Making Mum’s Day
Seasonal holidays. They are a marketer’s godsend. If the true aim of marketing is to change behaviour, then this is the best opportunity you will be given all year. Christmas, Father’s Day, Easter, Valentine’s Day and . . . of course . . . Mother’s Day. Customers will break their weekly routines in search of the perfect gift and this is your opportunity to position yourself right in front of them. But what about the follow through?
While this concept may be new to some of the more traditional and artistic entertainment options, commercial entertainment has been capitalising on these landmark retail events for years. And Mother’s Day is probably the strongest date after Christmas.
If you have been in Melbourne over the last month and a half, you will have automatically linked tickets to The Sound of Music with the perfect Mother’s Day gift. Due to some lucky timing, almost all of their Melbourne campaign has been based around this retail date. Women are predominantly the musical ticket purchasers and audiences, so the association with this holiday is a very short leap which seems logical to the consumer and thus is more memorable.
But what about the follow through? Most marketers would have thought that their job was over after last night’s flurry of last-minute purchases for Mum. Right? Wrong. At this point you have managed to capture all the kids creating a strong brand image by solving the annual problem of finding the perfect Mother’s Day gift. Now you have to tackle the much more difficult customer . . . the Mother.
Sure, they are getting a great experience that they haven’t paid for. But they haven’t gone into the experience with zero expectations – especially if that experience is being redeemed today as part of the Mother’s Day celebrations!
The family has made a big deal of their Mum with the initial purchase of the tickets, now it is time for your brand to make a fuss.
There are a multitude of ways that this could occur. Maybe every mother entering your show today received a rose (the chocolate variety is probably better and has more longevity). Maybe they were given a small customised souvenir. Think about Matilda currently playing at the Princess Theatre – the possibilities are endless as many revolting children visited the theatre with their mother, and probably their grandmother, today.
Marketing never stops at the sale . . . the follow through is even more important. And just think about the impact one little rose will have for each customer today. Not only will they leave having had the usual fantastic experience at your show, but they will have gone in on a high from their little unexpected gift at the front door. Try shutting these audience members up when they show off their exclusive Mother’s Day experience to all their friends (and create many more customers for you in the future as some of your biggest brand advocates!)