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Back to School Marketing Strategies June 13, 2011 © 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Search Term Variations ‘Back to school’ queries peaked a week earlier last year © 2011 Experian Information Solutions, Inc. All rights reserved. 2 Back to School Searches Consumers are seeking deals & fashion advice Filtered by clothes, clothing, fashion, trends & style Filtered by sales & deals © 2011 Experian Information Solutions, Inc. All rights reserved. 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% © 2011 Experian Information Solutions, Inc. All rights reserved. 4 Upstream Traffic from Social Networks Share of traffic to Retail 500 up 5% YoY Social Networks © 2011 Experian Information Solutions, Inc. All rights reserved. 5 Upstream Traffic from Rewards & Directories Share of traffic from affiliates & comparison shopping tools increases throughout the season © 2011 Experian Information Solutions, Inc. All rights reserved. 6 Email Marketing Strategies © 2011 Experian Information Solutions, Inc. All rights reserved. 7 Back-to-School Campaigns started earlier with 34% sent in July 2010 compared to 28% in July 2009 © 2011 Experian Information Solutions, Inc. All rights reserved. 8 People are window shopping via email in July © 2011 Experian Information Solutions, Inc. All rights reserved. 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 © 2011 Experian Information Solutions, Inc. All rights reserved. 10 September might represent a big opportunity © 2011 Experian Information Solutions, Inc. All rights reserved. 11 Transaction rates are highest in July for Supplies, but peak in September for Apparel © 2011 Experian Information Solutions, Inc. All rights reserved. 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 © 2011 Experian Information Solutions, Inc. All rights reserved. 13 Search Marketing Strategies © 2011 Experian Information Solutions, Inc. All rights reserved. 14 Searches for Retailer Coupons & Promo Codes Additional peak during Back to School season Filtered to include retailers © 2011 Experian Information Solutions, Inc. All rights reserved. 15 Back to School – Apparel Searches Apparel searches peaked in late July/early August last year for kids & teens © 2011 Experian Information Solutions, Inc. All rights reserved. 16 Back to School – Apparel Searches Growing interest in skinny jeans, dresses & high tops for girls © 2011 Experian Information Solutions, Inc. All rights reserved. 17 Search Term Variations for Jeans Skinny jeans for boys & girls are popular again this season © 2011 Experian Information Solutions, Inc. All rights reserved. 18 Back to School – Apt & Dorm Decor Searches Bedding & futons popular with continued growth this season © 2011 Experian Information Solutions, Inc. All rights reserved. 19 Back to School Computer Searches Focused on the ‘best’ laptop for college © 2011 Experian Information Solutions, Inc. All rights reserved. 20 Search Term Variations Interest increasing for tablet PCs & iPads © 2011 Experian Information Solutions, Inc. All rights reserved. 21 Lunch Planning Searches Opportunities for content development & CPG advertisers © 2011 Experian Information Solutions, Inc. All rights reserved. 22 Identifying Lunch Keywords Ideas, school & kids are the most used in searches © 2011 Experian Information Solutions, Inc. All rights reserved. 23 Advertising & Targeting Strategies © 2011 Experian Information Solutions, Inc. All rights reserved. 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 © 2011 Experian Information Solutions, Inc. All rights reserved. Based upon custom analysis for the 12 weeks ending Sept. 25, 2010 25 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 26 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! © 2011 Experian Information Solutions, Inc. All rights reserved. 27 Thanks for joining us! Questions? For a copy of today’s presentation, please email [email protected]. © 2011 Experian Information Solutions, Inc. All rights reserved. 28 © 2011 Experian Information Solutions, Inc. All rights reserved.
