Top tips for running a successful Mother’s Day marketing campaign.
If any celebration makes us start to welcome spring, it is of course Mothering Sunday. One of the most celebrated days outside of Christmas. Whether it’s your first Mother’s Day as a mum, or you are a seasoned Mother’s Day celebrator, Mother’s Day is big business, but it’s not just for mums. Mothering Sunday is also a celebration for step mums, grandmas, great grandmas, sisters, aunties, even your best friends.
In 2022 Mother’s Day falls on Sunday 27 March. So, make sure you are well prepared to use this popular celebration as the platform for your marketing efforts, helping you to promote your products or services for this special day.
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Social Media Mother’s Day Campaign
Online spending is still on the rise, with more people turning online to purchase products, this Mother’s Day is set to be no different. Making sure your online presence and product offering is prominently promoted. Think about what products you think are going to be popular, or those you want to promote specifically for Mothering Sunday and bundle them into a Mother’s Day category or gift shop on your website. Ensure your Mother’s Day promotion and products are featured on your homepage and are easily accessible from there and other areas of your website. If you can, think about including a Mother’s Day promotion to entice new customers. Content is key, add Mother’s Day related content onto your website in the form of product reviews and blogs, to help with searches. Don’t forget to do your research and figure out what those key words might be!
Online shopping this Mother’s Day is set to boom, but as more people are heading back to the shops it is essential that however you sell your products, be it online, in-store, or both, you have your marketing and promotion covered. Think carefully about how you promote your products in-store, if possible, have a focussed sales area for Mother’s Day. Think about your external window display and if you have any special offers or promotions, shout about them ensuring they are widely promoted, not just in-store but also through your online channels.
Experiences are everything
It is looking like this year will be a Mother’s Day that we can all spend together. If you are selling a service or experience, consider how you can promote your offering. Whether it’s a family meal out, or an afternoon tea to celebrate with the ones you love. You might be offering gift packages or experience days, for example a Mother’s Day spa weekend or perhaps something a bit more active. It could be celebrating on the actual day or the gift of an exclusive experience or a subscription service. Experience presents are on the rise, so Mother’s Day is an opportunity to theme some of your offering and target those looking for an extra special gift to remember.
Think about timing
Timing really is everything! How can you make the most of this huge event and start your promotion well ahead of time? You’ll need long enough to promote your products and offering and gain some momentum. Don’t forget, there are always those last-minute shoppers. Make sure you are reaching out to them, by consistent promotion right up to the day itself.
It’s not just the lead up to the day either, think about the actual day itself. Consider how you can promote your business on Mother’s Day – it could be something as simple as a Mother’s Day message on social, or a targeted email to your customers. Or you could ask your customers to share their Mother’s Day selfies using hashtags.
Email marketing for Mother’s Day
Email campaigns are a useful way to target your customers, tell your stories, promote your products and any offers you have. But remember, don’t just send one email and hope that brings the sales in. You need to plan out a full marketing campaign as a way of getting and keeping in touch. Also consider the last-minute gift purchasers, they are always out there!
Ahead of starting your promotional activity on email, think of sending out an email to your database, to give them the option of opting out of the Mother’s Day communications as they may not want to receive them. Want to know more about email marketing > we’ve got a blog about that.
Free gifting and offers
As part of your promotional activity and point of purchase, you may want to think of free gifts or offers. Plan any offers you want to share with customers instore or online, that could be a discount code, or by one get one free. If you are offering an experience, how about thinking of a free gift for every mum that is booked onto an experience or is booked in on the day itself.
Mother’s Day social media ideas
As part of your marketing campaign don’t forget social media. Whatever social media accounts you use to promote your products, make sure you develop a content plan for the lead up to and during Mothering Sunday celebrations. It is important to plan your content to make sure you are promoting your offering and you stick to the strategy. Don’t forget to use hashtags, create your own and do some research to see what popular hashtags are being used for Mother’s Day content.
Whether it’s an experience, a celebration, or a gift, make sure that they are also ‘gram’ worthy too. Encourage people to share on social media, using hashtags and tags back to your company’s accounts. It’s a great way to continue that promotion and gives you the opportunity of further coverage before, during and after the day.
Gift guides and bundling products
Gift guides are a really good way of creating content and help to promote your products. By bundling your products into a Mother’s Day bundle and sharing them as a gift guide, offers variety to your customers as well as plenty of ideas for gifting. Especially helpful if they are buying for someone who has everything.
Have you considered video content?
Video content is huge! Why not consider using video content to promote your product? If you can get your product out to influencers, great. If not, why not try it yourself. Video content is a popular marketing channel to promote products and services but think carefully about the content you are putting out there, making sure it is natural, on brand and not too salesy. Keep it short, sweet, snappy and memorable.
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