The back-to-school period, often under-exploited, is a strategic time to activate your marketing levers and boost your sales performance. It marks the return to activity for many sectors (retail, education, sports, fashion...) and offers a strong opportunity to reach audiences ready to engage.
But to maximize your ROI, there's one golden rule: anticipate. Here's how to prepare your Back to School activations in 2025.
Anticipate for better performance: the 3 key steps
1.1. Define your back-to-school objectives and offers
Now is the time to align your sales proposal with your target's needs. Welcome offers, flash promotions, special packs: your messages need to be clear, attractive and adapted to the timing of the recovery.
1.2 Segment your database and prioritize your targets
Don't target everyone with the same message. Create relevant segments (inactive customers, new leads, affinity profiles...) to personalize your activations and maximize your conversion rates.
1.3 Orchestrating the right channels
Each channel has its own role:
- Emailing to inform and remind customers of offers,
- Geolocation SMS/RCS to generate immediate traffic at the point of sale,
- Personalized landing pages for rapid conversion.
Our levers for a successful back-to-school season
1. Targeted campaigns to generate traffic
Deploy Drive-to-Web and Drive-to-Store campaigns via geolocalized emailing or SMS/RCS, designed to generate qualified traffic to your sites and points of sale.
If well orchestrated, a geolocalized SMS campaign can considerably boost traffic to your points of sale at key times.
2. Intelligent collection of opt-in leads
Target and collect intentional or affinity profiles that can be activated immediately for your Back to School campaigns (promotional offers, sales highlights, product launches, etc.).
This approach not only enables you to generate performance quickly, but also to build up a qualified data base that will feed your next marketing campaigns.
3. A stronger Data First Party strategy
Strengthen your Data First Party strategy with intelligent collection campaigns.
Then nurture your collected leads with PRM scenarios (click, open, visit...) designed to increase their conversion potential.
A double benefit: you boost your short-term performance, while enriching your database for future campaigns.
Remember: a checklist to help you prepare for back-to-school
- Plan your highlights and promotions in advance.
- Prioritize your most responsive target segments.
- Choose the channels to activate according to your objectives (trafic, collection, conversion).
- Prepare your creatives and messages now.
- Select the right partners to ensure the effectiveness of your system.
Conclusion: the key to a successful Back to School? Anticipation
The back-to-school period is a strategic phase that can have a real impact on the performance of your marketing actions over the second half of the year. To make the most of it, it's essential to anticipate your campaigns now: choosing channels, defining segments, preparing offers, collecting data... every step counts.
By planning your activations in advance, you maximize your chances of capturing your targets' attention at the right time, while building a solid foundation for future communications.
The success of Back to School is determined before the start of the new school year. It's up to you to lay the foundations for a successful start to the new school year.
