Kids don’t want to hear this, but as summer wears on, parents get a bit excited – because back-to-school season is right around the corner. And there’s a whole constituency of adults who are looking forward to it too – it’s back to work in school for teachers and related faculty who all look forward to making a huge positive difference in the lives of their students.
There’s no doubt that the classroom experience is much different than it ever was, the advent of computer and digital technology has dramatically altered the way kids are taught and how they learn, much of it for the better, as children adapt so easily to increased sophistication, including skills, imagination as well as critical and practical thinking.
It’s exciting – this atmosphere, from kindergarten through university level learning, and teaching. The world of “back to school,” for promotional products distributors, is much more encompassing than tools for students. Many local businesses support their local school systems both academically, sports and entertainment (class plays, etc.).
Trends
The back-to-school (BTS) promotional realm, wide as it is, also tends to generate questions from clients about fads (also called a “craze,” which is shorter in duration and more intensely hyped and in demand than a trend). Fads tend to be toys. It’s a good bet, for example, that the fidget spinner fad is on life support. According to Fortune 500, the term “fidget spinner” reached its apex as a Google term search in mid-May, after first appearing only in late January. According to data, fidget spinner sales peaked on May 5. Another sign a fad is losing steam? They pop up all over secondary-sales sites such as eBay and LetGo.
Fads are mentioned here because customers who may want to create a local BTS promotion may ask about logoed fidget spinners; it’s never a good idea to use a promotion that is rapidly declining in use and popularity as the client will inadvertently be delivering the message that it is way out of touch and behind the times.
There are, however, some lucrative trends that may be on point for pitching to clients. Laura High of BIC Graphic pinpoints five of them, noting that she and her team researched trends to see what students are going to carry with them when autumn comes and have identified a few items beyond the usual back-to-school shopping list:
• Rucksack styling in backpacks is hot – both in retail and high-end luggage, the drawstring closure with flap is everywhere.
• Backpacks with extra functionality like earbud holes, side pockets for water bottles, extra handles for easy clip-on storage, are highly sought after.
• Similarly, organizers help secure tech gadgets as well as make-up and other school supplies. “These are a great idea for students who have a lot of small odds and ends to keep up with,” High says.
• Carabiners are also very useful for today’s students. Water bottles with drink-through lids and attached carabiners for clip-on storage options are valuable for student athletes and coaching staff.
• For home-brought lunches, she says, bento boxes “are all the rage,” but students need to pack them in a horizontal tote with an external water bottle pocket. The KOOZIE® brand offers several solutions to help keep food fresh and ready to eat.
When students need to hit the “books” (computers), they often like to listen to their favorite music, as well, all of which require power. Therefore, observes Josette Bosse of Bay State Specialty Co., “Any of the power banks are great for back-to-school. You can never have too many power banks. And of course, these make great gifts for teachers as well, especially when engraved/imprinted with the school logo. Bay State offers 10 new power bank styles, including round plastic, square metal, large capacity, and even a slim line wrist strap style.
Another idea, Bosse comments, is ear buds. “Online apps and audio books are the new way to learn, teach and organize. Students are using tablets in the classroom and online testing. The ear buds are a must!” Bay State has two new options (of eight total): Listen Up Bluetooth Headphones (D354), and Listen Up Earbud Kit (D530).
In the viewpoint of Bill Mahre of ADG Promo, items that promote practicality are always on trend. For example, he offers, practical items such as safety items (key ring flashlights); informational pieces (custom calendars and planners) that provide key school year dates and activities; and everyday accessories (carabiner key rings and writing instruments) that have broad appeal to a wide-ranging audience, make perennial great sellers for the BTS market. “Driving these trends are tight fiscal budgets and an attempt by decision makers to identify items that can be used by numerous students and parents in their school year efforts.”
High emphasizes that opportunities abound for promotional products distributors in the education/collegiate market. Schools rank number-one for volume spent on promotional products, and collegiate brands spend more than $1 billion on marketing. Keep in mind too that the prospects go beyond simply just students, faculty and BOE members. “This market also includes textbook companies, school supplies distributors, tutoring programs and more. Innovative promo campaigns can stretch beyond pencils and lunchboxes to include items such as full-color logoed headbands and the latest tech accessories, and truly so much more,” she says.
And, advises Mahre, remember that logoed/customized and personalized items are very much appreciated by decision makers. Further, think about engendering school spirit in high school, starting with the freshman class. “When the entire freshman class gets a laser-engraved stylus pen with the school logo on one side and each student’s name on the other it is a memorable first impression. Especially when the distributor can offer this opportunity for less than $2,” he says.
Other ideas Mahre offers include customized calendars and planners with key days and events for the school year designed and provided strictly for this academic community. Another popular item is a pen and pencil gift set for Teacher Appreciation Week, these can be personalized with each faculty member’s name.
Local businesses are often eager to tie-in to back-to-school campaigns, High says. “Pizza franchises, frozen yogurt shops and hair salons are just a few examples of local businesses that have had success offering promotional items as gifts-with-purchase to attract the back-to-school audience.
Mahre agrees, explaining that he sees a large number of local businesses like restaurants, banks and drug stores, among others that partner with schools/universities to help defray some of the cost associated with a promotional product. Such examples include coupons good for a discount attached to the item or a part of a calendar back page.
Additionally, he points out, many school districts remain in tight financial times, bringing up the necessity for fundraising activities. This area is ripe with promotional opportunities for the schools. Distributors can work with the local educational foundations to create imaginative fundraising activities that are simple to execute. ADG Promo’s HDI drinkware items “are great examples where schools have created keepsakes for bands, sports teams, sororities/fraternities and many other clubs by leveraging full-color capability along with personalization down to one,” he says. “For example, a winning football team raises money for the program and each player’s grandparents, parents and siblings get a memorable item that will be kept for years to come.”
And, for years to come, most Americans remember their school years, teachers, coaches, and principals, sports games and other after-school activities. And you can help keep those memories sharp.