MOTHER'S DAY

OVERVIEW OF THE PROMOTION:

Mother’s Day is an internationally recognised celebration, honouring mothers, motherhood and maternal bonds. In Australia, Mother’s Day falls on the second Sunday in May.

For venues with a food offering and/or a family focus, this day presents an opportunity to:

  • Increase foot traffic to your venue.

For venues with a food offering and family focus, creating a special event with additional activity to your normal trade will encourage families to host their Mother’s Day brunches, lunches and dinners at your venue. Coupling this with an incentive to pre-book can ensure increased trade that can be well managed.

Please keep in mind that Mother’s Day events are not suitable for every venue, but this does not mean that the day is irrelevant. Blue Collar venues may wish to consider a lead-up promotion, such as a gift or experience on offer which can be utilised to drive trade, but be considerate of your proposed activity; it must meet the following one or both of the following objectives:

  • Increase bar sales
  • Increase spend per transaction
SUGGESTED ACTIVITY TO CONSIDER:

Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.

BAILEYS FOR MUM WITH EVERY MOTHER’S DAY BOOKING:
DETAILS: Every booking will receive a 700ml bottle of Baileys for mum. The bottle will feature a special tag which will say eg. “Shamrock Hotel Loves Mums”. This will encourage customers to commit to booking their event at your venue and will ensure each and every booking walks away happy with a fantastic gift for mum.
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Operationally, this will also allow you to plan for your event with a better understanding of booking numbers.
Please note that this will seek approval from your Area Manager.

Conditions of the promotion:

  • Bookings made prior to the date
  • Minimum 4 people per booking
  • All guests must have a main meal
  • 1 bottle per booking
  • Bottle must be sealed at all times during visitation

COST:
This may be supplier funded. Seek approval first.

BEST MUM – FACEBOOK PROMO:
DETAILS: To drum up interest surrounding Mother’s Day in the preceding weeks, consider running a social media competition (Family focused venues only). Consider running “My mum’s the best because…” competition where people are encouraged to post a photo to Facebook that explains why their mum is the best.
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They should be prompted with a #tag so you can manage entries.The best entry will be drawn and the winner should be awarded a great prize which may include a Mother’s Day lunch at your venue along with a pamper package or day spa voucher for mum.

For the best results, you should draw this about a week out from Mother’s Day.

Please include in your proposal:

  • Competition mechanic
  • Promotional period
  • Draw date
  • Prize offering and value
  • Target number of competition entries.

COST:

  • Cost of the prize
  • Social media advertising costs

MUMS EAT FREE:
DETAILS: Food venues may wish to consider offering an incentive to bring their mum’s to your venue for a meal. Consider offering a ‘Mum Eats Free’ promotion.
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Please note:
You will need to have terms and conditions in place. Eg. Valid for bookings of four or more guests, not to be used in conjunction with any other offer. Please include these specific terms & conditions in your proposal.

COST:
The sale price of the lesser priced meal will be allocated to your food promo account. Please include a total estimated cost of food promo spend, based on your expected number of redemptions of this offer.

FACEBOOK OFFER:
DETAILS: A Facebook ‘offer’ allows you to share discounts/vouchers with customers by posting an offer on your Facebook page. When someone claims an offer, they’ll receive an email that they can show at the Page’s physical location to get the discount.
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The objective of this promotion is to increase bistro sales, whilst also keeping tabs on how many tables are booked.

Offers to consider:

  • Book a table for 4 or more this Mother’s Day and receive a free bottle of sparkling wine.
  • Package up a 3 course meal at an attractive price point.

COST:

  • Dependent on your offer, you may have an allocation to food or bar promo accounts.
  • $30 POS design for an image to accompany the offer.
  • Additional Facebook boosting post costs may also be incurred.

MEGA MOTHER’S DAY:
DETAILS: Family venues should consider providing additional activity on Mother’s Day to cater for the whole family.
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Activities to consider could include:

  • Specially designed Food & Beverage package
  • Face painting
  • Kids entertainer
  • Family Photos (similar to Santa Photos)

When submitting your proposal, please outline:

  • Proposed activities
  • Times of activities
  • Associated costs

COST:
Costs will be dependent on your selected activity.

CARD MAKING COMPETITION
DETAILS: Family venues that have colouring in facilities for kids may wish to consider providing kids with craft supplies to make their mum a unique card and award prizes to the best cards the two weeks prior to Mother’s Day.
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This would encourage families to visit the venue in the lead up to Mother’s Day as well as the day.

COST:
POS - $140
Print – in-house
Prize and craft supplies dependent on offering- please include this in your promo proposal.

MARKET FAIR
DETAILS: If you have the space to accommodate this may be a good opportunity to hold a market fair day outside or inside the hotel to drive more people into the venue. In some cases, this may require different licensing so you should thoroughly assess whether this would be a worthwhile investment.
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Activities to consider could include:

  • Specially designed Food & Beverage package
  • Jumping castle
  • Stall holders (i.e. artisan stalls such as candles, crafts, florist etc.)
  • Kids face painting
  • Hamper giveaway

When submitting your proposal, please outline:

  • Proposed activities
  • Times of activities
  • Associated costs

COST:
Costs will be dependent on your selected activity.

OTHER: This unique offering needs to be markted effectively so it may be useful to run a PR story or encourage local businesses involved to promote the event also. If organising stall holders, you should restrict food and beverage stall holders to drive people into the venue for your offering and charge them a fee (e.g. $50) for the space.  

MEDIA WALL
DETAILS: If you expect a large turnout on the day consider organising a photo wall (i.e. flower wall) for people to be able to share and promote the venue. You should provide relevant props for photos (i.e. signs, love hearts, hats etc.).
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The objective of this promotion is to increase venue awareness. It should be advertised to entice people to come into the venue on the day and should include the venue name somewhere. This should be set up somewhere in the venue where it is not going to cause any issues with a build-up of people or block any walkways, preferably somewhere with great natural lighting. You may choose to put the wall up for patrons to take their own photos or use a photographer or capable staff member. Costs will vary dependant on the option you choose.


When submitting your proposal, please outline:

COST: 
Costs will be dependent on the type of media wall you wish to organise/hire, whether you choose to include a photographer and the props you organise.  Flower wall hire for 6 hours is approximately $350.

CHAMPAGNE AND CHOCOLATES
DETAILS: Consider providing the first 20 bookings with a complimentary glass of champagne and chocolates for mum. This will encourage customers to commit booking their event at your venue and encourage them to do so further in advance.
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Operationally, this will also allow you to plan for your event with a better understanding of booking numbers. 
Please note that this will need approval from your Area Manager and you may be able to get supplier assistance.

COST: 
Champagne may be supplier funded. Seek approval first. Chocolate costing dependent on number of bookings and chocolate offered.

BOTTOMLESS BRUNCH
DETAILS: To provide a point of difference from competitors you may wish to host a bottomless brunch, where customers are able to purchase brunch and add bottomless mimosas for a specific period of time (i.e. 2 hours). This should be time restricted to ensure venues are adhering to RSA and include mimosas or Bellini’s- no full strength alcohol. It should be mandatory that this offer is only available with the purchase of food.
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The objective of this promotion is to increase bistro sales by providing a point of difference from other Mother’s Day brunches.
When submitting your proposal, please outline:

  • Brunch menu
  • Time of brunch and bottomless mimosas
  • Costing

COST: 
Costing dependent on food and beverage offer.

PERSONALISED CARDS
DETAILS: When taking booking details for Mother’s Day, ask for the name of the mother so that you are able to hand out personalised cards from the venue on the day with a return voucher inside and a chocolate.
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The purpose of this to provide additional valued customer service to patrons and to encourage patrons to become return, loyal customers.

COST:
Cost of cards
Voucher and chocolate cost dependant on offering
PROPOSED MARKETING ACTIVITY:

Marketing initiatives should include the following:

  • Bar till customer display screens - Upload to POS screens via OMG with scheduled finish date
  • Portrait Plasmas - Upload via USB or Riptide
  • Tri fold table talkers - Only to be used it adverting multiple things on the one table talker
  • Staff Viral - Print out the event details and discuss in weekly manager meetings
  • Nightlife - Upload to Nightlife via OMG with scheduled finish date
  • Social Media - To be posted on venue socials, reach out to local mother’s groups through social media and encourage venue sponsored teams and staff to be sharing event details
  • Posters in venue - Only to be used in venues where portrait plasmas are not available
  • E-Flyer - Only to be used in consultation with Customer Loyalty Manager
  • SMS - Only to be used in consultation with Customer Loyalty Manager
  • Local Media Release - Only used with when a newsworthy component is included and the media release guidelines ae adhered to etc.
You should also have a think about how you could best reach your target market pending on the events you may be running. For example, if you are going all out for mother’s day as you see that it is profitable for your venue, then in house POS will be effective but consider taking it outside the venue by media release. Perhaps your local sponsored clubs can post something about it on their Websites etc.
SUGGESTED SOCIAL COMMUNICATIONS:

Social Campaigns

  • Create a hashtag campaign to encourage patron participation: This is as easy as asking customers to share their favourite photo, funniest mum story or best advice their mum ever game them- be sure to include a venue related hashtag for people to share with the post.
  • Social poll: Create a social poll to poll mums and then release the answers. You can ask sentimental questions like “What do you love most about being a mum? “What is the nicest thing your child has done for you?” or funny questions like “What’s the weirdest Mother’s Day present you have received?” or “What’s the weirdest question your child has ever asked?” Facebook and Instagram make it easy to create a poll and you can then share the answers or put them into an infographic to share.
  • Charity campaign: Consider running a charity campaign in the lead up to Mother’s Day with funds raised going to support mothers in need to a charity/ non for profit that works with mums such as Compassion Australia (for mums and babies living in poverty) or a local women’s shelter. You can raise money through a Go Fund Me campaign, through donations over the bar or by donating $1 from specific items sold in the lead up to mother’s day. This also provides an opportunity to promote the venue in a positive light- you may consider running a PR story and teaming up with a local community group.
  • Local business promotions: You may consider running a social competition in conjunction with other local businesses to promote the venue to a larger audience (i.e. florists). This should encourage patrons to share a venue post (i.e. Share this post and tell us your mums favourite flowers to go in the running to win a free bouquet from XXX florist and lunch for mum at XXX hotel.) Should you wish to run something like this you should look for local businesses with a large online presence and following.

Social Captions

  • “Mother’s Day is just around the corner. Finish this sentence “My mums the best because…..” The best answer will receive a $50 venue voucher. Oh and don’t forget to tag your mum!”

  • “Book a table at XXX Hotel this Mother’s Day to receive a complimentary bottle of Baileys for your mum.”

  • “Want to celebrate how much of an awesome Mum you are and keep the kids happy at the same time? Join us at XXX Hotel for free kids face painting and delicious meals for the family”

MEDIA LIBRARY: 17578

USEFUL TIPS:

  • Ensure your POS is displayed in areas relevant to your promotion’s target market.

  • Think about who the decision maker is when it comes to making plans for Mother’s Day and consider what is the best way to reach them. It is often the case that families arrange Mother’s day celebrations with grandmothers and it can still be Mothers making the decision on the days activities.

  • Incentivise bookings are essential on the day. This is to ensure that you have appropriate stock on hand, staff levels and are thus able to better manage your big day!