Thoughts, ideas, tips and musings as I work alongside small business owners helping them love their businesses back to life!
Mothers Day: Rinse, Lather, Repeat Experience
Make it a lather, rinse, repeat experience.
Create Mother's Day gifts that come along with a good reason for mum (or the gift purchaser) to come back to your business again, soon.
Ideally, a Mother’s Day gift won’t just represent the sale of products for your business one time, but would result in a new customer coming to your business, repeat visits and the opportunity to turn a new customer into a regular, loyal customer. If you offer services (such as a salon or spa), be sure that your Mother’s Day gifts are bundled along with a gift card that mum (wife, daughter, or aunt, etc.) will come to your business to redeem and experience what your business has to offer.
Don’t forget the bounce back! Create a special offer to include with the sale of Mother’s Day gift items in the form of a bounce back offer either for the recipient or the individual purchasing the gift (or ideally, include one for each!)
Take advantage of the opportunity. The sale of Mother’s Day gifts might mean that people who are not normally your patrons come to your business or visit your website to buy something special for their mum, wife or daughter for Mother’s Day. Include a bounce back offer, bag stuffer or special offer along with the customer’s receipt designed to bring them back in for Father’s Day or another future sale or event.
Ask them to subscribe to your email newsletter or to follow you on social media, or to be added to your direct mail mailing list to receive future offers from and news about your business.
Set up an online customer survey form and invite them to rate their experience with your business. As follow up, extend a special offer via landing page on your website or email thanking them for their participation.
Get your Mother's Day gift ideas and offers into the places where Mother’s Day gift givers are. Many Mother’s Day gifts are given by men to their mums, wives and daughters. But if your business caters mostly to women (or women are the ones most frequently shopping your establishment) then you face the challenge of getting the word out about the Mother’s Day gifts you want to sell.
Create strategic partnerships with businesses whose patrons are comprised of the male audience you want to reach, such as mens clubs at golf courses, recreational or outdoor sports facilities.
Partner with businesses that serve mainly male shoppers or clients in a Mother’s Day / Father’s Day gift promotion combination or swap (you advertise their Father’s Day gifts to your customers, they advertise your Mother’s Day gifts to theirs).
Partner with businesses whose patrons (and email subscribers or direct mail contact lists) have a large male composition for cooperative email marketing or direct mail marketing.
Partner with restaurants, bars or clubs that have a high percentage of male patrons and place table tent cards at their establishments advertising your Mother’s Day offer (and making it easy for them to obtain it!) Wouldn’t it be great for a guy to be able to buy a salon gift basket with gift card for mum while out with the guys on a Saturday night? Or how about a last minute bouquet of roses? Scentsy burner and scent wax? Gift card for Sunday brunch to take the family out for Mother’s Day? Make up and skin care gift set? Beautiful tote or purse?
The possibilities are endless! With a little creative and cooperative effort, cooperative marketing can become a big source of referrals and cross sales for both businesses.