Creating a genuinely sensitive Mother’s Day marketing strategy | #MarketingMonth

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Seasonal marketing is key for running a business successfully and reaching your target audience. Every important date brings its own set of both opportunities and challenges for SMEs and consumers. Mother’s Day is no exception, as consumers of all ages look for gift opportunities to show love and appreciation to the mother figures in their lives.

Mother’s Day is also a difficult time for people for many reasons. Mother’s Day marketing campaigns do run the risk of unearthing a reminder of challenges they face, so businesses need to take a mindful approach,adjusting their strategy to be empathetic, sensitive and inclusive.

There are several ways businesses, creatives and marketers can adjust their strategy to be more empathetic, sensitive, and inclusive and they will be explored below in this insightful piece from digital payment's specialists, Square.

Managing relationships with food and drink


Those in the hospitality industry will likely see a surge in business around Mother’s Day as many consumers will be keen to take their mothers out for Sunday lunch at their favourite pub or restaurant. Others may send food and drink gift baskets and hampers or buy restaurant gift cards. While this presents ample opportunities for compelling Mother’s Day promotion ideas, it also highlights some messaging challenges for brands.

F&B businesses often send out email and text messages, encouraging customers to book or buy early. This kind of marketing campaign can be upsetting, not only for the reasons above, but for those with sensitivities to food. It’s worth sending a message, not only ahead of your Mother’s Day marketing campaign, but also midway through, acknowledging that this can be a difficult time for some. It’s important to offer your customers an opt out of these emails so that those who would prefer to avoid reminders are able to do so. 

Using inclusive messaging and imagery


A sensitive, and successful marketing strategy will be one that reflects the changing face of society. One way in which brands can do this in the lead up to Mother’s Day is using imagery and other visual assets that acknowledge LGBTQ+ mothers who are often absent in our heteronormative marketing landscape.

Beyond language, it’s important to consider imagery used in Mother’s Day marketing. Brands have begun to eschew conventional imagery in their depiction of motherhood and rather are focusing messaging on real stories and real people, that will ultimately result in more realistic and thoughtful marketing materials.

Better together - partner with other brands


Beyond messaging and imagery, consider the types of package offerings that you can provide to those looking to treat their mum or mother figure in their life this Mother’s Day. Cross-promote with other brands to make life easier for customers.

Flowers, chocolates, jewelry, cards and spa experiences typically are common products for Mother’s Day. Give customers an opportunity to purchase key gifts they’re after in one transaction, making your brand a welcome solution in their busy day-to-day lives.

Focus on them


As well as people who want to give their mothers a treat, brands should also include mothers themselves in their Mother’s Day marketing campaigns. Not all mothers have partners or children old enough to show that they care in any tangible way, so encourage them to treat themselves by positioning your offering as a refuge of self-care, rest and relaxation.

Demonstrate that you understand the realities of motherhood and are there to make it easier for mothers to give themselves the TLC they deserve.

Putting Mothers and primary caregivers at the centre of your campaign is the key to success. Whether that’s being more inclusive with imagery and messaging, or enabling customers to opt out of Mother’s Day marketing all together.

Brands don’t have to reinvent the wheel when composing their Mother’s Day messaging, however, a little sensitivity and empathy can show customers that you understand their needs, and deliver a more thoughtful and engaging Mother’s Day offering.


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