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Marketing Tips for the Back-to-School Rush

While the more obvious annual events and occasions receive comprehensive focus, many businesses overlook the annual back-to-school rush.Which is surprising, given the way in which this one late-summer period alone sees tens of millions of pounds spent on educational essentials.
Not to mention, quite a few non-essentials at the same time.

So just as is the case with all other events, it’s important to adapt and tailor your marketing strategy accordingly. At least, if you want to capitalise on the back-to-school rush and give your revenues a nudge in the right direction.

Too late to make much of a difference now? Not at all, as there are really only three things you need to do to make the most of this lucrative retail period:

1. Know what shoppers are searching for

First of all, you are going to need to know exactly what it is people are searching for. Every year, certain products and product categories outperform others, in accordance with local, national and international trends at the time.  You can’t expect to simply guess what’s hot this year, so you’ll need to carry out the relevant research. See what kinds of search terms are performing most prominently right now – particularly those focused on more specific localities.  Put your usual keywords and search terms on the back burner for the time-being, focusing on back-to-school shopping terms and demand instead.

2. Target your audience strategically

You might also want to bear in mind that the back-to-school rush isn’t the same for everyone. Quite to the contrary, while parents are shopping for kids of all ages, teenagers, college students and those off to university may be shopping for themselves. Different needs, different price ranges, different priorities and so on. As with all marketing, you can’t expect to appeal to absolutely everyone across the board. Instead, you need to focus on whichever demographic it is that holds the most potential value for your business.

3. Plan, test and optimise

Last but not least, the annual back-to-school rush is best approached in a similar manner to the festive season. That being, plan your approach strategically, test a variety of methods to get the job done and continually optimise. From now until the end of September, you have the unique opportunity to capitalise on the kind of retail stampede that probably won’t be repeated until the end of the year. As such, you can’t afford to simply put a rough plan into action and leave it to its own devices. Use analytics to gather key data on what’s working and what isn’t, continually refine your strategy and reap the benefits accordingly. And of course, it’s also worth holding onto every shred of data you collect during the back-to-school rush – chances are you’ll be needing it again next year!