Promoting Your Business for Mother's Day
According to the United States Census Bureau, as of 2008 there were 85.4 million mothers in the United States. In 2014, consumers were expected to spend about $3.8 billion on festive outings such as brunch and dinner, on Mother’s Day alone, according to the National Retail Federation. These numbers are extremely significant and have important implications for restaurants, caterers, bakeries, and take-away food businesses. They hint that food businesses have high earning and sales potentials on and around the holiday. By promoting the venue well, a food business can make the most of the opportunities which Mother’s Day presents.
DiscountsDiscounts give customers a “can’t miss out” feeling. Phrases like “a penny saved is a penny earned” adequately explain widespread consumer approach to discounts and deals. Though customers still spend and businesses still profit when discounts are instated, the feeling of saving money (and therefore earning) draws in consumers and leaves them satisfied. Coupons are a great way to advertise the venue as well as give customers a reason to dine there. The savings will be magnetic for consumers, while the coupon itself will act as an advertisement for the business. Researchers at the University of Minnesota found that consumers preferred discounts offering something extra for free, as opposed to getting a reduced price on an item. Therefore, a great solution for restaurants on Mother’s Day can be to offer a free dessert for every main course purchased or a free glass of wine with the meal. The freebies can improve the overall customer experience as well as convince customers to frequent the venue in the first place. Take-out businesses and bakeries can offer deals such as “buy one get one free” in order to adapt themselves to customer preferences as presented in the study and to make the most of the potential for business on Mother’s Day. Deals and discounts should give both the customers and the business a way to get something out of the exchange. From gifts to meals, everyone will be looking for meaningful activity and gift options, ideally at a fair price. Therefore, restaurants and other food businesses offering discounts, coupons, and deals for Mother’s Day, have the advantage of being extra-attractive to customers in the process of deciding on plans for the day.
Oftentimes, families choose to celebrate Mother’s Day at home. Despite the expected reduction in restaurant traffic that this may bring, restaurants and other food businesses can highlight upon this practice. Gift cards can be the perfect gift for mothers, and the ideal solution for restaurants looking to use the holiday as a way to draw in profits and sales. According to the National Retail Federation, about 42% of those shopping for a gift for Mother’s Day in 2013 purchased gift cards, making them a significant chunk in the holiday-associated sales. Caterers and take-away food businesses can get a piece of these profits by selling gift cards. Gift cards will make buying a Mother’s Day gift easy for purchasers and ordered food will make their Mother’s Day meals simpler, all the while producing sales for food businesses.
Promotions for the FutureIn addition to bumping up restaurant traffic on Mother’s Day itself, the occasion can be used to promote the business in the future. In order to do so, a focus should be placed on strategies to help ensure that customers will return to the venue. For example, consider setting up a box for children to write why their mother is the best. The most creative answer can be rewarded with a free kids’ meal at the party’s next meal at the venue. As an added bonus, the notecards can also double as a sign-up to a customer loyalty program, providing a platform for contact with and advertisement to customers. As mentioned above, offering deals with free items is a great way to attract customers’ attention and make them want to take advantage of it. Therefore, such a raffle can be a great way to convince customers to come back. The promise of a free meal will be too good to pass up. Other promotions for the future may include a bonus discount if the party chooses the venue for father’s day as well.
Every customer loves a great deal. Therefore, by offering discounts, coupons, and gift cards for Mother’s Day, venues can promote their business for the holiday. Facebook, local newspapers, and window signs are excellent ways to advertise the deal and promotions. For businesses with a customer loyalty program, sending out e-mails about the menu and discounts offered for Mother’s Day can draw customers’ eyes and lead to sales for the holiday. Though promotions are not the only way for a venue to draw business for Mother’s Day, they are a great way to put the venue on the map and bring in customers whom may have otherwise forgone the venue.