We talked with a group of working parents here at SBC Advertising about the upcoming BTS (back-to-school) season and what they shared with us about their summertime reality was eye-opening. To be cliche, it's no picnic.
Do you recall that BTS spot from Staples a few years back? It featured an overly excited parent with equally unexcited children meandering through a Staples school supply aisle. I think Staples was trying to say that parents were glad to get their offspring back to school and out of their hair thus making the season the true "most wonderful time of the year" instead of Christmas.
Yes, the commercial is an exaggeration but Staples is on to something. There's truth in the analogy because the idea of a lazy summer is a myth for the working parents we interviewed. And the return to a structured school year means relief for many of them. Parents told us their lives calm down once school begins because their households revert to a more predictable routine whereas the summertime schedule is, well, kind of crazy.
Are brands missing out on a big opportunity?
Retailers and marketers are so heavily focused on the BTS season that we think they're missing out on a key opportunity to connect with parents. It's not all backyard barbeques and sleepovers throughout the months of June and July. Working parents have to do more to ensure their kids are safe and keeping productively busy during the hours they would normally be at school. More scheduling. More activities. More expenses. More meal planning. More communication. More. More. More. Oh yeah, and they still have to work too.
We think that brands from food retailers and restaurants to communication providers (smart phones and otherwise) could benefit greatly by addressing the "Summer gap" as we're calling it. Help busy, working parents navigate their crazy summer season and you might earn a loyal advocate the whole school year too.
So, how's your summer going?
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