• Menu
  • Skip to right header navigation
  • Skip to main content
  • Skip to secondary navigation
  • Skip to primary sidebar
  • Skip to footer

Before Header

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

The Social Media Hat

Always On Top Of Social

  • Home
  • Articles
    • Digital Marketing
    • Social Media Articles
      • Facebook
      • Instagram
      • LinkedIn
      • Pinterest
      • Twitter
      • YouTube
    • Social Media Tools
    • Virtual Events
  • Marketing Resources
    • Newsletter
    • The Virtual Event Strategist Podcast
    • Marketing Hyperdrive Podcast
  • GET HELP
    • Virtual Event VIP Strategy Day
    • Virtual Event Consulting
    • Social Media Planner
  • About
    • Mike Allton, Virtual Event Consultant & Speaker
  • Search
  • Home
  • Articles
    • Digital Marketing
    • Social Media Articles
      • Facebook
      • Instagram
      • LinkedIn
      • Pinterest
      • Twitter
      • YouTube
    • Social Media Tools
    • Virtual Events
  • Marketing Resources
    • Newsletter
    • The Virtual Event Strategist Podcast
    • Marketing Hyperdrive Podcast
  • GET HELP
    • Virtual Event VIP Strategy Day
    • Virtual Event Consulting
    • Social Media Planner
  • About
    • Mike Allton, Virtual Event Consultant & Speaker
  • Search

Effective Digital Marketing Campaigns for Mother’s Day

You are here: Home / Digital Marketing / Effective Digital Marketing Campaigns for Mother’s Day

May 7, 2013 //  by Mike Allton

Reading Time: 2 minutes

Daughters, sons and husbands spent about $18 billion on Mother’s Day gifts in 2012, and a quarter of them shopped online, according to MSN Money. Needless to say, merchants are doing everything they can this year, too, to get a piece of this pie. Many gift sellers have implemented digital marketing campaigns to target online audiences in particular. Here are some highlights:

Zales

The jewelry giant is using a multi-pronged approach for its electronic marketing campaign. Zales’ website and social media outlets are all being used to direct customers to buy at Zales, according to Adweek. Facebook is the anchor for the campaign this year, but changes have been made. Now, the Facebook page is positioned as a destination instead of merely redirecting viewers to Zales’ main site.

Lesson learned: visitors are not interested in going to pages that just send them off to a merchant’s site. They want to have a reason to go to the company’s social media page itself.

Red Lobster

Red Lobster stuck with the tried-and-true giveaway strategy, updating it into a Facebook campaign. Many people take their mothers out for lunch or dinner on Mother’s Day, and Red Lobster wanted to make sure that their restaurants would be the destination. Last year the company set up a simple daily contest with a prize of a $50 gift certificate and a bouquet of flowers, according to Business2Community. The stats show the campaign was a great success — there was a 46 percent increase in buzz and a 164 percent increase in engagement.

Lesson learned: people like a chance to get free merchandise no matter which medium is used to present it.

FTD

The flower giant is hoping to use the Internet to get people to order flowers online at FTD.com. It has set up a Facebook page with a Mother’s Day quiz, discounts, and other goodies. To take the quiz, visitors must “like” the page, a requirement that could help it go viral.

Lesson learned: every popular media destination is a good place to use for Mother’s Day advertising.

Neiman Marcus

Luxury retailers often use different marketing strategies than those who target the masses. Instead of using Facebook or some other popular platform, Neiman Marcus prefers email campaigns. It is also running special micro-sales on its site that encourages people to get into a buying frenzy. For Mother’s Day, it is adding holiday-specific gifts to its two-hour “midday dash” sales. These items are being offered at a whopping 65 percent discount.

Lesson learned: sometimes, old standbys like short-term sales and direct communication are still winners. Also, high-end buyers tend to respond to a more personal touch.

Seeing the Big Picture

Despite the differences in methods, all of these techniques have a good chance of being successful. The main thing retailers have to keep in mind is the mindset of their audience. Advertising methods need to match customer tastes and needs. Companies that do well with a modern image will have good success with Facebook and other social media campaigns. Those that pride themselves on their exclusivity, on the other hand, are likely better off with methods that give people the feeling that they are being directly engaged rather than being shouted at through a bullhorn. Consider your audience, and choose the methods that are most appropriate for its point of view.

flickr image by rockinfree

Related

Category: Digital MarketingTag: Facebook, Holidays

About Mike Allton

Mike Allton is a Content Marketing Practitioner – a title he invented to represent his holistic approach to content marketing that leverages blogging, social media, email marketing and SEO to drive traffic, generate leads, and convert those leads into sales. He is an award-winning Blogger, Speaker, and Author, and Head of Strategic Partnerships at Agorapulse.

Mike is a Virtual Event Consultant and has partnered with Jenn Herman, Stephanie Liu, Amanda Robinson and Eric Butow to write Ultimate Guide to Social Media Marketing published by Entrepreneur Press.

Free Virtual Event Webinar

10 Benefits of Virtual Events for SaaS Brands
Hosted by  Mike Allton
Most people are hesitant to try virtual events because they don’t understand all the benefits. They think it’s just a webinar or a conference call, but there’s so much more that can be done! 10 Benefits of Virtual Events for SaaS Brands is the answer to your questions. In this webinar, Mike Allton will teach you everything you need to know about virtual events. You’ll learn how to make them work for your company and get everyone on board with the idea.

Join The Community!

17 savvy marketers sign up every day to get the latest social media insights and ideas.


Previous Post: « How I use Social Networks
Next Post: How not to use LinkedIn: Cold Calling and Emailing »

Primary Sidebar

LISTEN to The Virtual Event Strategist Podcast

Virtual Event VIP Strategy Day

Meet Mike

Mike Allton is a Virtual Event Strategist, and an award-winning blogger, speaker, and author at The Social Media Hat, where he has been educating businesses and organizations on the best use of content marketing for reaching and converting target audiences. Mike is proud to serve as the Head of Strategic Partnerships at Agorapulse, where he builds relationships with influencers and brands around the world.

Since 2012, Mike has has spearheaded hundreds of live shows and virtual events, reaching tens of thousands of potential customers on behalf of represented brands. He has established a reputation for being able to explain complex tools or topics in easy to understand ways, all while bringing a necessary sense of overall brand strategy and business purpose.

Featured Posts

Virtual Summit Event

10 Benefits of Virtual Events for SaaS Brands

April 23, 2022 //  by Mike Allton

Understand all the benefits of virtual events, including leads, sales and more.

Virtual Event Strategy: How To Narrow Focus To Achieve Broader Goals

May 11, 2022 //  by Mike Allton

Season 01 Episode 02 of the Virtual Event Strategist Podcast

Memorable Virtual Event

What Makes For A Memorable Virtual Event?

June 6, 2022 //  by Mike Allton

21 Experts Share Their Most Memorable Virtual Events

More Like This

  • How To Plan A Virtual Event Successfully
  • How To Make Money With Virtual Events
  • Stay Calm And Virtual Event Plan On

Footer

Recent Posts

  • What Else Can You Do With A Virtual Event Platform?
  • How to Maintain Audience Engagement after a Successful Virtual Event
  • How Do You Determine Virtual Event ROI
  • How To Plan A Virtual Event Successfully
  • How To Make Money With Virtual Events
  • Stay Calm And Virtual Event Plan On
  • How Influencer Marketing Managers Can Stay Efficient in a Competitive Space
  • Maintain Mental Health While Planning Virtual Events

Key Topics

Agorapulse Bing Blab Blogging Buffer Business Canva Content Marketing Easil Email Marketing Evernote Facebook Google+ Holidays Hootsuite Influencer Marketing Infograph Instagram Klout LinkedIn Live Video Marketing Meerkat Mobile MySpace Pinterest Podcast ROI SEO SnapChat Social Media Marketing Social Pulse Summit Strategy Tailwind Triberr Twitter Video Vine Virtual Event Plan Virtual Event Planning Virtual Event Speakers Virtual Event Strategy Yahoo Yelp YouTube
  • Home
  • Virtual Event Strategy
  • Mike Allton, Virtual Event Consultant & Speaker
  • Subscribe
  • Contact Us
  • Privacy Policy
  • Disclosure

Site Footer

The Virtual Event Strategist Podcast

  • Listen on Apple
  • Listen on Spotify
  • Listen on Amazon
  • Listen on Stitcher
  • Social Media Articles
  • Digital Marketing Articles
  • Social Media Tools & Resources
  • Virtual Events Articles
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

Copyright © 2022 The Social Media Hat · All Rights Reserved