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ARTICLE

How To Master Mother’s Day

May 6, 2016 — by Amarita Bansal

Jenna Griffith, SVP, Global Head of Professional Services at MediaMath shares best practices and helpful tips on how to master your Mother’s Day campaign. 

Read an expert below from a MediaPost article as Griffith breaks down the “dos and don’ts” for optimizing for Mother’s Day.  

Mother’s Day is the third-largest retail holiday in the US according to data from eMarketer. Last year, the average US consumer spent $173 (up from $163 in 2014) on presents for mom, for a combined total of $21.2 billion on Mother’s Day gifting according to the National Retail Federation.

Yet, a recent analysis of Mother’s Day campaigns we ran from 2012 to 2015 shows that not all advertisers are planning far enough ahead to get the most return on their advertising dollar for this crucial holiday. In fact, some are launching campaigns just days before the holiday, missing out on the bulk of converters. Below we share some of the highlights from our analysis and how advertisers can do a better job this year attracting mother-loving shoppers.

Don’t be late for a very important date

Unlike the November/December shopping period, the spring is not a time when the majority of consumers last-minute shop for holidays such as Mother’s Day and Father’s Day. Our analysis shows that most conversions happen 10 to 5 days before the holiday, with a spike 6 days before Mother’s Day. 

Yet, the majority of remarketing spend in our analysis was allocated in the few days leading up to Mother’s Day. This is clearly not enough time to prepare for the spike in online purchases seen 10 to 5 days before the holiday. 

Do: Pace up at least 10 days before Mother’s Day to maximize the efficiency of their media spend. 

Don’t forget offline data

As more and more marketing moves to digital, it’s easy to start overlooking your offline customer files. Buyers from past years, particularly last year, have a higher chance of converting than prospects. Neglecting this pool of customers who are already familiar with your brand is a huge mistake. 

Do: Onboard offline data files to target return customers/holiday shoppers (hopefully you also have a good attribution model in place to tie together online/offline purchases). Use sequential messaging for previous buyers to remind them of your brand, the product and your best-selling items of the season, with special offers to drive them to conversion. 

Read the rest of the article here.