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Back-to-School Ads and its footprint.
The July/August Vacation (JAVA) is coming to an end and pupils will soon return to school. This is not only a big time of year for the children, teachers and parents, but back-to-school season is also a major marketing and sales opportunity for retailers.
In this blog, we take a look at the most compelling campaigns, created by some of our favourite brands who are dominating the airwaves.
Our list of Top Radio Ads for back-to-school for the period July 1st – 28th 2024 illustrates a 9% jump in back-to-school spending with footwear and “core supplies” as the leading categories. For retailers, this is a unique opportunity to get into the game in a big way. This shows that there is an emphasis on a multicultural strategy, a return to the classroom, and… shoes!
It also signals society’s comfort toward the reopened world. In looking at the insights from these Ads, more than any other category, shoes have left quite the footprint (pun intended) on this year’s round-up of the Ads.
Francis Fashions Shoe Locker / Sportworld’s spot at the top features a voice over ad of 30 seconds which is tailored to the target audience.
It encapsulates everything they need to know and by use of flash promotion, slogans and offers of discount which would surely help budget-conscious shoppers score last-minute deals.
Although themes focused on saving money are always a safe bet, many companies are turning up the creativity with thought-provoking campaigns to claim their share of parents’ disposable income.
Sports and Games holds the second spot runs. They utilized influencer marketing in their 52 second ad in the form of a jingle done by Soca Star Shal Marshall.
In our Back-to-School Ad survey footwear and clothing continue to garner a massive share of the season’s spend.
The third Ad comes from the sister isle Tobago- DJL Department Store. This 38 second Ad is very detailed and takes into consideration the most popular school products.
It isn’t surprising kids are all about looking fashionably cool when the new school year kick, and Payless understands this.
Their well-crafted, catchy 14 second voice over Ad earns them the fourth Top Ad spot.
Footwear is followed by accessories, school supplies, books and electronic gadgets etc.
In the fifth position of Top Ads for Back-to-School, Educators Book Store, Tobago holds this spot with their detailed voice over 30 second Ad.
Dearest Gentle Retailer,
JUNE: PREPARATION TIME
Preparation time is crucial for the success of any seasonal promotion. Mid-June should be the latest date to have ready your marketing plan. Start with identifying niche market trends as well as product trends.
JULY: CRUNCH TIME
It’s a period of time during which it is necessary to work hard and fast to have everything in place and start marketing promotion. The first back to school shoppers will show up at your door by mid-July.
AUGUST: GO TIME
From late July to early August, approximately 90% of shoppers start filling their carts. What they pick up during this time accounts for two-thirds of the entire season’s spend.
During this period all your campaigns should be optimized and perform on the highest level. This is a period of time when you monitor all your marketing and sales processes and make your customers satisfied.
SEPTEMBER: LAST-MINUTE SHOPPING TIME
Never underestimate last-minute shoppers. Their contribution to a portion of most retailers’ sales is significant. Keep on plugging away your back to school promotions by mid-September to get their attention.
Remember a creative marketing approach isn’t a Luxury, it’s a Necessity. Also be nimble and be versatile, but most importantly, Make it Fun! We can’t stress the last part nearly enough.
Dear Parents and Guardians, your child’s school shoes will help them put their best foot forward for the new 2024 school year!
So don’t take chances – follow this guide to help choose the best shoes for your kids so they can step into the new school term in style.
Media InSite News is a monthly educational newsletter distributed free via email to executives, managers & professionals in communications, public relations (PR) marketing, customer service and media.
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