Marketing Strategies Back-to-school is one of the most anticipated times of the year in the stationery retail calendar. This is when students and parents rush to buy school supplies, resulting in a significant increase in demand. To make the most of this moment, well-defined marketing strategies are essential, both for physical and virtual stores.
Importance of Back-to-School for Stationery Stores
Back-to-school is a period of high seasonality, generating billions of reais in the stationery market. According to data from ABFIAE (Brazilian telemarketing data Association of Manufacturers and Importers of School Supplies):
- 85% of Brazilian families buy school supplies between January and February.
- The demand for materials such as backpacks, notebooks and pens grows around 40% compared to other months of the year.
Furthermore, with the increase in online shopping, consumers are looking for convenience and savings, which makes e-commerce a strategic opportunity for stationery retailers.
Strategic Planning: The Basis of Everything
Before executing any marketing action, it is essential to have a clear plan. Here are the pillars for a successful campaign:
2.1. Identify the Target Audience
- Parents and guardians: Focused discover the main digital marketing trends for 2023 on economy and practicality.
- College students: They look for personalized and stylish products.
- Teachers: They need durable and versatile materials.
Establish a Calendar of Actions
Define a detailed schedule for each stage of the campaign:
- December: Start sharing news and releases.
- January: Step up promotions.
- February: Focus on last-minute discounts to attract late-birds.
The bar chart compares the search europe email volume for “school supplies” over the months of December, January and February. It shows a significant spike in January, followed by a slight drop in February, indicating the seasonality of searches during this period.
3. Marketing Strategies to Boost Sales
3.1. Creating School Kits
Kits are one of the most effective ways to increase your average ticket:
- Kits for age groups: Children, Elementary and High School.
- Themed kits: Sustainable school supplies or Creative stationery kit.
Practical example: Create a Basic Kit for R$99.90, including notebooks, pencils, pens and erasers, and a Premium Kit with backpack, planners and personalized stickers.
Promotions and Discounts
Progressive discounts are a great way to attract more customers:
- 10% discount on purchases over R$150.
- Free shipping on purchases over a specific amount.
Another idea is to run flash promotions during January and February:
- Example: “Today only! Colored pens 30% off.”
3.3. Personalized Shopping Experience
Personalization is a growing trend, especially for young people. Offer:
- Personalized planners: With names or phrases chosen by the client.
- Customizable notebooks: Exclusive cover, colors and designs.
3.4. Digital Marketing: A Necessity
Social Networks
Social networks are ideal for promoting stationery stores, due to the visual appeal of the products:
- Instagram: Post creative photos of products arranged in flat lay.
- TikTok: Short videos showing school kits and organization tips.
- Pinterest: Create themed boards, such as “Back to School Ideas” or “Creative Stationery DIY.”
Email Marketing Campaigns
Segmentation is the key word:
- Send exclusive offers to repeat customers.
- Create themed emails: “Ready for back to school? Check out our promotions.”
Invest in ads on the right platforms:
- Google Ads: Focus on keywords like “buy school supplies online”.
- Facebook and Instagram Ads: Target campaigns to parents and guardians, with geographic and demographic targeting.
Here is the pie chart representing the budget allocation between organic and paid campaigns as per the content described. It shows that 40% of the budget was allocated to organic campaigns while 60% was allocated to paid campaigns.
4. Strategies for Physical Stores
Even with the growth of e-commerce, physical stores still play an important role, especially in regions where consumers prefer to see products in person.
