Last Minute Online Marketing Tactics for Back-To-School Advertising

The National Retail Federation’s (NRF) “2007 Consumer Intentions and Actions Survey” conducted by BIGResearch shows that students and their parents will spend a combined average of $956.93 on back- to-college merchandise, up from last year’s $880.52. College students and parents combined will spend $47.3 billion on back-to-school purchases.

“Because the college years are an important time for young adults to express their individuality, retailers will pull out all the stops to catch student’s attention,” said NRF President and CEO Tracy Mullin. “Colored laptops, stylish cell phones and distinctive dorm furniture will appeal to today’s students and should be big sellers in retail stores across the country.”

The majority of dollars will be spent on textbooks ($15 billion) and computer, electronics related equipment($12.8 billion).

Students will be shopping the most at their college bookstores and discount stores. But nearly a third (30.5%) will go online for back-to-school purchases. Up slightly from 2006 when 29.8% of respondents went online to purchase back-to-school merchandise.

Since the back-to-school season is almost over here are a few quick ideas on last minute online marketing tactics that could help boost your business this Fall.

Last Minute Online Marketing Tactics

1. Consider a pay-per-click (PPC) campaign or contextual advertising. If you’re a retailer now might be the time to roll out the back-to-school keyword focused PPC and contextual advertising campaigns.

2. Is it time for a MySpace or YouTube ad buy? Considering the primary audiences of these popular social media and networking sites, it might be worth investigating an ad buy on these sites to promote back-to-school merchandise or offers.

3. Do a back-to-school email marketing campaign. A Pew/Internet and American Life study shows that 72% of college students check email at least once a day. A back-to-school email promo with a last-minute deal or offering might be a good move.

4. Special affiliate promotions. Get your affiliates to help advertise special back-to-school promotions for products.

5. Co-marketing / co-promotion with other e-tailers. Work together with other partners or e-tailers to do co-promotions for products. For instance if you sell dorm furniture you might want to develop a promotion with a company selling textbooks.

6. Create a viral marketing campaign. Consider the success of Burger King’s viral marketing campaign that set up site where visitors could “Simpsonize” an image of themselves. Perhaps a clever video campaign or an electronics giveaway contest is a good way to drum up sales and promote your brand.

7. Advertise on coupon and deal sites. Put a back-to-school ad on sites like CouponCabin.com and OnSale.com

8. Optimize and distribute a press release. Announce a promotion or new product through a search engine optimized press release to get extra visibility online during the back-to-school season.

Related Links:

• NRF’s 2007 Consumer Intentions and Actions Survey Press Release
• BIGResearch

Web Ad.vantage provides Internet marketing services for Back-to-School and other etail campaigns. Let us know how we can help!

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