How do you measure the effectiveness of your marketing? Perhaps you’re measuring engagement, shares, page views, and unique visitors to your website. Measurable data is a vital part of understanding whether your campaign is working and which parts of it are having the most impact on ROI.
But in our digital “everything” world, you may be overlooking an important metric that can provide valuable insight into how well your marketing campaign is performing: call tracking. Tracking inbound phone calls can provide valuable data on conversions and can help with keyword research and improving website performance. Call tracking works by assigning a unique phone number to each of your campaigns, allowing you know exactly which keywords, channels, and ad formats are working best.The call is automatically forwarded to your business phone number, allowing you to track which channel generated the call.
Call Tracking is an Effective Business Tool
If your business depends on phone calls for leads and customers, call tracking is an important marketing tool. For dental offices, law firms, real estate agents, plumbers, and other businesses that are heavily dependent on inbound calls, knowing which of your advertisements generated the call is essential.
Call Tracking Benefits
Specific Benefits for Marketers
Call tracking allows you to set specific, measurable goals for your advertising campaigns, and track the efficiency of advertising channels, whether it’s a print ad, billboard, or PPC ad. Call tracking can provide greater accuracy in measuring both expenses and ROI for your campaigns, and helps you optimize your marketing budget.
Should You Consider Call Tracking?
Call tracking provides a number of benefits that can help your business more accurately measure the success of PPC ads and determine marketing ROI. Particularly for businesses that rely on inbound phone calls, call tracking is a good way to improve customer service and lead conversion.
Get Call Tracking for Your Business Today!
Valpak is an industry leader in direct mail and digital marketing. Want to learn more about how call tracking can work for your business? Contact your local Valpak consultant today.
It’s been quite some time since “Mobilegeddon,” when Google and other search engines forced businesses to take mobile users into account in a meaningful way. Given the very real consequences to your business, you’re undoubtedly already mobile-friendly as a result.
It may surprise you to discover that mobile-friendly marketing is no longer enough. Now your business needs to be mobile-centric.
The terms may not seem all that different at first glance, but that’s where the similarities end. In today’s post, we’ll take a look at why an approach that’s mobile-centric is vital to effective business marketing and how you can begin to position your business with mobile consumers in mind.
Friendly Versus CentricWhen it comes down to it, the difference between being mobile-friendly and being mobile-centric is that one is an SEO tactic and the other is a fundamental approach to operating online and strategizing digital marketing.
Your business website needs to be mobile-friendly. Google has defined certain criteria that must be met in order to maintain satisfactory rankings in mobile searches, and it’s something that can easily be tested on a page by page basis.
On the other hand, a mobile-centric approach to marketing will encompass much more than whether or not you have a responsive layout and thumb-friendly design; it extends to how you handle customers that have a mobile-heavy path to purchase or even a mobile-only sales cycle.
Why Mobile-Centric Is Front and CenterIn the modern market, you need to fight for customer attention across various touchpoints in a fragmented path to purchase. Google calls these “micro-moments,” and it all stems from how multiple devices in general and mobile devices, in particular, have caused consumer behavior to evolve.
You see, mobile phone consumption has increased 90% between 2013 and 2015, and even tablet consumption has grown by 64%. More than that, however, is how smartphone owners are using those devices. Namely, mobile makes up 51% of the time consumers spend with digital media.
Where this can be seen most clearly is search. As of 2015, more searches were happening on mobile devices than on computers, and 40% of people will actually turn only to their smartphone to conduct a search that meets immediate needs on an average day. If you have a brick-and-mortar location, attention to mobile is even more vital because of its power for local search: “near me” Google searches from a mobile device have grown 146% year over year to represent 88% of all searches of this type. In fact, 82% of smartphone users are going to turn to their device to help them make purchase decisions while they’re in store, offering hefty influence in that moment.
Quite simply, consumers have made mobile devices central to how they research, search, and shop. That means your business needs to have a mobile-centric strategy, otherwise, the odds are very high that you won’t be there and your competitors will. (Remember, mobile already represented nearly half of all digital ad spend, and that’s expected to reach more than 70%, or roughly $66 billion, by 2019.)
You need to be mobile across all digital touchpoints within your marketing funnel. For instance, when the customer is at the awareness stage, you need mobile content to position your brand with the answers to their questions. Develop mobile ads and take such options as geofencing into account in order to serve those ads at the right moment.
More than half of branded emails (54%) will be opened on a mobile device, so the email creative should be designed to display correctly on a mobile phone screen. Digital marketing must be developed with a mobile-first mindset.
Tips for Implementation
Move to Mobile-Centric Marketing Today!
In today’s business environment, online reviews play a critical role. People rely on reviews to help them choose among products and brands and to feel confident in their purchasing decisions. In fact, 63% of consumers say they are more likely to make a purchase from a website that has user reviews. For most buyers, an online review can be as important as a personal recommendation from a friend. For a business, managing online reviews and appropriately handling the negative ones is vital to gaining new customers and growing sales.
Online reviews can make or break a company. Statistics show that for more than 88% of online shoppers, online reviews are a part of their purchase decision process. Forty percent (40%) of consumers will form an opinion of a brand or product by reading just one to three reviews. Online reviews have become an important part of building trust with consumers, with 68% saying that positive reviews cause them to have more trust in a business. In addition, online reviews are an important way to drive traffic to your website. Forty-eight percent (48%) of consumers say they will visit a company’s website after reading online reviews.
Of course, no one wants negative reviews—and companies need to have a plan for dealing with them—but paradoxically, a few negative reviews can actually boost the credibility of your online reviews. 95% of consumers say they suspect that reviews are being censored or faked if they don’t see any negative reviews, and 68% say they trust reviews more when they see both positive and negative reviews.
That’s in no way to suggest that bad reviews are a good thing. For 67% of shoppers, reading as few as one to three bad reviews is enough to prevent them from making a purchase, and 86% of consumers hesitate to purchase from a brand with negative reviews.
The good news: 95% of unhappy customers will return to a business that acts quickly to resolve complaints.
Best Practices for Handling Negative Reviews
By properly managing online reviews, a company can mitigate the effects of negative reviews.
While it’s important to respond to negative reviews, it’s just as important, if not more so, to respond to positive reviews. If someone gives you a compliment in person, you always say “Thank you.” A positive online review is no different. Here’s why:
Another idea is to mention special offers, such as a loyalty card or other promotion. Just be careful that such offers aren’t subject to time limits since you can’t be sure exactly when a consumer may be reading the review.
Online reviews are a fact of life in the 21st-century business environment. Properly handling both negative and positive reviews is critical to the success of your business. This is important both in keeping current customers happy and providing prospective customers with confidence in doing business with you.
Get Started Today
Digital coupons in general and mobile coupons specifically have reached the point where businesses can’t really afford to continue a wait-and-see perspective. 36% of coupon users increased the use of paperless coupons so far this year and 32% of consumers prefer to receive offers via smartphone. Furthermore, discounts received on mobile devices influenced 67% of consumers’ decisions about where to shop.
What’s more, 72% of consumers look for coupons on their smartphone while inside a store. That percentage jumps to 90% for Millennials alone. Nearly 60% of consumers would have a more positive opinion of a retailer that started sending coupons and other offers that could be saved on their smartphones.
Of course, the uptick in use isn’t the only reason you should consider adopting a digital coupon strategy. It provides convenience, not only to the customer but to you as well. Digital coupons are easy to distribute and accept, and they’re much more affordable to create. It can be considered environmentally responsible because you aren’t printing a host of coupons. Digital coupons can help your business meet increasing customer expectations for cross-device digital engagement, and often fit snugly with your other digital marketing efforts.
For instance, both Android Pay and Apple Pay feature options for coupon redemption at POS. When managed correctly, especially in conjunction with an app, these coupons can also unlock insights about consumer spending and interests. That also means you’ll give yourself a competitive edge in the market and with new customers.
Beginning a Digital Coupon Campaign
If you decide to use digital and mobile coupons, remember to start by developing them the way you would develop any coupon offer.
Nearly a third of coupon users (31%) want a specific dollar amount off of their purchase. You still need to focus on the three key parts of a coupon as well:
You also need to be aware of the platforms your audience uses, or you’ll essentially waste your marketing efforts. For instance, UK mobile brand Orange (now EE) offered a two-for-one ticket coupon that was only valid on Wednesdays at local cinemas. Customers had to text a code word to an Orange promotional number in order to receive the coupon code. The brand issued 300, 000 coupons each week, effectively boosting ticket sales on a day that didn’t see much business without hurting high-sale days.
You should also learn about and adopt the processes and technologies recommended by standardization organizations, like GS1. This will help you utilize common, secure, and interworking platforms.
Following are a number of specific necessary elements to developing and managing your digital coupon campaign.
Crucial Coupon Campaign Elements
Create Targeted Campaigns
Targeting always makes consumer engagement more effective, so start with a specific goal, select a specific segment, and tailor your campaign offer and coupon creative specifically for your target audience.
Utilize psychological persuasion tactics (e.g., authority, liking, social proof) and leverage the concepts of scarcity and urgency to improve opt-in and redemption rates.
Coupon management platforms or apps can sometimes help you develop segments, but they can definitely help you design and distribute your campaign, including the creative. Valpak has more than proven its efficacy in targeting based on its direct mail coupons, and our SEO-optimized digital coupons are an equally powerful tool.
Distribute Coupon PromotionsUnlike the coupons you put in the newspaper, you need to promote your digital and mobile coupon offers. Fortunately, this opens up new opportunities for reaching customers in an extremely targeted way.
For instance, if a customer has abandoned their cart for a lengthy period of time, an email or text message reminding them of the cart and offering a discount on their next purchase can diminish churn. In fact, sharing coupons via email is itself lucrative: 44% of email recipients made at least one purchase in response to a promotional email.
Social media is also a strong platform on which to leverage discounts—just remember to follow social media best practices and don’t over promote on those channels. You should also take advantage of partner blogs, specialized landing pages that SEM advertising can direct to, and even website popups for customers whose digital cart reaches a certain dollar amount.
Manage Coupon Fraud
Coupon fraud is no small thing—it’s responsible for $600 million lost annually. Coupons that are utilized online or through mobile devices are just as much a part of fraudulent activity as coupons sent out in newspapers and direct mail.
Fortunately, there are methods you can use to limit fraudulent redemptions. Start by clearly defining date and time restrictions; the expiration window will limit the scope of fraudulent behavior while also enhancing the sense of scarcity. Similarly, dynamic visuals like countdown clocks can prevent most screenshot fraud while increasing the sense of urgency.
On a more technical level, unique URLs help prevent fraudulent discount sites from cannibalizing them while providing brands with the means to shut down access and single-use codes are only capable of working once. Above all, monitor reports regularly and analyze them for strange or non-organic behavior; you’ll be able to note multiples, inappropriate price deductions, and more for investigation.
Engage with Refer-a-Friend
Helping a friend save money is the type of altruism everyone can get behind, but it helps to remember that people are more likely to take advantage of an offer when it’s referred to them by a friend, as well. You can incentivize this by offering additional promotions to the customer making the recommendation if their friend takes advantage of the sale. Take advantage of every channel your customers utilize to maximize impact, especially email, social, and SMS.
Measure Campaign Performance
Like every other kind of marketing, monitoring the performance of your campaign is key. It ensures your targeting and distribution strategies are working and helps to identify fraud before it gets out of hand.
A coupon management system will help you leverage tactics that help you avoid fraud (e.g., unique codes) to track specific customer conversions and further customize what coupons and offers are sent to them.
Inasmuch as it can give a very personalized view, a coupon management system can also provide wide angle views that assist with geo-fenced segmentation, redemption rates, and average time to redemption.
Valpak provides a performance tracking dashboard that allows you to view clicks, calls, responses, and redemptions across each campaign you run with us, including direct mail campaigns.
Developing a digital coupon campaign and setting up the processes to accept mobile coupons doesn’t have to be intimidating. The tips we’ve outlined above should help you to leverage mobile coupons to your advantage and give you an edge over your competitors.
And of course, as a leader in digital coupon promotions and distributions, Valpak would be an excellent marketing partner for you. Let us help you develop your next campaign and take advantage of our performance dashboard to track success.
Go Digital with a Mobile Coupon Campaign Today
In a survey of small business owners conducted by Valpak Research Services with Thrive Analytics, it was discovered that a notable percentage of small business owners approached marketing their businesses in an imprecise and therefore, ineffective manner. Many small business owners rely on “gut feelings” to make marketing and advertising decisions and more aren’t particularly sure how to measure the return on their marketing investment. They never really know if their current marketing methods are working and worse, they don’t know how much more effectively they could market their business.
It doesn’t have to be that way.
Check out our infographic, “Marketing on the Fly,” then download the full whitepaper for insights and tips on how you can effectively market your small business, analyze marketing results, and still have time for all of your other business activities.
7 Pet Owner Statistics for Animal Care Business Marketing
When it comes to marketing any small business, knowing your target audience is critical to spending your precious resources wisely and achieving a good ROI. Your animal care business is no different. You want to make sure you’re not barking up the wrong tree. So, we’ve put together a list of 7 pet care industry stats to help you understand your target audience and grow your animal care business.
The animal care industry is a very big pie, so to ensure your get your paws on a slice of it, it’s essential that pet owners feel confident when leaving their furry family members in your care. Images in both print and digital marketing can be a great way to help your target audience feel confident.
Distributing marketing materials—business cards, brochures, or pens, for example—at local vets’ offices is an effective way to reach a wide audience. Pet owners want their pets to be healthy, happy, and well cared-for, and the successful pet care business is the one that helps them achieve that.
Consider a direct mail campaign that targets pet owner households to promote your pet care business and offer new customer incentives, such as discount coupons.
Get Started Today:
Valpak offers 50 years of direct, local marketing for small businesses. Need help with your next marketing campaign? We’re right there in your neighborhood.
3 Crucial Keys to Creating the Best Coupon Design
Direct mail response rates rebounded sharply in 2016. According to the DMA, the rates were the highest since 2003. House list response rates were 5.3% and prospect list rates responses were 2.9%. With numbers like those, competition for both print and digital coupon redemptions will only increase in 2017.That means it’s more crucial than ever that you design a coupon that will reach out and grab the attention of your target audience.
Yes, 81% of consumers use coupons regularly according to NCH. Sure, you have your loyal clientele that will always support you regardless of your offer and will use your coupon. But we’re betting your primary reason for using coupons is to entice new prospects to give your business a try. So it’s time to roll up your sleeves and make sure the coupons you create are as effective as possible.
Valpak developed The Best Practices to Creating Coupons that Get Results: A Coupon Lookbook to help you with your coupon creative from start to finish. Here are the highlights of how to create an effective coupon, but to benefit the most from all the best practices and successful coupon examples, be sure to download the FREE Coupon Lookbook.
To increase response and redemption of your coupons, you’ll want to consider three things: the headline, the design, and the offer.
Key 1: The Coupon Headline
What makes your coupon stand out? It starts with the headline. It’s the first thing potential customers see, making it the most important piece to get right. It’s typical for consumers to just take a quick glance at the headline, so you need to make sure the consumer wants to read the rest. There are a few things you want to remember when creating your headline:
Key 2: The Coupon Image
The best coupon design includes an image that will reinforce your headline and offer. It’s almost always good to use photography when advertising by mail as it taps into consumer emotions. That said, it’s important that your images are positive, happy, and identifies with the consumer, creating a connection. A positive image will not only associate happiness with your brand, but it makes your ad that much more appealing and it’s more likely that the consumer will take action. Remember, a single, large image is better than multiple small images. The best coupon designs will build desire and persuade consumers to take immediate action.
Key 3: The Coupon Offer
Now that you’ve got their attention with the headline and the image, keep them engaged with a clear, concise and valuable offer. Your specific offer is going to depend on your audience and your industry, but the goal is always going to be the same: To increase the value of your brand for consumers. You may want to try multiple offers to speak to a wider audience or to test effectiveness. Be very specific on your expiration date to inspire customers to act fast. Also ensure that your disclaimer of limitations is clear, so you don’t set yourself up for potential problems. Avoid a “bait and switch” approach. It may bring consumers in, but it will rarely convert them into customers.
Create The Best Coupons Today
Spend some time reviewing your previous direct mail advertising and coupon designs. Are there ways you can improve them in the future using these 3 tips for the best coupon design? If you focus on getting these 3 crucial aspects right, you’re bound to have a higher success rate. Are you interested in learning more about designing your coupons and direct mail ads? Would you like to see some successful examples and learn coupon best practices? Download our FREE Coupon Lookbook and use it as a guide for creating your future direct mail advertising. You can also reach out to your Valpak sales representative for help.
For dental offices, digital marketing is essential to staying competitive. Using both an unpaid and a paid digital advertising strategy can be an effective way to stay in the game. “Paid digital advertising strategy” most often refers to internet ads—those ads you see in search results, either on the right margin or as the top 3 search results, also called Google’s “3-pack.”
For example, Google AdWords, a digital marketing platform, is a pay-per-click (PPC) advertising technique, which means you only pay when someone clicks on your ad. By developing a focused PPC ad campaign, you can drive targeted traffic to your website and generate more new patient appointments.
When utilizing digital advertising in your marketing strategy, it’s important to track your ad performance to understand which campaigns are converting—that is, which ads are actually getting new patients in the door. One way to do this is to use call tracking. This feature provides a dedicated phone number, making it easy to track how many calls and new appointments your practice received as a result of clicking on a paid ad.
Another part of your digital marketing strategy should be A/B testing, also called split or bucket testing. A/B testing is the comparison of two ads, landing pages, apps, etc. against each other to determine the highest performer. If you use Google AdWords you can execute A/B testing by making changes to the following factors:
DON’T: Ignore your target audience
Identify and focus on the target audience for your search engine marketing. For instance, two distinct target audiences for a dental practice are often:
Yes, the internet and social media is basically free to use, but gone are the days when it’s easy to get in front of your target audience on the World Wide Web. With all of the competition taking over the web space, investing money will help you not only get eyes on your content but will allow you to streamline and target who you are reaching, where they want to be reached.
Paid investments such as Google AdWords and Facebook advertising allow you to send a strategically-placed message to your specific target market at a time and a place where they are already spending their time.
A dental offices’ paid search strategy might involve targeting patients who are searching for teeth whitening services, emergency dental care, or pediatric dentistry to enhance their search engine marketing efforts.
DON’T: Skip social media
Engagement on social media has an influence on your Google ranking. The number of shares and the usefulness of content on social media can affect this.
People are highly influenced by a recommendation from someone they know, and social media is one of the best ways to leverage word-of-mouth advertising through ratings and referrals. Encourage patients to follow your practice on Facebook or Twitter and check-in by posting reminders in your waiting room or including it on appointment cards. On Instagram, encourage patients to “show us your smile” and tag your practice in their smile photos. Post videos on a regular basis and integrate personal content with dental-related information to increase engagement and help with search engine marketing efforts.
DO: Create quality content
The most important rule for marketing on social media is to create quality content that your followers want to see, matched to clearly defined objectives in alignment with your marketing strategy. If your objective is to find more patients, your content should reflect how your practice stands out from your competitors and utilize great reviews from past clients. On the other hand, perhaps you want to increase interest in your cosmetic procedures. In that case, provide content that makes patients aware of the services you offer. Always keep your target audience in mind your and make sure your content defines how your practice will meet their needs.
Consistent blogging can help to establish you as a thought leader and attract new patients by demonstrating that your practice has the knowledge and expertise they’re looking for to solve their particular problem. Ensure that your posts include keywords—dental practice, teeth whitening, dental impacts, for example—to improve search engine rankings. To find keywords, do a search for words or phrases related to your services. Google AdWords as well as keyword.io provides a Keyword Planner to help you find keywords. Or, you can ask for help. Once you’ve selected the words you like, you can add them to your content, working them into the title, text, and description of the post.
Examples of blog post ideas include dental tips, end-of-year reminders to use insurance benefits, issues your older patients should be aware of, and the different types of dentists and dental specialists, to name a few.
DO: Use a landing page to capture visitor information
A landing page is the destination of a lead that has clicked on your digital ad. Effective landing pages provide the lead with information promoted by the ad, info about your business, and a form where they enter information that your business wants to capture, and an effective CTA, or call to action. Examples of landing pages include:
It’s important to develop effective marketing strategies for your dental office, including search engine optimization (SEO) to increase your website’s online visibility. Improving your Google ranking is critical. Effective SEO can help you rank higher when people search the internet for your services. When searching for a new dentist, more than 70% of people begin their search on Google, but they rarely look beyond the first page of search results, so you want to make an effort to rank on the first page.
On-page SEO optimization is essential for targeting a local audience. Ensure that your website makes it clear where your practice is located. Include it on your homepage, your contact page, and other pages of your website. Identify and use keywords that will help reveal your dental practice in organic search results. In other words, you might seed your website content and metadata with words and phrases like teeth whitening, cosmetic dentistry, dental implant costs, and cost of braces. However, be careful not to overdo it. “Keyword stuffing” is not necessary
Use variations of phrasing to optimize for keywords. For example:
It takes time and effort to attract new dental patients. Ensure that you are deploying your resources in the most effective way for both organic and paid search by developing a strategic search engine marketing approach.
Get started today!
For the past several years, automakers have experienced record sales growth fueled by discounts, rebates, and attractive financing terms. Consumers who have held off on buying a new vehicle during the recession—the average vehicle on American roads is 12 years old—may be motivated to help dealers continue the trend of sales growth in 2017.
Along with rollbacks in regulations, a cut in corporate taxes, and new investments in infrastructure, the auto industry could be poised to reap the benefits of an improving economy. This is not to suggest that dealerships can relax, however. Continuing the trend of sales growth will require savvy marketing to stay competitive.
We say “may” and “could” because more than ever, consumers have access to a tremendous amount of information and knowledge. It’s essential that your car dealership marketing taps into this information flow. You need to produce relevant and useful content you need to consistently connect with consumers to increase awareness, create desire, and influence purchase decisions through convenience and offers.
Even in the age of digital marketing, direct mail remains a powerful way to influence consumers. Direct mail pieces that use rich images are more likely to attract your customer’s attention. Additionally, consumers are more likely to respond to direct mail advertising that includes information on options, financing, and leasing information, as well as special offers.
Use direct mail to send current offers to surrounding neighborhoods or target car owners of vehicles that are over 5 years old. With direct mail, you can promote special offers inside a mailer like the Valpak Blue Envelope®, on an oversized postcard, or even in a circular that displays severals models in your inventory.
Don’t underestimate the importance of online reviews. Millennials, in particular, rely on reviews from their peers when making purchase decisions. It’s important to monitor your dealership’s reviews on Facebook, Google, and other platforms, as well as to follow up with replies. Good reviews are valuable. Use them as testimonials on your website, on social media, and in your advertising materials.
Video has become a powerful marketing tool. Consumers are increasingly turning to video for information on brands and products. Develop a video marketing plan to use on your website and on social media. Your dealership marketing video doesn’t have to involve a professional videographer. Consider taking a video that tours a new automobile model from the buyer’s view, pointing out unique aspects of the vehicle.
Online car shopping is more prevalent than ever. With competitors like Carvana.com, Carmax, Autotrader, and other surfacing online sites, it’s imperative that your dealership website is constantly updated to reflect actual inventory, current prices and offers, financing options, live chat, home delivery options, and more, in order to compete with the changing terrain.
Finally, keep in mind that consumers want a smooth, easy experience when purchasing a car. Use technology to streamline and improve the finance and insurance process. Your marketing materials should emphasize your dealership’s easy car buying process and provide some specifics on how you’ve implemented new strategies to get customers in and out of the dealership quickly.
By leveraging new technologies, as well as more traditional marketing methods, dealerships can stay competitive and be well positioned to compete in a market that may experience a decline in sales following eight consecutive years of growth. Today’s car buying consumer maintains high expectations for connection, response, trust, and reliability. You can help meet that need through timely and effective marketing.
Hustle and negotiation will remain a critical element of growth, but effective marketing will enable dealerships to leverage an improving economy and the easing of regulations to continue the positive sales trends of recent years.
Get started today:
It won’t be much longer before it’s the second Sunday in May and your customers are celebrating another Mother’s Day. This represents a major opportunity to increase profits—after all, there were 85 million moms in the US in 2016, and more than $21 billion was spent on the holiday in 2015. Your advertising campaign can go a long way toward tapping into that, while also strengthening your relationship with your customers.
In today’s post, we’ll discuss tips on how to approach this holiday and share five Mother’s Day marketing ideas you can use for this year’s campaign.
Not Just Flowers and Food
When it comes to buying gifts for mom, there’s the gifts that everyone expects: flowers, food, and jewelry. But the truth is, there’s a lot of room in holiday spending for a mother-load of other options. After all, while 67% of consumers bought flowers for Mother’s Day that only represented a little over $2 billion in spending. Only 35% of American consumers spend on jewelry for the holiday. The average spend per customer was $172 in 2016.
That means one of the places customers spend for Mother’s Day could be your store, no matter what kind of store that is. In fact, 27% of Americans will shop for their gifts online and another 23% plan to spend at a small or local business. Nearly 30% will shop at specialty stores, and 55% will be looking for special outings. If the holiday isn’t cornered by a particular market or kind of store that means it’s going to come down to your message and the value that you’re offering.
Be Emotionally Creative
It’s important to remember that Mother’s Day is an emotional holiday. While emails that feature “Mother’s Day” as the opening of their subject lines see 16% higher engagement rates, those that evoke emotion see 21% higher open rates in the critical weeks leading up to the holiday itself. Furthermore, 63% of American moms want gifts to include quality time with their families, while a quarter of them want a “gift of experience.”
Essentially, it won’t be enough to declare something is for moms and slap a discount on it. Moms—and the people shopping for them—are looking for something significantly more meaningful. Take the 2016 #OneToughMother campaign from Teleflora. Yes, the industry is one typical to Mother’s Day, but the approach is a powerful one that any industry can learn from. It speaks to the dedication and sacrifices mothers make, acknowledging them with the respect they deserve while stirring a sense of affection and gratitude in their children and spouses.
Marketing Ideas You Can Use
While the most common techniques used for luring in shoppers for Mother’s Day are free shipping and price cuts (55% and 44% respectively), they don’t do much to elevate your brand above the other marketing noise. Take advantage of these five Mother’s Day marketing ideas to set your brand apart and capture the attention of moms and shoppers alike.
Costs per impressions, or CPMs, are actually highest in the two weeks leading up to Mother’s Day, so it’s not too late to develop or improve your holiday campaign with our Mother’s Day marketing ideas. No matter what kind of industry you operate in or what kind of store you run, there’s going to be an effective promotion to help generate engagement and lift sales.
Develop Your Mother’s Day Marketing Strategy Today!
Need help? Valpak can help you promote your Mother’s Day offers using print, digital and direct mail in our 2017 Mother’s Day themed promos. Contact your local Valpak Marketing Coach for details.