By: Amaris Harry, Audience Targeting Implementation Consultant
The back-to-school season is one of the most lucrative times of the year for brands. With parents, students, and teachers gearing up for the new school year, the demand for school supplies, clothing, electronics, and more surges.
In 2024, U.S. back-to-school shopping will generate sales of more than $81 billion. Notably, online shopping will continue to rise, meaning brands will benefit from continued and deepened investment in online and mobile shopping experiences. They must also plan for strategic execution of advertising campaigns in these channels, as well as emerging opportunities like shoppable ads on connected TV.
To capitalize on the back-to-school opportunity, brands must leverage high-quality data to fuel their efforts. Here are four ways to use reputable third-party audience data for strong back-to-school campaign targeting, as well as a look at examples of audience segments that can fuel success. Learn more in the Eyeota “How to Target Back-to-School Shoppers” audience guide!
Connect with Families with Children
Back-to-school campaigns start with families. To effectively connect with families with children, it's essential to understand their specific needs during the back-to-school season. These families are looking for a wide range of products, from school supplies and clothing to electronics and healthy snacks. By leveraging audience data to identify households with school-aged children of various ages, you can craft personalized messaging that highlights the convenience, quality, and value of your products.
Back-to-School Audience Tip: The more you know about the structure of a family and the age of the children within it, the more you can tailor your campaigns to unique needs. Consider tapping into audience segments like “Kantar - Sociodemographics - Lifestage - Secondary and High School Parents” when targeting messaging and deals to families with older, more-independent children.
Connect with Back-to-School Shoppers
Back-to-school shoppers are a diverse group, ranging from parents and guardians to students themselves. These consumers are actively searching for the best deals and unique finds to prepare for the new school year. To capture their attention, start your campaigns early and leverage audience insights to understand their shopping patterns and preferences.
Back-to-School Audience Tip: While all back-to-school shoppers might need basic supplies going into the school year, not all spend the time or money to refresh their wardrobes. Audience segments like “Experian - Retail - Back to School - Uniform and Clothing” can help clothing brands focus specifically on shoppers likely to be looking for some new outfits for the upcoming school days.
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Connect with Students
Students, especially those in college and high school, have specific needs and preferences during the back-to-school season. They are looking for stylish clothing, dorm essentials, and the latest tech gadgets. By identifying and segmenting students based on their age, interests, and past purchasing behavior, you can tailor your campaigns to speak directly to them. Highlighting student discounts, exclusive offers, and trendy product collections can make your brand more appealing.
Back-to-School Audience Tip: If you’re looking to speak to older students who are likely to be making some of their own purchasing decisions, consider audience segments like “Experian - Education - Currently Studying - High School” and “Lifesight - Sociodemographic - College Students.”
Connect with Consumers Interested in Education
During the back-to-school season, connecting with consumers interested in education—particularly those considering online courses or going back to school—offers a unique opportunity to engage a motivated audience. This group includes individuals looking to upskill, switch careers, or enhance their knowledge through flexible learning options. By using audience data to identify those who have shown interest in online courses or further education, you can create targeted campaigns that highlight your products and services.
Back-to-School Audience Tip: If your brand is looking to offer courses or products to support consumers who are considering online classes and education, consider tailoring campaigns to audience segments like “Adstra - Consumer - In-Market Lifestyle & Interests - Online Education” or “Experian - Education - Interest - Online Courses.”
As you prepare for the upcoming back-to-school season, remember that data is your most valuable asset. Invest in high-quality data sources and audience segments to unlock the full potential of your campaigns. By harnessing the power of data, you can ensure that your back-to-school ads not only reach your target audience but also inspire them to take action, leading to increased sales and brand loyalty.
How can brands targeting back-to-school shoppers reach their best target customers and influence buyers more effectively? From driving awareness to engaging consumers in-market, the Eyeota “How to Target Back-to-School Shoppers” audience guide has the personas and profiles you need to identify, reach, and engage your target audience on all digital media channels, including audio, connected TV, digital out-of-home, display, mobile and social channels. Discover addressable digital audience profiles to target your ideal customers such as:
Download the Eyeota "How to Target Back-to-School Shoppers Guide" here.
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