Making the most of Mother's Day
Updated: May 4
With women accounting for a whopping 70% of front line workers and homeschooling being carried out across the country, now more than ever we should we rewarding and recognising mums but, in a world where sales are scarce and social media noise is louder than ever before, how are your promotional campaigns going to cut through the noise and stand out from the crowd?
We asked six industry figures on their go-to advice for making the most out of Mother's Day.
Karla McDiarmid of Macquarie Medispa makes the most out of Mother's Day through gifting via hampers and vouchers.
"Mother's Day is always our second busiest time of the year at Macquarie Medi Spa. We love to create beautiful hampers with bathrobes & gift ideas from the Medi Spa which are always a huge hit – we design are hampers around what our VIP guests have asked for in the lead up to the special day and we create the hamper based upon guests requests! Our brands offer beautiful Mother's Day retail options with limited edition Glasshouse Fragrances & skin care gifts from Sothys.
Offering both physical gift vouchers which are beautifully wrapped or allowing guests to purchase instant downloadable gift vouchers provides them with a paperless voucher experience and shows we are doing our bit to help the environment."
Rebekah Lawrence of Phorest Salon Software suggests using the entire month of May to celebrate the occasion, keeping your clients engaged for a longer period of time.
"Try implementing Mother's Month - a targeted month long marketing campaign using your salon software to send a weekly email with beauty tips and links to recorded tutorials for mums to learn how to pamper at home. Keep this running for the entire month of May and be sure to include how they can purchase any featured products, and at home services/pre purchase of treatments or gift vouchers (for when you reopen) so they can get back to feeling fab after a month of isolation with their kids. Link this in with your social media channels and even do a giveaway, this always helps with social media engagement!"
Marnina Diprose of Digital Health Co shows us how to work with our websites for complete campaign visibility.
"When looking at ways to publish your promotions across your website, business owners can: - Add a website banner aimed at clients with clinic contact details for them to easily call and purchase gift over the phone - this could be partnered with local florist and provide no-contact delivery. - Consider categorising products and treatments into "for her" or "for him" so it becomes easy to share the URL for special dates such as Mother's Day and further Father's Day - Take a note from the big guns and allow clients to add your products or services to a 'wish list' that can be shared with their loved ones. - Create a shareable quiz that asks participants about their personality and match this with a unique gift - this kind of out of the box thinking puts gamification into the job of buying!"
Rachel Medlock from Do You Even Social? suggests talking to male clients!
"I remind our clients to ensure they’re not just marketing Mother’s Day products to their existing clients but men too! These are naturally the people buying last minute.
Make it super simple for dudes that have no idea about skin and skincare, by having 3 gift packs or vouchers to suit different budgets and make the whole process seamless for them to ensure mum doesn’t get another weird potpourri gift from the Mother’s Day stall!"
Sarah Garner of Digital Bloom takes it online yet pulls on the personal heart strings.
"There's a whole lotta content out there in social land right now, standing out from the next Mother's Day offer is tricky. Be mindful when creating/selecting artwork and choose ones that POP!
Or better yet, showcase a cute snap of you and mum OR your team and their mums if everyone jumps on board. Now more than ever we are all craving human connection, what better way that to show the humans (and their mummas) behind the brand too?"
Marlia Morris of Timely Appointment Software broadens the market from mums to mother figures!
"I love Mothers Day and always feel like it's another day to celebrate mums, but also women in general! It's a great time to create some special packages for the mums and mother figures of the world. These might be a collection of your most-loved services at a slightly discounted rate like a facial, mani and pedi which they can take up when they’re allowed to leave the house.
The client gets a great deal, and you’re generating revenue in advance.
A great way to sell products and packages online is by promoting them through Instagram and Facebook; getting on your Insta stories and talking about the product or the offer makes it personal for the client and they can message you what they’d like to buy, depending on what booking software you use you should be able to easily raise the sale and send them your payment details.
With Mother's Day just around the corner (May 10th!) now is the perfect time to be pressing play on your campaigns and promotions for publishing across social and digital platforms.
We would love to hear what has worked for you in the past and what you're going to introduce into the marketing mix this year so leave us a comment to share the inspiration!