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5 Tips for Back to School Marketing

Key advice from Zeta on how retail marketers can make the most of this back to school season.

Looking for tips on back to school marketing this year? Well, you’re in luck. In this article, you’ll not only find tips for back to school marketing, you’ll also find consumer trends and patterns derived from Zeta’s marketplace observations.

Tip #1 – Don’t focus on parents exclusively

Yes, parents drive much of back to school spending, but kids are more involved than you think.

In addition to being able to influence their parents’ buying decisions, kids will regularly spend their own money on back to school. 

As a matter of fact, teens will spend approximately $37 of their own money this year on back to school, while pre-teens will spend approximately $26. 

Tip #2 – Pay attention to the key trends of the season

Tip #3 – Partner with influencers and thought-leaders

When it comes to retail, parents and kids are heavily influenced by social media. That’s why forming a partnership with influencers is one of the best tips for back to school marketing in 2021. 

These partnerships shouldn’t be limited to the stereotypical “mommy bloggers”—they should be wide-reaching. For example, Marine Freibrun (owner of Instagram’s Tales From a Very Busy Teacher) is a teacher based out of Boise, Idaho. With more than 90,000 followers (almost all of which are teachers, parents, and students), influencers like Marine can make back to school product recommendations that consumers truly take to heart. 

Tip #4 – Don’t waste time on zero-interest products

Not all products and services are created equal. When it comes to back to school marketing, time is money. Do NOT waste your precious resources on products that aren’t popular this season. In other words, before you start spending thousands on paid media, take stock of what items are actually WORTH calling attention to. The best way to figure out what’s hot and what’s not is by looking at consumer data trends like these from Zeta or these from Google

Tip #5 – Invest in discounts and deals

Even with record-breaking household savings, many back-to-school shoppers will remain price conscious. 

  • 35% of consumers will spend less than $100 on back-to-school
  • 23% of consumers will spend than $500 on back-to-school

In a back to school shopping season where consumers stand to be more price conscious than in years past, retailer marketers would be wise to place special emphasis on promoting discounts and deals.

Lenovo, for example, is building a huge back to school marketing campaign around promotions for its PCs and PC accessories. 

Need more tips for back to school marketing? 

Zeta’s predictive marketing insights and industry-defining identity management can help you create the most compelling campaigns you’ve ever run for the back to school season. So, if you’re looking for additional insights or help, talk to us today and see which other trends are informing the 2021 back to school season in our recent guide.

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