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How to Capture Mom’s Heart: Give Her the Love and Appreciation She Deserves
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While they deserve to be celebrated every day, Mother’s Day is the official time dedicated to showing the mothers (and mother figures) in our lives how much we truly care about them. When it comes to marketing, it’s important for companies to do so in a way that feels true to moms and authentic to their brands.
Year-round, many brands target mothers and encourage them to buy things for their families. They’re often the best card and gift-givers. They intuit the desires and needs of the loved ones in their lives to ensure they’re continuously cared for.
Yet, a OnePoll study found that the majority of women have bought themselves gifts for various holidays, including Mother’s Day, and the average woman has felt disappointed by 42% of the presents they’ve received in their lives so far.
There’s no better time than Mother’s Day to shift gears and do something for her for a change.
Research from the National Retail Federation (NRF) shows that approximately 84% of Americans will celebrate Mother’s Day this year, with per-person spending reaching an average of $245, and the top three gift categories being greeting cards (75%), flowers (72%), and special outings (57%).
Brands have a unique opportunity to demonstrate their appreciation for motherhood and help motivate consumers to do the same in meaningful ways. To do so successfully, it’s important to be authentic.
Meaningful Mother’s Day Marketing Campaigns
To avoid tired, outdated, and ineffective campaigns, it helps to look at moms through multiple lenses: from the mom to her children, from her own mom, from her partner. Being a mother is a multi-faceted role and should be treated as such.
This is something Coach highlights in this year’s Mother’s Day “I Got It From My Mama” campaign, which intends to “celebrate the role mother figures play as mentors, muses and sources of style inspiration.” It featured celebrities such as Jennifer Lopez, Tommy Dorfman, and Noah Beck.
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In a similar vein, Pandora created a social experiment campaign involving blindfolded kids trying to find and identify their mothers from a group of women:
The overall message was that each mom is unique and, therefore, deserves a unique present or celebration.
As with many consumers, mothers are likely to appreciate brands that appreciate them.
Approaching your Mother’s Day marketing with the intent of showing genuine appreciation and recognition for her love and hard work can help you create a connection with your audience. It can be as simple as helping children show their appreciation for their moms.
An excellent example comes from American Greetings Ad, which shows how thankless a mom’s job can be and encourages people to make their moms a card:
Lovepop is another gift and greeting card company that offers unique presents perfect for Mother’s Day. In addition to their offerings, they provide tons of resources with suggestions customers can use to personalize their Mother’s Day cards and messages.
Even if you’re not a brand offering products that may fall into the traditional gift category, there are still ways to encourage people to show appreciation. For instance, Samsung ran an ad asking children to call their moms:
Taking the time to honor and celebrate mothers isn’t just important from a business or consumerism perspective. It can help demonstrate your values and communicate to your audience that you recognize the powerful role women—particularly mothers—play in our society.
When acknowledging Mother’s Day, it can go a long way to recognize women both in and beyond their roles as mothers: their uniqueness, their mentorship, and their dedication and inspiration. As we saw with the above examples, brands can create meaningful messages that authentically express and recognize the love and appreciation mothers deserve.
Approaching your campaigns through storytelling can have powerful and lasting effects. Done right, they can be memorable and illuminating. At RedSky Strategy, we use what we refer to as Indaba. Our unique positioning tool uses storytelling at a quantitative level to uncover emotional connections to your brand. Indaba can help you gain motivating insights for your segments that you can use to address their emotional needs.
Are you interested in working with RedSky Strategy? We look forward to learning how we can leverage Indaba to help grow your brand.