{"id":13608,"date":"2019-05-31T12:04:18","date_gmt":"2019-05-31T12:04:18","guid":{"rendered":"https:\/\/www.valpak.com\/?p=13608"},"modified":"2020-04-27T17:46:48","modified_gmt":"2020-04-27T17:46:48","slug":"back-to-school-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/back-to-school-marketing-campaigns","title":{"rendered":"Don\u2019t Fail Your Back-to-School Marketing Campaigns"},"content":{"rendered":"

How did your back-to-school (BTS) marketing campaign go last year? Did you attract new customers? Did you increase sales? Did you get a decent ROI? If not, or if you didn\u2019t run a BTS campaign at all, now is the time to begin getting ready for this year.<\/p>\n

In 2018, the National Retail Federation<\/a> estimated that back-to-school spending hit close to $83 billion \u2013 more than<\/a> Valentine\u2019s Day, Mother\u2019s Day and Father\u2019s Day combined<\/em>. You\u2019ll want to get in line for some of those sales. Here are a few ways to do it:<\/p>\n

Advertising Campaign Planning \u2013 Don\u2019t Be Late<\/strong><\/h2>\n

Winston Churchill said, \u201cHe who fails to plan, plans to fail.\u201d Early planning is the pinnacle of your back-to-school marketing campaign success. If the new school year begins in August for your neighborhood, set your advertising strategy and content to launch at the beginning of July. If you want to give yourself and your team enough time to produce an effective campaign, you need to get to work planning it now.<\/p>\n

As an adult, you now realize that when you took the time to study and prepare for school projects and tests, your grades were always better and you were far less worried about the outcome. It\u2019s the same with back-to-school advertising. A recent\u00a0Deloitte survey<\/a> indicated early bird retail stores certainly did get the customer worm: 62% of shoppers made their back-to-school purchases before August and they spent about $100 more than later shoppers.<\/p>\n

Study Your Subject<\/strong><\/h2>\n

Or subjects<\/em>. Both students and parents influence BTS spending. At the end of the day (or summer), it\u2019s the parent who spends the hard-earned income and searches for discounts, sales, specials and coupons. In fact, 48 percent of surveyed parents<\/a> said coupons influenced their purchases and 94 percent of teachers spend<\/a> their own income on classroom supplies.<\/p>\n

Coupons in the Classroom<\/strong><\/h2>\n

Coupons are important to BTS shopping because parents are usually looking to get the highest quality items at the best possible price. So much so that an Inmar shopping behavior survey<\/a> found 50% will search for digital coupons inside the store and 39% will purchase a product sooner because of a coupon.<\/p>\n

Digital coupons are growing in today\u2019s retail environment, but many parents still use traditional, physical coupons. Consider the following\u00a0coupon statistics:<\/p>\n