There’s Still Time for a Mother’s Day Marketing Campaign
Mother’s Day is pretty much here, and if you didn’t pull an email campaign or a social media post together, you might be wondering if you should. (And if you didn’t buy a gift or plan anything for the major moms in your life, you need to get it in gear!)
Is it worth it? Well, from a sales perspective, sure; according to Statista, Americans are planning to spend around $36B on the holiday this year, which is a big increase from past years. People might be just as willing to donate as they are to spend, too! In fact, they might be more into doing something meaningful.
Ask yourself:
Are moms a key part of your audience? Time to some social media lurking listening. Pull out those monitoring skills and log in to your key social media platforms to see what your audiences are posting about. And check your analytics to see how old your audience generally is, and where they live, since Mother’s Day is celebrated on different days in different countries. The key to effective marketing content is that it’s written in the same language and tone that your audience uses; that’s why knowing who your audience actually is matters so much! Note especially if your audience is focused on, say, sharing memes about gun control versus flowers and crafts.
Are your peers talking about moms? Check out some of the other organizations that your audience might be following, and see if they’re pushing Mother’s Day content right now. That may be a clear sign to get on the ball. Take note of what kind of content it is, too.
Can you connect your missions to moms in an authentic way? If all signs point to “yes, I need to post about Mother’s Day,” it’s time to create your campaign, and we’ll start with the messaging. Articulate how your organization’s work benefits the moms you’re picturing after the exercise above, and to be really specific about it. If you’re making the world a better place for moms in some way—be that through equipping them to protect their reproductive rights, advocating for families impacted by the justice system, or connecting moms to flexible work opportunities (or something else!)—it’s time to say it.
Are you thinking inclusively? Mother’s Day isn’t a celebration for everyone; get to know your audience well enough in your research that you can recognize what this day likely is (or isn’t) for them, and take that into account in your messaging.
Can you create something in the next hour? Our favorite tools like Canva can really come in handy, with templates you can customize for quick, branded graphics. Draft your email, make your graphic, and get ready to publish ahead of schedule.
Have you checked your website and your donation tools recently? Take the time to make sure your website and all your donation and contact forms are looking pretty and functioning properly. You should do this before you launch any campaign!
Are you ready to engage and re-share? Once your content is out there, your job isn’t done. Log on and engage with content from that very same audience you were researching before. Like their posts, re-share their Mother’s Day content, leave supportive comments… anything that’s on brand and shows your connection to your audience on a day that might just mean something to them.
While we’re at it, shout-out to the badass moms on the TGL team!