Back to school 2021 is on track to be a significant and celebratory “return to normal” for American families (and advertisers). Last year’s “back to Zoom” season didn’t inspire many sales. The rush to buy sneakers and three different varieties of glue weren’t necessary behind a computer screen.
In fact, according to Deloitte’s annual survey in 2020, 40% of anxious parents bought fewer traditional back-to-school supplies in 2020. However, economic recovery and optimism from the vaccine rollout have set up a strong foundation for back-to-school brands this year. And educators want full classrooms again, too.
The president of the American Federation of Teachers, Randi Weingarten, expects a full return to in-person learning in the fall (in March, only 54% of public elementary and middle schools were offering five days a week of in-person instruction to all students). In an address on social media, Weingarten said the union will continue to push for three feet of space between students in classrooms.
Companies with Q3 buying periods are getting ready and we don’t want you to miss out on snagging some of those fresh ad budgets. Download our latest eBook, 7 Back to School Advertisers Buying in Q3 2021 to uncover seven brands ready to reignite summer shopping.
Keep reading to check out some teaser info before smashing that download button:
- Leaders at this footwear company are highly focused on marketing. As they reported in their most recent earnings call, ad spend should begin picking up ASAP with their “famous” rewards program as the main focus for back to school 2021.
- The CMO of this “yogurt portfolio” stepped down in March 2021. Keep an eye on this company because there could be marketing strategy changes once it finds a replacement CMO.
- This popular retailer’s current strategies focus on expanding into new categories, strengthening products, and fueling the branding. The company’s spend is rising and, since strategy won’t change much soon, this increase will likely continue.
- With its new campaign, “Let’s Move the World,” on video ads across Hulu, Roku, and YouTube. This snack brand recently hired a new chief commercial officer. In her new role, she will handle brand strategy, marketing, and sales.
- This cool-girl brand promoted its senior managing director to CMO in April 2021. He joined the company in 2016 as eCommerce and digital marketing managing director and now controls the marketing strategy and agency roster.
- The smell of all high school hallways added The Martin Agency as its creative AOR, replacing 72andSunny. This work focuses on how men can attract romantic partners by using this brand’s products.
- Finally, this sporting goods brand increased sales in 2020 despite the global pandemic, per its Q4 2020 earnings report. The primary reason behind this success was shifting much of its business online with sales increasing 250% in 2020 compared to 2019.
The experts at Winmo expect to see back-to-school brands buying in Q3 flesh out their digital campaigns, update their agency rosters, and hunt for new channels that appeal to both kids and their Gen-X/Millennial parents.
Here are the insights that Winmo customers have access to on a daily basis, packaged into actionable nuggets detailing:
- Seven brands with unique offerings, and needs, for the 2021 back-to-school season.
- Select decision-maker contact information to get in the door.
- Opportunity analysis tailored to different seller types.
- Spend details, audience demos, and insight to fuel your outreach.