Get Your Marketing In Gear For the Next Season

Fall has always been a traditional time of change. With the weather changing and kids’ summer vacations coming to an end, consumer behavior shifts, with more of a focus on indoor activities. Yet fall 2021 is likely to bring an even more distinctive diversion from the behavior we have seen over the past 18 months. Working and studying from home as well as limiting our social contacts are the trends we have grown accustomed to in Covid-19 America. Although we hesitate to say we’re going “back to normal”, it is true that these limitations could soon be a thing of the past. Finally!

With that in mind, we’ve put together an overview of what to expect from consumer and business behavior this fall and how that might translate into opportunities for savvy marketers.

Back to School

Back to school is always a significant time for families across the country, but this year it’s even more remarkable due to the return to in-person schooling after the past year and a half. The Department of Education has even released a “Back to School Roadmap” to support students, schools, educators, and communities in preparing for the 2021-2022 school year.

For marketers looking to take advantage of this new trend, they should be aware that students are likely to require extra supplies from pens to notebooks to snacks and lunches on the go. Many kids have been doing mainly digital work so the return to in-person schooling will require portable learning devices, new backpacks, fashionable apparel, and of course sports gear and sneakers.

At LBDigital, we can help you target parents by the age group of their children - looking for parents with young children aged 3-5? No problem! Prefer parents of teenagers? We’ve got you covered. We also have young adults aged 18-24 to target college students who will also be in need of supplies, dorm room decor, cell phone plans, transportation, student loans, credit, and more.

Our demographic data is regularly validated by independent data evaluator Truthset and we always show high marks for quality record level data in comparison to other data partners. See our latest results >

Back to the Office

Adults are also returning to the office this fall. According to LaSalle Network, their survey of 350 business leaders found that 70% plan to have employees back in the office in some capacity by this fall. Some businesses are looking to incorporate some element of working from home, using a hybrid structure which will see many workers in the office between Tuesday and Thursday and working from home the remainder of the working week.

A return to the office means an increase in B2B marketing opportunities. Office supplies and technology will once again be in demand, albeit not at the levels they were pre-pandemic. Expense accounts will again be in use, with executives going for business lunches and entertaining clients.

What does this mean for B2B marketers? Given the hybrid structure, data segments such as our “Business at Home” audiences will still be relevant However, the opportunities mean many more of our Open for Business industry, firmographic and business behavior data will be a great fit for your campaigns. With business travel starting up again, a campaign using an audience of “Recent Business Travelers” could see a high conversion rate. Take a look at our full taxonomy to find your ideal business audience >

A Change in Daily Consumer Habits

The return to school and the office will no doubt prompt a similar shift to previous behavior patterns. Take, for example, something as simple as getting behind the wheel. During the height of the pandemic, total driving in the US decreased by 40% according to the Federal Highway Administration. This was caused partly by school and office closures, as Americans no longer needed to move around so much, and partly by the nation’s preference to remain closer to home. Yet this fall we predict a rise in driving levels, which is great news for marketers looking to target drivers. If automotive campaigns are part of your fall marketing schedule, test drive LBDigital audience segments by vehicle brand, including Chrysler, Ford, Honda etc, and by driver type such as mature drivers and teenage drivers.

Another daily consumer habit undergoing change is our food consumption. According to Morning Consult, 71% of adults now feel comfortable eating outdoors at a restaurant, while 61% said they’re comfortable eating indoors. This increased sense of security is changing the way consumers behave on a daily basis and many are now returning to their pre-pandemic patterns of eating out instead of cooking at home. For restaurants and those in the hospitality industry, this news will no doubt be a welcome relief from the slump they have had to endure for the past 18 months. For marketers who wish to run a campaign to entice diners back to the table, we recommend our “Dining & Retail" segments which contain a number of high-performing audiences including “Frequent Restaurant Diners” and “Casual Fast Food Diners”.

Entertainment Back on the Menu

Similar to the restaurant industry, the entertainment sector has suffered terribly under COVID-19. Thankfully, there are finally reasons to be cheerful. Cinemas are starting to reopen: AMC Theatres and Cinemark have reopened 98% of their locations while Regal Cinemas has reopened more than 97% of its movie theaters. And while it may be a slow start, moviegoers are returning to theaters too. According to Fandango.com, in its survey of more than 4,000 ticket buyers asked about their recent experiences, 93% said they were satisfied with their return.

Broadway and other theaters nationwide are also hoping for a rebound this fall. August saw the first staging of a play on Broadway since the pandemic began and other plays, musicals and concerts are all set to return this season as the industry looks to make a comeback. For marketers working within the entertainment industry, our “Entertainment & Hobbies” segments are ideal. Choose from our proprietary audiences like “Theater & Musicals”, “Comedy Club & Shows” and “Opera Enthusiasts”.

LBDigital: Your Data Partner for Your Upcoming Campaigns

Whatever the consumer or business behavior you want to capitalize on this fall, LBDigital is your trusted data partner to facilitate your marketing campaigns. Our privacy compliant data is verified & validated with a minimum of 5 touch points for data hygiene and accuracy. Speak to us today about your data needs - we’re happy to share our expertise and make your campaign a success.