A successful back-to-school campaign strategy starts with identifying the key audience segments to target. Over half of all searches related to back-to-school happen within a select group of consumers – knowing which ones can go a long way in forming an effective marketing strategy. Focus on this smaller, targeted set to maximize your efforts.
With over $72 billion projected in total U.S. back-to-school retail sales this year, you can capture more spend than ever before during this big shopping season by tailoring your strategy to a smaller set of targeted shoppers. Experian data can help you make the most of your back-to-school campaigns by uncovering the top five back-to-school audiences.
Five audience segments for 2023
Our data provides key insights into who these shoppers are and how to reach them, allowing you to create personalized content tailored to their needs. What are the top five audiences you should add to your 2023 back-to-school campaign?
- High-Net-Worth Households
- Bilingual Multi-Generational Households
- Suburban Savvy Shoppers
- Young Suburban Families
- Tech-Savvy Families
What do these audiences look like? Who are they? Where do they shop? Let’s review each audience in a little more detail.
High-Net-Worth Households
This group consists of households with above-average income and education levels. They often lease luxury cars, purchase products in every channel, travel extensively, and are philanthropic supporters of the arts.
Key features
- Wealthy
- Highly educated
- Lease luxury cars
- Purchase products in every channel
- Travelers
- Philanthropic supporters of the arts
Bilingual Multi-Generational Households
Large households in multilingual neighborhoods, filled with married parents and their kids. They are financially cautious, bilingual, and participate in team sports.
Key features
- Bilingual
- Large households
- Married with kids
- Financially cautious
- Team sports
Suburban Savvy Shoppers
Middle-aged couples and families who earn above-average incomes, maintain active lifestyles, and spend their money on quality home products and furnishings.
Key features
- Affluent
- Athletic activities
- Home products & furnishings
- Sporting goods
- High-priced children’s clothing
Young Suburban Families
This segment includes households in the middle child-rearing stages of life, typically with a dual income household and multiple children of school age. They typically have spacious single-family residences in suburban neighborhoods that are slightly above average in housing values. On weekends, these suburban young families often engage in activities like skateboarding, biking, and video games with their children.
Key features
- Comfortable lifestyle
- Children’s games
- Wholesale members
- Family-centric activities
Tech-Savvy Families
Highly educated, affluent couples in their peak earning years, with a preference for both traditional and digital media, who live in upscale housing and are savvy investors and environmental philanthropists.
Key features
- Highly educated
- Affluent
- Upscale housing
- Savvy investors
- Environmental philanthropists
- Tech apprentices
Watch our 2024 video for tips from industry leaders for back-to-school
In our new Q&A video with Experian experts, we explore changing consumer behaviors surrounding back-to-school shopping in 2024. In the video, we discuss:
- Anticipated shifts in consumer behaviors and shopping habits
- Tactics we predict marketers will employ to navigate signal loss
- Which channels will be the most successful
- And more!
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Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards’ Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year’s regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. “Are is a force of nature and his creativity and passion know no boundaries, it seems,” said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. “Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance.” “Are is a superstar within the Norwegian startup ecosystem,” said Kim Balle, founding partner and CEO of the Global Startup Awards. “From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category.” “It is an enormous honor to be named Founder of the Year by the Global Startup Awards,” said Traasdahl. “I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart.” Tapad’s Propeller Program hosts five early-stage companies at Tapad’s New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl’s native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today!
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NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte’s Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. “It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list,” said Are Traasdahl, founder and CEO of Tapad. “Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I’m extremely proud of our hard-working, talented team for continually executing at such a high level.” “Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible,” said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. “This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls.” “This year’s Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead,” added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. “Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors.” Contact us today