With budgets back in hand, new purchasing intentions and the sprint towards the end of the year, the strategic stakes are enormous… as long as you know where to place your efforts. So how do you get the fourth term off to a good start and maximise the impact of your back-to-school communications? In this article, we share some tips, inspired by examples of successful campaigns.

SUMMARY

• The major marketing challenges of the autumn
  
• 3 tips for a successful back-to-school sales operation
  

Here are the marketing issues that brands need to anticipate in order to maximise the impact of their back-to-school sales operation.

1. Boost brand awareness and generate new leads

After the summer, brands need to reconnect with their audience and capture new leads. This is a good time to launch brand awareness campaigns, via social networks, displays and influencer partnerships.

The statistic to remember: Nearly 4 out of 5 French people (79%) are planning to change their habits for the start of the new school year.

The marketing action to launch: a marketing campaign on social networks with an engaging format to maximise the brand’s visibility.

An example to follow: For its ‘Back to School’ campaign, SFR has used the Match 3 mechanic to promote the start of the new school year. This addictive game
recruited over 4,200 leads and generated 38 games played per participant. The Adictiz Ads media campaign generated 98% participation, a vital factor in the game’s visibility.

2. Refine customer knowledge to improve future marketing campaigns

September is a good time to collect customer data (via surveys or interactive quizzes). This enables brands to understand their audience’s expectations. They can target their future campaigns and maximise their return on investment (ROI).

The statistic to remember: 83% of consumers are willing to share their preferences with a brand in exchange for a personalised experience. And brands that exploit first-party data generate 2.9 times more revenue.

Marketing action to launch: Brands can share an interactive Personality Test to understand their customers’ needs. Customers will be redirected to product pages or retargeted by email with targeted offers.

Example to follow: The interactive quiz shared by Ma Gare+ as part of its back-to-school game enabled the company to collect data. It was able to identify station services likely to be of interest to its customers.

3. Capitalize on purchase intentions to improve conversion

With school and work starting up again, consumers are on a buying spree. Whether it’s for school supplies, clothing, electronics or services. Brands have a window of opportunity to convert these intentions into sales or account creation.

The statistic to remember: At the start of the school year, families spend an average of 304 euros per person.

The marketing action to launch: Consumers are likely to make a purchase or create an account in exchange for a discount or reward. Brands can boost their conversion rate by proposing a welcome offer (a discount on the first order) or by distributing discount coupons via a 100% winning instant.

An example to follow: For the back-to-school season, Kiabi launched a campaign focusing on lead generation and conversion, with attractive prizes including vouchers. Thanks to media coverage via Adictiz Ads, the operation achieved an opt-in rate of 68%, testifying to the brand’s commitment and the effectiveness of the campaign.

4. Build loyalty and prepare for the last three months of the year

The last quarter of the year (Q4) is crucial, with events such as Black Friday, the autumn sales and the festive season. Building customer loyalty from September onwards maximises sales over this period and reduces the budget for future campaigns.

The statistic to remember: A loyal customer spends on average 67% more than a new customer (Source: Harvard Business Review). Not to mention that attracting a new customer costs five times more than bringing one back.

The marketing campaign to launch: to boost your retention rate, there’s nothing better than an innovative loyalty programme. This will encourage consumers to buy again by giving them access to attractive discounts or previews of Black Friday offers.

A good example: In 2021, Decathlon has decided to transform its loyalty programme into an inclusive offer, enabling customers to collect points through various actions (their interactions with the brand) and no longer just when they make purchases. The catalogue of rewards has been expanded, giving programme members the opportunity to spend their points with partners.

To maximise the impact of their back-to-school communications, brands need to put the right strategy in place. Here are three tips for optimising your operation and achieving concrete results.

1. Identify your objectives and your target’s needs

A back-to-school marketing campaign therefore needs to be tailored to the audience’s expectations. To do this, brands need to collect data. Marketing games will enable them to analyse behaviour and qualify leads.

2. Stand out from other advertising campaigns

The back-to-school period is a time when consumers are in high demand. Brands need to rely on engaging formats and <a href="https://www.adictiz.com/guide-dotation/
“>attractive prizes to capture their attention. Playing on emotion and storytelling is a way of resonating with the aspirations of their community.

3. Use omnichannel marketing to maximize the impact of your back-to-school sales campaign

Consumers are constantly moving from one channel to another: they consult a product on their mobile, read a review on social networks and then complete their purchase in-store. A coherent omnichannel strategy can support this journey and multiply the points of contact. To do this, brands can communicate online and in their physical outlets, offer drive-to-store operations and explore co-branding.

Conclusion

The key to a successful back-to-school campaign is a strategic approach that combines personalization, engagement and channel diversification. By properly targeting your objectives, you can create a much more effective campaign and maximize your chances of capturing and converting your audience. All you have to do is choose from our various marketing game mechanics!