Pending Business: Mother's Day | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: Mother’s Day

| April 13, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. —  Mother’s Day is around the corner.  You think I’m kidding, right?  Raise the Mother’s Day flag, now? In the middle of all this coronavirus pandemic?  Maybe your business brain is thinking, “Will I make it or will I be furloughed?”

Try to stay positive. The sun comes up, the world turns (maybe a little less normal, right now) and the calendar moves.  Every day brings a fresh start and another opportunity.  You just need to be smart, vigilant, and an agile adapter.

No matter what you’re thinking, the second biggest American gift-giving celebration of the year is about a month away.  Mother’s Day is coming and behind it a few more celebrations that may be different, adjusted, and adapted for a period of time. (More on that in future columns).

Mother’s Day will be different this year, for sure.  Maybe there will be no dinner reservations at that favorite restaurant, or (in-person) relatives gathering with Mom. We know the current restrictions, no matter where you live.  Some may change, maybe not, but what about Mom?  Through thick and thin, near and far, we always honor Mom.

Does your radio station have an ADJUSTED Mother’s Day radio marketing game plan?  Are your programming, promotions, and digital teams brainstorming, and sharing ideas, concepts, and unique messages?

Let’s start a basic Mothers’ Day marketing plan together.  Just a few starters to get your brain into a familiar, positive space, always remembering to be sensitive to the current environment:

Flowers — Be smart about the new normal effecting purchases, delivery, and timing.

Gift delivery — Radio is so awesome at moving the emotions to generate a purchase.

Gift card — No brainer… just which one (s) will you market?

Mother’s Day mealtime delivery — This could be the biggest opportunity. Right?

Call — Since 1876 we are always reminded to “Call your Mother.”  It’s more important than ever.

Consider the above list some easy starting points.  You will come up with more.

Remember, we don’t sell in a silo. TV, radio, digital, and social media platforms will all offer adjusted messaging at a time like this.  Sensitivity, clear thinking, and smart game planning will get you through… and of course a head start!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at: 

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Category: Sales