It’s 2021 and Mother’s Day is here yet again! This day is a reminder of how much our mums mean to us all across the world. And we’re clearly grateful, as this special occasion accounts for one of the biggest retail events of the year.
While many assume the day is just about your mum, it can also apply to all kinds of women. For example, we can also celebrate our grandmothers, mothers-in-law, friends and co-workers. This day presents a prime opportunity for your business to get some much-needed exposure and sales. This is especially true as we continue to hunker down amid COVID-19 still.
Find out how to make the most of your Mother’s Day SMS marketing with our guide below.
Make your Mother’s Day marketing strategy sensitive to COVID-19
Last year, the National Retail Federation predicted that 8/10 Americans would still celebrate Mother’s Day, with many planning to spend up to $205 on mom come the big day. US consumers were predicted to spend a total of $26.7B.
With vaccinations and the number of COVID cases dropping, this looks like an optimistic predictor for spending come Mother’s Day 2021. COVID-19, after all, has deepened our need to better connect to family, friends and community. According to the National Retail Federation, 78% of US consumers have indicated that Mother’s Day is still important regardless of the pandemic.
Here are some general guidelines on how to be COVID-19 sensitive:
- Write messages, offers and promotions that center around wellbeing and positivity
- Focus on offers, discounts and value savings
- Be sensitive in your tone of voice and offers, not exploitative or opportunistic
- Avoid healthcare-related puns that use words like ‘killer’, ‘contagious’, ‘spread’, and even ‘viral’
- Make use of collective call-to-actions. For example, ‘Let’s do this for our mums’ or ‘We can support our mums just as they have supported us’
- Many people are unable to spend face-to-face time with their mums on Mother’s Day. Ensure gifts and offers reflect this and can be delivered on-time and conveniently
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9 new SMS-based Mother’s Day marketing ideas
Given the continuing restrictions under COVID-19, it will be likely that many will be unable to share a special experience or outing come the big day this year. We are going to miss taking mum out to a nice restaurant, enjoying high tea at her favorite tearoom or indulging her with a wonderful spa package.
That doesn’t mean you can’t pivot your business or engage with customers to create new experiences and gifts that will suit these challenging conditions!
1. Give her the best mum-mento – flowers!
Flowers always work a treat. While most florists are still closed, sending and delivering flowers when ordered online is still available. Keep in mind that flower sales on Mother’s Day are second only to Valentine’s Day in terms of volume. So, it’s best to remind customers that they need to get in early for the best bouquets!
If you’re a plant shop or nursery, get in the game by sending out offers about a Mother’s Day gift series. See how we helped online florist network Petals bloom with an SMS digital strategy.
2. Be Mum point: curate handpicked gifts for Mother’s Day
Finding a great gift can be difficult and most may not be in the right headspace with COVID-19 concerns top of mind. That doesn’t mean people won’t want to celebrate Mother’s Day; we just have to make it easier on them.
Help customers out by giving them the gift of pre-selection. Send a series of specially picked Mother’s Day gifts they can easily swipe through and choose from. Use a short trackable link or an MLP to send customers to a special webpage with Mother’s Day gift ideas and offers. Include a discount code or free delivery offer too – just for them.
Best Practice: If you’re using a platform like Shopify, make sure you make use of our MessageMedia SMS Marketing Automation integration. This can help you automate Mother’s Day campaigns, abandoned cart reminders and so much more so you don’t miss out on any sales!
3. Be mum-nificient: get personal with your gifts
Mother’s Day is a special day because it’s personal. It’s different for everyone, and this is usually reflected in the choice of gift. It could be a gag gift to remember a slip-up mum made years ago or rehashes a treasured memory from your lives together.
While we can’t replace face-to-face connections, that’s not to say it can’t be echoed in the gift we give. If your business can offer it, extend an invitation to personalise gifts for free with an additional card or note.
Best Practice: It can’t hurt to personalise your messages too. If you’re sending an offer out, make sure your message is addressed to the customer by using their first name.
4. Be mum-believably amazing with a post-COVID gift
Mum and daughter might not be able to enjoy a Swedish massage at their favorite retreat right now. They can, however, postpone celebrations until the shops start to re-open and restrictions lift. Many venues are sweetening their Mother’s Day deals with extra special additions to encourage customers to buy up now for an even sweeter experience later.
For example, chefs at top restaurants are promising to personally prepare dinners at home. Encourage customers to buy gift cards or experiences to use post-COVID19 with special offers and messages. It will give everyone something to look forward to.
Best practice: This is a great option for last-minute Mother’s Day gift buyers. With everyone busy dealing with COVID-19, get out experiences or offers fast via text messages. SMS messages are read 90% of the time and within 90 seconds.
5. Whisk her an egg-cellent Mother’s Day with a food delivery
When most of us were young, we didn’t have the cash to buy nice gifts. There was nothing nicer than whipping up mum’s favourite pancakes, toast and eggs. While DIY is fast becoming a popular trend from home this year, food and drink venues could tape into the opportunity but creating easy-to-order Breakfast in Bed packages. Bank on customers wanting to support their local restaurants and cafes, so start with your community first.
Not everyone does breakfast, so make sure you have Mother’ Day lunch and dinner options too, or even specially curated living room picnic packages. Breweries, cocktail bars and wineries are creating special DIY cocktail kits or wine-tasting boards for mums who want a bit of something else.
Best Practice: Venues may want to avoid paying high commission rates for delivery platforms like Uber and Deliveroo. Use SMS to give customers an easy way to text in their orders for pick-up or delivery.
6. Mums the word with a Mother’s Day event
We already mentioned a winery that created special wine-tasting boards you could order for Mother’s Day. This winery took it one step further by offering a special virtual tasting session with a sommelier. We suggest you get creative in thinking about how you can bring the experience of your product or business to your customers at home.
If you’re a venue, how can you recreate Mother’s Day experiences? For example, host a live comedy show all about mums. Mums also love other mums, so can you create a special event for mums to share together? Many mums also get gifts like stage shows, art tours or cultural experiences; is there a way you can translate this virtually?
Best practice: Virtual events are great, but people often forget they’re on if they don’t have to organize logistics to leave the house. Set up SMS automations to send reminders about your event an hour or two before it starts. Check out SMS for Event Management.
7. Mum’s sew amazing, so get arts and crafty
Bring on a Mother’s Day crafternoon by advertising delivery of art wares to customers as a special Mother’s Day offer. Like everyone else, mums around the world are probably just as bored thanks to self-isolation. This is perfect for mums who are creative or for kids who are looking to share an experience virtually.
Get creative about your creations. From DIY ceramic boxes, to embroidery wall hangings, to macramé plant hangers, there are endless opportunities to help your business get crafty on Mother’s Day. Is there a way you can tweak your product so that mums can learn how to do it themselves or make it a fun family activity?
Delivery isn’t the only way to get her presents where they’re needed. You can also use SMS to organize curb-side pickups, just as many hospitality venues are doing with distance dining.
Best Practice: Sometimes learning a new art or craft can be hard. While mums are crafty and clever as hell, we don’t want them to be spending Mother’s Day trying to navigate difficult instructions. Use SMS messages to offer customers additional support, either via 1-on-1 video consultations or ready-made tutorials on the day.
8. Serve up soup-er mum with virtual volunteering
Giving back at a time like this may be what mum wants this Mother’s Day. If you’re a non-profit seeking to gain volunteers or donations, this may be an opportune time to reach out. According to a report from the Institute of Fundraising, 54% of women gave to charity compared to only 40% of men.
In addition, the research study ‘Who Gives?’ found that while men donate more, women donate more often. Women were also more likely to give to multiple categories over men.
Charities and churches can reach out to donors via SMS before Mother’s Day to gauge interest in donations or service. Include the ability for volunteers to donate in the name of their mother or a particular person for Mother’s Day.
Best Practice: Make donations or volunteering efforts tangible and memorable. Use Mobile Landing Pages (MLPS) to give mums a visual graphic with their name and the amount donated. You can even schedule your campaign so it delivers at the right time on Mother’s Day. If it’s a virtual volunteering scenario, automate Mother’s Day completion certificates sent via SMS after volunteering has been completed.
9. Give the maxi-mum with a gift that keeps on giving
Like with International Women’s Day, there shouldn’t be just one day to celebrate women everywhere. In fact, mums especially should be celebrated all year round.
None of us know how long COVID-19 is going to go for. So help customers celebrate mum with a gift that gives all year: a subscription or membership. Think about how you can break your product or business up into a gift series that will keep buyers coming back for more.
This can work really well for small service businesses, not just eCommerce retailers. If you’re a personal trainer with a number of clients, consider creating memberships for mother-daughter virtual training sessions until COVID restrictions let up. This helps estranged families stay in contact and gives them something to do together.
If you’re a salon who can’t operate normally, think about creating special subscriptions with monthly samples of professional products. You can also include optional 1-on-1 tutorials and consultations. There are a lot of creative gaps business customers can fill to create something new and exciting for Mother’s Day. In turn, this can also help support their business in the long-term.
Best Practice: SMS automations can help you maintain these subscriptions or memberships past Mother’s Day. For example, one salon we worked with used to manually keep track of customers who came in for a regular dye. After 90 days, they would phone the customer asking them if they wanted to book in for another coloring. Save yourself time by automating this process using automation templates in our web portal.
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Final thoughts and further reading
Businesses that have been struggling for the past few months should really take advantage of this special occasion. It is not only a reason to celebrate that very special woman in our lives. It’s a way for us to get inventive about how we can utilize our products, experiences and services to see us through the challenges of COVID.
How will you make this a mum-mentous day for mums everywhere?
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