Mother’s Day is a firm fixture on the calendar, and the most popular gift-giving date after Christmas. Dads don’t have it as easy when it comes to receiving gifts. ‘What do you get the man who has everything?’ goes the cry, too ironic to be any consolation to the men who raised us. They deserve better!
According to the National Retail Federation, consumer spending for Mother’s Day hit $19.9 billion in 2014; Father’s Day spending was below $13 billion. Individually, the average American spends $162.94 on their moms, and only $113.80 on dad. Forecasts for this year indicate Father's Day spending of $12.7 billion.
Many kids will say their fathers are harder to shop for than their mothers, who usually receive flowers, spa treatments, clothes, chocolates, jewelry etc. All those gifts might make it easier for children, but it’s harder for marketers to differentiate themselves from competitors. Father’s Day marketing is less competitive, affording retailers the chance to exercise a little creativity.
A Father’s Day marketing campaign provides an opportunity to develop a strong brand image. Competition for sales is less aggressive than on Mother’s Day, which means you can afford to take a few more risks. Canadian airline WestJet recently demonstrated a good example of a campaign that transmitted a positive brand image without pushing sales. Their ‘Father’s Day Surprise’ campaign saw them partner with McDonald’s charity foundation to bring together parents and kids who were experiencing enforced separation.
When it comes to Father’s Day Marketing, Pinterest is your friend. Appliance store Lowe’s used the site creatively by creating a collection of Father’s Day gift ideas, pinning their own products and a few from other sites, divided into categories like outdoor tools, grills, and by price. It might seem counterintuitive to suggest other companies in your industry to potential customers, but if you can create a wide-ranging resource for gift ideas, it’ll attract many more viewers than a branded marketing campaign that pitches you as the only option. Home Depot ran a similar Pinterest campaign to Lowe’s in 2014, and both did well out of the holiday.
Mobile coupons are a good way to give Dad a deal this Father’s Day. Car check ups, DIY tools, meal deals, discounted holidays - the list of industries that can take advantage of this oft-overlooked holiday goes on. Come up with your own creative mobile marketing strategy for Father’s Day. Give it the same attention as Mother’s Day and you’ll start seeing similar revenues.
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