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Back to School Trends and Observations 2011

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Trends and observations related to back to school including youth audience spending, social and technology habits along with best in class examples.

Trends and observations related to back to school including youth audience spending, social and technology habits along with best in class examples.

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  • retailers have taught consumers to wait for the hottest deals
  • Over 60% of parents say their children influence at least half of back-to-school purchases (US NRF BTS trends for 2010)
  • Opportunity for retailers - focus less on mass-marketing efforts and more on personalized messaging and promotions
  • Transcript

    • 1. Back-to-School Trends & Observations March 2011 Prepared by: James Powell, Director Insights and Planning Jeff Pontes, Director Digital Strategy
    • 2.
      • Agenda
        • Back-to-school trends
        • Back-to-school shoppers
        • Back-to-school engagement vehicles
        • Best-in-class examples
    • 3. 1) back-to-school trends
    • 4. BTS shopping
        • Back-to-school has grown from a pens & paper event into the second busiest shopping season of the year.  
          • Canadians spent 34.5B in retail stores in August 2009.
      •  
        • Of the $10,262 it costs to educate the average Canadian student in 2009 only $4,724 goes towards tuition.  This leaves lots on the table for other 'school related' purchases across the year.
      •  
        • This insight document takes a look a number of secondary sources in Canada and US to provide you with some high level and directional insights to get you into the spirit of heading back to school.
      •  
      CDN source: CBC August 2010
    • 5. Spending on BTS is increasing US source: Deloitte's 2010 BTS Survey
        • Canadians planned to spend an average of $621 online and in-store for back-to-school in 2010.  This is up from $600 in 2009.
      CDN source: VISA 2010 BTS Survey
    • 6. Back-to-school  starts early
    • 7. BTS is starting earlier
        • Since 2009, the day after Canada Day marks the un-official start to BTS gear up for retailers 
        • 48 percent of shoppers start planning a month before the start of the school year and yet 70% do their actual shopping less than three weeks before school starts
    • 8. Back-to-school  starts online
    • 9. Shopping starts online
        • 55% of Canadian shoppers will look to the Internet for their back-to-school shopping preparations
      •  
        • Canadians are turning online for better prices (48%), convenience (40%) and better sales and promotions (35%)
          • VISA Canada 2010 BTS Survey
    • 10. New gear, new gadgets
    • 11. Back-to-School Spending
    • 12. Back-to-College Spending
    • 13. 2) back-to-school shoppers
    • 14. Millenials (15-32)
        • Success is rooted in personal satisfaction, not only material status**
      •  
      Global source: Iconoculture Quant Analyzer
    • 15. Millenials (15-32)
        •   1 in 5 Millenials have posted a video of themselves online
        •   4 in 10 have a tattoo (70% hidden beneath clothing)
        •   1 in 4 are unaffiliated with any religion, far more than older generations when they were this age
        • Only 32% think gay couples raising children is bad for society
      US source: Pew Research Centre, 2010 Global source: Iconoculture Quant Analyzer
    • 16. teens & tweens
    • 17. teens & tweens
        • The teen & tween population has never known a world without broadband
      Global source: Collective Intellect 2011 Global source: Iconoculture Quant Analyzer
    • 18. teens & tweens
        • 35% of teens haven't "friended" their parents on Facebook
          • Kaplan Test Prep, January 18, 2011
        • 93% of tween girls and 91% of tween boys play games online
          • Gamasutra.com, August 19, 2010
        • 72% of teens & tweens are active texters
          • Pew Research Centre, April 20, 2010
        • Breaking down male/female stereotypes.  Teens and tweens aren't making the same boy-thing or girl-thing judgements
          • Iconoculture, January 2011
        •   Men will spend 35% than women on back-to-school merchandise
          • Men plan to spend more on electronics, clothing, personal care and dorm decor.
          • US Source: National Retail Foundation, Top 2010 BTS Trends
    • 19. teens & tweens
        • The majority of conversations teens are having in school hallways originate on Facebook
      CDN source: 2011 DECODING Digital Friends study
    • 20. Don't forget mom & dad
    • 21. Don't forget about mom & dad
        • Many students are not along for the ride for BTS shopping.  Promotions and messaging should incorporate, or at least consider, the actual person doing the shopping.
      •  
    • 22. 3) BTS engagement vehicles
    • 23. Keep it direct
        • Retailers are rewarded for focusing on direct, personalized messaging and promotions.
    • 24. Mobile is the killer app
    • 25. Mobile is the killer app
        • Demand for local relevance, in-the-moment social connection, and immediate access to content has quickly migrated mobile devices from third to first screen
        • Mobile's role is an ultra-personalized "life remote" and as a status badge to many teens, tweens and twenty-somethings
        • Standalone "smart" devices aren't enough, consumers are looking for intelligent networking solutions that connect all their devices together.
        • As mobile integration continues to grow expect consumer tension to grow again data caps and as new service providers challenge older pricing models
    • 26. Mobile is the killer app Global source: Iconoculture Quant Analyzer
    • 27. Mobile is the killer app US source: Deloitte's 2010 BTS Survey
    • 28. Let's Get  Social
    • 29. Everything is now rateable
        • What started off as ratings only on products has now evolved into educators, doctors, service providers, relatives and friends
        • 67% of high school students rate things through social media
          • CDN source: 2011 DECODING Digital Friends study
    • 30. It's not the size of the network...
        • It's about the size of the core
          • Average total network for teens: 380
          • (Average total for people 15 to 35 = 283)
          • The core teen network: 43
          • Average number of best friends: 6
          • Average number of close friends: 22
          • Average number of family members: 15
      •  
        • Trusted opinions, recommendations and influence come from the core, not from the broader network of "friends"
      CDN source: 2011 DECODING Digital Friends study
    • 31. Older students are more active content creators
    • 32. High Online Activity Does not translate to High Interactions With Brand
        • They don’t want to be your friend on Facebook
          • More than half of 12- to 17-year-olds are using social networks to stay in touch with friends*
        • They want brands to "speak when spoken to"
          • 28% of youths expect companies to listen to what they’re saying on social networks and respond if they have questions*
        • Social networks are their customer review sites
          • 15% of young consumers have posted their opinions of a product or service 41 or more times on Facebook*
        • The top favourite types of information received digitally from brands are 65% Free stuff, 35% Promotions, 33% Contest
          • CDN source: 2011 DECODING Digital Friends study
      *Source: Understanding the Intricate Digital Behaviors of Young Consumers, March 1, 2011, Forrester Research
    • 33. I want to be famous...
        • Youth are looking to YouTube to 
      •       to get noticed for their talents
        • An industry supporting amateur artists
      •      in their pursuit is on the rise
    • 34. Let's Get  Local
    • 35. Let's get local
        • Almost 80% of location-based service users are male
      •  
        • Close to 70% of them are between the ages of 19 and 35
      •  
        • 70% have college degrees or higher
      •  
        • 38% are buying influencers
      •  
        • Forrester recommends that gaming, consumer electronics and sportswear marketers should lead the way with testing these apps
      Location-Based Social Networks: A Hint Of Mobile Engagement Emerges, Melissa Parrish, July 2010
    • 36. Gamification is the new Web     2.0
    • 37. Gamification influences consumer behaviour
        • ga-mi-fi-ca-tion: Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation*
        • Been around since loyalty programs in the 1800's while technology has now introduced more advanced mechanics (eg. virtual goods)
      •  
      Since humans have a psychological predisposition to engage in gaming it may be applied to anyone *Gamification 101: An Introduction to the Use of Game Dynamics to INfluence Behavior, Bunchball, 2010
    • 38. Game mechanics fulfill human desires
        • How can your brand capitalize?
      *Gamification 101: An Introduction to the Use of Game Dynamics to INfluence Behavior, Bunchball, 2010
    • 39. Status is king
        • Status serves as a form of currency holding a high perceived value within the social circle in which it is held
    • 40. Price isn't the  only game in town
    • 41. FREEdom reigns TEEN's respond "I like this brand and have communicated with them digitally .
    • 42. Make it FUN
        • When talking to consumers in August you are in the middle of their summer break.
        • Back-to-school promotions have lots to compete with
          • summer vacations
          • summer entertainment options
            • movies, sports, amusements, outdoors
          • time with friends
          • summer jobs
        • Don't forget to add in the fun factor to your offer
    • 43. You've got to give to get
    • 44. You've got to give to get
        • Brand/cause partnerships have evolved into one of the most powerful ways to authentically (re)connect with consumers
      •  
        • Consumers are looking to go beyond pink ribbons and yellow bracelets to have more meaningful cause connections
      •  
        • Companies need to show authentic long-term commitments to the cause they algin with and provide deeper engagement (and customer rewards) to build a legacy
          • Iconoculture insights
    • 45. 4) Best in Class
    • 46. covers.muchmusic.com
    • 47. getloud.garage.ca
    • 48. Diesel Cam
    • 49.
      • Facebook Coca-Cola Village Israel 
        • 3 day event (like VirginFest) using RFID chip tied to Facebook account
    • 50.
        • 5th most “liked” Canadian brand on Facebook
          • Behind giants RIM, Tim Horton’s, Budweiser and Telus)
        • Launching a game
          • Build your own amusement park like Farmville
        • Will be incorporating additional games similar to the games found at the park
    • 51. Thank You Jeff Pontes Director Digital Strategy E-mail: [email_address] Twitter: @jeffpontes Blog: http://bit.ly/CMA_blog LinkedIn: www.linkedin.com/in/yourbrandvoice James Powell Director Insights and Strategy E-mail: [email_address] LinkedIn: www.linkedin.com/in/yourbrandvoice