Aug 01, 2010
Why Mail in September? Arr, Matey, It's Time for School!
Back to school - For most American families, late August and early September means one thing: back to school. In fact, it's the second-biggest selling season of the year. Total spending on school- and college-aged children is expected to reach $55.12 billion, according to a study by the National Retail Federation.
To tap into that huge sales opportunity, think first about your target audience. It's most likely parents who hold the purse strings, but the kids who will guide the purchase decision. American Eagle Outfitters, for example, is offering a free Smartphone to every customer who tries on a pair of jeans.
As you market to parents, think about how you can highlight the ways that your product or service (or special offer) will save them money. Remember that the average family will spend $606.40 on clothes, shoes, supplies and electronics - no small sum. At the same time, emphasize to kids how your product or service will help them feel hip this new school year.
Labor Day - September 6, 2010. A federal holiday since 1894, Labor Day celebrates work (with a day off, of course). Most retailers advertise big Labor Day sales; if you do, send a postcard letting customers and prospects know about the sale. Invite your best customers in for a special "early bird preview sale" or an even bigger discount.
Even if yours isn't a retail business, you can send mail to celebrate your hard-working customers and prospects. Maybe it's a coupon, or a booklet with some ideas to make work easier (or better). Or, in this economy (if it's relevant to your business), maybe it's a guide to "Modernize Your Résumé" or "10 Steps to Make Your Job More Secure."
Grandparent's Day - September 12, 2010. Bill Cosby has said that grandparents are God's gift to children. Whether your customers and prospects are grandchildren themselves, or the parents of grandchildren, help them celebrate their grandparents today. Consider having a special "grandkids and grandparents only" event, if it's relevant to your business, or send a simple "feel good" mailer.
Talk Like a Pirate Day - September 19, 2010. Sending a mailer tied to a less-known holiday, like Talk Like a Pirate Day, can be a fun way to stand out from your competitors. Consider sending a pirate-themed postcard promoting a new product or special discount. Arrr, and don't forget to write like a pirate, matey!
First Day of Fall - September 23, 2010. For many retailers, Fall means turtlenecks, jackets, scarves, and boots. But even if you don't sell clothing (or a product at all), you can help your customers and prospects get ready for the Fall season. Think about what Fall means in your business - maybe it's a leaf-clean-up service, or time to close up the pool - and send a mailer around that.
Beginning of the fourth quarter. October 1st marks the beginning of the fourth quarter - a good time to send that regular mailer (if you don't mail monthly, you should at least mail once a quarter to keep yourself at the front of your customers' and prospects' minds).
Early-bird holiday shoppers. While it might feel strange to begin marketing to holiday shoppers this month, research actually shows that 44% of consumers begin their holiday shopping in the summer. Learn how to capitalize on this incredible opportunity (when most businesses aren't) in 4 Holiday Mail Tips You Can Use Today.