6 Creative Ways to Drive Orders this Mother’s Day
Mother’s Day is just around the corner, so it’s the perfect time to lock in a strong and inventive campaign to drive orders around the special day.
While some brands choose to create discounts around Mother’s Day, many luxury brands tend to shy away from discounts to maintain status and prestige. Thankfully, there are many other ways that luxury brands can engage customers and deliver results this Mother’s Day.
6 Mother's Day Promotion Ideas to Drive Orders
Here are some creative ways to drive orders this time of year.
1. CURATE GIFT GUIDES ON YOUR WEBSITE
Lean into the theme of Mother’s Day by curating gift guides which you can share on your website and link to in social media posts.
Not only does this highlight products that browsers might not have seen otherwise, but it also makes the online shopping experience easy. All users have to do is click on items that catch their eye. Then, they’ll be taken directly to the relevant product page where they can make a purchase.
The gift guide can be a simple product roundup that suits moms of all types, tastes, and ages, like the one seen on Ferragamo’s website. Or, you could create a more in-depth list, broken down into different sections based on themes or aesthetics. This Armani gift guide is a great example.
Block & Tam's top tips:
Ensure your page is SEO-optimized so that it has the best chance of getting in front of the right people.
Once it’s published, check all the links and be sure nothing is broken.
Create a sense of urgency by specifying what day gifts should be ordered by.
Highlight the benefits of shopping with you, whether free delivery, express shipping, or gift-wrapping services.
2. CREATE INTERACTIVE QUIZZES
Everyone’s looking for the perfect gift for their moms — candles and bath salts just don’t cut it. Taking an online quiz can be a really fun way for shoppers to find the best present to buy. It also increases their interaction with your brand in a memorable way that may just end in an order being placed.
Valentino Beauty do this perfectly, asking questions about the shopper’s mom, like their style, favorite products, favorite colors, etc. It’s easy to execute and can be a significant order-driving tool.
Block & Tam's top tips:
Make your content pop even more by promoting it as a paid Google search ad in the lead-up to Mother’s Day, with a title like 'Still not sure what to get mom this year?'.
If you’re not tech-savvy, a tool like Outgrow can help you build interactive quizzes.
3. PROMOTE MOTHER'S DAY EXCLUSIVES
Rather than tying discounts to a specific event, luxury brands can offer exclusives. It still gives customers a reason to shop with you, without potentially devaluing your brand or products through discounts or price drops.
Limited-edition collectibles or exclusives also serve as a great way to build loyalty with customers, as you’re giving them access to certain products that aren’t widely available. Nearly half of consumers admit that they value access to products that are difficult to obtain.
Another way to make these exclusive product drops more meaningful is to partner with a charity that’s relevant to you and your customers. Adding an element of ‘giving back’ can make the campaign stronger and incentivize customers to complete their purchases. People love to feel good about their shopping choices.
In the UK, Elemis did this to celebrate International Women’s Day. They donated £5 from the sale of every set in their exclusive packaging to The Prince’s Trust, a charity supporting women. This same principle could be used for Mother’s Day.
4. RUN A COMPETITION OR GIVEAWAY
Running a competition or giveaway on social media can help reach new customers and gain new followers — often resulting in increased orders.
It doesn’t have to be anything extravagant, just an opportunity for people to win one of your products for their mom (or for themselves, if they’re a mom!). The best way to maximize reach on this is to require customers to share the post or tag a friend in the comments section, increasing the number of eyes on your account and brand.
US hospitality brand AvantStay hosted a huge competition for Mother’s Day in 2022, giving followers a chance to win $10,000. They asked people to share a photo with their mom using the brand-specific hashtag — #MomsDayByAvantStay — along with a blurb about why she deserves a dream getaway.
Block & Tam's top tips:
Tell customers to reshare the Instagram post to their stories and tag you for an extra entry. This will further increase your reach.
Require people who enter to follow you on social media.
Allow multiple entries.
5. RUN A MEMORABLE SOCIAL MEDIA CAMPAIGN
Too many social media campaigns consist of stock images and picture-perfect staged photos. Stand out from the pack with something that looks different and gets people to stop scrolling and pay attention.
This is the brief that Chanel nailed with their 2020 Mother’s Day campaign, which featured children’s drawings of iconic Chanel perfume bottles. The images were shared on social media and featured on signage in-store. The bottles are recognizable enough that shoppers understood what they were looking at, but the images themselves were eye-catching and inventive, forcing shoppers to take notice.
Block & Tam's top tips:
These stand-out images that were part of your social campaign can then be used in a paid campaign down the track, to double down on its impact.
6. SHOW COMPASSION WITH AN OPT-OUT OPTION
Mother’s Day can be tough for some people. While you as a brand still need to use the day as a marketing opportunity, it’s courteous to give your followers a chance to opt out of any Mother’s Day emails. Prioritize these meaningful connections with your audience over making money.
Once you have offered this opt-out option, you can execute a strong campaign to drive orders from your brand around Mother’s Day.
Block & Tam's top tips:
Use your mailing list to share a countdown — reminding shoppers a month before the day — to get more eyes on your gift guides or promote any exclusive products you may be offering.
More Top Tips for Mother’s Day Marketing
For luxury brands looking to nail their Mother’s Day marketing strategy, work with an agency like Block & Tam that can help drive growth with multi-channel solutions.
