How direct mail marketers should take advantage of back-to-school season
During the summer, many families spend vacations in exotic locations to forget about the stresses of work and school. All the while, retailers and marketers are preparing for one of the most important times of the year for school-aged children and teens: back-to-school season. Direct mail campaigns are an integral part of any marketing strategy and can help businesses inform consumers about products and services pertinent to academic life. Address verification is crucial for any direct mail project to make sure recipients get the appropriate mailers, but what back-to-school marketing demonstrates is the importance of targeting the unique needs of specific audiences.
Understand how consumers are getting information
Citing a July survey conducted by Deloitte, Entrepreneur reported many students and parents receive information about shopping deals by word of mouth. Essentially, family and friends represent the largest resource for consumers - parents and children combined - looking to buy the highest quality or useful products.
Direct mail has the ability to influence a significant number of customers. If a company specifically targets households with children and teens during the height of or even prior to back-to-school sales, it will have the opportunity to reach a wider audience. A compelling message delivered through the mail can then be spread throughout a community of shoppers.
Increase online presence
The overwhelming majority, or 90 percent, of consumers are still heading to department and discount stores to shop for school items. However, the Deloitte survey also indicated that 36 percent of parents are going online to select products for their children. This reflects a 24 percent increase over 2012. While children are far more likely to get information from their peers regarding new products, 55 percent of parents who responded to the survey use online resources to get shopping ideas. Providing direct mail campaigns that include a call to action by way of Web-based discounts and limited-edition items can help a company more completely satisfy the demands of consumers. Parents are already looking online, so by making that experience more convenient, a brand will improve its image and increase its visibility.
Provide consumers with multiple channels for deals
With the Internet carrying more weight for consumers, companies should include an integrated approach to marketing their offerings. According to Direct Marketing News, Staples Canada is reaching out to consumers through a variety of mediums. The office and paper product retailer is implementing its campaign via in-store signage in addition to radio, movie preview and TV commercials. By appealing to consumers through many channels, companies can better ensure their message gets heard by a large number of people.