Shortly after Easter 2014 I wrote a riveting article striving to inject a level of time-urgency whilst alerting readers that Easter would be here in 347 days (347 Days to Easter). Easter is now even closer.
As a marketing specialist it is obvious to me that Easter and Mother’s Day present sales promotions and brand opportunities for numerous businesses and brands.
Experience also tells me that amongst other things Easter and Mother’s Day have the following features in common:
- They take place at about the same time every year
- Business owners typically leave their planning and preparation for them until too late
- If you don’t take action now you will run out of time to execute a quality sales promotion
Quick Pulse Check
One of the first decisions to make is to determine: Are Easter and Mother’s Day Sales Promotions for you?
In my previous article 347 Days to Easter I point out that these promotions opportunities are actually one of many including the seven below:
- Valentine’s Day
- Mother’s Day
- End of Financial Year
- Father’s Day
- New Year’s Eve
- Patrick Baker’s Birthday*
*NOTE: Not all states and territories recognise Patrick Baker’s birthday.
You don’t need a marketing expert to tell you that you have limited resources and unlimited avenues for spending your marketing budget. So you need to prioritise the sales promotions and initiatives that you invest in.
Taking advantage of Special Events
In my previous article 5 Questions to Shape your Christmas Promotion I shared some thoughts regarding preparing for a Christmas Promotion.
The same approach will apply to preparing for your Easter or Mother’s Day promotions so I have listed the original five questions to consider. If you want more detail please review my earlier article.
1. What are your Objectives with regard to your Easter or Mother’s Day Promotion?
Starting with the end in mind and giving consideration to the outcomes that you would like to achieve from your Easter or Mother’s Day Promotion is a very good first step.
2. How does this Easter or Mother’s Day Promotion fit with your overall Marketing Strategy?
Reviewing your Desired Brand Positioning Criteria will help you shape the nature of your Easter or Mother’s Day Promotion and even help you decide if you should implement one at all
3. What will be the physical execution of your Easter or Mother’s Day Promotion
It is important to define exactly what your Easter or Mother’s Day Promotion will comprise of.
Defining your form of promotions execution up front will get far better results when compared to ‘shooting from the hip’.
You also need to define how it will impact your overall sales and marketing budget and other required/scheduled marketing activities.
4. What resources will you need to effectively implement your planned Easter or Mother’s Day Promotion?
After you have defined your Easter or Mother’s Day Promotion and the total investment required you will be in a position to make an informed ‘Go or No-Go’ decision.
5. How do you intend to measure the effectiveness of your intended Easter or Mother’s Day Promotion?
Your post- Easter or Mother’s Day Promotion project analysis does not need to be a mammoth affair. A simple analysis of the investment made and outcomes achieved combined with a review of what worked well or did not work well is all that I suggest.
A Good Start to Easter or Mother’s Day Promotions
A good start to any sales promotion associated with a special event is often to simply start early. Whatever the level of investment you intend to allocate to your Easter or Mother’s Day you will want to achieve the greatest return on that investment. I hope that the steps outlined above are useful in helping you achieve that return on investment.
In the meantime, I wish you and your families a great Easter and long-weekend when the Easter Bunny does arrive.
[Photo by Jan Smith via Flickr, licensed under Creative Commons]