How to make the most of it during.

Shira Smolko

1.  “Shot on iPhone” – Mother’s Day Personalized Apple Ad

In 2016, Apple launched a big video ad ahead of US Mother’s Day. What made this video unique was that it was simple and effective. Apple’s ad features photographs uploaded to social media that have been “shot on iPhone.” 

These photos create a compilation of touching moments between mothers and their children. Apple simply wanted to remind its consumers that Mother’s Day is around the corner by featuring heartwarming photos and nice background music. 

This few second video is a perfect example of how a brand can leverage social networks to promote a feature of its product: its camera functionality. 

Picture illustrating a mother's day advertising

This campaign allowed Maidenform to become the center of the attraction and leave an impact in the minds of its audience.

Mother's day advertising example
KFC and Proflowers mother's day ads example
Picture illustrating mother's day billboard

Examples of some of the most controversial mother’s day ads

Penguin – wrong hashtag choice on Twitter

In 2015, Penguin book publishers didn’t understand the importance of choosing the right hashtags on Twitter. They asked users to tweet them with the hashtag #YourMum. Unfortunately, this hashtag, which also means a slur generally used to insult someone, was taken out of context. 

As a result of this poor choice, more than 7,000 people hijacked the campaign to share jokes. Of course, Penguin marketers increased brand awareness and social engagement, but the flip side is that they didn’t sell enough books for Mother’s Day. The takeaway? Sometimes, a little research goes a long way! Choose your words carefully so as not to create any kind of backlash.

Mother's day ads penguin example

German supermarket Edeka criticized for sexist advertising

In 2019, a German supermarket drew fire from social media users and traditional media commentators after releasing a questionable Mother’s Day ad. Edeka’s video is titled “We Say Thank You” and shows a series of black and white vignettes of incompetent fathers. The video shows some rather graphic content that was quickly panned by nearly everyone who watched it.

The video ends with the line, “Mom, thanks for not being a dad,” and footage of a loving mother caring for her daughter while the father devours what looks like Doritos. The ad was criticized for perpetuating hackneyed sexist clichés, portraying men as hopelessly incompetent and mothers as caring and maternal. 

Predictably, many Twitter users criticized the depiction of men, and some vowed to boycott the supermarket’s products. The video that was supposed to put women in the spotlight turned out to be a fiasco.

How To Increase Your Sales Even After Mother’s Day?

Following Mother’s Day, retailers often experience less traffic in their stores. However, it is still possible to encourage your customers to come and make their purchase at your premises. Below are some strategies you can leverage:

  • Invite your customers to join your referral program

After Mother’s Day is over, you can send emails to your customers to collect their feedback about your product quality and customer service. If they were satisfied with the services you offered them, invite them to join your referral program.

A referral program is a marketing strategy that incentivizes your existing customers to share your brand with their friends, colleagues, and family. For their efforts, referral programs often offer customers rewards such as gift cards, discounts, points, or freebies.

This strategy helps companies easily find their brand’s biggest ambassadors and know exactly who their new customers are, where they come from in order to better market their products. It also lowers the cost of acquiring new customers. If your business doesn’t have a referral program, it’s time to create one. 

See related: What Is Referral Marketing? 6 Ways for Retailers to Grow Their Business

With an average (ROI of nearly 4000%, email marketing is one of the important strategies for all businesses, whether traditional or eCommerce. Running an email campaign is an effective way to promote new products or services, and inform your customers about various discounts or promotional sales happening in your store.

In order to do this, it is imperative to have a cutting-edge POS system capable of collecting emails from your customers, sending emails through individual vendor accounts as well as through a centralized account used for the entire store. Not only does it allow you to collect customer emails for your future email marketing campaigns, but it also improves the retail checkout experience for customers by saving time.

See related: Holiday Email Marketing Ideas: How to Keep Customers Engaged

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