[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Back to school is a crucial time for brands<\/b>. Everyone wants to capture the attention of consumers, but only those with the right marketing strategy will stand out from the crowd! <\/span><\/p>\n With budgets back in hand, new purchasing intentions and the start of the sprint towards the end of the year, the strategic stakes are enormous. Provided you know where to focus your efforts. So how do you get your fourth term off to a good start and <\/span> maximize the impact of your back to school communications<\/b>? In this article, we share concrete advice, inspired by examples of campaigns that worked. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||40px||false|false” custom_padding=”||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][dipi_table_of_content show_table_title=”off” use_header_icon=”off” heading_tags=”off|on|off|off|off|off” show_list_numbers=”off” show_list_bullets=”on” item_bullet=”^||divi||400″ bullet_spacing=”7px” content_background=”RGBA(255,255,255,0)” content_padding=”0px|10px|0px|10px|false|false” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#ECF1FF” custom_padding=”25px||25px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” border_radii_header_icon=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dipi_table_of_content][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n September is a key time for brands. After the summer break, it\u2019s a time of renewal, with <\/span> shoppers returning to their usual patterns of consumption<\/b>. For companies, it\u2019s also a time to finalise their strategies for the last quarter, as the competition for <\/span>customer’s attention<\/span><\/a> intensifies.<\/span><\/p>\n Here are the main marketing issues that brands need to anticipate to<\/span> maximize the impact of their back to school sales operation<\/b>.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n After the summer, brands need to reconnect with their audience and attract new prospects. This is an ideal time to launch <\/span>brand awareness<\/b> campaigns, particularly via social networks, display advertising and influencer partnerships.<\/span><\/p>\n The statistic to remember:<\/b> Nearly 4 out of 5 French people<\/span><\/a> (79 %) are planning to change their shopping habits for the back to school season.<\/span> <\/p>\n The marketing action to launch:<\/b> a marketing campaign on social networks with an interactive and engaging format to maximize the brand\u2019s visibility.<\/span> <\/p>\n An example to follow:<\/b> For its \u201cBack to School\u201d campaign, SFR relied on the <\/span>Match 3<\/span><\/a> 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 a 98% response rate, an essential factor in the game\u2019s visibility. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/SFR-Match3-Communication-rentree-scolaire-.webp” alt=”SFR – Match3 – Back to school communication” title_text=”SFR – Match3 – Back to school communication” align=”center” _builder_version=”4.27.6″ _module_preset=”default” max_width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n September is a good time to <\/span>collect customer data<\/span><\/a> (via <\/span>Surveys<\/span><\/a> or <\/span>interactive Quizzes<\/span><\/a>, for example). This enables brands to <\/span>better understand the needs and expectations of their audience<\/span><\/a>. They can then better target their future marketing campaigns and maximise their return on investment (ROI).<\/span><\/p>\n The statistic to remember:<\/b> 83% of consumers<\/span><\/a> say they are willing to share their preferences with a brand in exchange for a personalised experience. And brands that exploit first-party data generate <\/span>2.9 times more revenue<\/span><\/a>. <\/span><\/p>\n The marketing action to launch:<\/b> Brands can, for example, share an <\/span>interactive Personality Test<\/span><\/a> on their site to better understand their customers\u2019 interests and needs. Customers will then be redirected to relevant product pages or automatically retargeted by email with targeted offers. <\/span><\/p>\n An example to learn from: <\/b>The interactive quiz shared by MaGare+ as part of its back to school game enabled the company to collect valuable data on its audience. For example, it has been able to identify the station services that are most likely to be of interest to its customers. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/MaGare-quiz-rentree-.webp” alt=”MaGare+ – back to school survey” title_text=”MaGare+ – back to school survey” align=”center” _builder_version=”4.27.6″ _module_preset=”default” max_width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n With the return to school and work, consumers are on a buying spree. Whether for school supplies, clothing, electronics or services, brands have a window of opportunity to convert these intentions into sales or customer account creation. <\/span><\/p>\n Key statistic:<\/b> At the start of the new school year, families spend an average of <\/span>304 euros<\/span><\/a> per person. <\/span> <\/p>\n The marketing action to launch:<\/b> Consumers are more likely to make a purchase or create a customer account in exchange for a discount or reward. Brands can <\/span>boost their conversion rate<\/span><\/a> by proposing an attractive welcome offer (a discount on the first order) or by distributing discount coupons via <\/span>a 100% instant win<\/span><\/a>. <\/span> <\/p>\n An example to follow: <\/b>For the back to school season, Kiabi launched a campaign focusing on lead generation and conversion, giving participants the chance to win attractive prizes, including shopping vouchers. Thanks to media coverage via Adictiz Ads, the operation recorded an opt-in rate of 68%, testifying to participants\u2019 commitment to the brand and the effectiveness of the campaign. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/Kiabi-grattage-communication-rentree-scolaire.webp” alt=”Kiabi – scratch off game back to school communication” title_text=”Kiabi – scratch off game back to school communication” align=”center” _builder_version=”4.27.6″ _module_preset=”default” max_width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The last quarter of the year (Q4) is crucial, with events such as<\/span> Black Friday<\/span><\/a>, the autumn sales and <\/span>the festive season<\/span><\/a>. Building customer loyalty from September onwards maximises sales during this strategic period and considerably reduces the budget for future marketing campaigns. <\/span><\/p>\n The statistic to remember:<\/b> A loyal customer spends on average <\/span>67% more<\/span><\/a> than a new customer (Source: Harvard Business Review). Not to mention that attracting a new customer costs <\/span>five times more<\/span><\/a> than bringing one back.<\/span><\/p>\n The marketing action to launch:<\/b> to boost your retention rate, there\u2019s nothing better than an innovative loyalty programme. This will encourage consumers to buy from the brand by giving them access to more attractive discounts or previews of Black Friday offers. <\/span><\/p>\n An example to follow: <\/b>In 2021, <\/span>Decathlon<\/span><\/a> has decided to transform its traditional loyalty program into a more inclusive offering, allowing customers to collect points through various actions (in particular their interactions with the brand) and no longer just when they make purchases. The catalogue of rewards has also been expanded, giving program members the opportunity to spend their points at partner stores. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To maximise the impact of back to school communications, brands need to put <\/span>the right strategy in place<\/b>. Here are three tips for optimising your sales operation and achieving concrete results.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n An effective back to school marketing campaign must therefore be perfectly tailored to the expectations of its audience. To achieve this, brands need to collect data upstream. Marketing games will enable them to analyse the preferences and behaviour of consumers in greater detail, so that they can better qualify their leads. [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The back to school period is therefore a time when consumers are very much in demand. Brands therefore need to focus on engaging formats and <\/span>attractive prizes<\/span><\/a> to capture attention. Playing on emotion and storytelling is also a good way of resonating with the aspirations of their community. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Consumers are constantly switching from one channel to another. They consult a product on mobile, read a review on social networks, then finalize their purchase in-store. A coherent omnichannel strategy can support this journey and multiply points of contact. To achieve this, brands can communicate both online and in their physical outlets, offer <\/span>drive-to-store operations<\/span><\/a>, and also explore<\/span> co-branding<\/span><\/a>. <\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\nThe major marketing challenges of the back to school season<\/strong><\/h2>\n
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1. Boost brand awareness and generate new leads<\/strong><\/h3>\n
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2. Refine customer knowledge to improve future marketing campaigns<\/strong><\/h3>\n
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3. Capitalize on purchase intentions to improve conversion<\/strong><\/h3>\n
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4. Building loyalty and preparing for the last quarter of the year<\/strong><\/h3>\n
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3 tips for a successful commercial operation during the back to school season<\/h2>\n
1. Identify your objectives and your target\u2019s needs<\/strong><\/strong><\/h3>\n
<\/span><\/p>\n2. Stand out from other advertising campaigns<\/strong><\/strong><\/h3>\n
3. Use omnichannel marketing to maximize the impact of your back to school sales campaign<\/strong><\/strong><\/h3>\n