Redegal, Google Partner Premier agency 2024
There are many dates marked on the calendar throughout the year, and Father’s Day is one of them. So, if this date aligns with your business, it’s an ideal opportunity to launch a digital marketing campaign to boost sales while connecting with your audience. Communicating your brand values or generating certain emotions in the audience can influence customers to choose your product over another.
Therefore, a successful Father’s Day campaign can change the course of a business. But how can it be achieved? We share the key factors to consider in this post. Keep reading!
Define the target audience
Knowing who to direct your messages to is one of the first steps for a succesful campaign. In this case, it is Father’s Day, so a large part of your target will be the daughters and sons who buy the gifts. It should also be borne in mind that gifts sometimes are helped being buyed. For example, in-laws and parents’ partners sometimes also contribute.
Some variables can be considered to define the target audience and ensure that the message reaches potential customers:
- Gender
- Age
- Place of residence
- Occupation
- Lifestyle
- Personal values
Identify your buyer persona
Creating a buyer persona is essential to understand the purchasing behaviors of potential customers for your brand. To define it, we recommend including categories related to the social media they use and the devices through which they access them. This way, you can communicate with them through channels where they will be more receptive.
This will be useful when time comes to segment the ads and to select the platforms for advertising your brand. The more accurate it will be, the higher the chances of experiencing a spike in sales for Father’s Day.
Work the Father’s Day marketing campaign early
Buying behaviors are very different between people, because there are those who decide to buy the gift with time and those people who wait at the last moment. So, it’s important to be prepared to offer options to all of them.
Update the website and don’t forget SEO
Prepare your business website for this important day, check that all the products you want to offer are available and/ or adapt the descriptions to the date. Don’t forget to work on SEO well in advance and optimize the page in time to be elegible to appear in users searches.
Share a discount code
Using a Father’s Day discount code can attract customers’ eyes. This can be included at the moment of access to the website or linked with the subscription to your newsletter. This last option will make it easier to increase the database of registered customers and from that moment it will be easier to keep in touch with them and boost customer loyalty.
Last minute discounts
The desperation of those who don’t have yet a gift the days before Father’s Day can be leveraged. It will be time to impact the laggards with remarketing ads or products with stock and launch for them a special offer.
All this must be accompanied by a message stating that the shipment will arrive on time. This way, they will know that they still have options to buy and that they should not worry anymore. For business it will be an option to reconnect with the public and reduce stock. Just make sure you can keep the commitment or the experience will backfire.
Make it easy for the customer to find the ideal gift for Father’s Day
The convenience of customers is key for them to decide to buy a product or service of your brand. The simpler it is, the more likely it is to get a sale because for many users having to think of gifts is a headache. Therefore, to make it easier it is advisable to create:
- A buying guide with specially curated gift packs for Father’s Day.
- A landing page or a dedicated section on the website highlighting the most relevant products for this occasion.
- Promoting specific products, for example, by offering a reduced price when two products are purchased together compared to buying them separately.
These personalized packages are an effective way to reach both existing and new customers. The existing ones will feel taken care of, fostering trust and loyalty with the brand, while those who have just arrived will know that your business is thinking about them.
Develop part of the campaigns for Father’s Day with advertising on social networks
The audience can be reached through numerous communication channels. Social networks are one of them and allow you to connect with all kinds of audiences. According to Statista, these are the users that each network has:
- Facebook with 2.958 million users
- Youtube has 2,524 million users
- Instagram reaches 2 billion people
- TikTok gets 1,051 million users
- Twitter with 556 million people
Once the target audience has been defined, you can study the platform where it is located and develop the campaign to increase sales for this celebration.
Throw a draw with which to gain reach
Creating a giveaway for the Father’s Day campaign can bring engagement to your profiles. Promotions and sweepstakes are becoming more common, so try to make it worth your while. In addition, these actions will increase the community and the number of interactions, reminding your followers that your brand is still a good buying option.
Create a hashtag to support the Father’s Day Campaign
An ingenious hashtag on social media not only boosts brand visibility but also encourages the creation of a community among followers. It can also be used to aggregate posts created around your brand’s proposal and aid in their virality.
The influx of visits to profiles through the hashtag will have a ripple effect on other platforms, thereby increasing the chances of sales on Father’s Day.
Set up Google Ads campaigns
Launching and developing a Google Ads campaign can be a good choice for times of great interest like Father’s Day when organic competition is on the rise. With an economic investment you can achieve a competitive advantage within the sector.
If you make display ads you can appear on other websites using banners that show the products and services of your business. If you do search ads, you’ll have a presence in Google’s top rankings. In short, it will gain visibility, the brand will reach more people and there will be more options to get sales. Even so, do not forget that these types of strategies need to be optimized to give results in such a competitive period so it is advisable to receive professional help like the one that can provide our online advertising department.
Email marketing also counts
Sending branded emails is one of the most direct ways to connect with customers. Of course, you have to thematize the email, make it different and be perceived with a single glance that is about Father’s Day. To increase shopping possibilities, divide your communications by audience groups based on the shopping readiness state they are in.
In addition, it is a good thing to remind readers that there are offers, special product packs and why not, offer an exclusive discount code for those who are subscribed to those emails.
Post customer reviews
Both on social networks and on the website or in other communication channels you can show opinions of customers who have already bought before, even on the occasion of Father’s Day in other seasons.
This tactic can end up convincing undecided people who do not end up knowing which product to buy because thanks to those reviews know what the experience with the brand is. In the end, several studies conclude that more than 80% of online shoppers review customer reviews and comments before making the purchase. Having this section will add value to your Father’s Day campaigns.
Impacts on the emotions
Generating emotions in the customer is one of the principles of marketing and advertising. It’s what drives humans to buy and start feeling like we’re part of a brand.
Therefore, in the campaign you must keep in mind that you have to excite, sell experiences and feelings that the customer does not forget. If this is achieved, it will undoubtedly cause those who buy from us to repeat the purchase on future occasions. Some methods to make it happen are:
- Communicating the brand’s values. Sharing its essence can make customers feel identified and foster a sense of belonging. For this Father’s Day, using emotive videos with real testimonials or moments of humor involving fathers is a powerful approach.
- Offering something unique and creative is key. If the audience sees content that adds value or is useful to them, there’s a higher likelihood that they’ll want to learn more about the brand. Being different is what makes someone stop and take notice.
Know your strengths and explore. Have you any doubts? Don’t worry, contact us and we’ll help you get the most out of your business for Father’s Day.
