The ultimate guide for back-to-school marketing success

Timing is key

The BTS shopping season isn’t just a quick event; it’s a nearly two-month window of opportunity for brands. If you haven’t started your back to school marketing campaigns yet, don’t fret; there’s still time to get in action.

According to a recent survey¹, almost half of U.S. adults begin their BTS shopping as early as July, and it continues until late August when the new school year kicks off. But here’s the thing: the timing varies depending on where you are. To make the most of your back to school marketing campaigns, it’s crucial to sync up with local school calendars.

Smart planning, aligned with regional schedules, is key to maximizing your sales during this busy time. A marketing calendar can be a real game changer in sorting out your campaigns. By staying ahead of the game and mapping out your marketing efforts, you can ensure you’re always on track. 

Know your target audience and their needs

From parents to teachers, and k-12 to college students, the back to school season has a very wide and fragmented audience. To effectively engage with this diverse audience, marketers must delve into the intricacies of changing preferences and shopping habits. If you want some content ideas to prepare your brand for back to school shopping, make sure to check our article about this topic.

And how can brands do this?

• Create Buyer Personas: Make detailed profiles of different groups, like parents, teachers, and students, to understand what they need and want.
• Conduct audience surveys: Ask people directly about their back-to-school shopping habits and what they’re looking for. This feedback helps shape your marketing plans.
• Segment your email lists: Divide your email lists based on things like age, interests, and past purchases. This way, you can send personalized messages and deals to each group, making them more likely to engage

By gaining insights into the unique needs of each segment, businesses can tailor their content approach authentically. From personalized messaging to curated product offerings, understanding your audience forms the bedrock of successful back to school marketing campaigns. So, take the time to understand your audience’s perspectives, paving the way for campaigns that resonate deeply with each individual.

Create a special Hashtag to collect UGC

User-generated content (UGC) is a powerful tool for boosting brand visibility and building real connections with your audience. During the BTS season, people are on the lookout for new brands and exciting deals, with social media being their go-to platform for discovery.

To harness the power of UGC, start by creating a unique hashtag that encourages users to share their experiences with your products. This collective sharing creates a sense of community around your brand, making customers feel like they’re part of something special.

When choosing a hashtag, make sure it’s memorable and aligns with your brand identity. Incorporate it into your strategy to turbocharge your campaigns, ensuring you capture all the positive buzz during this busy season.

To take things up a notch, consider gamifying the back-to-school experience. Adding a fun twist to your strategy, like launching contests or giveaways tied to sharing UGC on social media, can keep customers engaged and excited about your brand. So, get creative and make the most of your back to school marketing campaigns with UGC and gamification!

Integrate UGC across all relevant channels

But the influence of UGC extends far beyond social media. To truly captivate your audience and generate high-quality content, integrate UGC into every aspect of your brand. Feature UGC on your Product Detail Pages (PDPs) to give customers valuable insights into how your products are used in real life. By showcasing authentic user experiences, you build trust and confidence in your brand, leading to increased conversions and a better overall shopping experience.

Consider incorporating customer photos into a dedicated carousel to enrich the shopping journey. You can also seamlessly blend customer reviews with UGC posts, providing shoppers with genuine expectations and precise product information. 

Embrace trends with Creators and Influencers

In the ever-evolving realm of marketing, staying ahead of the trends is crucial. From viral TikTok challenges to trending memes, cultural phenomena shape consumer behavior and pose both challenges and opportunities for brands

One effective way to capitalize on these trends is by teaming up with creators and influencers who are at the forefront of cultural trends. Collaborating with these trendsetters infuses your campaigns with a fresh and dynamic energy that resonates with their target audience. Whether it’s co-creating engaging content or leveraging influencer endorsements, embracing trends helps you stand out in the competitive BTS landscape.

However, it’s vital to approach trend integration with authenticity. Ensure that your brand’s messaging aligns with the values and interests of your audience. By striking the right balance between creativity and authenticity, brands can use trends to drive engagement, build brand loyalty, and achieve their marketing goals.

Leverage TikTok Shop and Livestreams

Leveraging platforms like TikTok for back-to-school marketing campaigns has become increasingly essential. With its rapidly growing user base and interactive features like TikTok Shop and Livestreams, brands have a unique opportunity to engage with their target audience in new and exciting ways.

According to recent data², a staggering 81% of TikTok users who made a Back to School purchase cited TikTok’s influence in their decision-making process.

By utilizing TikTok Shop, brands can showcase their products directly within the app, making it easy for users to discover and purchase items seamlessly. Additionally, Livestreams provide an interactive platform for brands to engage with their audience in real-time, whether it’s through product demonstrations, Q&A sessions, or exclusive offers.

Integrating TikTok Shop and Livestreams into back-to-school campaigns allows brands to connect with their audience authentically and drive meaningful engagement.