You will need to start planning and marketing your Mother’s day campaign early so that you remind your customers that the occasion is approaching. There are several ways to do this and most will apply to many calendar events throughout the year.
You may want to redesign your homepage or at least add a motif or a banner that signifies Mother’s Day. You can keep the same design to use with other marketing tools such as email newsletters or on social media posts. This should be adjusted to suit your brand. However, it will need to remind your customers that Mother’s Day is just around the corner and encourage them to be prepared for the occasion.
If you decide on a Mother’s Day homepage design, you may like to mirror it onto a specially created Mother’s Day landing page. Here you can showcase all of your relevant products that could make a great Mother’s Day gift. Your other marketing strategies – emails and social media – could then be linked back to this landing page, making your products easy for shoppers to find.
Once you have created a landing page, you will need to categorise your products so that shoppers can filter through them easily to find the most suitable products. You could have a chocolate lovers category full of chocolate gifts for mums who love chocolate or a gardening gifts category for mums who have green fingers. Highlighting a range of products through various categories should help to inspire your website visitors to find the perfect Mother’s Day gift.
Creating an offer, promotion or discount can really help get the message across and entice more visitors to your website. It’s also something that can be promoted in your marketing emails and advertising campaigns.
Consumers are willing to spend money on such an occasion as Mother’s Day, so if executed efficiently, it will be worth investing to promote your own sales. Any expenditure used to offer such discounts is likely to be balanced out by the sheer volume of sales.
It is worth noting that not everyone looking to purchase a Mother’s Day gift will be a son or daughter. Often, husbands, fathers, grandfathers, nieces, friends and even grandchildren tend to buy Mother’s day gifts as well. With this in mind, you will be able to adapt your marketing strategy when selecting which products to advertise and sell, how to display them and which ones to include in your marketing campaign materials.
With people leading such busy lifestyles, not everyone will be organised and there will be many who will shop for Mother’s day at the last minute. It’s probably a good idea to be prepared for an influx of last minute purchases by budgeting accordingly. You could escalate your email marketing closer to the date from subtle reminders to last chance to buy prompts. It’s probably a good idea to advertise an ‘order before’ date for guaranteed delivery, highlight fast shipping options or for anyone else who may have missed those opportunities it could be a chance to consider promoting a digital gift voucher as a gift option.
The above suggestions are all things you may like to consider when planning and marketing your Mother’s Day campaign. They will help you to identify those looking to purchase Mother’s day gifts and how to promote them accordingly through your ecommerce business. It’s always a good idea to start planning early and remind consumers about this important event as it creates a great opportunity for your online sales. If you would like some help with your ecommerce sales and marketing campaigns, please get in touch via our website.