Back-to-School Marketing Spend

October 9, 2008 at 4:19 pm Leave a comment

Your Question: Do you know what is the amount of Direct Marketing spend (in the US) on back to school activities?

Our Answer: Wow. This was a tough one to answer, and, in fact, although I searched with a vengeance, and referenced many research materials, I could not find the definitive answer…

I did, however find several related articles that may shed some insight on back-to-school marketing activities.

The first two articles talk about how much students are anticipated to spend going back to school (hint–it’s a lot: $47 billion for college students and $18 billion for other families!).

College Link: College Back-to-School Spending to Surpass $47 Billion
Family link: Back-to-School Spending to Top $18 Billion

For information on marketing strategies and tactics that retailers will be using in their back-to-school campaigns, check out this article, from USA Today.

Along those same lines, here are two links that talk about the importance of incorporating social marketing in your back-to-school campaign mix:

Social Media is Key Component of Back-to-School Marketing Supply List
JupiterResearch Finds That Social Media Has Emerged as Important Marketing Platform for Retailers During Back-to-School Shopping Season

I do apologize for not being able to answer your specific question (this was actually the first time I’ve been stumped!), but hope that you’ll find my links to be helpful.  I also urge any readers with further info on this topic to pipe in and comment with your insight.

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Entry filed under: Direct Marketing Industry Research.

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