Rethink your Mother's Day messaging.

Mother’s Day is officially just over a month away, which means those Mother’s Day briefs are starting to hit desks. If you’re staring at a blank Google Doc trying to figure out how to stand out amongst inboxes full of the clichéd and predictable, here’s how to win over hearts (and wallets) by looking at your Mother’s Day comms a little differently.

1. Is it wanted?
It's become more common in recent years for brands to send an opt-out email before unleashing the Mother’s Day campaign comms, asking if subscribers would prefer not to see Mother’s Day content. It’s a really easy win to make sure your audience isn't made uncomfortable or upset by an influx of content around a potentially sensitive topic. It can also help make sure your marketing is reaching the right audience.

2. Is it necessary?
There’s nothing marketers love more than a Hallmark holiday, but think carefully about if your offering is actually aligned with the day. If you feel like you’re having to really reach to make your product offering relevant, challenge your team. Maybe your messaging should be more “Made her day? Make yours too.” Or a focus on brand reputation messaging, such as how your brand supports and celebrates the mums in your team might be more appropriate.

3. Is it accurate?
Why is the default image of a mother a homely, flower-admiring, baking aficionado with a love of wine? It’s as though every “Top 20 Gifts For Mum” list is drafted with this exact archetype in mind. Obviously, this portrayal doesn’t capture the full spectrum of who mothers really are. Sure, there are mums who love a glass of red and can bake blindfolded. But this stereotypical sales version of a mother is a 2-dimensional caricature that pairs perfectly with The Father’s Day Dad who loves whisky, golf, and socks.

Effective audience segmentation goes beyond these stereotypes. Find the lifestyle niche within the diversity of mothers that is most relevant to your brand. For example, if you’re an activewear business, consider the various reasons outside of ‘exercise’ mothers might wear your clothes. Or if you’re in the luxury honey game, think beyond ‘breakfast in bed’ and compile content like ‘5 Things Mum Can Do With Gourmet Honey.’ 

4. Is it original? 
We know you have to write these every year, so you might as well make it interesting.

Ban these terms from your comms. Please.

• The perfect gift for the perfect mum. 

• Show her you care.

• Pamper her like a Queen. 

• A gift as unique as she is. 

• Because she deserves the best.

• For the woman who does it all. 

If you’re stuck on what to write, try these on for inspo. 

• For the woman who ironed your undies. 

• Put down the scented candle. Get Mum what she really wants.

• When macaroni art just won’t cut it. 

• Shop what’s in Mum’s cart right now.

• Gifts to guarantee your status as the favourite.

• Outgift your siblings this Mother’s Day.

• Mother’s Day gift inspo for when asking Dad didn’t help.

• One for Mum, one for Grandma, one for you. 

Forget the sea of same-same emails and ‘perfect mum’ clichés. Do it differently and get people to rethink the fluffy socks and novelty-sized wine glasses this year. Help your comms stand out, and prevent yourself from having to try and say the same thing five ways.

Say hi to your mum for us. Or, if she wants to build a brand, tell her to reach out.