How to market “Back To School”
Posted in Training at 5:53 am. Comments Off  

What is it about the Fall Season the fills the air with excitement? Is it the changing of the leaves, the family Holidays, or maybe the anticipation of Christmas? One thing is for sure; it’s the season when many of you will achieve your highest grossing sales for the year. To help out we’ve created a quick summary to get you through it successfully.

If you’re new to Create-A-Book we’d like to prepare you, and if this isn’t your first Fall Season rodeo, we aim to inspire you.

Plus, if you learn these strategies and make them a part of your ongoing marketing efforts, you’ll be creating a business that generates year-round sales from a growing repeat customer base.

This post will teach you how to:

  1. Creating a plan
  2. Start with Email
  3. Sell the Sizzle
  4. Impressions to make a sale
  5. Improve your call-to-actions
  6. Measure your Results
  7. Establishing a style that’s creative & fun
  8. Don’t Quit

8 Marketing tips for Back-to-School

Create Your Plan: When dealers want to know how to improve their sales, the first thing I ask is how they currently reach out to their customers. Far too often the answer is “I don’t do any marketing.”

Realizing you should improve your marketing efforts is the first step, though not having a plan makes it too easy for distractions to pull you off course. A plan makes each task faster and easier because you don’t have to stop and think about what to do for each task. You plan it once, and the rest is simple follow through.

Creating a plan should be fast and easy. Remember perfectionism is another form of procrastination; so don’t make this process so formal that you never get started.

The first step is to list out your objectives:

  • What is the event or product your trying to market?
  • Why do your customers need it?
  • How should you present your promotion to fit that need?
  • Should you offer a coupon or discount to create interest?
  • Is there a specific time-line or deadline for your promotion?
  • How many impressions will it take for a purchase?
  • When should you send the first email (30-45 days is smart)
  • How often should you send each email?
  • What is a realistic sales goal for email and the overall campaign?

Once you understand all your objectives, you’ll find it’s much easier to create the content for each message.

Start with E-mail: If you’re looking for the highest return with the lowest expenses, you can’t beat email. There’s no cost to mail, it’s instant, it’s easy to track, and can be done anywhere on the world with a computer and Internet connection. So, before you spend money on ads, fliers, or postcards; test your campaign first with email.

Sell the Sizzle: Pay attention to the words we use to describe our products. You’ll notice our explanations always aim for your senses. If we can relate to your memories through sensory perception, it’s much easier for you to relate to the products and why you need them. Whether you copy our verbiage word for word, or use them for inspiration to craft your own twist, make sure to give your customers more than a title and price.

It takes 7 impressions to make a sale: How many times do you currently contact your customers to promote a specific event or promotion? Statistically, consumers need to see a product or message seven times before making a purchase. While seven might be overkill for your business, if you’re only sending one you’re not giving your campaign a fair test.

It takes more than one email to factor out those who might have been too busy, out of money, or without a need for your products at the time of your first email. The good news is your customers needs can change every day, so you need to repeat your message a few times to catch them when the timing is right.

I’d recommend at least two emails focused on the same promotion, with a slightly different angle for each. The different angles could be changing the email subject lines, or the title at the top of the email, the visibility of the call to action, the images, or even the descriptions and content of the promotion itself.

For example, you might create three emails for “Back to School” and focus each of the three letters on a different product. Then send one email a week for the next three weeks and see which message had the most effect.

If you’re looking to grow your business, the important lesson is remembering to keep yourself and your products visible, and to market your promotion(s) with more than one letter.

Improve your Call-to-Actions: The biggest mistake people make is not giving their customers a clear call to action. In sales we call this “not going for the close”. Every message you send should tell the customers exactly what you have, why they need it, and how to buy it. The “how to buy” could be a button with a “Order Now” or a sentence you hyperlink to your website that says, “Click HERE to order.”

Some effective and simple Call-to-Actions:

  • Using a “Buy Now”, “Order Now”, or “Call Now” button
  • Adding a hyperlink to your site that says “Click here to order”
  • Making the images of each product link directly to that product on your site
  • Offering a coupon or discount to create impulse
  • Giving them a deadline

Note: If you’re using a website from SaviSites you can easily create coupons for “Back to School” that allow you to choose the exact products that qualify for discount, and give the coupon an expiration date.

Measure your results: There are at least two good reasons to track your results. First, it tells you which campaigns are the most effective. Second, it tells you if you’re improving over time. It can be as simple as giving each campaign email a specific title, tracking how many customers received it, and how many orders or calls you received. If you really want to improve your sales and make tracking automatic, you can use an email marketing service like Aweber or MailChimp.

Establish a style that’s creative & fun: People care less about WHAT your selling than they do WHY your selling it. If your emails lack passion or excitement, or if they only explain product features, people will stop paying attention. When you write with passion you become someone who is sharing what they love, not selling to make money.

If you’re struggling to create an interesting message, the easiest trick is to remember why you joined Create-A-Book. Maybe you had them as a child, or you thought they were a great educational product, or you like how they’re sincere gifts that parents would enjoy. Whatever the reason, you should tap into that energy and write about it. Your message will be genuine, and your customers will know it.

If your still in doubt, remember this tip: you can’t say the wrong thing to the right person if you’re sincere and excited about your product.

Don’t Quit: If you started your business to make a change in you life, then you should remember that reason when you’re too tired, too busy, or too frustrated to send that marketing announcement. Running a business is never easy, which is why 95% of Americans work for someone else. Successful entrepreneurs love to take chances, and they’re fully aware that most of their ideas won’t work. If you send an email that fails to generate sales, then learn what you can and try again. It’s really that simple.

If you follow these steps, create your plan, and don’t quit, I promise you’ll be amazed to find out what you can do.


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