As schools gear up for a new academic year, the world of marketing is abuzz with strategies to tap into the back-to-school frenzy. The tradition of targeting families during this season has deep roots, dating back to the days of Plato's Academy in Ancient Greece when toga sellers likely advertised back-to-school sales. However, the methods have evolved with the times, adapting to new technologies, diverse consumer bases, and the emotional rollercoaster that accompanies going back to school.

Leveraging the Past with a Digital Twist

Even as the marketing landscape transforms, some age-old promotional concepts continue to shine, albeit with a 21st-century twist. Contests, giveaways, events, and discounts that once captured consumers' attention in the Mad Men era still hold their charm today, but they require a tech-savvy approach.

• Embrace the Power of Technology: The internet has revolutionized reach. Consider Sbarro Pizza's back-to-school contest where participants could enter in-store or online, answering, "How does Sbarro help you get ready for school?" The added online engagement and social media tagging not only enhanced participation but also bolstered Sbarro's online presence.
• Adapt to Social Media Channels: Just as advertisements vary between TV shows, the same principle applies to social media. Tailor your voice to resonate with the audience of each platform. For instance, reach moms on Pinterest with more mature content, target kids on Snapchat with playful messages, and engage professionals on LinkedIn with a polished tone. One campaign, multiple voices.
• Empower Kids in Marketing: If you're aiming to capture a younger audience, consider letting them lead the campaign. Engage tech-savvy kids to create content for your back-to-school promotions. Target set an excellent example by letting kids take charge of their 2016 campaign, resulting in a unique and engaging approach that generated substantial social media buzz.
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Beyond Students: Widening the Target Audience

With over 50 million students attending schools in the U.S., the back-to-school audience isn't limited to just the kids. Parents, teachers, grandparents, and more contribute to this bustling season.

• Don't Overlook Parents: While most marketing focuses on children, remember that parents experience a shift in routine too. Moms who previously juggled work and childcare now have extra hours on their hands. Businesses can cater to this group by offering products and services that align with their newfound time.
• Pay Attention to Teachers: Teachers, numbering over 3 million in America, are a significant audience with respectable careers. Consider offering teacher discounts or flexible part-time jobs that accommodate their schedules. They could also be valuable spokespersons for your brand, given their trusted profession.
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Tapping into Emotions: The Back-to-School Rollercoaster

Back-to-school isn't just about notebooks and pens; it's about transitions and emotions. Understand the emotional journey associated with this period to connect on a deeper level.

• Honesty and Authenticity: Back-to-school ads often depict smiling kids eagerly entering school. However, acknowledging the apprehension and uncertainty can resonate more deeply. Kleenex's "Commitment to Care" campaign featured children openly discussing their fears about a new school, demonstrating that their anxieties were relatable and common.
• Humor to Navigate Challenges: Embracing humor can also make your brand more relatable. Best Buy's campaign used comedian Adam Devine to illustrate how technology could make the challenging aspects of starting college a bit more manageable and fun. By addressing anxiety with a touch of humor, they broke through the clutter and engaged their audience.

As the back-to-school season approaches, take a page from the past while integrating modern techniques. Adapt to technology, diversify your target audience, and embrace emotions for a well-rounded marketing strategy that resonates with students, parents, and educators alike. By understanding the multifaceted nature of this transitional period, your brand can establish genuine connections that stand the test of time.