Download Back to School Marketing Strategies

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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2
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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3
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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4
Upstream Traffic from Social Networks
Share of traffic to Retail 500 up 5% YoY
Social Networks
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5
Upstream Traffic from Rewards & Directories
Share of traffic from affiliates & comparison shopping tools increases
throughout the season
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6
Email Marketing Strategies
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7
Back-to-School Campaigns started earlier with 34%
sent in July 2010 compared to 28% in July 2009
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8
People are window shopping via email in July
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9
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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10
September might represent a big opportunity
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11
Transaction rates are highest in July for Supplies, but
peak in September for Apparel
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12
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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15
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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18
Back to School – Apt & Dorm Decor Searches
Bedding & futons popular with continued growth this season
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19
Back to School Computer Searches
Focused on the ‘best’ laptop for college
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20
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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23
Advertising & Targeting Strategies
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24
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
© 2011 Experian Information Solutions, Inc. All rights reserved.
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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© 2011 Experian Information Solutions, Inc. All rights reserved.