Plan your back-to-school marketing campaigns in style
 

Plan your back-to-school marketing campaigns in style

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Presentation explores the Back-to-School opportunities for marketers, introduces key audience segments and provides tips for executing successful campaigns. ...

Presentation explores the Back-to-School opportunities for marketers, introduces key audience segments and provides tips for executing successful campaigns.
Watch the recorded webinar here: http://go.experian.com/content/back-to-school-homeroom
Bill Schneider and Heather Dougherty, go over the data, emerging trends and opportunities that exist for marketers during the 2012 Back-to-School season.

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Plan your back-to-school marketing campaigns in style Plan your back-to-school marketing campaigns in style Presentation Transcript

  • Plan your Back-to-School Campaign in Style! Bill Schneider, Marketing Analytics Consultant Heather Dougherty, Director of Research, Experian Hitwise ©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.© 2012 Experian Information Solutions, Inc. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Experian Public. 1
  • Introducing our Speakers  Bill Schneider ► Marketing Analytics Consultant  Heather Dougherty ► Director of Research at Hitwise ______________________________________ Talk Track:  Back-to-School is Big Business  Key Back-to-School Audience Segments  Execution of a Back-to-School Campaign Tweet using the hashtag #EMS2012© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
  • Back-to-School is Big Business $70 billion – Total projected spending for back to school merchandise including apparel, supplies and computers. 55.5 million – The projected number of students to be enrolled in the nations elementary through high schools (pre-kindergarten through 12th grade) this fall. 38 million – The number of U.S. households that have children under age 18. This represents about one- third of total households. 19.7 million – The projected number of students enrolled in the nations colleges and universities this fall.© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
  • Marketing Challenges WhoWho my keykey targets are are my targets How should mymy marketing How should marketing and how can I budget bebe allocated across budget allocated across and how can I differentiate differentiate my marketing multiple online and offline multiple online and offline my marketing message? message? channels? channels? What variety of offers & What can I do to make my promotions will enable me message stand out above to capture a significant the crowd? share of back to school expenditures?© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4
  • A Mom’s Perspective I do buy him the cool gear to go back to school with, new clothes, shoes, backpack and lunch box. And I don’t mind, I actually LOVE back to school shopping. I budget for school expenses as I would anything else…and I won’t have my son miss out because ‘we can’t afford’ something… I’d give up something else first. *Feedback was compiled from PHD in Parenting: http://www.phdinparenting.com/2011/08/22/who-should-pay-for-school-supplies/© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5
  • Moms increasingly give in to requests for non- essentials during Back-to-School shopping season Percent of moms who agree: I find it hard to resist my kids’ request for non- essentials 36% 34% 32% 30% 28% 26% 24% 22% Source: Experian Simmons 20% 1/3/2011 3/7/2011 5/9/2011 8/1/2011 1/24/2011 2/14/2011 3/28/2011 4/18/2011 5/30/2011 6/20/2011 7/11/2011 8/22/2011 9/12/2011 10/3/2011 10/24/2011 12/5/2011 11/14/2011 12/26/2011© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6
  • Who is My Target Audience?© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7
  • Key Back-to-School Audience Segments Cul de Sac Diversity Babies and Bliss Sports Utility Families Picture Perfect Families Hispanic Harmony Families Matter Most Kids and Cabernet© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8
  • Key Back-to-School Audience Segments I prefer to shop with my family … Percent Agree 140 39% (based on parents with children at home) 120 129 122 64 77 99 81 101 100 Cul de Sac Diversity Hispanic Harmony Families Matter Most Picture Perfect Families Babies and Bliss Sports Utility Families Kids and Cabernet Index 80 60 40 20 Source: Experian Simmons© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
  • Key Back-to-School Audience Segments My children have a significant impact on the brands I choose … Percent Agree 190 38% (based on parents with children at home) 170 182 176 150 130 143 132 Index 110 95 111 112 Cul de Sac Diversity Babies and Bliss Hispanic Harmony Families Matter Most Picture Perfect Families Sports Utility Families Kids and Cabernet 90 70 50 30 10 Source: Experian Simmons© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10
  • Key Back-to-School Audience Segments I often use the Internet to plan my shopping trips … Percent Agree 190 28% (based on parents with children at home) 170 183 166 150 155 147 130 125 Index 110 86 84 Cul de Sac Diversity Babies and Bliss Hispanic Harmony Families Matter Most Picture Perfect Families Sports Utility Families Kids and Cabernet 90 70 50 30 10 Source: Experian Simmons© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11
  • More affluent Mosaic® USA types visited online retailers Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12
  • Diverse apparel website selections across various Mosaic types during Back-to-School Top 5 Apparel Websites Visited During Back to Mosaic Type School Season Kids and Cabernet Picture Perfect Families Babies and Bliss Sport Utility Families Cul de Sac Diversity Families Matter Most Hispanic Harmony Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13
  • Key Back-to-School Audience Segments I shop around a lot to take advantage of specials or bargains … Percent Agree 140 57% (based on parents with children at home) 130 120 121 110 115 85 112 96 101 104 100 Cul de Sac Diversity Hispanic Harmony Families Matter Most Picture Perfect Families Babies and Bliss Sports Utility Families Kids and Cabernet Index 90 80 70 60 50 40 Source: Experian Simmons© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14
  • Key Back-to-School Audience Segments Used a coupon from Internet or email … 170 167 163 150 130 135 126 126 110 80 52 Index Cul de Sac Diversity Babies and Bliss Hispanic Harmony Families Matter Most Picture Perfect Families Sports Utility Families Kids and Cabernet 90 70 50 30 Source: Experian Simmons© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15
  • Babies and Bliss most likely to visit websites for comparison shopping and discounts Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16
  • Targeting Families with School Children Babies and Bliss Sports Utility Families Families Matter Most© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17
  • Websites of department stores visited during Back-to-School season Babies and Bliss Sports Utility Families Families Matter Most Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18
  • Websites of electronics, computers and office supply retailers visited during Back-to- School season Babies and Bliss Sports Utility Families Families Matter Most Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19
  • Websites of Rewards & Directories visited during Back-to-School season Babies and Bliss Sports Utility Families Families Matter Most Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20
  • Social networks can offer targeting opportunities for specific Back-to-School segments Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21
  • Women’s content websites attract Mom & Family oriented Mosaic segments Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22
  • Back to College© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23
  • Majority of variations for ‘dorm’ searches are focused on decorating ideas Decorating, ideas, supplies & stuff Checklists Bedding & furniture Refrigerators Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24
  • College students seek out the best (yet cheap) laptops and computers Filtered to include college or student Best & top Cheap, discount, deals & offers Free Source: Experian Hitwise© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25
  • Execution of Back-to-School Campaigns© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26
  • Back-to-School search activity peaks in August Source: Experian CheetahMail© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27
  • Back-to-School searchers tend to be females between the ages of 25 and 44 Source: Experian Hitwise AudienceView© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28
  • August is the month for Back-to-School mailings Source: Experian CheetahMail© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 29
  • First half of August is critical time period for marketing to Back-to-School purchasers Source: Experian CheetahMail© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30
  • Campaigns with an offer achieved higher transaction rates Sneak Peek — Go Back To School In Style! Reading, Writing, +21% Arithmetic & Shoes! FREE Shipping — Today Only! Get Your Back-to- School Shopping Up to 40 percent Off Just in Time for Back to School! Back to School: Try a Free sample pack on us! Source: Experian CheetahMail© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 31
  • Key Takeaways The Back-to-School season represents a huge opportunity for marketers, but not all shoppers are created equally:  Utilize segmentation to better understand your target audience and craft more relevant messages.  Identify which websites your target segment visits for ad placement, partnerships and competitive intelligence to influence purchasing decisions.  Understand the lexicon of the consumer to craft search marketing and email campaigns that will resonate with Back-to-School purchasers.© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32
  • Questions? Join us for a TweetChat directly following this webinar Follow these simple steps: Go to http://www.TweetChat.com Use the hashtag #EMS2012 Log into your twitter account Participate in the conversation© 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33
  • © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34