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Back-to-School Marketing in the COVID-19 Era

August 29, 2020

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The impact of the COVID-19 pandemic on digital marketing strategies is, beyond any doubt, substantial. While some niche digital businesses have seen their online sales increase since the advent of the crisis, many more have been affected by it and are currently seeing the international situation as a significant threat to their survival. With massive disruptions still likely in the near future, it’s up to marketers around the world to predict eCommerce trends and design successful marketing strategies for the coming months. Back-to-school campaigns may be the first test merchants and agencies need to pass in their quest to save sales and profits.

With uncertainty still dominating markets around the world, the need for effective marketing strategies is growing bigger and bigger. However, back-to-school looks a lot different than usual this year, so it will come as no surprise that these marketing strategies should also be adapted to the challenging times we live in. 

Back to School, Back to Basics

COVID-19 has created a fluid crisis that demands adaptive solutions for every particular situation. Marketers may need to develop proactive plans and change the way they manage their teams as the crisis evolves. While customers may never know exactly how a company responds to major unexpected events, marketing actions are always in the spotlight. These activities are reflected in every advertising campaign and message, on every channel, for all to see. This is why a good marketing strategy is the crucial element shaping the way customers perceive the brand, especially in difficult times.

Creating a good back-to-school campaign and finding the right message during a global crisis can be challenging. All companies should operate with integrity and confidence, even if the pressure is rising. This may be easier to achieve if marketers remember a basic rule: it’s extremely important to know your audience. Back-to-school campaigns that resonate with children and parents are more likely to succeed.

Knowing the Market Could Be the Key

While the rule above is true even in normal times, knowing the market and adjusting budgets accordingly has never been more important. According to a recent study, back-to-school advertising dropped almost 50% in July, compared to the corresponding month of 2019. This, in itself, doesn’t mean that brands will say no to back-to-school campaigns in 2020, but rather that they have started to pay even more attention to planning their actions and their budgets. According to the findings, Walmart is among the few big retailers to start its back-to-school campaign around the same time as in previous years. 

While Staples, Target, and JC Penny are still taking their time, Amazon created a short and simple back-to-school ad that highlights one of the few things bound to remain the same even during a pandemic: the need to inspire children to fulfill their dreams. The Seattle-based giant chose to show this simple yet creative ad with one thing in mind: to promote the right products to the right audience.

Fear Is a Powerful Emotion

With the near future expected to be plagued by a higher than usual degree of uncertainty, it’s important to note that fear remains one of our most primitive and powerful emotions. Since it can occasionally overcome reason, fear is bound to disrupt shopping habits in America and around the world. According to a Deloitte survey, 66% of American parents are worried about their kids starting school during this crisis. For 76% of respondents, health remains the biggest concern, a fact that may push them to search for safer ways to shop. Caregivers are expected to use 37% of their budget online, an important increase in online spending when considering last year’s figure: just 29%.

Emotions do not only change the way Americans shop, but they may also change their shopping choices. Companies such as Kleenex chose to use these emotions as a key part of their back-to-school campaign. Kleenex has recently released a new ad presenting a social experiment that shows what children think and feel during their first day of middle school. The ultimate message of the ad is a positive one, as students’ worries quickly disappear when they receive Kleenex packages from their schoolmates. Anxiety is normal when facing new challenges, the ad implies.

As parents ponder the best way of sending their children back to school this fall, understandable concerns will probably alter their buying decisions. Marketers need to design successful back-to-school campaigns that engage both their emotions and safety needs.