Even though we are living in the time of a pandemic, mother’s day and father’s day will still come, and the paternal and maternal bond will still be celebrated. While children may not be able to visit their parents as a result of social distancing and self isolation, there is no reason to cancel your campaigns. All you need to do is approach it from a different perspective.
The typical card, or day spent together and packed with activities, or a shared meal may not be an option for some. If these activities describe your revenue-generating avenues for your business during both ‘holidays’, you will probably need to reimagine how you’ll package and deliver your products and services to your customer.
What would a pivoted Mother’s day and Father’s day campaign look like?
Here are the underlying considerations as well as some examples of winning campaign ideas that we recommend:
1. Create interactive digital experiences.
With lockdowns, social distancing, self quarantines and all that upon us, people are yearning for more interactions. Providing them with a way to interact with their loved ones and others can be a way to win customers over. You need to be able to bring the same excitement that your customer would have physically experienced, online. For example, if you host a father and son game night, take the gaming experience online. Let different father and son couples battle it out online for a win.You could offer a father and child gaming experience where family units battle for a win.
2. Offer customisable and personalised experiences:
If you have physical or digital products that your customers can purchase, consider making them customisable and personalised. Create an experience where your customer can shop online for options tailored to their preferences. Custom and personalised gifts would make their loved ones feel like the gift is unique and was made just for them. Personalisation cab be done to items like virtual card, t-shirts, flowers etc.
3. Pivot your physical events to online events.
Selling some of the typical services you are used to may be out of the question in the current time, but you can still leverage on your skills and knowledge to sell a close second or your new and improved first. For example, if you cannot sell an aromatherapy massage to a mother and daughter duo, you can instead sell an online aromatherapy class and essential oils through an e-commerce platform. This gives your customer a chance to recreate the physical experience for themselves with your support.
4. Develop bold and interactive assets.
With people presumably having extra time on their hands, there are a lot more eyeballs watching screens. This means that your campaign material may need to be a lot more show-stopping and engaging - engaging enough to cut through all the noise of the billions and trillions of content being shared online.
When it comes to creating your campaign collateral or assets, think bold and interactive. Programmatic ads are a great way to get people interacting with your marketing content, whichever point in the marketing funnel they are in. You can use gamification, collect data, personalise your content and much more.
5. Simplify the purchase journey on your e-commerce site
If you have an e-commerce site, consider making your customers’ work easier by grouping products and services they could buy for the specific holiday. For example, have a section titled “gifts for Mother’s Day” with different products that you offer that may fit the occasion. A simplified journey with minimal steps converts faster.
6. Give offers
Last, but not least, create offers.
With all the uncertainty in the air, people are counting on your generosity and understanding as business owners. Give discounts, free deliveries, free gifts with purchase and any other offers you could think of. This can go a long way in creating memorable moments in your customers’ lives.
7. Offer customer support
Change is happening rapidly for everyone. Providing support to your customers as they navigate your new ways of working will simplify their journey and help you build relationships with your customers.
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