snag apparel, footwear, and accessories, and 54% would buy beauty and personal care items. Offer fabulous promotions on fall fashions, bed and bath products or even subscription services like music, streaming, or wellness, and witness the magic!
2. Cook up creative marketing
Authenticity and shared values with Gen Z should be your priority if they genuinely reflect your brand's ethos. One value that resonates with Gen Z is sustainability. According to McKinsey, this generation is increasingly sustainability-conscious. Plus, 25% of Gen Z respondents in a recent SheerID survey said sustainable and ethical practices are a great way for brands to stand out.
Check out Nature Valley's back-to-school campaign on TikTok, where they gifted lucky customers with eco-friendly goodies from brands like L.L. Bean and Stasher. By pushing for eco-friendly products, brands can show they care, engage shoppers, and appeal to both college students and teachers.
3. Serve up exclusive offers
Exclusive offers are a fantastic way to spice up your BTS campaigns and nab those Gen Z shoppers and younger teachers. According to SheerID's Gen Z survey, 69% of Gen Z and 86% of Gen Z college students said they'd prefer a student or young adult offer, respectively. For teachers, it escalates to 90%. These special offers not only boost initial purchases but also loyalty, with 67% of students and 71% of teachers on board.
Target dashed it out of the park last year with their exclusive BTS offer that provided a solid 20% off for students and teachers. Not only did this offer demonstrate that Target values its young customers and educators, but it also paved the way for long-term loyalty.
Remember, this is merely the tip of the iceberg! Embrace these strategies and watch as Gen Z students and teachers embrace your brand during the upcoming BTS season. Here's to fostering lifelong relationships and seizing opportunities for future success! 📚🎒🚀🎓✨
- Capitalize on the untapped market of college students and teachers, collectively possessing a spending power of $1.1 billion during the back-to-school season.
- Incorporate less traditional items like apparel, beauty products, subscriptions, and bed & bath goods into your back-to-school marketing campaigns to attract a wider audience.
- Cater to Gen Z's preferences for authenticity and sustainability by promoting eco-friendly products and practices in your marketing efforts.
- Leverage platforms like TikTok to create engaging, creative marketing content that resonates with Gen Z and showcases your brand's values.
- Offer exclusive discounts and promotions specifically tailored for students and teachers to boost initial purchases and foster long-term loyalty.
- Study trends and dynamics in education, self-development, fashion, music, AI, business, sports, and marketing to stay ahead and create successful strategies that connect with Gen Z shoppers and teachers.
