Smells Like Teen Money

Just how big is the back-to-school market for advertisers? According to the Bureau of Labor Statistics, in October 2006, 20.8 million 16- to 24-year olds were either enrolled in high school (10.3 million) or college (10.5 million).

That’s a lot of young people looking for new clothes, backpacks, dorm room furniture and more. So how do companies tap into this lucrative group? There are several things to consider.

First and foremost, know your timing. If you decide in July that you want to launch a back-to-school campaign, you’ve already missed your opportunity. To be most effective, your marketing needs to hit in August, if not sooner.

Second, know who are you talking to.

Today’s teens are tech savvy, and the most media-aware group in history. Breaking through to them can often be a difficult task because they are bombarded with messages all the time. In addition to television and newspapers, youth-focused publications are a popular source of information for high school students. Their high-impact design, full-color pictures and portability make them attractive to students.

When targeting college students on campus, you want your brand to be where they are—from high-traffic areas such as billboards, classrooms, student dorms, bookstores, off-campus bars and other common areas in and around campus. And don’t forget that college students turn to their campus newspapers for news, information about campus events and entertainment. They are a cost-effective way to tap into a group that wields some impressive discretionary spending power.

Finally, student e-mail or direct mail campaigns allow for even more highly targeted messaging. As cell phones and other mobile communication devices become the predominant form of entertainment and messaging, it’s a natural step for marketers to be there, too.

Chris Wood, Creative Director