Pinterest Provides Tips for Your Mother's Day Marketing Strategy
Mother's Day is still a couple of months off (14th May), but Pinterest's getting in early, reminding marketers to plan their promotions ahead of time. And with - according to Pinterest - 70% of US moms active on the platform, spending an average of 124 minutes per month browsing the various Pins, tapping into Pinterest for your Mother's Day campaign could be a great way to boost performance.
To help with this, Pinterest has outlined a couple of key details to help maximize your Mother's Day strategy.
First off, Pinterest says that activity related to Mother's Day starts early - it's already rising right now.
"Mother's Day searches and saves begin to climb mid-March and we encourage brands to start their campaigns then. Activity continues to build all the way to the big day. What people save varies over time, so we recommend a multi-stage marketing plan."
Pinterest says that, overall, more than 33 million Pinners have saved 252 million Mother's Day related Pins - getting started early could help you get in on that jump in activity.
Importantly, Pinterest notes that people tend to look for "experience-related Pins" early on, ideas that can help them plan the perfect day.
"For your early campaigns, we suggest showcasing more involved, DIY-lite projects, like hosting mom for brunch or planning a day-long road trip. We also see a lot of searches for things like "activities," "projects" and "gift baskets."
Pinterest says brands should consider how their campaign is able to help in creating these "unique gifting experiences".
And as the actual day gets closer - as you might expect - people start looking for more easy-to-purchase, last minute solutions.
"At that point, your strategy should highlight simple, thoughtful and beautiful gifts. Examples include home decor, wall art, at-home spa kits and apparel or accessories."
The concept here is fairly simple - cater to the demand of the time by tapping into trends. And not only the overall trends, but the shifts which occur in search based on proximity to the event. If your brand offerings can cater to each of these states, or your offerings relate more to one or the other stage, it's worth considering how that plays into your outreach strategy.
And Pinterest's last key note relates to targeting and reaching Pinners in their search process.
Pinterest advises that brands should target interests like "travel," "photography," "gardening," "beauty," "style" and "home décor."
"You should also try these keywords: "mothers day," "mothers day gifts," "mothers day crafts," "mothers day quotes," "mothers day crafts for kids" and "happy mothers day."
These are some good considerations from Pinterest, and will apply beyond the platform itself.
Also interesting to note, Pinterest is reportedly on track to reach $500 million in revenue in 2017, which would be a big boost from the $300 million the company posted in 2016, underlining its growing potential. The platform now has more than 150 million monthly active users - a lot less than many of its social rivals, for sure, but Pinners have much higher purchase intent. Research has shown that 93% of active Pinners use the platform to plan for purchases, while 87% have purchased something because of Pinterest.
It may not get the coverage of the other networks, but the data shows the platform is one the rise - worth consideration in your planning.
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