My mom on her wedding day.
[In honor of Mother's Day, my mom and all of the moms out there, I am republishing this post about a Hallmark campaign that pays special tribute to this influential figure in our lives. It was first published on May 14, 2012 under the headline "Hallmark's ode to mom is influential, timely."]
How do you make your message stand out when consumers are bombarded by thousands of ads each day? The noise is pervasive and loud. The number of outlets is vast. Shouting doesn’t help and it will likely get you ignored.
So when putting a message out there, remember who you’re talking to and tell a good story. Appeal to what matters to your potential customers and don’t be afraid to tackle emotional subjects head on.
Hallmark’s “Tell Mom” commercial is a shining example of good storytelling that does just that. It’s also timely – the ad started airing in the weeks leading up to Mother’s Day.
Hallmark cards and products are known for tugging at the heartstrings. This piece featuring mothers talking to children is no different and suits the brand’s personality. The mothers’ statements are honest and identify what they want from their children, which is mostly time and attention. For children, Hallmark’s target, these requests from mom are familiar, a gentle reminder to remember mom on Mother’s Day.
This ad stands out because it makes you feel something. You can’t ask for greater appeal than that. It makes you want to tell your mom you love her and maybe, just maybe, you’ll go out and buy a Hallmark card to do the talking for you. Or maybe you’ll just remember the Hallmark name.
When crafting messages to reach your customers, remember the story is about them not you. Make it personal and relevant.