Sightings: Back to School 2010 Email and Catalog Promotions, Part 1

For marketers, back to school shopping season can be big business. Here’s a look at some of the more interesting promotions we’ve come across this summer from Land of Nod, One Step Ahead & Leaps and Bounds, Justice, Loserkids, PBteen, and Pottery Barn Kids. As usual, retailers heavily promoted backpacks and school gear, with discounts and free shipping common incentives.

Note: Click on any promotion graphic for a more complete view.

Land of Nod Catalog and Email Says Back to School is in Session
Children’s furniture and toy specialist Land of Nod recently mailed its “Core Curriculum” catalog with a collection of items for back to school and a bind-in titled “Is That Gum in Your Mouth?” The eight page bind-in features products such as the Academic Animal Backpacks ($20), Wooden Puzzles ($10 – $14), and the I can See Clearly Now Desk Mat ($29). A clever rebus-like email followed with a storybook theme. Entitled “Chapter 1: Waking Up is Hard to Do,” the message tells the story of Jacob on the first day of school, highlighting a number of essential products. Images of featured items are dispersed throughout the story, including an Alarm Clock ($24.95), Flashcards ($14.95), and a Cereal Bowl ($16.95). A teaser at the end of the message reads “Coming Up—Chapter II: Let’s Do Lunch,” followed with a link to shop the back to school collection. The email also promotes backpacks.

Vitals: direct mail delivered 7/16/10, 10½” x 8″, 80 pages; email delivered 7/20/10

One Step Ahead & Leaps and Bounds Outfit the Littlest Back to Schoolers
Even baby specialist One Step Ahead and Leaps and Bounds, which offers products for very young children, is in the back to school groove. A coordinated email and catalog campaign targets parents interested in a stress-free school year for their youngest students. Both the Summer 2010 Preferred Customer Issue print catalog and corresponding email focused on organizational gear, specifically its exclusive My First Backpack ($24.95) and insulated Lunch Bag ($16.95) set. The backpack is designed for “beginners,” as even daycare students will find it “rugged and rummage proof.” Both channels promote free shipping on orders greater than $85, while the email adds a free pair of Zori sandals with $75+ purchase. Merchandise from One Step Ahead (age 0-3) and Leaps and Bounds (age 3+) range from nursery items, clothing and safety products to toys.

Vitals: direct mail, delivered 7/14/10, 10½” x 7¾”, 56 pages, free shipping on $85+ online orders; email delivered 7/15/10, Zori sandal premium with $75+ orders & free shipping on $85+ orders

Justice Email Gets a Jump on Back to School
One of the earliest back to school efforts was from Tween Brands’ Justice, a retailer of girls clothing for ages 7-14. The email offered a 40% off everything incentive to promote “Must-Have Looks for Back-to-School.” The offer ran for one week on all in-store and online purchases with a coupon code. The colorful email features two models wearing Graphic 2fer Tops ($16.14) with Plaid Skorts ($19.74). The menu bar links to a variety of categories, including “School Uniforms,” “Shoes,” “Swimwear,” and “PJs & Undies.” Graphic links on the header make it easy to forward to friends and receive mobile alerts.

Vitals: email, delivered 7/5/10, 40% off online and in-store orders

Loserkids’ Email is Full of ‘Tude (and Discounts)
Edgy youth clothing retailer Loserkids puts its incentive front and center in an email promoting “back 2 skool” shopping. The 10% discount plus free shipping on $125+ purchases is presented with a chalkboard-like graphic. Just below, a photo from the Fox television show The Winner pokes fun at being out of fashion: “Don’t Be This Guy… Shop Now For the Best!” A number of skate and street inspired products are displayed from brands like Billibong, Element and Hurley. In addition to calling out jeans, shoes, tees, and bags, backpacks and fall denim are also advertised. Ten other brands (e.g. Atticus, Supra, Volcom) are promoted at the bottom of the email, with clickthroughs to the Loserkids.com site.

Vitals: email, delivered 7/21/10, 10% off any order, free shipping with $125+ orders

PBteen and Pottery Barn Kids Are All About Bags
PBteen’s Early Fall 2010 book offers free shipping on all backpacks, as well as up to 25% off desks, chairs, and more. A backpack design contest is promoted for a chance to win one of four PBteen gift cards at facebook.com/pbteen. The 124-page book offers an assortment of bags and gear with dozens of patterns and prints to choose from, in addition to its regularly promoted bedroom decor. PBteen prefaced the print catalog with a complementary email delivered 6/16/10 with the subject, “Free Shipping on NEW Backpacks + Bags!” Sibling title The Pottery Barn Kids mailed its Fall Gear Guide 2010 back-to-school book full of rolling backpacks, lunchboxes, water bottles, and other accessories. A free shipping incentive is promoted on the cover alongside a Rolling Backpack ($59), a Backpack ($26 – $45), and Lunch Bag ($22) from the MacKenzie collection. Under the headline “Follow us online!” on the back cover, the company publicizes its Facebook, Twitter, and YouTube presence, plus the new iPhone or iPad app “to browse all our latest catalogs no matter where you are.”

Vitals: PBteen direct mail delivered 7/7/10, 10½” x 6″, 124 pages, free shipping on backpacks; Pottery Barn Kids direct mail delivered 7/20/10, 10½” x 8″, 116 pages

Click here for Part 2