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Back-to-school promotions tie in some of the old with some of the new

By Guest Blogger Donna DeClemente, Donna's Promo Talk

BTSToday is officially the first day back to school for many kids in New York State. I have been a bit out of the loop this year since my oldest daughter graduated from college last year and my other daughter has just started her senior year of college and is pretty self-sufficient. So I haven't needed to do the annual back-to-school shopping that most moms (and yes some dads) have to endure this time of year with their kids. I certainly don't forget however those shopping lists and the trips to Walmart to stock up on notebooks, folders, tissues, and more!

Besides the school supplies there is also new clothes, backpacks, shoes, etc. that the kids "need". This year I have constantly been seeing and hearing the JC Penny BTS TV ads where they have Kohls-BackPackslicensed an old favorite Motown song "Get Ready" written by Smokey Robinson and made popular by the Temptations. I think this is a great ad which is directly relevant to us moms while exposing a whole new generation to this song.

Of course social media, not just traditional TV commercials, is playing a major role in BTS campaigns this year. Kohl's is one retailer that is experimenting with a few new options. They have added a “like” option to their "Flash Sales" they post on their Facebook Page, which allow people to vote on items they’d most like to see reduced. They also have been creating several BTS Pinterest boards highlighting different brands, trends and styles. Here's a board just on back packs titled Packed to Head Back.

Kohls-PrincessVeraWangKohl's also ran the “Your closet, your rules” contest on their Facebook page for its new Princess Vera Wang line for juniors. They have partnered with Teen Vogue in a national model search, and the grand prize winner will have the opportunity to appear in an ad campaign for the new line.

Fans were invited to create their own look from pieces in the Princess Vera Wang closet and then share the outfit with their friends and invite them to vote for their creation. There were weekly winners who won Kohl's gift cards. The grand prize winner hasn't been announced yet, but Kohl's decided to keep the closet open so fans can still create some new looks.

My firm has been working with the team at Elmer's Glue on their Back to School promotion which integrates a new mobile app along with a sweepstakes. Elmer's has partnered with Walmart who is featuring the Elmer's Free First Day of School app on their website.  Walmart is also featuring a QR code in some of their ads that people can download the app directly from. Visitors to this web page,, are also invited to enter the sweepstakes for a chance to win a family vacation to Orlando. The app is intended to help make it easy for people to share photos. Here's a special video they created to help celebrate the first day school.

Also, Elmer's will donate one product, up to 200,000, to the Kids In Need Foundation, an organization that distributes free school supplies to students whose families can't afford them, for every picture uploaded to app.

So "Get Ready", go create yourself a new virtual outfit on Facebook, then download this app today and start sharing photos to help out a great cause.


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