Why Father’s Day is Worth Marketing
Father’s Day might be one of the smaller summer holidays, but there is still value to be had in fostering a connection to your customers on this day. Unlike its counterpart, Mother’s Day, Father’s Day is often overlooked, and people tend to spend less money. That being said, however, they DO spend money, and wouldn’t it be nice to get a slice of that?
A word of caution: make sure that you don’t put too much emphasis on the “father” in Father’s Day. Many families look very different, and traditional father roles aren’t all that’s out there. Include grandfathers, uncles, brothers, friends and mentors in your storytelling to ensure that you’re as inclusive as possible.
Social media: do your hashtag research! Share inspiring stories, personal anecdotes, pictures of fathers from your company, and tag them with the top trending hashtags. You can even write up a blog post with an inspiring story or two from your team, and surface that on your social media with pictures, GIFs, or video attached. Feel free to get creative!
User-generated content: Try holding a contest for best story, video, or photo. Make sure to specify that this is for all fathers, including mentors, uncles, grandfathers, brothers, etc. You can combine this with a social media push with a custom hashtag for maximum visibility. Start this early though, as you want the contest to end before Father’s Day.
It’s not about buying, it’s about connecting! Share personal (uplifting) stories. Depending on your audience, you can even get a little vulnerable. Make your brand human, and in doing so make human connections. No need to sell (people will buy anyway) but humanizing your company can bring great long-term rewards in terms of loyalty and customer lifetime value.
Father’s Day is a great way to get a little warm and fuzzy without an obvious agenda. Your audience will appreciate the gesture and the delicate way you handle the holiday, while also getting subtle nudges from you about your brand, and generating data you can use in future campaigns. It’s a win-win!