Aug 14, 2025 0 reads

How to Turn Back-to-School Season into Profit for E-Commerce?

How to Turn the Back-to-School Season into Profit for E-Commerce?Back to School is one of the busiest and most profitable periods of the year for e-commerce businesses. Standing out during this high-demand season with the right strategies is the key to boosting sales and gaining new customer segments. From effective campaign planning to the right product selection and targeted marketing activities, every step you take will help you maximize the commercial opportunity that September offers. In this article, you’ll discover how to turn the rise in household spending during September into revenue and explore campaign strategies that work.1. Capture the Back-to-School Demand SurgeDuring this period, families focus on school shopping, creating significant traffic and conversion potential for e-commerce sites. For example, the global Back to School market was valued at approximately USD 172.35 billion in 2024 and is expected to reach USD 230.15 billion by 2030, with an annual growth rate of 4.8%. In Turkey, increased spending during the school season means significant demand growth, especially in stationery, clothing, and electronics.To turn this potential into profit, e-commerce sites should create September-specific “Back to School” keyword-optimized product pages, promotional collections, and homepage highlights. From an SEO perspective, using high-search-volume terms like “back to school e-commerce campaign” in titles, meta descriptions, and product collections can directly improve sales performance.2. Use SEO to Stand Out in the Right Product SearchesParents and students actively search for specific products such as “backpack,” “notebook,” or “tablet” when the school season begins. This is where e-commerce SEO comes into play: product descriptions should be optimized with clear, user-focused keywords. For example, “large squared notebook” or “A4 notebook” should be tailored to match user search intent.Product naming is critical. Instead of purely technical descriptions like “21×30 cm notebook,” using more commonly searched terms like “large notebook” makes products easier for parents to find, boosting visibility and increasing conversion rates.3. Increase Sales with Effective Campaign StructuresBack-to-School campaigns shouldn’t be limited to stationery; promotions for clothing, electronics, and other student lifestyle needs can have a significant impact. According to Ticimax, Back to School campaigns are typically scheduled from the second week of August through September, making the timing of digital marketing crucial.Recommended campaign types include: discounted bundle sets (e.g., notebook + pen + backpack + electronics), “second item discount,” bundle offers, free gifts, or social responsibility themes (e.g., donating a portion of sales to education). These campaigns can increase the average order value per visitor and strengthen brand loyalty.4. Expand Reach with Social Media and Influencer CollaborationsDuring the Back to School season, social media channels are at the center of both organic and paid reach opportunities for e-commerce brands. Platforms such as Instagram, TikTok, and YouTube are filled with school shopping hauls, stationery recommendations, student outfits, and “back to school haul” videos. Brands can leverage these trends by adapting their product promotions into fun and shareable content formats. Using trending sounds and viral hashtags in September campaigns helps content surface in algorithms.Influencer collaborations give direct access to the target audience. Micro-influencers naturally introduce products aimed at parents or students, building trust. These partnerships create social proof, accelerating purchase decisions. For example, a stationery set review by an influencer can achieve up to 30% higher conversion rates compared to product descriptions alone.5. Use Email Marketing to Offer Exclusive Deals to Loyal CustomersEmail marketing is one of the most effective ways to drive repeat purchases from existing customers. During the Back to School period, sending personalized campaign emails to segmented target lists can significantly increase click-through and conversion rates. September-themed designs create a sense of seasonal connection.For example, sending an email titled “15% Off This Year’s Backpack Collection” to a customer who previously purchased a child’s backpack can boost purchase likelihood. Well-segmented campaigns can achieve open rates above 25%. Adding urgency elements such as “last day” or “limited stock” can further enhance campaign performance.6. Website Optimization and Speed FactorHeavy traffic during the Back to School period can quickly turn into a lost opportunity if your site loads slowly. Research shows that when page load time increases from 1 to 3 seconds, bounce rates rise by 32%. E-commerce sites should test speed, mobile compatibility, and secure payment systems before the season begins.Enhancing user experience with clear category menus, seasonal banners, and “bestsellers” sections can make shopping easier. Having a “Back to School” category visible in the main menu allows customers to find products quickly. Adding popular search suggestions like “notebook, backpack, pen” to the site search bar can also boost conversions.7. Analyze Sales and Campaign Data to Improve StrategyAfter the Back to School season ends, analyzing sales and marketing performance is essential to building a strong strategy for the next year. You should evaluate which products sold the most, which campaigns generated the highest conversions, and which channels drove the most traffic. Tools like Google Analytics, e-commerce tracking modules, and CRM reports are essential for this.Product-level profitability should also be assessed. For example, a stationery set may have high sales volume but low profit margins. In such cases, bundle pricing strategies or cross-selling can help improve profitability. Insights from the analysis will clarify which areas to focus on in the next Back to School season.8. Position Pricing Strategies CorrectlyPricing during the Back to School period is one of the most critical factors in standing out in a competitive market. Brands aiming for volume with low prices and those seeking to create a premium perception should adopt different strategies. For example, instead of offering a 10–15% discount, a “buy one, get the second at 50% off” campaign can increase the average basket size.Psychological pricing thresholds should also be considered. Prices ending in .90 or .99 (e.g., $19.99) are perceived as more affordable. Early shopping campaigns in September that highlight price advantages can attract customers ahead of competitors.9. Back-to-School Category and Product Recommendations TableStrategically categorizing your e-commerce product range during the Back to School season improves both user experience and sales potential. Customers often search by category; for example, a parent looking for a “stationery set” might also buy a complementary product like a backpack or desk lamp. Category-based planning is key for cross-selling and increasing the average order value. Category Recommended Products SEO Keyword Suggestions Stationery Notebook, pen set, file folder back to school stationery, back to school set Electronics Tablet, headphones, printer student tablet, back to school electronics Apparel & Accessories School backpack, sneakers, jacket school backpack September campaign, student clothing Study Environment Desk, desk lamp, shelving systems September desk, back to school home office This table not only lists products but also suggests search terms for each category. This helps customers find what they are looking for quickly, while increasing organic traffic from search engines. Optimizing stationery, electronics, apparel, and study environment categories will boost sales and brand visibility throughout September.FAQQ1: What are the top-selling products in e-commerce during the Back to School period? Stationery products (notebooks, pens, backpacks), electronics (tablets, headphones, printers), and clothing (school uniforms, sneakers) are the most in-demand categories. However, category selection should be tailored to your target audience demographics.Q2: When should Back to School campaigns start? They typically start in the second week of August and run until mid-September. Early campaigns can capture planned shopping from parents returning from summer holidays.

Jun 18, 2025 88 reads

Advertising Developments in Q1 2025: A Sectoral Overview Based on Advertising Board Rulings

Advertising Developments in Q1 2025: A Sectoral Overview Based on Advertising Board Rulings Introduction: Current Advertising Audits and Their Importance for Your BusinessThe Advertising Board operating under the Ministry of Trade continues to meticulously inspect commercial advertisements and unfair commercial practices in accordance with Law No. 6502 on the Protection of Consumers and relevant regulations. The primary objective of these audits is to ensure that consumers are provided with accurate and complete information, protecting them against misleading or deceptive practices and maintaining a fair competitive environment in the market. Rulings made in the first quarter of 2025 align with this broader framework and contain significant lessons and critical insights for businesses across all sectors. The frequency and variety of the Board's inspections indicate that compliance with regulations is no longer optional but has become an absolute requirement. With dozens of rulings made each month covering diverse media such as digital platforms, print publications, social media, and influencer marketing, the Board demonstrates active oversight across a broad spectrum, substantially reducing the likelihood of advertisers’ non-compliant practices going unnoticed.Regularly following Advertising Board rulings is crucial for businesses to understand current trends, the Board's interpretations, and especially sensitive areas. Companies that plan their advertising strategies in line with these insights can protect themselves from potential administrative penalties (such as stopping or correcting ads, administrative fines), and simultaneously enhance consumer trust and strengthen their brand reputation. Since Board rulings are publicly announced via press releases on the official website of the Ministry of Trade, they serve as exemplary learning resources for all industry stakeholders, helping to raise awareness and prevent similar mistakes by other advertisers. The main purpose of this document is to highlight key issues for our valued partners, especially those active in finance, e-commerce, and retail sectors, based on the Advertising Board's rulings in Q1 2025. Key Sectoral Evaluations from Q1 2025 Advertising Board Rulings Upon examining the Advertising Board rulings from the first quarter of 2025, significant evaluations regarding advertisements and commercial practices across various sectors have been identified. Financial Services and Banking AdvertisementsIn the advertising practices within the financial services and banking sectors, the Advertising Board has particularly emphasized transparency in credit campaign conditions, the nature of "exclusive" offers, and the accuracy of environmental claims.Transparency in Credit and Campaign Conditions The Advertising Board maintains a vigilant stance against statements in financial products and services advertisements that could mislead consumers or provide incomplete information.Exclusive Credit Offers Not Available to Everyone: In February 2025, the Board reviewed a bank's campaign offering a "0% interest consumer loan" claimed to be exclusively available to customers of a specific telecommunications company. Contrary to the promotional statement, it was found that consumers who were not customers of the specified company could also benefit from the campaign. The Board determined this situation as misleading to average consumers and contrary to principles of fair competition. Such rulings highlight that subjective claims like "exclusive" or "advantageous" significantly increase the risk of being directly deemed misleading by the Board unless their conditions are explicitly and transparently stated within the main advertising message. Financial institutions must clearly and comprehensively disclose all conditions and exceptions in a visible and easily understandable manner in their advertisements. Such clarity is essential, as ambiguous claims can create specific consumer expectations which, if unmet or hidden, result in consumer deception. Given the complexity of financial products and the significance of consumer financial decisions, the Board is especially sensitive to advertising practices that fail to clearly specify exceptions to main promotional offers.Ambiguous "Cash Points" Campaigns: Again in February 2025, the Board evaluated a bank's campaign with the message "Join Now, Earn ... TL Cash Points!" It found insufficient clear disclosure alongside the phrase "... TL Cash Points," regarding the conditions necessary to benefit from the campaign (such as applying for a credit card for the first time or achieving a certain spending threshold). Consequently, this advertising practice was deemed misleading to the average consumer.Ambiguous Conditions in Crypto Asset Reward Campaigns: In March 2025, a crypto asset trading platform's "Treasure Hunt" campaign was reviewed. The Advertising Board criticized the lack of specificity regarding the quantity and characteristics of promised rewards such as "MacBook Pro, iPhone 16, PlayStation 5," as well as the use of vague terms like "... Product and USDT Reward." The Board concluded, "Upon examination, it was found that no information regarding the quantities of promised goods and services was provided, and the phrase '... Product and USDT Reward' was ambiguous. This advertising approach was deemed manipulative towards consumers' decision-making processes, thus deceptive, and contrary to fair competition principles." Given the volatility and complexity inherent to crypto assets, transparency regarding risks and reward mechanisms in advertising is critically important. The Board targets advertisements where these risks are insufficiently emphasized or rewards are misleadingly presented.Environmental Claims (Greenwashing) ConsiderationsIn an era of heightened environmental awareness, misleading claims about products' or services' environmental impacts, known as "green advertising" or "greenwashing", are also under scrutiny by the Advertising Board.Unsubstantiated "Green Loan" Claims: In January 2025, the Board examined advertisements from multiple banks offering loans titled "Eco-friendly Vehicle Loan" and "Eco-friendly Home Loan." The Board stated, "The promotional claims regarding 'Eco-friendly Vehicle Loan' and 'Eco-friendly Home Loan' created an exaggerated impression of environmental benefits that exceeded reality. The advertisements lacked explicit mention of critical aspects like the interest rate and preferential conditions, exploiting consumers' environmental sensitivity and knowledge gaps." These rulings illustrate that environmental sensitivity exploitation, termed "greenwashing," is emerging as a significant area of oversight in the financial sector. The Board explicitly requires environmental claims to be substantiated with concrete, measurable, and verifiable data. As consumer environmental consciousness grows, the impact of such claims in advertising also increases, prompting the Board to actively prevent misuse. Financial institutions must transparently and verifiably communicate the environmental benefits of their "green" products. E-Commerce and Retail Advertisements (Including Apparel, Footwear, General Retail) In the e-commerce and retail sectors, significant Advertising Board rulings have been made concerning discount campaigns, product information accuracy, and management of consumer reviews. Deceptive Discount Practices and Price TransparencyWhile discounted sales significantly influence consumers' purchasing decisions, the Advertising Board closely monitors how discounts are presented.Non-compliance with the "Lowest Price in the Last 30 Days" Rule: In February 2025, a retail chain was reviewed for advertising a promotional price for a freezer product without adhering to the lowest price from the past 30 days. The Board concluded that "the product was advertised as discounted, but the pre-discount price did not reflect the lowest price applied in the preceding thirty days, violating the relevant provision in the Commercial Advertisement and Unfair Commercial Practices Regulation." Compliance with the "lowest price in the last 30 days" rule is critically important, particularly during major discount periods. The dynamic pricing strategies of e-commerce platforms complicate adherence to this rule, but this complexity is not accepted as a valid excuse.Ambiguous and Misleading Discount Rates: In March 2025, the Board examined a clothing brand’s campaign claiming "Up to 40% discount." It was determined that "only 5% of the products were actually discounted by 40%, which was below the average consumer's reasonable expectations. Such promotions created confusion regarding the actual discount levels, giving a misleading impression of greater discounts than actually provided."Post-sale Price Increase: Another decision from March 2025 involved an e-commerce website canceling a consumer’s order for a microwave oven spare part due to "supply issues," subsequently relisting the same item at a higher price without providing sufficient justification. The Board determined this practice to be deceptive and misleading.Accuracy in Product Information and Warranty Terms Ensuring accurate and complete product information and warranty conditions provided to consumers is crucial in preventing deceptive advertising.Misleading Warranty Duration Claims: In January 2025, an e-commerce platform advertised a baby carrier as having a "5-year warranty," whereas the warranty documentation delivered to the consumer stated only a "2-year warranty." The Board found "the advertisement misleading, as it presented incorrect warranty information, thus deceiving consumers."Concealment of Product Composition Information: In March 2025, a footwear brand's Turkish website was found to have omitted information regarding pigskin leather content, despite this information being disclosed on its international site. The Board stated, "While the international website explicitly mentioned 'pigskin suede and synthetic overlays,' the Turkish website only mentioned 'suede and synthetic overlays,' thus violating transparency obligations and societal sensitivities." Omitting or providing misleading information, especially regarding sensitive materials like pigskin, not only deceives consumers but also severely damages brand reputation. The Board’s increasing penalties for repeated infractions underscore the seriousness of this issue.Consumer Reviews and Unfair Practices on E-commerce Platforms The transparency of consumer reviews and overall fairness of e-commerce platform operations are closely monitored by the Board.Non-publication of Negative Consumer Reviews: In January 2025, the Board reviewed a case involving an e-commerce platform's refusal to publish a consumer’s negative review under the pretext of non-compliance with criteria. The Board concluded, "Given the open nature of the internet, consumer reviews, whether positive or negative, should be published impartially. Non-publication of negative reviews constitutes an unfair commercial practice."Manipulative E-commerce Metrics Advertising: In February 2025, services promising increased followers, likes, or favorites on e-commerce platforms were reviewed. The Board found these practices manipulative and in violation of commercial advertising regulations. E-commerce platforms may be indirectly affected and potentially held responsible for third-party seller practices, such as consumer review management and removal of misleading information, highlighting the importance of actively monitoring and educating sellers. Payment Systems Advertisements In advertisements related to payment systems and next-generation financial technologies, clearly communicating risks and promises is particularly crucial.Lack of Risk Warnings in Crypto Asset Investment Advertisements: In February 2025, the Board reviewed an electronic payment platform’s mobile app advertisement encouraging crypto asset investment with the phrase "Start Investing." However, the advertisement did not adequately and clearly inform consumers about risks associated with crypto assets. The Board concluded that "the advertisement directed consumers to crypto asset transactions without sufficiently emphasizing critical risks such as volatility and potential losses. This lack of clarity exploited consumers' knowledge gaps, rendering the advertisement misleading." With increasing digitalization in financial services and the popularity of new investment instruments, the Board is expected to intensify its scrutiny in this area. Clearly stating risks and avoiding misleading return promises will be essential. General Evaluation and Future InsightsThe Advertising Board's rulings from the first quarter of 2025 offer valuable lessons and guidance for future advertising strategies. These rulings indicate intensive scrutiny particularly in areas such as transparency in discounted sales campaigns (lowest price within the last 30 days, campaign duration, stock quantities, clarity of discount rates), accuracy of information provided in e-commerce (product characteristics, warranties, delivery terms, consumer reviews, product content), and avoiding misleading claims in financial services advertising. The principle reiterated by the Board emphasizes that advertising claims, particularly superiority claims such as "best," "only," or "leader," must be supported by concrete evidence, placing the burden of proof on the advertiser.Accordingly, businesses should thoroughly review their advertising campaigns for legal compliance before publication to ensure no misleading or incomplete information is presented. Maintaining accurate price history records and clearly specifying promotional conditions in a consumer friendly manner are particularly crucial in discount campaigns. Additionally, e-commerce platforms should avoid manipulating consumer reviews, ensuring all product information, including warranty and content details, is comprehensive and accurate to build consumer trust and protect brand reputation.As digitalization continues to accelerate, it is anticipated that Advertising Board oversight will intensify further. Emerging practices such as algorithmic advertising, personalized offers, and the use of consumer data are likely to attract increased scrutiny. Most rulings are focused on digital advertising, reflecting the shift of consumer purchasing and information-seeking habits toward online platforms, thus broadening the scope of potentially misleading practices. Although many Board investigations arise from consumer complaints or proactive reviews, businesses should adopt proactive compliance measures not merely to avoid penalties but also to build and maintain consumer trust and brand reputation.Misleading advertisements result in administrative sanctions and negatively affect consumer trust and brand image. As modern consumers increasingly access information easily, brands that practice transparency and honesty have the potential to build long-term customer loyalty. Therefore, compliance should be viewed not as an expense but as an investment in a brand's future.Important Rulings:Advertising Board Ruling dated 13.02.2025, Number 2025/517.Advertising Board Ruling dated 13.02.2025, Number 2025/549.Advertising Board Ruling dated 13.03.2025, Number 2025/35.Advertising Board Ruling dated 16.01.2025, Number 2025/7947.Advertising Board Ruling dated 13.02.2025, Number 2025/694.Advertising Board Ruling dated 13.03.2025, Number 2025/1152.Advertising Board Ruling dated 13.03.2025, Number 2025/528.Advertising Board Ruling dated 16.01.2025, Number 2024/6203.Advertising Board Ruling dated 13.03.2025, Number 2024/1149.Advertising Board Ruling dated 16.01.2025, Number 2024/7278.Advertising Board Ruling dated 13.02.2025, Number 2025/700.Advertising Board Ruling dated 13.02.2025, Number 2025/32.Advertising Board Ruling dated 16.01.2025, Number 2024/6578.Advertising Board Ruling dated 13.02.2025, Number 2024/7463.

Jun 13, 2025 47 reads

Optimize Your Apple Search Ads Campaigns with Strategic Structures

Optimize Your Apple Search Ads Campaigns with Strategic StructuresApple Search Ads is now available in Turkey and more than 20 countries!Apple Search Ads appears in: Today Tab Search Tab Search Results Product Pages Flexible budget management and performance-oriented optimisation opportunities await you with Advanced and Basic options.According to Apple data: 95% of those who click on the advert download the application within 1 minute. Ads provide 2 times more impressions than organic results. Conversion rate over 60% is achieved. Strategic Structures are Essential for Successful CampaignsSuccess in Apple Search Ads starts with a strong strategic structure. Proper campaign organization not only optimizes performance but also accelerates growth and provides valuable insights. In this guide, we’ll walk you through step-by-step strategies to optimize your campaigns effectively.1. Keep Campaign Elements OrganizedEffective campaign management begins with a clear structure: Budget and Target Regions: Set your budget and select your target markets at the campaign level. Ad Groups: Optimize keyword selection, bidding strategies, and ad variations. 2. Segment Keywords by ThemesOrganize your campaigns into four main themes to maximize efficiency: Brand Campaigns: Target keywords related to your company or app name. Category Campaigns: Focus on non-branded keywords that describe your app’s category or functionality. Competitor Campaigns: Target keywords related to competitor brands. Discovery Campaigns: Use Broad Match and Search Match to uncover new keyword opportunities. Pro Tips: Exact Match: Use exact match in Brand, Category, and Competitor campaigns; disable Search Match. Negative Keywords: Use in Discovery campaigns to avoid overlap and improve focus. 3. Gather Insights from Discovery CampaignsAnalyze performance data from Discovery campaigns to: Add high-performing keywords to other campaigns. Exclude low-performing terms to optimize ad spend. 4. Customize Campaigns by RegionFor larger markets or regions with distinct goals, tailor your campaigns: Dedicated Campaigns: Create separate campaigns for specific countries or regions. Regional Grouping: Group similar regions together for simplified management. ConclusionA planned campaign structure is a critical step to achieve success in Apple Search Ads. You can optimise your campaigns with keyword segmentation, insights from discovery campaigns and regional customisations.

Jun 13, 2025 26 reads

Effective Marketing during Ramadan: Strengthen Your Strategy with Insights and Trends

Effective Marketing during Ramadan: Strengthen Your Strategy with Insights and TrendsRamadan continues to be a period of significant changes in consumer behaviour. As daily lifestyles change, people's consumption habits evolve, but the underlying needs and motivations remain largely the same. By understanding these underlying needs and motivations, as well as the consumer's consumption journey, and developing marketing strategies specific to Ramadan, brands can successfully navigate one of the highest volume and most profitable periods of the year.First of all, we will examine how Ramadan consumer behaviour changes and category-based trends, and then we will take a detailed look at how we can shape marketing strategies during this period in the light of these insights and trends.Source: Google Ramadan Insights 2025How Does Consumer Behavior Change During Ramadan?Ramadan brings significant shifts in shopping habits and digital content consumption. According to Google Insights 2025, interest in Ramadan begins earlier each year. This highlights the importance of focusing not only on Ramadan itself but also on the Pre-Ramadan period.Key Areas of Interest Before Ramadan Increased searches related to home cleaning, kitchenware, and food stocking. A surge in interest in Ramadan packages, special recipes, and table decorations. Rising Mobile Usage and Content Consumption Screen time on mobile devices increases significantly. YouTube sees a more than 50% rise in views for cooking tutorials, series, and movies. Users spend more time on mobile devices, particularly during suhoor and iftar hours. Short-form video consumption reaches record levels. Category-Based Changes in Consumer Behavior Food and recipe searches peak in the first weeks of Ramadan. Interest in kitchenware and small home appliances rises. Skincare products experience the highest click-through rates of the year. Towards the end of Ramadan, fashion and footwear shopping spikes to levels comparable to Black Friday. How to Strengthen Your Marketing Strategy During RamadanPlan Your Campaigns and Promotions in AdvanceConsumers start shopping 2–3 weeks before Ramadan, making it essential for brands to: Launch early campaigns to be part of the decision-making process. Offer flexible payment options and special discounts to encourage conversions. Develop Ramadan-specific product bundles and promotional campaigns to stand out. Optimize Advertising Strategies for the Right Times and ChannelsSince mobile usage peaks during suhoor and iftar, brands should: Schedule advertising campaigns around these peak hours. Use Reminder Ads to keep promotions top-of-mind for consumers. Leverage specialized solutions like YouTube Select Ramadan Line-Up and TikTok Pulse Ramadan Category to target highly relevant audiences. Create engaging and interactive campaigns on TikTok, where 81% of users try new things inspired by Ramadan-related content. Enhance Your Video and Content StrategyThroughout Ramadan, consumers engage with: Cooking tutorials, personal vlogs, and content focused on spirituality and self-improvement. Influencer collaborations that help brands reach a broader audience. Short-form videos (YouTube Shorts, Instagram Reels) that drive dynamic engagement. Focus on Eid Shopping Sales of clothing, footwear, and gift items surge before Eid. Email and SMS marketing strategies can be used for timely reminders. Ramadan offers unique opportunities for brands to establish deep and meaningful connections with consumers. During this period, brands that correctly analyse changes in consumer behaviour and shape their strategies with these insights can stand out from the competition and create a loyal customer base.By adopting innovative and data-driven approaches during Ramadan, you can ensure that your brand builds stronger bonds with consumers and develops strategies in the spirit of this holy month.

Sep 6, 2024 1797 reads

Catch the Back-to-School Wind: Effective Marketing Strategies for 2024

What is Back-to-School? Back-to-School is a significant period in marketing when students and parents purchase school supplies and clothing for the upcoming academic year. It also marks the start of the consumer shopping season and the transition into a new season. In Turkey, this period is typically considered to span August, September, and October. Who is the Target Audience for Back-to-School? Students, families, and teachers all engage in shopping to prepare for the new school year, covering needs ranging from electronics and stationery to clothing and footwear. With the rise of online education post-pandemic, demand for technological devices peaks during this time. What Are the Global Figures? The National Retail Federation forecasts that families with young children will spend a total of $38.8 billion on school shopping. For college students returning to school, this figure could rise to $86.6 billion. These numbers highlight the increased importance of technological products due to the digitalization accelerated by the pandemic. Online shopping remains a popular option for both families with young children and college students. Numerator has shared new data for the 2024 school shopping season. With the growing use of technology in classrooms, traditional school supply sales have decreased year-over-year, while online retailers have increased their share of the school supply market by 15 points over the last four years. Amazon leads in this sector. In the 2023/24 academic year, 90% of students used computers or tablets in their classrooms, and 80% used technology for school at home. Key findings include: Even young children use digital technology. While 2nd graders are least likely to use a computer or tablet for homework at home (60%), their use in the classroom is higher (83%). Computers are more commonly used than tablets. Last year, 69% of K-12 students did school work on computers, while 47% used tablets. 66% of households reused last year's supplies. Only 34% indicated they would purchase all new supplies. Online retailers captured 37% of school supply spending. Amazon has moved up to second place, surpassing Target. Effective Back-to-School Marketing IdeasInfluencers Appeal to Youth Young consumers place significant importance on the opinions of influencers they follow on social media when making shopping decisions. Partnering with influencers who appeal to this demographic can boost your brand's visibility and popularity among younger audiences. Collaborate with BTS influencers on platforms like TikTok and Instagram to effectively convey your brand message to young people. Parents and Teachers Matter too! The back-to-school period is crucial for parents and teachers as well. Parents are busy shopping to meet their children's needs, and teachers are preparing their classrooms for the new school year. Offering special promotions and discounts for parents and teachers can attract their interest and boost sales. Promotional Gifts In Turkey, promotional products are highly attractive to consumers. During the back-to-school period, consider offering school supplies, bags, or stationery sets as small gifts with purchases over a certain amount. These giveaways enhance the shopping experience and increase customer loyalty. Share User-Generated Content (UGC) on Social Media User-generated content plays a significant role in social media marketing. Share photos and videos that your customers post about your products to build brand credibility. Encourage customers to create UGC to increase engagement and expand your brand’s reach organically. Content and Theme Consistency Ensure that the content and themes used in your Back-to-School campaigns reflect the needs and expectations of your target audience. For instance, guides, shopping lists, and preparation tips related to returning to school can engage your customers. A well-aligned content strategy will make your brand message more impactful and effective. Choose the Right Products Selecting appropriate products based on your expertise and stocking up with relevant sizes and quantities can boost sales. Stationery, technology products, books, and clothing are always safe choices. Offering exclusive Back-to-School collections can set your brand apart from competitors. Back-to-School Promotions Implement various promotional strategies to attract customers. Percentage-based discounts, bundle deals for anticipated purchases, and student discounts can help drive sales. Email Marketing Email marketing is a key strategy for assisting parents and college students with their school shopping. Personalized content and discounts can effectively engage your customers. Customize Your Store for Back-to-School Make sure your website's landing page reflects the back-to-school theme. Display products under specific categories to simplify the purchasing process. Add Valuable Content to Your Blog Write blog posts offering guides and tips related to the back-to-school season to attract customers. Expert reviews and checklists can also be helpful. Partner with an Educational Institution Offering donation options to customers can build brand loyalty. Contributing to local schools can positively impact the community. Include a Gift with Every Purchase Adding a gift with purchases can enhance customer satisfaction. Offer unique gifts for customers who make purchases above a certain amount. Increase Reach with a Referral Program Encourage loyal customers to introduce your brand to their family and friends, boosting sales. Facilitate this process with referral links or unique codes. Invest in Customer Reviews Remember that shoppers look for brands they can trust. Product reviews play a significant role in purchasing decisions. Promote customer reviews to influence potential buyers and build trust in your brand.

Dec 29, 2022 1019 reads

How to Build a Successful Brand Community

Are you looking for ways to have better and stronger communication with your audience? If so, you’re on the right track, because building a brand community will certainly carry your customer relationships to a different level.Brand communities can be described as a place where your most loyal customers are branded together. They feel lucky to be involved as they find like-minded people in a community.This useful guide here is to help you better understand what a brand community is, why it would be important for your company, and how it should be created.So, let’s quickly roll to the important part!What is a brand community?A brand community can be described as a group of people who not only falls under the "customer" expression but those who feel an emotional connection with the brand.People who buy from your company, also love to see your content, influence others with it, and frequently engage with are the keystones of your brand community.But be careful with one thing that is often misleading: Having a brand community doesn't have to do with increasing brand awareness.While brand awareness stands for people who have purchased from your company or at least know about the company, the brand community represents people who enjoy almost anything about your brand.Why should you create a brand community?Really, why shouldn’t you? It is a very easy and strong way to have a bridge between your brand and your most loyal customers.Having a brand community created you can test your brand’s new features and products, collect feedback, and generally improve your brand in light of your regular customers’ reviews, which will make you have customer-driven decisions for your brand.You should also know that your brand community probably already exists somewhere on social media. What you need to do is to find the community, connect with it and build a strategy to keep it going and growing.Sounds appealing, right? Then let’s move on to the how-to part.How to build a successful brand community?Now that you are aware of your people’s existence, it’s time to reach and bring them together, and give them a familiar feeling that will make them feel belong.There is not only one approach to creating a strong and successful brand community, there are many various ways to achieve that.Let’s go through a few essential steps, so you can decide which brand community is right for you.1. Describe your brandFor starters, you should make sure you know what your brand is, which goes above and beyond your brand’s offers and sells.Your company’s objective, vision, personality, and brand voice all matter here.What does your brand want to be known for, what is it trying to do and why, and who does it want to influence?Setting on these crucial details will make you promote your brand’s core values, and attract the target audience.2. Set your goal and metricsAs we mentioned above, brand communities have the advantage of giving you a way to base choices on client feedback, and many more. But you should take some time to ask yourself some questions before starting a brand community.Questions like these might point you in the correct direction as you create a strategy for your brand community. Are we assisting people with questions related to our product or their professions?What are the metrics we want to track?Which purpose will the brand community mainly serve?What are we / will be doing for our community members to keep them engaged?Once you determine the answers to these questions and set your goals and metrics, you can move on to the next steps.3. Choose a platformThere are some different platforms you can choose to use to engage with your brand community. First, consider the pros and cons, the native behaviors, and activities to choose from, then use either one or a few of them that will work the best for your audience and the brand itself.Social Media We can't think of a brand without social media usage. Social media is a trendy and easy option to use for creating your brand community. In creating a brand community in social media channels, you can either create an account/page for your community to follow and stay engaged, or you can create a private group where your loyal customers can join and stay connected.An example of using social media to create a brand community can be Ring Concierge.The jewelry retailer’s Instagram page, which is run by the owner of the brand herself, has more than 500,000 followers.She uses their Instagram page transparently and frequently gets in touch with their customers through interactive stories where she holds Q&As and finds out their audience’s opinions on potential new products.Communities can be built by a simple brand hashtag, which adds credibility and user-generated content to the feed page.And another way to use social media for building a brand community is through social media groups where your customers can join and interact with each other and your brand.Instant Pot, an electric multi-cooker manufacturer has a Facebook group with over 5 million member, which creates an international space for their customers to share unique recipes, ask questions, and share the joy of cooking using their products.They also offer trouble-shooting in case any of their customers face an issue or have product- related questions, and occasionally hold giveaways for their members within the group.ForumsAlthough they sound a little outdated, forums are still great for larger communities to discuss products and interests.EA's (Electronic Arts) forums can be a good example of this. The company that has published a wide amount of video games to this date has managed to gather its customers into one community, and it works perfectly for them.Not only it allows people to discuss the games they are playing, find solutions, and even talk about shared interests, but it also benefits EA in ways.Thanks to their forums, EA can easily learn about the problems with their products, keep the thrill of their games going and reach out to gamers for announcements. They can also find out what their customers would like to see in EA's future games and make customer-driven decisions.Third-party community platformsMany brands have used third-party community platforms to lay their brand communities on, and been able to connect with their customers directly.Platforms such as Slack, Mobilizer, and Discord allow you to create various channels and threads for your community members where they can check out and interact with others.Gucci, for example, has created their own Discord server named “GucciVault” as a part of their NFT strategy, where they could directly get in touch with their customers and allow them to talk about NFT-related topics.The luxury clothing brand had offered special roles and perks for its first 20,000 members, and it took less than two days to hit the mark.Loyalty programsAnother way to develop your brand community is to create a rewarding membership program for your most loyal customers.An example of a rewards program that works on a give-back or referrals basis is Starbucks, which gives regular customer perks.Members using the Starbucks app earn Stars that add up on each order and return as perks such as free drinks or shots.As well as on orders, members also earn Stars through referring the app to their friends which in return ends up bringing more members and building a bigger and better community.4. Engage with your brand communityNow that you've finished creating your brand community, all you need to do is to keep going with engaging with your community.Responding quickly and caring about their opinions by creating conversations and discussions will keep them engaged with your brand.In short, give your community a reason to stay connected as it grows bigger and bigger!