Back-to-school season is not just a significant time for students and parents; it's also a golden opportunity for retailers and supermarkets. As families gear up for the new school year, their spending habits present a prime moment for targeted marketing.
With 91% of parents preferring to shop in-store for their back-to-school needs, brands must create a marketing strategy that not only connects and incentivizes them, but also directs them straight to their locations. This is where In-Car Marketing comes into play.
Current Back-to-School Marketing Strategies
Brands traditionally employ a multi-channel approach to reach their target audiences during the back-to-school season. Social media campaigns, radio advertisements, and traditional out-of-home (OOH) advertising are prevalent methods, that ensure brands can connect with parents, teachers, and students across various touchpoints, maximizing their reach and impact.
A typical multi-channel approach:
- Social Media Campaigns: Engaging parents and students with timely and relevant content.
- Radio Advertisements: Reaching busy parents during their commutes and daily routines.
- Traditional OOH Advertising: Capturing attention through billboards and public transportation ads.
However, the crowded nature of these channels means that brands must continually innovate to stand out. That is why a new advanced, geotargeted channel should be added to your strategy:
- In-Car Marketing: A new addition to the back-to-school marketing strategy that will drive parents directly to brand locations.
How Brands Can Utilize In-Car Marketing for Their Back-to-School Strategy
In-Car Marketing emerges as a dynamic and untapped channel that allows brands to connect directly with on-the-go consumers. This innovative approach leverages the growing prevalence of connected car screens, offering a unique opportunity for contextually relevant advertising.
In-Car Marketing provides several advantages:
- Direct Connection: Engage with consumers when they are most receptive—during their commute or errands.
- Immediate Relevance: Deliver timely promotions that align with the consumer's current activities and location.
- Personalized Recommendations: Provide tailored offers based on the driver’s untapped vehicle data, enhancing engagement and driving conversions.
By embracing In-Car Marketing, brands now have a new method of directly connecting with parents and providing that extra incentive to secure their business during the lucrative back-to-school shopping season.
Your Back-to-School In-Car Marketing Solution
There are many unique ways that top brands are currently connecting with drivers through the car screen. These innovative ad formats are the ideal solution for providing parents with back-to-school promotions this year:
- Branded Pin: Highlight your store locations by placing your brand’s logo on the car screen. This ensures that your brand is top-of-mind when drivers (or in this case, parents) are nearby.
- Sponsored In-Car Search: Appear at the top of search results for relevant queries, positioning your brand as the go-to option for back-to-school needs.
- Detail Screen: Display your exclusive back-to-school offers and detailed promotions on your brand's in-car profile, offering immediate value to parents planning their shopping trips.
But before booking your first or next In-Car Marketing campaign, let's investigate exactly what makes parents the ideal audience for this type of promotion.
Why Parents are Ideal In-Car Marketing Customers
Over 91% of households own one or more vehicles, making parents a highly mobile demographic. The daily and weekly demands placed on them mean that they spend a considerable amount of time behind the steering wheel - making them an ideal target for in-car marketing.
Here are several key factors that make parents prime candidates for this innovative marketing approach:
- Constantly on the Move: Parents juggle multiple responsibilities, making frequent car trips for errands and tasks.
- Set Weekly Routines: Set patterns in their schedules creates opportunities for repeat car screen exposure and navigation.
- Engaged Drivers: Focused on specific tasks, parents are more likely to respond to relevant, timely promotions.
- Decision-Makers: Often the primary planners and purchasers with strict deadlines related to their children's needs - back-to-school supplies.
By targeting parents through their car screens, brands can tap into these routines and drive consistent, meaningful engagement.
But what kind of back-to-school marketing campaigns can you implement to connect with parents and drive them to your locations?
Examples of Effective In-Car Marketing Promotions
Clothing Retailer Back-to-School Promotions
Clothing shops and brands can promote their back-to-school offers with exclusive in-car discounts, driving traffic to your stores as parents approach.
Supermarket Back-to-School Promotions
Use Destination Arrival Recommendations to notify drivers of nearby promotions as they park, increasing the likelihood of securing new customers.
Multi-chain Retailer Back-to-School Campaign (Think Walmart)
Provide a full itemized list via QR codes on car screens. This not only promotes your deals, but also offers additional value through ease-of-use and real-time information.
The Next School Year is Right Around the Corner
The back-to-school season presents a time-sensitive marketing opportunity that brands must act on to stand out. With the crowded nature of traditional and digital channels, In-Car Marketing offers a unique way to capture the attention of busy parents.
By integrating In-Car Marketing into your current strategy, you can put your business on the map this Back-to-School season and start adding real-time, value-driven advertisements to your targeted, nearby customers.
Book a meeting with a 4screen In-Car Marketing Advisor now to learn how quickly you can get your campaigns started and make the most of this prime marketing moment.
