For almost all of us summer already hit its peak a few weeks ago…shoppers have begun thinking less about summer fun, and more about heading back to school. This is a great time for business owners to think about how to capitalize on the back-to-school season. Here’s just a few tips on what you can include in your on hold message script, and how you can jump on the craze even if you’re products/services are not necessarily educational in nature.
Your on hold advertising can target more than just students—create deals specifically designed toward parents, the family unit or others. For example, a beauty salon might tout their promotion this way in their on hold message: “Take some time for yourself now that the kids are back to school.”
1)Deliver value.
According to The National Retail Federation (NRF), today’s back to school consumer has a singular focus: value. This shift in consumer ideology isn’t just limited to back to school spending, though, and it’s great news for small business. Customers are still interested in finding the best overall value, comprising a good price, quality, and customer service. As a small business owner, the “value-focused consumer” offers an opportunity to define and deliver your brand proposition, and ultimately capture profitable customers for life.
2) Create a sense of urgency.
Shoppers who recognize value when they see it won’t hesitate to buy now. Regardless of your business, you can give shoppers a reason to take advantage of your promotion with a true value proposition, combined with a “now or never” message. (Just make sure that your “limited-time offer” really is one!).
3) Encourage chatter.
Sweepstakes, contests, and charitable giving run rampant in the back to school season. Why? Because when everyone else is selling the same stuff to the same audience, it’s an easy way to get press, and consumers’ attention. Stimulate a reason for chatter about your business with a giveaway, or a charity-related cause, that invites consumer participation. These tactics are relatively easy to execute, and they give customers a reason to visit (and interact) with your social media accounts, Facebook page, and loyalty program. At least one lucky winner will benefit from your promotion, and you’ll gain some valuable marketing intelligence in the process.
4) Think life events.
All businesses, in some way, are associated with life events. It may take a little creative thought, but with the right marketing mindset, there are always opportunities to tie your business into one of them. (For example, Tuffy Auto Centers are offering free back-to-school maintenance checks this year.) Find out what yours is, and speak up when your competitors are silent......
Determining how shoppers respond to back-to-school campaigns and following trends throughout the season can also help brands set successful strategies for the upcoming winter holiday season.
So the proverbial question: Should you include back to school specials in your On-Hold Marketing Message?
The answer is a resounding, "Yes!"