This post is an excerpt from an article that originally ran on Campaign Asia.
In 2017, shoppers were expected to spend some $23.6 billion to celebrate Mother’s Day—a record high, up 10% from the year before. Closer to home, the spotlight is on the Internet economy, with Singapore’s e-commerce market expected to be worth S$7.5 billion by 2026 . For marketers and retailers, all eyes are on the prize as they look at digital campaigns to capitalise on upcoming celebrations and shopping holidays to drive sales targets.
However, the online playing field is like a busy household, with a lot going on. In this scenario, how can brands tailor their campaigns to cut through the clutter and effectively show their love for mom this Mother’s Day?
Know what she wants
Like the unconditional, all-knowing bond between mother and child, marketers should know their target audience and consumer preferences inside-out.
Building on insights pulled from consumer data, marketers can develop strategies based on predictions and buying behaviours. For example, past transactions and consumer data from the previous year can inform marketers on the types of gifts that are best-selling—be it spa packages, an afternoon lunch at a hotel, make-up products or flowers for mum. If a bouquet of pink carnations (symbolising a mother’s undying love) crossed the highest sales the past year, marketers can then invest more advertising dollars to target those who have shown an interest in purchasing them specifically.
With these insights, marketers can also create segments of Mother’s Day gift buyers, including last-minute shoppers, daughters, sons or husbands. To effectively close the sale, develop messages that speak to these audiences, such as offers including free shipping for last-minute flower deliveries.
Ultimately, knowing what she wants goes a long way in capturing consumer interest and showing Mom we care.