Back to School Marketing Strategies June 13, 2011
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Search Term Variations ‘Back to school’ queries peaked a week earlier last year
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Back to School Searches Consumers are seeking deals & fashion advice Filtered by clothes, clothing, fashion, trends & style Filtered by sales & deals
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Upstream Traffic to Retail 500 Search, Cross-shopping & Email referred over 50% of visits
24%
0.8% 1.3%
0.7% 5%
4.5%
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Upstream Traffic from Social Networks Share of traffic to Retail 500 up 5% YoY Social Networks
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Upstream Traffic from Rewards & Directories Share of traffic from affiliates & comparison shopping tools increases throughout the season
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Email Marketing Strategies
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Back-to-School Campaigns started earlier with 34% sent in July 2010 compared to 28% in July 2009
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People are window shopping via email in July
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6 out of 8 top subject lines did not contain a specific offer
Apparel
Supplies
Save on stylish school supplies. It's Time: Get Your Books Now Visit us at the outlet! For Back-to-School It's Back to School time...Send them off with a SMILE!
Back to School in ORGANIZED Style!
Get Down With Our Low Prices- $4.98 Posters + 25% off -School Styles Starting at SITEWIDE = A+ Back to School $6.99! Sale! Kids' Juicy Couture for back-toschool
Back-to-School Beauty & A+ Beauty Treats
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September might represent a big opportunity
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Transaction rates are highest in July for Supplies, but peak in September for Apparel
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Back-to-School campaigns with an offer had 69% higher transaction rates Apparel
Supplies
Half Price Sale - Stock Up for Back to School!
Don't Miss our Back-toSchool Savings!
Take 10% Off at our Back to School Sale!
Back-to-School Beauty & A+ Beauty Treats
Kids: Back-To-School Favorites
Save 40% on New Fiction, Wimpy Kid and Back-to-School MustHaves
Save on [brand] Back to School Gear!
Huge Savings on Backto-School Essentials!
3 out of 8 campaigns with the highest transaction rates had a specific offer and all but one indicated big savings
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Search Marketing Strategies
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Searches for Retailer Coupons & Promo Codes Additional peak during Back to School season
Filtered to include retailers
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Back to School – Apparel Searches Apparel searches peaked in late July/early August last year for kids & teens
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Back to School – Apparel Searches Growing interest in skinny jeans, dresses & high tops for girls
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Search Term Variations for Jeans Skinny jeans for boys & girls are popular again this season
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Back to School – Apt & Dorm Decor Searches Bedding & futons popular with continued growth this season
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Back to School Computer Searches Focused on the ‘best’ laptop for college
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Search Term Variations Interest increasing for tablet PCs & iPads
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Lunch Planning Searches Opportunities for content development & CPG advertisers
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Identifying Lunch Keywords Ideas, school & kids are the most used in searches
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Advertising & Targeting Strategies
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Targeting Moms – Behavioral Segmentation Moms over-indexing for Facebook, Google & eBay
Women between the ages of 18-44 that also visited children’s websites
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Based upon custom analysis for the 12 weeks ending Sept. 25, 2010
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Targeting Moms – Behavioral Segmentation Moms over-indexed across majority of online apparel & dept stores
Women between the ages of 18-44 that also visited children’s websites
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Based upon custom analysis for the 12 weeks ending Sept. 25, 2010
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Experian Digital Advertising Services – Addressable Advertising Reach your back-to-school audience with display advertising Customized ads are only shown to the segments you wish to target
Mom segment
All other consumers see a generic ad version Minimizes advertising waste, provides personalized experience where desired
Get your toddler ready for school!
Unidentified segment
Save money on back to school shopping!
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Thanks for joining us!
Questions? For a copy of today’s presentation, please email
[email protected].
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