In Episode 47 of the Bright Planning Marketing Podcast, your host Catherine Campbell and her producer Jason Pyles discuss the benefits of “back-to-school marketing,” why it works, and how it works best.

We talk about how the returning students aren’t really the target audience for back-to-school marketing; it’s the parents! Back-to-school marketing appeals to the feelings of nostalgia and fond memories of those who haven’t returned to school in many years.

When reminded of that bittersweet, bygone era, there are certain emotions conjured within the graduate. You can be an effective marketer and cut through much of the noise, if you’re able to capture the emotion of that time, rather than focusing on the features and benefits of your products.

In this episode, we give you a sample of a campaign that’s built around “A Day in the Life of a Water Bottle.” This sort of marketing message tends to affect people on an emotional level. We extend a homework challenge for you to write out your own story-driven marketing campaign that encompasses the universal emotions we all feel upon hearing the phrase “back to school.” Take your seats and join us for this episode. Class is now in session!

Look at the universal emotions of what it’s like to be back at school in those first few weeks and try to recreate those emotions and atmosphere in your marketing campaign. Instead of trying to focus on the product that you’re selling, find a way to fit that product into a nostalgic narrative.

 

We want to hear your thoughts, reviews and more questions!

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