Aug 31, 2012
Books, backpacks, new clothes, and school supplies. September is back-to-school season around the U.S., the second-biggest selling season of the year and an excellent opportunity to mail – whether you're advertising a big back-to-school sale or sending out a schedule of upcoming fall events. Several other holidays also make September the perfect time to reach out to your customers and prospects.
Back to school – For many 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. This year, total spending on school- and college-aged children is expected to reach $83.8 billion, according to a study by the National Retail Federation (NRF). Many parents who cut back on spending in previous years may be opening their wallets a bit wider this year, according to the NRF.
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 will guide the buying decisions, so you'll need to target both groups. (You can use Click2Mail's mailing list services to create a list of families with school-age kids.)
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 a whopping $688.62 on clothes, shoes, supplies and electronics. At the same time, emphasize to kids how your product or service will help them feel hip this new school year.
And don't forget about college students, who will be shopping for everything from dorm room accessories and laptop sleeves to kitchen gadgets for their off-campus apartments. The NRF estimates that college kids and their parents will spend an average of $1,135.62 this year on back-to-school shopping. This always-connected, youthful demographic is especially receptive to mobile-based campaigns. Use Click2Mail's Mobile Marketing service to design an integrated campaign that will reach these shoppers where they are – on their smartphones and tablets.
Labor Day – September 3. A federal holiday since 1894, Labor Day celebrates work (with a day off, of course). Many retailers advertise big Labor Day sales; if you do, send a postcard letting customers and prospects know about the sale. Consider using Every Door Direct Mail to reach every address in a certain neighborhood at an affordable rate – just 14.5 cents per piece. Our 7x10 tri-fold mailer includes plenty of room to explain your offers, as well as space for a tear-off coupon.
Even if yours isn’t a retail business, you can still reach out and celebrate your hard-working customers and prospects. Maybe it’s a coupon, or a booklet with some ideas to make work easier (or better) – a nutritionist might share “Foods to Help You Avoid the Afternoon Slump.” Or, in this economy (if it’s relevant to your business), consider offering your “Top 10 Interview Tips” or “5 Biggest Résumé Gaffes.”
Grandparent's Day – September 9. 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” flyer self-mailer.
Hispanic Heritage Month – September 15. Hispanic Heritage Month begins September 15 and runs until October 15, celebrating the contributions and culture of Americans from Spain, Mexico, the Caribbean, and Central and South America. If it makes sense for your business, create a mail campaign acknowledging Hispanic Heritage Month. Schools, libraries, and museums may want to send a flyer letting people know about special events they have planned. Or if your customer base is primarily Hispanic, consider a mailer celebrating Hispanic heritage.
Talk Like a Pirate Day – September 19. Sending mail tied to a less-known holiday, like Talk Like a Pirate Day, is a sure way to catch the attention of your customers and prospects. Consider creating a pirate-themed postcard promoting a new product or special discount. For example, a coupon could give recipients access to a “treasure chest” of great deals. Arrr, and don’t forget to write like a pirate, matey!
First Day of Fall – September 22. For many retailers, Fall means cozy sweaters, 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 or letter (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 nearly 50 percent of consumers have already begun their holiday shopping. Don't miss out on this incredible opportunity (when most businesses aren’t) in 4 Holiday Mail Tips You Can Use Today.