Mother’s Day is just around the corner, which means your fan’s Facebook newsfeed is about to be bombarded by every retailer and shopping centre trying to sell their wares. So how can you remind your fans about Mother’s Day and encourage them to shop with you over this key retail period, without looking desperate? I’ve got three ideas to get the ball rolling for your Facebook page and they all involve tugging on your Facebook fan’s heart strings.
1. Share a quote and image
I don’t mean any quote or image just for the sake of a few likes or shares, you want to remind people about an emotional connection between your business and their Mum. For example, if I owned a Garden Shop I might remind my fans about a time when they were taught how to garden with their Mum or their shared interest in gardening. This type of update is simple to create and has the following objectives in mind:
N.B. This image is a mock up, keep in mind that if you create something like this for your business, you’ll want to make sure that the image includes your web address or Facebook web address just in case people decide to share it. Your aim is to keep people coming back to your business either in person or on Facebook therefore they need to be able to find you!
2. Update your Facebook Cover
If you follow my Facebook page, you will know that I update my Facebook cover photo regularly and that it is one of my favourite tips for key retail periods. Each time you update your cover image it is sent out into the newsfeed without text and it encourages your Facebook fans to click on the image or visit your page for details.
This Mother’s Day use an image which compliments your in store campaign, a product or a competition you are running and ensure that the image reminds your fans that Mother’s Day is on Sunday 12th May. Here’s a great example from Cairns Central:
This example reminds Facebook fans with the date for Mother’s Day and it tugs on their heart strings with a fun emotive image.
If you are advertising a gift guide, a competition or event in your cover image, you might also add text int he space for the update, it won’t show up in the newsfeed but it will be seen when people click on the image like this:
If you have a Mother’s Day television advertisement or other clip included in your campaign, you might add a ‘Play Button’ on the cover image to prompt people to click on the image. When fans click on it they will see the link in your status update to play the clip.
Hint: Make sure your cover image complies with Facebook’s terms of service too, this means you should only have 20% text in the cover.
3. Run a Competition
Facebook competitions are the perfect way to remind your fans to think about their Mum in the lead up to Mother’s Day. You can use competitions to encourage fans to think about the types of gifts Mum might like to receive too, without being too pushy. You can run a number of different types of Competitions including photo contests, generic sweepstakes etc but I wanted to share this one with you from Rouse Hill Shopping Centre because it’s already tugging on those heart strings!
Rouse Hill Shopping Centre are running a Facebook Competition to highlight their gift cards. Customers have been asked to share their stories (in 25 words or less) about the best Mother’s Day gift they have ever received for their chance to win one of four $250 Rouse Hill Gift Cards.
In addition to the competition Facebook fans can take a look at the gift ideas that everyone has been contributing via the Facebook page. Imagine the thought provoking (and emotive) content which will be generated and shared over the coming weeks from all of the entries! The competition connects with the community and draws them into the Facebook page throughout this key retail period ensuring they stay top of mind. Here’s a snippet of their Gift Gallery created by the entries so far (there’s already over 10 pages and the competition launched on Monday!):
If you are going to run a competition you will need to ensure that you are following Facebook’s Promotional Guidelines, you can read them here (E.Promotions). You’ll also want to make sure that your terms and conditions allow you to share entries with the general public.
Now it’s over to you: What are you doing this Mother’s Day to capture the hearts and minds of your Facebook fans? How are you using imagery to encourage people to press like, share or comment? Are these things important to you?
Author: Celina Johnson
Many thanks to all Centres involved, for allowing me to share their campaign imagery with you.
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