For parents, back-to-school time can be a very busy, but much-anticipated time of the year. Getting those kids off to school and out of your hair can be life-altering! But, for many business owners, back-to-school time can affect business in more ways than one.
If parents or families are one of your ideal target segments, there are a few steps you can take to maximize your advertising dollars and turn this once dismal time of year into a profit-bearing period you’ll soon look forward to each year!
When school starts, there will be an uptick in traffic on the roads before and after school. And let’s not forget about the dreaded drop off and pickup lanes at the schools – if you’ve ever been in one, you know that this process is easily 20-30 minutes of time spent just sitting in your car waiting and waiting and waiting. As a marketer, capitalize on this by taking advantage of scheduling your social media ads and targeted display ads during the pickup and drop off hours for schools in your target area. Moms and dads have nothing else to do except get on those phones! You could even take it a step further and geofence the school so your ads are showing only to people physically on the school property! Another option is radio advertising scheduled only during these key times of the day.
Although many parents are working, there is also a large majority of stay at home parents. Once the kiddos head off to school, you now have parents with more free time (and less distractions) during the day!
During the school year, bed times are also earlier. Once those kids head to bed, there’s more down time for Mom and Dad. This can be an ideal time to schedule online ads as well! And let’s not forget that once the kids are in bed, it’s Mom and Dad’s time to catch up on TV shows!
Most business owners would agree that back-to-school time means tightened wallets for spending on non-school related items. However, it’s important to factor in consumer optimism. When people are feeling optimistic about the economy, they are more likely to indulge in spending.
According to an article published by Bloomberg in May 2019, “U.S. consumer confidence rose by more than expected to the highest level since November as Americans felt the best about current economic conditions in 18 years, highlighting the effects of a robust labor market and rising wages.” Although consumer sentiment has been on the rise, it’s important to note that the looming trade negotiations with China could soon bear its weight on consumer optimism if tariffs continue. With that being said, it might be worth really investing in a more aggressive marketing campaign while consumer sentiment is still high.
Plus, once we get through this back-to-school period, it won’t be long before the holiday spending begins! And that will require a whole new strategy to conquer.
If you’re interested in learning more about how you can capitalize on the back-to-school season (even though you’re not selling school supplies), contact HPR Marketing. We’re all about building strategies, not just tactics.