Mother’s Day is around the corner and it’s time to utilise the opportunity as a marketing platform for your business’ sales. Or is it? Last year, before I got ready to host my Mum for Mother’s Day, I did a boxing session on Mother’s Day. At the end of class, our trainer was asked, “Hope you sent your Mum some flowers”. The trainer was dignified, smiled and said “Yes”. I checked on him later and invited him to my Mum’s dinner. I knew his Mum had died when he was four-years-old. For me, Mother’s Day is one filled of mixed emotions. I love celebrating and thanking my Mum, but I am reminded that I am not one myself. I am quite philosophical about these things and I write this blog aware it’s personal and may provoke some readers’ emotions.
As a marketer, I need to stereotype.
In my analysis to find a target market, the ideal customer, I need to rely on statistics and demographics. But numbers aren’t human; and humans are definitely not a science. We come in all shapes and sizes and with raw emotions. Marketing, when done at best, is about connecting with an audience. But, often what’s missed is the gorgeous rainbow of colours in between the black and white of your analysed target market group. And, for me at least, it’s important that all those colours are never forgotten in a marketing message.
Just because I’m a 41 year-old female doesn’t mean you should assume I’m a mother. And, no offence, does it have to be your business?
Mother’s Day and all the other “hallmark” days are a marketer’s dream.
They are symbolic days designed to leverage at the heartstrings of prospects to get a sale. But let’s have some sensitivity too. Let’s understand that not everyone lives charmed lives with full family in toe. Let’s be smart when marketing, not lazy and cliche. You never know who you may make a connection with if you show some creativity and potentially redefine the colours in your marketplace. So, when I saw a Facebook post from my favourite local skincare business “Spoil the Goddess in your life for Mother’s Day”. I commented: “I will, me!” They liked it.