May 10 | Hannah, Assistant Account Executive
Like most Americans, this Sunday I will spend the day celebrating the woman who raised me. It is the one day a year everyone stops and thanks these women for the time and effort they put into supporting their families. Due to my economic status—broke, college student—I usually make my mom a nice dinner and offer to do chores she spends her “spare time” accomplishing. After all, it is about giving our moms a special day, not necessarily the money spent.
However, others must feel differently or be in better economic standing than I, because Mother’s Day is one of our nation’s largest gift-giving holidays. According to National Retail Federation, Americans are expected to spend $18.6 billion on the holiday this year, with the average consumer spending $150.
As a brand, standing out among your competition is one of the most important Mother’s Day marketing strategies. This can be achieved through various tactics, but the key is to be creative and avoid falling into a typical advertising routine. Make sure to take advantage of the emotional appeal the holiday holds and the relationships the day celebrates.
Mother’s Day is the perfect time to use the social media sites your company—hopefully—already has. Never under estimate the power of social media. Facebook, Twitter, and YouTube can be just as helpful as any advertising campaign.
As part of your social media marketing strategy, hosting a contest is a tactic that connects all your various forms of social media and can increase company exposure. Mother’s Day contests can vary depending on the product or service provided by your company, but there is a perfect contest out there for everyone.
Try hosting a ‘Why We Love Mom’ video contest. Spouses can help their children create videos sharing why their mom is so special and upload the entries to YouTube. Urge your following, on both Facebook and Twitter, to comment on their favorite video. Those participating in the contest will also be encouraging their own friends and family to comment. These friends and family members could be an audience your company has never reached before. The video with the most comments at the end of the contest wins and receives a special gift for their extraordinary mom. This gets your brand extra attention during the holiday craze. And depending on the scale of the contest, it may even generate media buzz.
Mother’s Day is a great holiday to start making use of the newest social media trend, Pinterest. People who use Pinterest most are females between the ages of 25 and 54—sounds like moms to me. If your company sells items or services moms would love, start pinning pictures of your offerings. Make sure each picture links users back to your company website. Mothers will then be able to like and repin your pictures for all of their followers to see.
Additionally, an inexpensive, subtle way to attract Mother’s Day shoppers is to create a blog featuring mothers. This can be done on your company’s website. By highlighting some of the mothers within your company and sharing what they want most out of the holiday, it will not only show customers your company honors moms, but it also gives shoppers extra ideas and showcases what your company has to offer moms.
Mother’s Day may only come around once a year, but that doesn’t mean you should use the same old marketing campaign. Utilizing social media outlets will provide your company with an inexpensive approach to reach your target audience. Take the advertising money you’ll end up saving and spend it on the special mom in your life.