Mother’s Day is coming up on May 10th—have you planned your promotions yet? Even if you’re patting yourself on the back for remembering to order flowers for mom this year, if you haven’t planned a promotion for your business, your work is not yet done!
For big brands, turning the wheels quickly enough to get a marketing campaign off the ground in short order can be a challenge, but small business owners still have time pull it off. Here are 10 ways to engage with your audience and make the most of the Mother’s Day marketing opportunity!
1. Send a promotion via email
Let’s start off with something pretty basic. If you sell anything—flowers, spa services, gifts of any kind—you should be sending out some email marketing communications reminding your audience that you can provide a solution for their Mother’s Day shopping needs. Whether you offer a sale promotion, or just a friendly reminder, email marketing around holidays is an opportunity not to be missed. Do try to send it out a few days early though, so you don’t get lost in the deluge of messages!
2. Run a contest on Facebook
Audiences on social media LOVE contests, giveaways, and sweepstakes. Mother’s Day lends itself to essay contests and photo contests very easily, but if you don’t have much time to put together and judge submissions, a simple sweepstakes is a great option. Keep it simple to participate in, make it easy to share with friends, and include a reward that is well worth your followers’ time and effort.
3. Create a Mother’s Day board on Pinterest
We’ve talked before about the value of user-generated content. Not only can it be fun and engaging in the moment, it can also provide great content for your to recycle and repurpose in your content marketing strategy going forward. Pinterest is a fantastic way to source content from your audience—it’s highly engaging, visually compelling, and easily shared with other passionate pinners. Consider asking your followers to submit photos of their moms, favorite recipes, or any tips or advice they have received that can be represented in images.
4. Start a hashtag on Twitter
There will undoubtedly be something along the lines of #MotherDay2015 trending on Twitter on the big day. Make sure you utilize the momentum of the trending tag and find ways to associate it with your business that day. But also consider starting your own hashtag—whether it names your business directly, or just starts a conversation you can capitalize on. For example, if you wanted to start a conversation, you could start using something like #LastMinuteMothersDay alongside products or services you offer that make great gift ideas.
5. Promote fast shipping on your online store
Speaking of last minute, that’s when a lot of people do their Mother’s Day shopping, so why not help them out? If you have it in the budget to offer a discount for the holiday, think about re-allocating that resource. Instead, charge full-price for your items, but absorb the cost of 1-day or overnight shipping. In those last days before a holiday, people have more money available than they do time…it’s a great opportunity to be there for them when they need you.
6. Set up a gift guide on your website
For those people who are still shopping, make it easy for them by providing a gift guide on your website of the top 10 products or services you recommend for Mother’s Day. You can highlight it in your navigation bar, add it to your rotating image carousel header, and link to it from your social media profiles.
7. Create visual posts that followers can share
Have someone on your team with a knack for design? Consider creating some Mother’s Day visual posts for your accounts that your followers might like to ‘borrow’ for their own use. Resources for this include the hilarious someecards.com or Pagemodo’s easy-to-use social post designer.
8. Feature employee families on Instagram
Regular Instagram users tend to be emotional, design-oriented, and highly engaged. Offer content that appeals to their interests by taking a personal approach to Mother’s Day marketing. Collect photos of your business’ leadership with their mothers, create visual thank-you quotes from your employees to their moms, or have employees submit sayings their mothers always used to put as captions on relevant images.
9. Run a ‘bring your mom’ promotion in your store
Sometimes the best gift we can give our moms is to spend a little quality time with them. Encourage your clients to bring their mom with them to shop or enjoy services by offering a discount for both. For example, a hair salon could run a promotion along the lines of “bring your mom in for a little pampering, and you’ll both enjoy 20% off your services!” It’s a great way to give existing clients a reason to come in, while possibly winning future business from their mothers.
10. Do a little good in the world
If all this talk of taking advantage of Mother’s Day for your business feels a little cynical to you, why not make philanthropy part of your Mother’s Day celebration? If there’s an organization that supports women and feel like a good fit for your business, consider donating a portion of your Mother’s Day profits to that cause. Let your customers know you’ll be doing so and spread a little good will!
There are still lots of great ways to celebrate Mother’s Day at your small business. It just requires a little creativity! If you have a great idea, or have seen something inspiring, share it in the comments below.