Back to School Marketing: Not just for Retailers Anymore

Sharpen your pencils and put on your thinking caps, it is time for ALL businesses to go back to school! 

Back to School is the second largest retail season of the year (behind the holiday season) which means that half of the work to market yourself has already been done!  You don’t need to convince people that they should be shopping at this time of year you just need to let them know that you have what they need.  Don’t be afraid to tie-in your seemingly irrelevant business to back to school.

Be Where Your Competition Is Not

When was the last time you saw a back to school special for tax preparation or industrial floor cleaning? Probably not recently, but if you’re the only tax expert or floor cleaning company offering a back to school special, who do you think somebody in the market for that service is going to consider in September?

Time-Sensitive “End of Summer” Specials

Summer continues until September 21, but once the kids go back to school it seems like summer fun is over.  Promote a “last chance” or “end of season” special to encourage families to spend time together and take advantage of summer fun just a little longer.  If your business relates to any type of season-specific activities (like boat rentals or stand-up paddleboards, etc) get in front of people and remind them that there are still a couple weeks left to enjoy the fun.

Show School Support & Pride

Join in on your communities back to school mindset by creating special deals for teachers, give part of your September proceeds to local school programs, or support a fall/winter sports team.  Consider volunteering at your school or a school sponsored event.

Our Shared Mail program allows you the opportunity to put your advertising piece right in your prospect or customers hand.  Successful small businesses are using direct mail to bring people in to their establishments and keep them coming back.  A little creativity and knowledge of your target audience can boost business results in any industry this fall season.

Home Services

Fall is a great time for homes services and simply using a back to school theme may help you increase awareness of your business.  Consider promoting items needed as older students move into dorms or a first apartment (furnishings, basic home supplies,), remind homeowners that fall is the perfect time for a fuel system cleaning, roof repairs and more.

Personal Services

Promote the back to school season as a time for a parent to relax a little and take care of themselves.  Discounted gym memberships, unique fitness classes, spa treatments, and salon services are a perfect fit for fall.

Auto Services

High school & college students may be in the market for safe and affordable used cars.  Parents may be in need of detailing services to remove sticky stains and french fries from their backseats.


Offer a special for families to celebrate the new school year.  This is also a great way to give a special shout-out to teachers by offering a free or discounted meal for teachers during the first month of school. Catering to families with hectic sports schedules or college students who have evening classes is also a must.

Shared Mail works because it is a preferred method for receiving marketing from local businesses.

It offers a sense of familiarity that is hard to achieve with other advertising mediums. Consumers look in their mailboxes every day for compelling messages to help them make smart buying decisions.

  • 72% of respondents in one survey read and keep the mail pieces that interest them
  • 30% read and keep the mail pieces that interest others in their home
  • 42% of consumers make one or more weekly purchases from the Shared Mail Package
  • 44% of customers visit a brands website after receiving direct mail advertising.
  • 39% of customers say they try a business for the first time because of direct mail advertising

The back to school and fall shopping season is a huge revenue generator for economy.  Shared Mail can help you get in on the action.  The fact is that it works, and you can share in the positive results.


If you are interested in learning more about how TMM’s Shared Mail program can help your business grow contact us today.

(Sources: DMNews 2008, Informational Resources, Inc. 2010, USPS Deliver Magazine January 2011, Pitney Bowes, Choose Print, Print Is Big, Rochester Institute of Technology, 2013 Advertising Tracking Study by TNS Customer Studies, Valassis 2011, 2014 Statistical Direct Mail Facts, The Little Book of Big Returns 2011, USPS Small Business Brochure)

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