Question

Topic: Advertising/PR

Mothers Day Promotion Ideas On Non Gift Products

Posted by Anonymous on 4/18/2012 at 4:27 AM ET 250 Points
Mothers day is approaching and I have a shoe store.

It's hard to sell shoes as gifts. as sizes and fit are always different, so it does not make a suitable gift to a lot of our customers.

How can we promote Mothers Day and still sell shoes at the same time?

We tried gift vouchers last year and it did not work so well, as people perceive gift vouchers as lazy, they rather give something that's tangible, in a box.

Just looking for ideas around this.
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  • Posted by CarolBlaha on 4/18/2012 at 9:34 AM Accepted
    I don't think people think gift vouchers are lazy. I know zappos and DSW sell a lot of them. The issue is probably more getting your store at top of mind when thinking mom's day.

    Try combining your offer with another store and fusion marketing for mom's day. Combining a voucher with a box of shoe cookies, jewelry piece, or shoe shaped chocolates will give you both a gfit in a box and a voucher. The two items combined will come across as a unique gift choice and move you closer to the top of mind of someone trying to find a unique gift. It will also make it more newsworthy, giving you lots of ways to market.
  • Posted by Chris Blackman on 4/18/2012 at 11:08 AM Accepted
    What goes with shoes?

    Hosiery/Stockings?
    Dancing Lessons?
    Pedicure?
    Foot massage?
    New dress/outfit?
    Handbag/Purse?

    So maybe if you gave a voucher to get something off one of those items that could go with a new pair of shoes and bundle them together, you'd have a better value bundle?

    And you could cross-promote with the vendors of those other goods or services to have them refer their customers back to you.

    Hope that helps.

    ChrisB
  • Posted on 4/18/2012 at 12:27 PM Accepted
    You can try this: "A pair of film tickets" (?)
  • Posted on 4/18/2012 at 12:32 PM Accepted
    I would suggest offering a sale/instore promotion for any shopper who brings their mom in with them.

    Advertise a 25% (or any other actual savings) for any mom and son or mom and daughter that visit your store that day and purchase a pair of shoes for each of them. You could even extend it to generations by encouraging them to bring the grandkids as well.

    This is a great sale to encourage family bonding and really embrace what Mothers Day should be. A time to spend together, not just at time to buy something for someone.

    You could take it a step further too and offer refreshments and special gifts for the moms. Maybe a simple potted flower/plant or a promotion/in store savings to be used at a later date in addition the sale they are already receiving.

    Even if you don't generate a lot of profit on this day, it will still be an excellent PR opportunity to show your customers that you care about them and their families and want to see every mom have a wonderful day with their kids and grand kids.

    You generate good feelings and shape your customers perceptions and they get new shoes at great prices. Everyone wins.
  • Posted by Jay Hamilton-Roth on 4/18/2012 at 6:48 PM Accepted
    How about making the gift certificate a pair of plush/stylish shoes (can be used as a decoration) or even earrings? Then the mom can later redeem the certificate for shoes of her choosing.
  • Posted on 4/18/2012 at 10:45 PM Author
    I think the idea of cross-promoting together with the voucher is a great one. That means we can sell vouchers and still have something solid to give them.

    I also like the idea with the sale when they bring their mom in, I will definitely do both for this Mother's Day!

    With the cross promotion idea, I'm wondering how it would work.

    E.g. Cookies and shoe voucher, so both me and the bakery would advertise the same package for Mother's Day, and when one is sold, we take the agreed split payment?
  • Posted on 4/18/2012 at 10:46 PM Author
    I think the idea of cross-promoting together with the voucher is a great one. That means we can sell vouchers and still have something solid to give them.

    I also like the idea with the sale when they bring their mom in, I will definitely do both for this Mother's Day!

    With the cross promotion idea, I'm wondering how it would work.

    E.g. Cookies and shoe voucher, so both me and the bakery would advertise the same package for Mother's Day, and when one is sold, we take the agreed split payment?
  • Posted by analucianovak on 4/19/2012 at 11:36 AM Member
    Happy Mothers Day Event
    Target Mothers and Daughters to come in together on a certain set of days and offer a discount on the purchase of two pairs of shoes and during that day have a table set up with beverages (Apple Cider, orange juice), coffee, and platters of croissants, scones, fruit bowl for morning and platter of dessert for the afternoons
    For check out, even if they buy something non shoe related, Create and offer a QR code or coupons on the receipt for future shopping offering 20% off for additional savings on a normal priced shoe.

    You can try to offer several offers for men who want to buy mom something - offer personal shopper assistance on selecting a gift. For instance " Who said Stocking stuffers were only for Christmas?" or "Stocking Stuffers were meant for mom's". Remember the movie, " Mars Needs Mom's"? Use the name of a particular brand or your store name as a catch phrase.

    If there is a Patch.com - sign up and add an Event listing out the specials, select the recurring feature and end it the day after Mothers Day;

    create a Foursquare check-in incentive for first time check-in's and frequent shoppers. You may want to offer an exclusive special discount for only frequent shoppers ( if you have an email list this is where you send an email to your list with a "Shhhh, exclusive offering just for you ! Treat your mom to..... And tie in the Mothers Day special event (mothers daughter shopping day)

    Use Facebook and twitter to schedule reminders people to remember mom and point them to the events page on your website or Patch.com there is obviously some administrative components here but once you decide which way you're going, then you can implement the tactics.
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