THE BEST 29 MOTHER’S DAY MARKETING CAMPAIGN IDEAS AND EXAMPLES 2022
Find below some of the best Mother’s Day marketing campaigns, tips, ideas and examples. Check out some Mother’s Day marketing strategies by popular brands including email campaigns, social media posts, ads and contests. Boost your Mother’s Day sales this Sunday 8th May 2022. Curated by Mau. Senior Digital Marketing Specialist and trainer at eDigital.
BEFORE DECIDING ON YOUR MOTHER’S DAY MARKETING CAMPAIGNS
Need some inspiration for your Mother’s Day Marketing Campaign? Marketers must think beyond the tired bouquet of flowers and chocolates this year. Consumers want to find new lasting ways to express love and communicate what they mean to them. Your job as a marketer is to inspire your customers to find new novel ideas for this Mother’s Day.
MAKE “MOTHER’S DAY” A KEY PART OF YOUR MARKETING PLAN
For some businesses “Mother’s Day” is a massive sales boost it is a no-brainer to have it listed on their Marketing Plan. It is just embedded in the business DNA (i.e. flower shops, restaurants, jewellery, etc)
UNDERSTAND MUMS MINDSET ON “MOTHER’S DAY” BEFORE CRAFTING CAMPAIGNS
- 40% of Moms fake reactions to Mother’s Day gifts they don’t like, according to a survey by market researchers OnePoll and commissioned by Groupon.
- Mothers do not want anything to do on Mother’s Day. The popular Scary Mommy blog has written it clear in this viral article.
- The best present: Uninterrupted “me time“. You can use this insight to run a competition so people can win a book by their favourite author, a reading chair, a cushion with the best natural fabric or even a new pair of bed sheets in good quality organic linen or cotton.
- Moms would love something with a sentimental meaning, for example, to be taken out for brunch at a great restaurant, get her tickets to a show she would love, a product that helps her tell the family story in a unique way, a well-organised trip with no kids.
- Make your product ready to be enjoyed by mothers. If something needs framing, then offer it framed, does it need to be assembly? offer assembly service, etc.
- Offer her a break from the daily shopping. In the APAC region, almost 9 out of 10 women say they share or have primary responsibility for daily shopping, according to a 2019 Nielsen report.
- Moms love dining out. According to a study by local e-commerce software: Womply, Mother’s Day is the highest revenue generator day for restaurants (At least in the USA). If you are a restaurant owner, your restaurant should be already fully booked for the celebration. If not, sack your marketer.
Husbands: If your wife prefers pyjamas and she is not the sporty type; do not gift her with lingerie or a gym membership; those would not be considered “gifts” for her. Ahh and leave the Dyson vacuum cleaner gift for another day.
NAIL DOWN YOUR KEY MESSAGE THEMES THAT APPEAL TO “MOTHER’S DAY” BUYERS
You also need to get into the buyers’ mindset and understand why they want to offer a great present or experience to their mother.
In most cases, people want to buy a present or an experience for their mother because:
- They want to show how grateful they are for all that their moms have done for them
- They want to say thank you for putting food on the table
- They want to acknowledge and thank them for teaching them respect for others
- They want to thank their mothers for helping them learn manners
- They want to show gratitude for showing them how to be kind
- They want to show appreciation for her unlimited generosity
- They feel their mother deserves the best gift
You can now craft your “Mother’s Day” marketing messages accordingly.
FIVE WAYS BRANDS CAN EMPOWER MUMS THIS MOTHER’S DAY
- Give your mother time back. Make it easier for mothers to buy from you. Offer secure and fast delivery or contactless curbside pick-up.
- Help her live healthier. Create clearer labels showing all materials or ingredients used on your products. It is still shocking in Australia to see so many brands not being transparent on this front.
- Break stereotypes. Make your brand a channel to help mums be accepted whatever way they decide to be, think and behave. Let them voice their opinions, fears and challenges.
- Support mothers in your team. Hire mothers, pay them fairly, train them and offer them flexible work schedules.
- Help them gain financial security. Offer mothers professional education to help them be financially secure. This may include how to smartly save money, how to negotiate salary packages, etc.
WHICH CHANNELS TO USE TO PROMOTE YOUR MOTHER’S DAY CAMPAIGNS
When it comes to marketing “Mother’s Day”, you’ve got many options:
- Your website. Make sure you promote your “Mother’s Day” special on the most visited pages of your website.
- Your affiliates. If you have an affiliate program already established, you can send out an exclusive “Mother’s Day offer to your affiliates.
- Email. You can send out an exclusive “Mother’s Day” deal, discount, special or promotion
- Social Media organic posts. You can schedule “Mother’s Day” posts on your social media accounts.
- Social Media paid/boosted posts. You can run an ad or boost a post to promote your Mother’s Day special.
- Display banner advertising. You can use the Google Display network or any other display network to show “Mother’s Day” display ads on popular sites and drive traffic to your website.
- SMS Marketing. You can send a “Mother’s Day” special offer to your customers via an SMS message. Do not forget to add an option for people to opt out if they wish.
- Special event on Mother’s Day. You can run a physical or virtual event to celebrate Mother’s Day with your customers.
- Google My Business listing. Update your listing if you have extended opening hours on Mother’s Day.
- Centre management marketing. If you own a store inside a shopping centre, you can ask your centre management team to promote your “Mother’s Day” deal or offer.
- Influencer marketing. You can pay popular influencers in your industry to promote your “Mother’s Day” offer.
The more time you have to plan, the better your “Mother’s Day” execution and the better the results. But not everyone has time to put a full-blown “Mother’s Day” marketing plan into effect months—or even weeks—ahead of Mother’s Day, that doesn’t mean you can’t find success at the last minute.
Here are a few Mother’s Day marketing tips you can use to position your small business for success! And if you find that it’s too late for your business to market properly for this year’s Mother’s Day, there’s always next year!
I share some of the tips from my Social Media Marketing Course on how to best action Mother’s Day Marketing Campaigns plus tips, ideas and some of the best Mother’s Day Marketing Campaigns.
If your hero “Mother’s Day” item is related to food or a grocery item, you may want to be aware that Australia is the most promotional food and grocery market in the world, according to Nielsen, with an average of 35% of products sold at a discount between 2009-2019 with an average discount of 27%.
ANALYSE LAST YEAR’S MOTHER’S DAY MARKETING CAMPAIGN PERFORMANCE
Look for trends, such as:
- What sold well? Did any products outperform your Mother’s Day expectations last year? Be sure to stock up this year. And since there’s limited time until the big day, stock up SOON! And if you left with other products sitting on your shelves well into May, be sure to cut back on those to avoid clearance sales as the Mother’s Day season winds down.
- What was the average spend per purchase? Are there ways you can increase it? Retailers may want to consider setting up a small impulse-buy section with things most mothers love, for example, clothing & fashion, flowers, perfumes, jewellery, clothes, handbags, umbrellas, hats, skincare and sunglasses. Restaurateurs could set up a display with sampler trays of best-selling appetizers and desserts that can be pre-packaged and recommended to customers who come in for gift cards. Spa and salon owners can do likewise with gift baskets that include samples of your most popular products. For more restaurant specials you can offer to draw in the Mother’s Day crowd.
- What times were the busiest? Be sure you’re staffed up and well-stocked during those times during Mother’s Day. For other days with low traffic, consider holding special events and sales to draw in even more traffic and keep your guests browsing longer.
💡Tip: Make sure you talk to your team who was with you last year. They’re sure to have some great input and ideas for this year. With all of this info in hand, you now have a good idea of the Mother’s Day-specific items you should focus on this year. From here, you can begin putting together your Mother’s Day promotion plan by working backward from Mother’s Day date.
WHAT TO PLAN FOR MOTHER’S DAY
Decide what you will promote, when, and where—and be sure to think about all of the Mother’s Day marketing channels that are available to you, such as email marketing, direct mail, social media, and in-store signage.
Nail down all of the content you need—including headlines, calls-to-action, and social posts—before your Mother’s Day business starts to pick up. Once you’re happy with it, schedule your campaigns in your email marketing and social media dashboard tools of choice. There’s still time to get at least 1-2 Mother’s Day marketing campaigns out the door.
START EXECUTING YOUR MOTHER’S DAY MARKETING CAMPAIGNS
As soon as possible, plot out Mother’s Day campaigns and have your products ready! Customers are already shopping for Mother’s Day, so it’s important that you’re ready for them when they start to come to your shop or visit your website.
Craft nice Mother’s Day-related decoration on your physical store and/or a nice theme on your website’s home page.
By now you have become aware the key “Mother’s Day” messages are:
This can mean some paper streamers and garlands that you can easily string across your ceiling or displays.
Keep in mind that some marketing tactics take a little more time to execute than others. You may be able to create and deploy Mother’s Day social media posts up to the last minute, but it might be a little late to plan on rolling out a direct mail campaign. Unless you’re ready to roll this out in the coming days, you may need to rethink your Mother’s Day marketing strategy to incorporate ideas that can be executed quickly.
If you’ve deployed any Mother’s Day marketing campaigns already, or plan to in the coming days, be sure to keep an eye on your email and social campaigns to ensure everything you already have scheduled rolls out as planned.
Talk to your team to make sure they’re prepared to handle the Mother’s Day rush that might ensue, and that they’re prepped with everything they need!
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