This post goes/went live on 02 May. Mothers Day is less than a week away. Although consumers may have the luxury of a last minute gift, retailers unfortunately do not.
Although it's probably a little late and we would have recommended that you start looking at this last week, there are still some promotions that could be implemented that will give you a reasonable return, if not in the cash register, then by brand awareness.
Everyone relates to nostalgia. Kick off a campaign where your customers submit a photo of their mum and vote for the best photo, or funniest photo. If you are comfortable with the platform, then move the photo upload to facebook or instagram.
Alternatively, and depending on your demographics, run a pole to see who was the best TV mom. Will Mrs Brady win over Mrs Robinson from Lost In Space?
Get your customers in the giving mood. Retailers know that todays lifestyles are jammed pack with things to do, and holidays have a habit of sneeking up on people. Big retailers will start advertising a major date based marketing event 4 weeks before it happens; sometimes it happens well before 4 weeks (I recall Easter merchandise hit the shelves just after Christmas). If you remind your customers about the event, then they more likely to buy something at your point-of-sale.
...and whilst we are talking about possible gift selections, try and make the selection process easier. Don't dombard your customers with all 400 possible gift suggestions, release this information a few at a time. It will encourage your customers to return frequently to see what is on sale today.
Capture data. Whilst people are in the giving mood, they may be more inclined to also part with their email address, especially if it is a promotion condition. That way you have a ready made secondary marketing opportunity just after Mothers Day - "Didn't get what you wanted for Mothers Day?...."
Give a little, get alot. Who doesn't like the chance to get a free gift. Create a Mothers Day basket and collect marketing details as part of the entry process. As above, you will have a ready made secondary opportunity straight after.
Ramp it up. Families love to discuss exciting things. What if instead of a Gourmet Basket, your give-away was a Day-Spa voucher. In addition to the buzz it will create with your own customers, you may also be able to organise a cross promotion proposal with the Day-Spa owner.
There are event marketing opportunities everywhere and it's not that hard to see them; however, if you ever need a hand, then call us and our friendly consultants will be more than happy to provide you with some suggestions.