{"id":9561,"date":"2017-03-29T08:23:57","date_gmt":"2017-03-29T08:23:57","guid":{"rendered":"https:\/\/www.valpak.com\/?post_type=post&p=9561"},"modified":"2018-03-23T14:06:07","modified_gmt":"2018-03-23T14:06:07","slug":"mothers-day-marketing-ideas","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/mothers-day-marketing-ideas","title":{"rendered":"Mother’s Day Marketing Ideas That Won’t Disappoint"},"content":{"rendered":"

It won\u2019t be much longer before it\u2019s the second Sunday in May and your customers are celebrating another Mother\u2019s Day. This represents a major opportunity to increase profits\u2014after all, there were\u00a085 million moms in the US<\/a>\u00a0in 2016, and more than $21 billion was spent on the holiday in 2015. Your advertising campaign can go a long way toward tapping into that, while also strengthening your relationship with your customers.<\/p>\n

In today\u2019s post, we\u2019ll discuss tips on how to approach this holiday and share five Mother\u2019s Day marketing ideas you can use for this year\u2019s campaign.<\/p>\n

Not Just Flowers and Food<\/strong><\/h2>\n

When it comes to buying gifts for mom, there\u2019s the gifts that everyone expects: flowers, food, and jewelry. But the truth is, there\u2019s a lot of room in holiday spending for a mother-load of other options. After all, while\u00a067% of consumers<\/a>\u00a0bought flowers for Mother\u2019s Day that only represented a little\u00a0over $2 billion<\/a>\u00a0in spending.\u00a0Only 35% of American consumers<\/a>\u00a0spend on jewelry for the holiday. \u00a0The average spend per customer was $172 in 2016.<\/p>\n

That means one of the places customers spend for Mother\u2019s Day could be your store, no matter what kind of store that is. In fact, 27% of Americans will shop for their gifts online and another 23% plan to spend at a small or local business. Nearly 30% will shop at specialty stores, and 55% will be looking for special outings. If the holiday isn\u2019t cornered by a particular market or kind of store that means it\u2019s going to come down to your message and the value that you\u2019re offering.<\/p>\n

Be Emotionally Creative<\/strong><\/h2>\n

It\u2019s important to remember that Mother\u2019s Day is an emotional holiday. While emails that feature \u201cMother\u2019s Day\u201d as the opening of their subject lines see\u00a016% higher engagement<\/a>\u00a0rates, those that evoke emotion see 21% higher open rates in the critical weeks leading up to the holiday itself. Furthermore,\u00a063% of American moms<\/a>\u00a0want gifts to include quality time with their families, while a quarter of them want a \u201cgift of experience.\u201d<\/p>\n

Essentially, it won\u2019t be enough to declare something is for moms and slap a discount on it. Moms\u2014and the people shopping for them\u2014are looking for something significantly more meaningful. Take the\u00a02016 #OneToughMother campaign<\/a>\u00a0from Teleflora. Yes, the industry is one typical to Mother\u2019s Day, but the approach is a powerful one that any industry can learn from. It speaks to the dedication and sacrifices mothers make, acknowledging them with the respect they deserve while stirring a sense of affection and gratitude in their children and spouses.<\/p>\n

Marketing Ideas You Can Use<\/strong><\/h2>\n

While the most common techniques used for luring in shoppers for Mother\u2019s Day are free shipping and price cuts (55% and 44% respectively<\/a>), they don\u2019t do much to elevate your brand above the other marketing noise. Take advantage of these five Mother\u2019s Day marketing ideas to set your brand apart and capture the attention of moms and shoppers alike.<\/p>\n

    \n
  1. \n

    Distribute a Gift Guide<\/strong><\/h3>\n<\/li>\n<\/ol>\n

    Personalization, thanks to data, is key to a lot of marketing, and that\u2019s not any different when reaching out to the spouses and children that are shopping for mom. Putting together a personalized gift guide based on mom\u2019s preferences (or even purchase history) to help loved ones pick out gifts not only allows shoppers to pick out something special but shows your business cares about customers as well.<\/p>\n

      \n
    1. \n

      Package Products or Services for Mom at a Discount<\/strong><\/h3>\n<\/li>\n<\/ol>\n

      While technically this works out to a price cut, the impression it makes is more than a mere discount. By combining products or services and discounting the package deal (i.e., it would be more expensive to buy each part individually) just for mom, you provide an element of exclusivity that can be exciting. It also entices a purchase that includes products or services customers may not have otherwise purchased.<\/p>\n

        \n
      1. \n

        Offer Tangible Gifts for Mom with Service Purchases<\/strong><\/h3>\n<\/li>\n<\/ol>\n

        Not every gift can be wrapped, yet the unwrapping of presents creates a special moment shared by the family. If you offer services or experiences (e.g., gym memberships, spa visits, or well-deserved vacations) consider investing in promotional gifts (e.g., a gift basket, a box of chocolates) that can be wrapped or presented to mom.<\/p>\n

          \n
        1. \n

          Host Special Events<\/strong><\/h3>\n<\/li>\n<\/ol>\n

          There are two ways to approach this particular tip. For the first, you can host special events that include mom. For example, customers arriving at your business with mom could grant special access to discounts, samples, or demonstrations. Advertise the event in advance to drum up attendance. The second is to host family-friendly (especially kid-friendly) events leading up to the holiday. With special selections or even discounts especially for kids, you make shopping a fun experience for them and entice spouses to shop with you as well.<\/p>\n

            \n
          1. \n

            Run Social Media Contests Recognizing Moms<\/strong><\/h3>\n<\/li>\n<\/ol>\n

            Social is a key driver for engagement and word of mouth and can be very influential in the early decision-making stages. Tap into social media contests by celebrating moms as part of the entry process. For instance, if you run the contest on Instagram, contestants could enter to win by posting a selfie with their mom and a contest-specific hashtag. Winners could be announced on Mother\u2019s Day, and prizes could include products or services.<\/p>\n

            Costs per impressions, or CPMs, are actually\u00a0highest in the two weeks<\/a>\u00a0leading up to Mother\u2019s Day, so it\u2019s not too late to develop or improve your holiday campaign with our Mother\u2019s Day marketing ideas. No matter what kind of industry you operate in or what kind of store you run, there\u2019s going to be an effective promotion to help generate engagement and lift sales.<\/p>\n

            Develop Your Mother\u2019s Day Marketing Strategy Today!<\/strong><\/h3>\n