Don’t forget Mom

As I noted in this 2018 “Marketing” column, Father’s Day is a slam-dunk marketing opportunity, because who wants to give Dad another pair of socks or a tie?

But Mother’s Day shouldn’t be ignored. Today’s moms are not so much about getting flowers or chocolates, and more about experiencing cool opportunities that they might have denied themselves while immersed in raising young children and/or working outside of the home.

Anecdotally I have come across more women in their 40s, 50s, and 60s who are interested in learning to fly now that their children are older. They also have more disposable income, which makes them good prospects for your flight school.

Mother’s Day gift certificates should be ready to go at your flight school, and a sign at the counter reminding customers that the day is coming will help keep it top of mind. Post about the upcoming day on your social media pages, including images of women pilots, and let customers know you’ve got the goods to give Mom a special day.

(Groupon participation? That’s a whole other column. Some flight schools can say they’ve done well with Groupon, but many others say the associated risks—having to provide discounted services to a surge of clients who aren’t likely to spend any additional money—don’t outweigh the benefits. In other words, when it comes to Groupon, your mileage may vary.)

Moms should be welcomed as warmly as you would any other newcomer to your flight school, though you should expect to get pointed questions about the safety of flying “little airplanes” (and make sure you have good answers to those questions). While we’re talking about safety measures, make sure your newcomers understand the extent of your efforts to provide clean and sanitary conditions for all customers to avoid exposure to COVID-19. Mask usage, aircraft cleaning, and any other measures should all be a part of that conversation.

Conversion rates for gift certificates are not historically high, yet it costs you nothing extra to give these customers the very best introductory flight experience they could have. Just as Dad doesn’t need another tie or pair of socks, ask your customers whether Mom really wants another stuffed animal, bottle of cologne, or another dumb little thing from CVS.