The kids are barely out of school for the summer which means its time to start planning your back-to-school campaigns.
Facebook says that back-to-school chatter begins in July, so that gives you about a month and a half to put together a strategic plan. Here are some facts that might help:
Side note: no insult intended to the young model in the red shirt but there’s something very menacing about this image. . don’t you think? Pigtail girl is texting with her friend on the back of the buss while red shirt pretends to be a part of her life by voyeuristicly reading over her shoulder. . .
Back to the facts:
On Facebook in the US,
- 78% of the people who talk about back-to-school are women – no surprise there.
- 42.7% of them are moms – now that’s interesting. So the majority are . . . what? Students themselves, I’m guessing?
Which leads us to:
- 25% of back-to-school conversations on Facebook take place among college-age adults, 18-24.
What are all of these moms and students talking about? Stores, clothes and school supplies. Shirts, backpacks, jeans and top tech.
Facebook suggests you offer coupons for discounts on school supplies and don’t forget to market dorm room staples to the college crowd.
Twitter is in full agreement with Facebook
Last year, they suggested starting back-to-school campaigns in July to ramp up to the big push just after Labor Day. In addition to 11.5 million parents and 1 million college students on the social network, they also have 12.5 million educators and influencers.
I think teachers are the forgotten element in back-to-school ad campaigns. Why? They influence the supplies kids have to have and they buy tons of supplies themselves. Plus, offering an educator discount is a great for your karma.
Best advice from Twitter:
Don’t treat back to school as a one-off campaign, but as the beginning of an ongoing conversation with shoppers around their real-time needs. Use Twitter to build a relationship with shoppers over time. Focus on sharing valuable offers and useful content that connects your brand with the right shoppers at the right time and in the right context.
According to the National Retail Federation, consumers spent 72.5 billion on back-to-school related products in 2013. It’s likely we’ll hit that number and then some for fall 2014. It’s time to take a good look at your offerings and figure out how you can leverage it for back-to-school. Do it now, because the 2014 holiday buying season is also fast approaching.
From school bells to jingle bells – here we go!