Counting to Three: Three Mother’s Day Marketing Tips for Greater Profits
If you were lucky, when you were small, you had the best mom in the world. Today, if you’re fortunate, your Mother’s Day marketing campaign will draw customers eager to spend money on their “world’s best mom.”
Last year, consumers spent around $23.6 billion on Mother’s Day gifts and outings.* That’s a lot of love. Getting in on Mother’s Day spending takes creativity, strategy and forward planning. With Mother’s Day occurring in May, you’ll want to have your campaign plan in place and ready to run by mid-March.
As Mom would say—time to get a move on.
Jump-start your campaign with these tips for crafting a Mother’s Day promotion that will bring the kids running.
1. Keep It Simple, __________.
When it comes to your Mother’s Day marketing, keeping it simple really is best. (Mom never liked name-calling, like “stupid.”)
Choose your most promising promotion idea and create an offer around it. Then, pretend you’re a customer and try to address the questions you might ask, such as:
- Does this offer expire?
- Are there quantity limitations?
- Does the discount apply to everything?
- Can I use this online?
- Is there a promotion code?
In other words, if you want to offer a discount, offer one discount. If you want to promote services or products, choose one or two. Or create a package deal using combined products and services for one lower price. But, whatever offer you decide to create, be sure to cover your bases in advance.
A simple, straightforward campaign is best for you and your customers. They’ll be clear about your offer and you’ll avoid misunderstandings and have an easier time tracking what worked best.
2. Keep It Unique
Last year, families spent close to $5 billion on jewelry, $4.2 billion on dinner or brunch, $2.5 billion on gift cards, and $2.1 billion on flowers for Mom.
Jewelry is swell and dining out is nice too. But your business might offer something that will break the typical Mother’s Day mold. According to Huffington Post, “momming” is the last thing moms want to do on Mother’s Day. What they WANT to do is:
- Get a mani-pedi
- Have a drink
And mostly, they want to do these things ALONE. Wearing the jewelry you bought them, of course.
So, check out your inventory and do mothers everywhere a big favor. Educate your target audience and create a promotion that keeps these real wants in mind. Consider something new and unusual for a Mother’s Day promotion outside the proverbial gift box.
Consumers today are busy and overwhelmed. Help them come up with something unique, thoughtful and simple to get and you’ll save the day and increase your profits. Even if you don’t offer spa or salon services, you can create a drawing for them for customers that redeemed a coupon offer.
2 ½. Keep It Targeted
When you begin to prepare your Mother’s Day campaign materials, remember that you’re not targeting moms, you’re targeting boyfriends, husbands, fathers, sons, daughters, and mothers of mothers. Create an offer that conveys how your business will not only make Mother’s Day gift-giving unique, but also make getting the gift simple to do and more affordable. Some ideas to appeal to the gift-hunting audience might include:
- Free gift wrapping
- Free gift delivery
- Extra gift for purchases over a certain amount
- Online ordering
- Order by phone
- Greeting card selection
3. And Another Thing (or Two)
Collaborate with other local businesses. Offer an added discount off a purchase if a consumer presents a receipt from the local florist and have the florist do the same. Consider including another discount offer just for Mom to include with purchase and make Mom a new customer too!
So, there you have it. Three (actually 4) tips to help you make Mother’s Day a profitable holiday for your business. Keep in mind that Valpak offers effective local marketing and advertising solutions for your business. Check out our Media Kit and contact your local Valpak franchise today.
*National Retail Federation, Mother’s Day Spending to Reach Record-High $23.6 Billion, April 2017.