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The Art and Science of Back-to-School Marketing

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Watch Experian Marketing Services' webcast to educate yourself with the consumer insights, data and digital marketing trends that will move your campaigns to the head of the class.

Watch Experian Marketing Services' webcast to educate yourself with the consumer insights, data and digital marketing trends that will move your campaigns to the head of the class.

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  • Now it’s time to introduce our presentersToday, theywill be going over the following topics.
  • According to NRF’s 2012 Back-to-School spending survey conducted by BIGinsight, the average person with children in grades K-12 will spend $688.62 on their children, up from $603.63 last year. Total spending is expected to reach $30.3 billion.*Combined K-12 and college spending will reach $83.8 billion**, serving as the second biggest consumer spending event for retailers behind the winter holidays. 
  • My children have a significant impact on the brands I choose (83%)I like to provide my children with the things I didn’t have as a child (39%)I don’t like it when my children ask for non-essential purchases (66%)I often indulge my children with little extras (47%)I find it hard to resist my children’s requests for non-essential purchases (49%)I am more likely to purchase products I see used or recommended by friends on social sharing & networking websites (53%)Because of a coupon, I’d be drawn to a store I normally don’t shop at (24%)I enjoy shopping with their children (53%)I really enjoy clothes shopping (51%)
  • Journeymen 27%Apprentices 23%Wizards under-index at 83Novices under-index at 75
  • Nearly 64% access social networks at least once per day & smartphones are the most common device used

Transcript

  • 1. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.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.The Art and Science of Back-to-School MarketingHeather Dougherty, Director of Research. Consumer InsightsShelley Kessler, Cross-Channel Marketing
  • 2. 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#BTS13Continue the conversationFollow us at@ExperianMktStay tuned at the endof the webinar for yourchance to enter ourtwitter contest!
  • 3. 3©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Connect with Experian Marketing Servicesex.pn/mktfwd ex.pn/emsgp ex.pn/linkdinex.pn/emsptex.pn/emsfb ex.pn/emsyt
  • 4. 4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Introducing our speakersShelley KesslerLead Email Marketing AnalystCross-Channel MarketingHeather DoughertyDirector of ResearchConsumer InsightsKey Topics:• Attitudes and perspectives ofmoms with kids at home• Search activity around back-to-school (peak dates, trendsin keywords)• Timing for offers and products
  • 5. 5©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Win a Starbucks gift cardDuring the 2012 back-to-schoolseason, 41% of mailings were sentin what month?JULY
  • 6. 6©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Back to School is the 2nd largest consumerspending event for retailers behind winter holidays
  • 7. 7©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Mom’s AttitudesMy children havea significantimpact on thebrands I chooseI don’t like it when mychildren ask for non-essential purchasesI find it hard to resistmy children’srequests for non-essential purchasesI am more likely topurchase products Isee used orrecommended byfriends on socialsharing & networkingwebsitesI like to providemy children withthe things I didn’thave as a childI often indulgemy childrenwith little extrasBecause of a coupon,I’d be drawn to astore I normally don’tshop at
  • 8. 8©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Consumer demand &timing
  • 9. 9©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Seasonality of Back to School SearchesPeaked theweek of Aug 4th+44%YoY
  • 10. 10©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.July and August are the key months for Back-to-school emails
  • 11. 11©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Back-to-school email revenue peaks in mid-summer
  • 12. 12©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Offers in subject lines were present on 37% of B2Semails & generated 57% of total email revenueJust in Time for School,30% Off Bags!Four 25% OFFBack2SchoolCoupons Inside!Get up to $40 Off YourOrder with Back toSchool Savings!R-R-Ring! Last Call forBack-to-School Savings+ Free Shipping
  • 13. 13©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.High tendency to visit search engines,entertainment & content websites
  • 14. 14©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Continued interest in teen apparel after school yearbeginsLabor DayWeekend
  • 15. 15©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Subscribers still engage with apparel emails inSeptemberBack to school kicks that are all you
  • 16. 16©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Reaching Moms
  • 17. 17©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Over half of moms with school-aged kids are willingto try new technology• Willing to try newtechnology butprice sensitivitydrives purchasedecisions• Disconnected &resistant to newtechnology withlimited engagement• Can’t live withoutnew electronicgadgets and alwayswants more fromtechnology• Enjoys Internet fora variety ofactivities but newtechnology is notthe top priority
  • 18. 18©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Higher reliance upon digital platforms
  • 19. 19©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.More likely to access email via smartphones &tablets
  • 20. 20©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Majority are active social media users
  • 21. 21©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Actively reading & posting on social networks
  • 22. 22©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Willing to purchase apparel across different devices
  • 23. 23©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. Children influence purchase decisions► Many Moms enjoy shopping with their children and although they many not want togive in to their requests, they often do anyway. Timing matters► The bulk of email & search activity around Back-to-School peaks in August, but lastyear marketers were sending Back to School emails out earlier to help drive demandand earlier purchases.► Varies by product type – office supplies tend to peak sooner while interest in apparelcontinues after the school year begins once kids can see what everyone else iswearing. Price sensitivity continues► Shoppers are hunting for deals with significant growth in Back-to-School searches thatincluded ‘cheap’ last year. Email offers with coupons had the highest unique click rateand % off had the highest unique open rate. Engaged with digital platforms► Majority of Moms are willing to try new technology & are using smartphones andtablets to access email, social networks and purchase products.Key Takeaways
  • 24. 24©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Get your tweeting onWhich new marketing tactic do youplan on using this back-to-schoolseason?Tweet your answer to @ExperianMkt.using the hashtag #BTS13We’ll select one random tweet to win a Starbucks gift card andsome Experian Marketing Services swag
  • 25. 25©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.QuestionsWant more marketing insights?Check out our Marketing Forwardblog at ex.pn/mktfwd
  • 26. 26©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.