Selling Through the Classroom? Brands Should Keep An Open Mind

Abstract

Over recent years schools have developed considerably as a channel through which manufacturers, retailers and service providers can market their products. Unfortunately, marketers themselves are not aware of the development that has taken place. As a result very many marketers are more inclined to say “No. Now what's the question?” whenever marketing to and through schools is proposed. These marketers are missing out on a significant benefit that can be secured for just about every brand — driving sales through the classroom. With input from The Schools Consortium and guidance from the schools themselves, Poise Marketing is helping Friends Provident sell policies through schools. The fact that schools marketing can achieve sales should give brand managers comfort that they are spending their budget wisely.

Citation

Anderson, W. (2000), "Selling Through the Classroom? Brands Should Keep An Open Mind", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 59-66. https://doi.org/10.1108/eb027636