We know that you know, but it’s important enough to say it again – Back to School is the second largest retail season of the year and 2019 is shaping up to be big. According to the National Retail Federation Families with children in elementary school through high school plan to spend an average $696.70 (up from $684.79) and families with college students are expected to spend an average $976.78 (up from $942.17).
Start early, stay late. Back to School is not just the month of September anymore. Practices for fall sports, college classes, and other school activities often begin in the middle of August. Busy parents and bargain hunters have already started to think about their fall shopping lists and they expect deals and the ability to shop when it is convenient for them, not just during traditional seasons or timeframes. You should also consider the parents/students who are shopping based on a schools supplied list in September, and bargain hunters looking to score deals on left over items near the end of the season. Be sure your BTS planning starts now and takes you through September and into early October to capture these prospects as well.
Shared Mail allows you the opportunity to put your advertising piece right in your prospect or customers hand. Successful retailers are using shared mail to bring people in to their establishments and keep them coming back. Back to School is the second largest retail season of the year (behind the holiday season) which means that half of the work to market yourself has already been done! You don’t need to convince people that they should be shopping at this time of year you just need to let them know that you have what they need. Shared mail is a tool that has proven to make that happen.
Use a combination of postcards, single sheets, and multi-page flyers to:
- Offer special pricing on purchases of basic school supplies for K-12 students
- Promote items needed as older students move into dorms or a first apartment (furnishings and other home supplies)
- Promote back to school as a time for a parent to relax a little and take care of themselves (gym, spa, or cleaning services)
- Offer seasonal service specials such as vehicle tune-ups before traveling back to school
- Highlight all your fall sports gear – or discounts on leftover summer gear
- Remind everyone that you are the place for back to school fashions or new hair style
Shared Mail works because it is a preferred method for receiving marketing from local businesses.
It offers a sense of familiarity that is hard to achieve with other advertising mediums. Consumers look in their mailboxes every day for compelling messages to help them make smart buying decisions.
- 72% of respondents in one survey read and keep the mail pieces that interest them
- 30% read and keep the mail pieces that interest others in their home
- 42% of consumers make one or more weekly purchases from the Shared Mail Package
- 44% of customers visit a brands website after receiving direct mail advertising.
- 39% of customers say they try a business for the first time because of direct mail advertising
The back to school shopping season is a huge revenue generator for economy. Shared Mail can help you get in on the action. The fact is that it works, and you can share in the positive results.
If you are interested in learning more about how TMM’s Shared Mail program can help you prepare for a successful back to school season, contact us today.
(Sources: DMNews 2008, Informational Resources, Inc. 2010, USPS Deliver Magazine January 2011, Pitney Bowes, Choose Print, Print Is Big, Rochester Institute of Technology, 2013 Advertising Tracking Study by TNS Customer Studies, Valassis 2011, 2014 Statistical Direct Mail Facts, The Little Book of Big Returns 2011, USPS Small Business Brochure, NRF Back-to-School-2019)