Home Technology Why marketers need to give Hallmark holidays a break

Why marketers need to give Hallmark holidays a break


For those of us who have been the target of the latest gift guides, yes, I’m talking about those for Mother’s Day. Mother’s Day and their influence, which took place on Sunday 9 May this year here in Australia. Although the international date varies from country to country, it remains one of the most effective days for marketing campaigns. And rightly so, mothers – or, more broadly – women, 70-80 percent of all consumer purchases.

Don’t get me wrong, I love Hallmark’s holiday like the next marketer. This is a convenient way to get the function of a gift guide, run promos, themed content, etc.

Brands make big profits from all the momentum – some of them make the lion’s share for just a few key dates a year. Speaking more personally, then as a mom, I love any occasion to celebrate the people in my life and totally buy into the excitement of Mother’s Day.

What I’m not a big fan of is the marketing departments that use these dates and use most of their resources while neglecting the so-called VIPs until the end of the year. Sharing interesting stories should not be limited to just one date.

Teams leave large, thick, empty calendar periods open to opportunity, diving from the nose and competing for eyeballs on spinning dates. If brands want to blow people’s minds with their marketing campaigns and truly destroy the landscape, they need to understand that you don’t need to play based on consumer expectations.

You can really celebrate your community on other days. And this applies to all other commercial holidays. Shocking, I know.

  1. Tell your story in due course. Instead of contributing to the noise of the day, marketers have 364 days a year to plan and implement a well-thought-out strategy and defend their own merits. Look for calmer periods to share moments of your brand.
  2. Balance your marketing schedule with a number of companies. Go beyond the usual holiday greeting cards with mini-activations throughout the year to check out and find out what worked well and what didn’t. It also makes it easy to adapt to rapidly changing trends, economic landscapes and consumer behavior.
  3. Be inclusive when developing a strategy. Attract talent while developing a strategy, but not right away. You will be offered a diverse perspective outside of your usual team and an idea that closely matches the values ​​of talent. This is a win-win situation.

So on this Mother’s Day let me challenge you: how can you recognize women on other days of the year?

Clarissa Harris is the Managing Director of True Tribe.


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