It’s May, a time of year when moms are looking forward to the end of school, the start of summer and a more relaxed schedule. Back to school is typically not a topic of conversation with moms at this time of year. However, May is a very different story for the moms of more than 3.2 million high school students who have graduated or will graduate over the next couple of weeks. Brands that target moms of college students and their GenZ co-eds have a valuable opportunity to tap into this enthusiastic consumer segment through BSM Media programs like Social Spotters, video product reviews and much more. Brands with college-worthy products available on Amazon can amplify exposure through BSM Media’s exclusive video review program on Amazon.
Around the halls of BSM Media, we call the opportunity Back to College and it begins on May 1st, the day that most colleges and universities require a commitment for accepted students. According to BSM Media research, an average of $800 worth of dorm- and college-bound products are purchased in the time between the days that acceptance letters go out to the day of high school commencement exercises. Moms and college bound students are both mutually excited about the next phase of life and ready to become part of the college community.
May is a great time for technology, dorm organization and dorm décor companies to launch their Back to Campus marketing and engagement. In 2016, BSM Media created and executed a successful campaign for At Home stores with a signature event called National College Move-In Week. Influencer marketing campaigns, in-store events and guerilla marketing tactics on college campuses were just a few of the online and offline efforts that drove traffic to At Home stores and built brand awareness on social media, to the tune of millions of impressions and engagements for the brand. Here are just a few ideas to take advantage of the money moms are spending getting their students ready for dorm and apartment life.
- Graduation gifting: It’s a great time to use social media to suggest graduation gifts, not only to moms but also grandparents, aunts and siblings. Food providers like Chipotle, Five Guys and Starbucks have the opportunity to push gift card sales.
- Technology: Every mom wants to send her student off to college with the newest technology and those large purchases make sense for gifting around graduation. If you offer a college student discount, now is the time to communicate and perhaps extend it to students with acceptance letters. Retail sharing tactics are proven tools to reach collegiate consumers and their parents.
- Pinterest Shopping: Time to beef up Pinterest boards. Students are eager to plan the look of their dorm room or apartment. They are searching now for ideas. Create boards that incorporate your product into the dorm or apartment environment.
Moms and their college-bound students are shopping now through move-in week in the fall. There is still time to implement BSM Media tactics. It’s an exciting time for students and parents, and a valuable opportunity for brands.