What has happened this term that is quite different from years gone by is that we are getting reports of positive responses to campaigns that are continuing deep into December.
There are a couple of possible reasons.
One is that it does seem that following the introduction of the new financial rules for schools this financial year, a lot of schools have held back on spending their money, and are now recognising that it must be spent by April, and so are starting to use it up with orders for products wanted in January.
Another is that more and more advertising is going to teachers direct via email (by which I mean advertising that reaches the teachers at their own email in-box, rather than going via the school’s general address). I can’t say that every campaign using the newly available teachers own email addresses is a success, but some campaigns certainly are, including some that are going out this month.
Third, I’d add the fact that the message has got home that it is now vital to change the style and approach of advertising. Just because an ad style worked last year it doesn’t mean it will work this year – and I think companies that have followed this approach are doing particularly well. Once again, not every new piece works, not every new idea is good. But experimentation is necessary because teachers find it so easy to look at something in a previously used style and say “seen that” and throw it away.
There’s details of some of the new email lists of teachers on http://www.yesmail.org.uk/email_optin_teachers.html - but remember that’s only part of the revolution in emailing that has happened this year. Other lists of teachers are available too.
Call 01536 399 000 if you would like to know more
Tony Attwood