Father’s Day Marketing Campaign Ideas to Make the Most Out of it

Father’s Day is always celebrated on the third Sunday in the month of June. This year it will be celebrated on June 19, 2022. It is widely believed that Mrs. John Dodd was behind the inception of the day and her efforts culminated when President Richard Nixon signed a law declaring that it be celebrated annually on the third day in June.

Nowadays the day is celebrated worldwide as an occasion to recognize the contribution of fathers and father-like figures in the family. The day also brings an excellent opportunity for the companies to show their human sides and be a part of the household of the customer than just a business.

Brands need to understand the sensitivity of the occasion and create messages that go beyond product promotion & sales. On this day people express their gratitude to their guardians and brands of products that can help show their compassion in a touching way will only be able to gain the attention of the buyers.

Understanding The Celebration Plans

No matter what the size of your business is if you want to contribute to the happiness of your customers and want to touch their lives, you need to understand how the families plan to celebrate and who will be the center of purchase. Here is a chart that shows who the gift recipients will be.

Source: NRF (https://nrf.com/insights/holiday-and-seasonal-trends/fathers-day/fathers-day-data-center)

You can make out from the above chart which will be your end consumer. If you plan to send emails, ensuring they are centered on the right target audience can make them more efficient.

Will The Customers Spend?

Before planning your digital marketing campaign, you must have an inkling of whether the customers will spend money on buying gifts. The following graph gives you a clear idea of the history of spending. Based on the past trend, you can expect what the current year of spending is going to be.

This can help you in planning your marketing budget. With a well-planned budget, you can reach out to the right people in a way that doesn’t strain you as well.

Source: NRF (https://nrf.com/insights/holiday-and-seasonal-trends/fathers-day/fathers-day-data-center)

If the customers spent USD 17 billion in 2020, then you can expect to spend USD 20.1 billion in the current year.

From Where Will They Buy?

From a marketing perspective, it is critical to know where the buyers will buy from. Large corporations are present across all channels, so their planning will radically differ from the real online companies or local businesses.

Source: Chamaileon.io (https://chamaileon.io/resources/fathers-day-emails/)

As you can see almost a third of all buyers plan to buy gifts online, and digital marketing can play a significant role in tapping this channel for grabbing a large share of spending. Some digital marketing ideas that you can use are:

• Create a Landing Page for the day
• Optimize it for search engines
• Optimize it for social media platforms
• Launch E-Mail Campaigns With Coupon Codes
• Share The Videos Of Customer Celebrations
• Invite people to chat with takeaways

Which Will Be The Preferred Products For Customers On This Day?

Well, you are planning freebies for your clients or marketing tie-ups for giving discounts, but at this point, it is important to know the customers’ preferences. As you can see from the above graph, a Dinner or Brunch is the most favorite gift on Father’s Day, so if you shell out discounts on it on your website or make arrangements for the families to have a delicious brunch, you are more likely to see large business coming your way.

Greeting cards are also the most favorite gift, so having greeting cards in combination with brunch can be a grand family celebration idea and a profitable proposition for businesses.

On Father’s Day, gifting clothes is very popular. It is very touching for a father to get his favorite wear from his son or daughter, so even if you aren’t in the business of clothing, you can plan a re-marketing campaign online to get the online business.

An excellent and engrossing book is another favorite gift. You can have various popular books on your website and plan a digital marketing campaign for that landing page. It will not just increase the page traffic but may also boost the sales of the other products.

The graph below shows the top 5 Father’s Day gift categories that grew in popularity in 2021.

Source: NRF (https://nrf.com/blog/3-things-know-about-fathers-day-2021)

Can Smartphones Boost Your Business?

Although most companies have gradually started implementing a mobile marketing campaign, are smartphones used to increase the business? Let’s take a look at the following graph.

Source: NRF (https://nrf.com/resources/consumer-data/fathers-day)

From the above chart, more than half of the respondents don’t plan to use a smartphone. They will certainly use it to get information on the internet and then go to their favorite department store and buy their favorite gifts. If they can’t find a product in their store, they will use their smartphones to locate the alternative.

If you plan a mobile marketing campaign, you can focus on redeemable coupons and apps that allow your customers to purchase or compare the products.

Similarly, tablet owners don’t plan to use their devices for buying gifts on Father’s Day. So, if you are planning a successful digital marketing campaign this Father’s Day, here are a few tips:

• Have a landing page for the day which offers online and walk-in coupons.
• Focus on the dinner/brunch, clothing, and gift cards
• A Campaign focused on electronic goods will drive traffic to your website.
• Have redeemable coupons to get business via smartphones.

Thus, using these insights, you can understand how society plans to celebrate Father’s Day and how you can make the day memorable for families.