Thursday, August 26, 2010

A New School Year Brings In Creative Marketing Techniques

How can your business take advantage of the new school year? Even Fuddruckers, a popular hamburger restaurant, has capitalized on the "back to school" mentality, sending out emails to subscribers reminding them that Fuddruckers should be on their supplies list.

I just started my final year of college, which makes these sort of campaigns fresh on my mind. I've always been the student who gets excited about buying things for school, and I'm sure I'm not the only one out there. So, take advantage of the young person's need for supplies.

The Container Store has Back to School and Dorm sections on its website, and the Dorm section includes a video featuring a college student's dorm room full of Container Store products. The student tells the viewer that it's parent's weekend and she has had to clean up to impress her parents, so she went to The Container Store. The store's site also includes a dorm catalogue.

My favorite example of a great marketing method taking advantage of students returning to school comes from Walmart. Walmart created a project called Project Dream Dorm. The project has its own Youtube channel with a plugin that plays videos and displays pictures of and links to products that appear in the videos. Walmart found five college students, assigned design experts to each of them, and gave them an unlimited shopping spree in their local Walmart. The entire experience for each student was recorded and put on YouTube. Once back on Walmart's dorm website, the viewer finds attractive photos of products and an easily navigated menu to help him find what he's looking for.

How can you make your products visually appealing? What have you done to cater to students going back to school?

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