An integral component of a well-rounded back-to-school marketing plan involves reaching your target audience at the right time, repeatedly, through various ad channels. For savvy business owners who use these principals to guide their campaigns, the month of August could result in huge profits for their business. As can be expected, notebooks and backpacks are still commonplace for any back-to-school list, but this year an independent study by Deloitte also forecasts clothing and accessories to account for 55% of back-to-school purchases. Students and their parents are also stocking up on things like beauty services, sports accessories, and plants. Whether or not your business offers the typical back-to school items, your business can benefit from shoppers’ need to get ready for the new school season. So how do businesses in Lancaster County capitalize on this opportunity?
Right Time, Right Place
Pennsylvania businesses like your need to consider how back-to-school audiences shop and where they’ll intercept your messages. A study by the News Media Alliance found that eight in ten adults with children not only used the newspaper, they also took some action as a result of an ad in a print newspaper in the past month. This highlights the fact that if your intended messages reach your target, you have the ability to directly influence the actions of buyers. Leverage your various marketing channels to create motivation for back-to-school shoppers to buy your products.
Appeal to Emotions
Consumerism begins and ends with emotion. And back to school-shoppers, like the rest of us, are emotional spenders. Tapping into a buyer’s mindset is what will enable you to successfully market your products to this crowd. As a business owner, think about the products you sell and why they appeal to your customers. Are your products fulfilling a basic need or do they fall into the category of non-essential wants? Your mission is to connect the dots for buyers by illustrating how your products will fulfill their needs. For instance, a salon owner can appeal to anyone looking to start the new school year with a fresh, new haircut. A technology retailer can feature the latest leather tablet covers that allow students to personalize their tech. Emotions create an opportunity for you to draw in your ideal market and drive revenue.
Be an Early Bird
Businesses that attract shoppers early earn a greater portion of back to school sales. According to a survey by Deloitte, consumers who began their back-to-school shopping in August spent an average of $458 on back to school items. If you have the discipline to plan ahead, executing your marketing strategy at the right time will help you increase your profits-without doing any extra work.
Ready to begin your back-to-school advertising campaign? Our marketing experts are happy to help you develop a well-rounded plan from start to finish. We love working with local business owners to create customized plans that suit their needs. Contact us today to get started!
LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.