Mother’s Day is one of the warmest and fuzziest days of the year, bringing families together, and giving recognition to loved ones. But what brands have done the best to translate these fuzzy feelings into revenue for their bottom line?
Here are some 2019 examples you can
draw on for inspiration next year:
Combining Products
If you carry both kids and adult ranges, consider combining the products into a Mother / Son or Mother / Daughter duo, like what Spendless Shoes did:
Not only does it encourage shoppers
to make a purchase for their Mum, but it tempts them into picking up and pair
for themselves too.
Gift with Purchase
Offering a free gift with purchase
is an oldie but a goodie.
It’s a way to increase the perceived value, rather than simply discounting. It should be relevant and drive urgency, so don’t be afraid to use the ‘while stocks last’ caveat, which is what Giftbox Boutique did:
Depending on the value of the gift, you may want customers to spend above a certain threshold. Reaching this threshold could mean customers get a whole pamper pack, not just a body butter. Here’s what Hitting the Mark APAC winner SurfStitch promoted:
Gift Guide
Ecoya created “Mum personas” from “jet setter Mum” to “wellness Mum” and matched their candles to these personas. This is a clever tactic, as the content aims to help and inspire shoppers who’re unsure what to buy their Mum:
Competition
Seize the opportunity to gather more data on your customers, and get people talking about your brand on social media with a competition.
Furniture brand Matt Blatt had a $3,000 Mother’s Day
makeover up for grabs for one lucky customer. Entrees were asked to describe
the most bizarre Mother’s Day gift they’d ever received in 25 words or less,
post a pic, and tag Matt Blatt and radio celebrity Em Rusciano on Instagram and
Facebook.
Once customers were lured in by the
competition, they were then directed to shop Em’s favourite furniture edits.
Discount
Sleepwear brand Peter Alexander had two weapons in their arsenal – a store-wide 20% discount, and free shipping, which ended 72 hours before Mother’s Day. This helped to set customers’ expectations on shipping.
Choice
At the same time, it’s important to remember Mother’s Day may not be a happy occasion for all people. Brands such as florist, L’Ámour, recognize that and offered customers the option to opt-out:
As you can see, brands cover the
whole spectrum of promotions and emotions on Mother’s Day.
My favourite type of promotion this
year?
Combining Products.
When I can buy a present for my
Mum, but also see product for myself, or get something extra for her, I’m in.
And if there is a store-wide discount, then everyone wins.
Fuzzy feelings all round!
It’s important to make sure
whichever tactic you adopt, you’re picking the one that works best for your
brand and on your budget.
If you can’t wait till next year to use some of these ideas for inspiration, there’s always Father’s Day! In the UK and USA, it’s on Sunday 16th June, and in Australia, it’s on Sunday 1st September.
