back to school marketing strategies - experian · back-to-school campaigns with an offer had 69%...

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Back to School Marketing Strategies

June 13, 2011

© 2011 Experian Information Solutions, Inc. All rights reserved.2

Search Term Variations ‘Back to school’ queries peaked a week earlier last year


Filtered by sales & deals

Back to School SearchesConsumers are seeking deals & fashion advice

Filtered by clothes, clothing,

fashion, trends & style


Upstream Traffic to Retail 500Search, Cross-shopping & Email referred over 50% of visits

24%

5% 4.5%

0.8%

0.7%1.3%


Upstream Traffic from Social Networks Share of traffic to Retail 500 up 5% YoY

Social Networks


Upstream Traffic from Rewards & DirectoriesShare of traffic from affiliates & comparison shopping tools increases throughout the season


Email Marketing Strategies


Back-to-School Campaigns started earlier with 34% sent in July 2010 compared to 28% in July 2009


People are window shopping via email in July


6 out of 8 top subject lines did not contain a specific offer

Apparel Supplies

Save on stylish school supplies.

Visit us at the outlet!

It's Time: Get Your Books Now

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-

-School Styles Starting at

$6.99!

$4.98 Posters + 25% off

SITEWIDE = A+ Back to School

Sale!

Kids' Juicy Couture for back-to-

school

Back-to-School Beauty & A+

Beauty Treats


September might represent a big opportunity


Transaction rates are highest in July for Supplies, but peak in September for Apparel


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-to-

School 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 Must-

Haves

Save on [brand] Back

to School Gear!

Huge Savings on Back-

to-School Essentials!

3 out of 8 campaigns with the

highest transaction rates had a

specific offer and all but one

indicated big savings


Search Marketing Strategies


Searches for Retailer Coupons & Promo CodesAdditional peak during Back to School season

Filtered to include retailers


Back to School – Apparel SearchesApparel searches peaked in late July/early August last year for kids & teens


Back to School – Apparel SearchesGrowing interest in skinny jeans, dresses & high tops for girls


Search Term Variations for Jeans Skinny jeans for boys & girls are popular again this season


Back to School – Apt & Dorm Decor SearchesBedding & futons popular with continued growth this season


Back to School Computer SearchesFocused on the ‘best’ laptop for college


Search Term VariationsInterest increasing for tablet PCs & iPads


Lunch Planning SearchesOpportunities for content development & CPG advertisers


Identifying Lunch KeywordsIdeas, school & kids are the most used in searches


Advertising & Targeting Strategies


Targeting Moms – Behavioral SegmentationMoms over-indexing for Facebook, Google & eBay

Women between

the ages of 18-44

that also visited

children’s websites

Based upon custom

analysis for the 12 weeks

ending Sept. 25, 2010


Targeting Moms – Behavioral SegmentationMoms over-indexed across majority of online apparel & dept stores

Women between

the ages of 18-44

that also visited

children’s websites

Based upon custom

analysis for the 12 weeks

ending Sept. 25, 2010


Experian Digital Advertising Services – Addressable AdvertisingReach your back-to-school audience with display advertising

Customized ads are only shown to the segments you wish to target

All other consumers see a generic ad version

Minimizes advertising waste, provides personalized experience where desired

Mom

segment

Unidentified

segment

Get your toddler ready for school!

Save money on back to school shopping!


Thanks for joining us!

Questions?

For a copy of today’s presentation, please email [email protected].

mailto:[email protected]

back to school marketing strategies - experian · back-to-school campaigns with an offer had 69%...

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