7 Best Practices for Marketing to Teachers
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Teacher Appreciation Week is a wonderful time of year to honor teachers and garner their loyalty by providing them with gated, exclusive offers. Teachers love exclusive offers. 94% of teachers will go out of their way to shop at a company that provides a teacher discount. And 84% will tell their colleagues about your exclusive offer. Watch to learn seven sure-fire ways to capture this market, and hear how leading brands like Target and TOMs launched an exclusive offer for teachers that helped acquire new customers, increase revenue, and create lasting relationships. In this webinar you will learn how to: * Create an offer teachers will love. * Connect with teachers online and through social media. * Time your promotion for success.
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7 Best Practices for Marketing to Teachers
- 1. 7 Best Practices for Marketing March 13, 2019 WEBINAR How to Make Teachers Your Next Growth Segment to Teachers
- 2. Speaker Bill Schneider Vice President of Product Marketing
- 3. Agenda ● Teacher Shopping Preferences and Stats ○ Market size ○ Buying behavior ● 7 Best Practices ● TOMS Case Study ○ Recognizing customers in a new way ○ TOMS gated offer Campaign ○ Results
- 5. Teachers 6+ MM Teachers, Professors and Administrators ● 4 MM K-12 teachers ● 1.7 MM college faculty & 1 M administrators ● Teachers spend $1.5 billion of their own money on school supplies each year ● 94% of teachers will go out of their way shop at a company that offers a teacher promotion.
- 6. Teachers Out of Pocket Spend Skyrockets 39 in spend for classroom supplies, instructional materials, and professional development. %
- 7. 71of teachers spent $500 over the course of the year on their classroom. %
- 8. As Spending Rose, Discount Use Remains High
- 9. Teachers Prefer Online Discounts
- 10. Top Shopping Categories Teachers blend practicality and fun with teacher specific promotions
- 12. 7 Best Practices
- 13. Make Your Offer Exclusive 01
- 14. Gated offers are promotions designed to target members of a particular group based upon their occupation, life stage or affiliation, like students, the military or teachers. What is a Gated, Exclusive Offer ?
- 15. Verification Makes Your Offer Exclusive VERIFY ELIGIBILITY
- 17. tap into natural desire to be recognized share rewards with other teachers Why It Works PERSONAL Recognizes person’s unique status EXCLUSIVE Scarcity drives action SHARED Because its exclusive its shared 84% of teachers Choose a retailer over another if they have a teacher offer 83% of teachers Gated offers and to share with members of your own tribe.
- 19. Over 40 Who are teachers? KEY DEMOGRAPHICS 50 White 77 Women 14 YEARS 53 HRS Average Work Week % % 80% Average Tenure
- 20. Create Messaging that is Genuine 03
- 21. What messaging should I use? Teacher messaging focuses on community, service and, dedication Discounts appeal too:
- 22. Leverage the Power of WOM 04
- 23. Activate Social
- 24. Popular Hashtags # Edchat # Edtalks, # Edumatch, # Teaching # Education # STEM # STEMed # Teacher # Future Ready # Learning
- 25. Get Seasonal 05
- 27. One time offer or Everyday discount? ● Time-limited / one-time offers ● Seasonal or event driven offers (Back-to-School, Veterans Day) Structure programs to maximize customer acquisition and loyalty ● Evergreen % discount (10-20%) ● Make stackable with other offers ● TOMS has 10% evergreen offer and bumps it up during key time periods ● Provide VIP experience ACQUISITION FOCUSED ACQUISITION AND RETENTION
- 29. Make It Highly Visible and Accessible 06
- 30. Multi-touch promotion to drive repeat sales How often should I communicate? Lowes is launching a radio campaign to support military program this summer. Emails Blog Radio Ads Targeted Broadcast
- 31. Engage Online 07
- 32. Embed throughout website and demand channels How should I promote? Include link on homepage J. Crew Footer Add opt-in to form Promote in social channels Link on product pages
- 33. CASE STUDY TOMS’ Gated Offer Campaign
- 34. Gated Offer Program ● Attract new customers ● Increase online conversion rates ● Uphold dedication to corporate social responsibility Program Goals What is it? A protected offer for eligible teachers.
- 35. How It Works 01 02 Develop a landing page for customers to Create offers for key customer segment 03 Have customer verify eligibility to receive the offer 04 Present reward 05 Re-market and build relationship TEACHER “Raise their Hand”
- 36. 46% of rewards Gated Offers Deliver Results went to customers that were new to file. 10% of eCommerce sales from new demand channel. ROAS 20:1 ENGAGED CUSTOMERS TOMS’ gated offer program delivered real results across all segments. Below are results from our Teacher program.
- 37. Tap into your customer’s tribe 01 02 03 04 Use exclusivity to drive action Thoughts Recognizing teachers is good for the community and it’s good for business Go deep -- customers want more than just a one-time promo Final
- 38. Q&A
- 39. Use Messaging That Appeals to Values
- 40. 84 of teachers recommend retailers who offer teacher discounts to friends and family and to other educators. % 83of teachers said they’d choose a retailer over another if they offer a teacher discount. %