Father's Day may not immediately bring as much emotion as Mother's Day for some, though the world of marketing should always assume emotion is universal. While “emotion” means a lot of different things, equating Father's Day with the items you sell has a lot of powerful potential. If you're holding a sale that day, or the previous week, for items you know dads want, marketing content needs to play up the most typical emotions they feel when receiving a gift from family members.
Your content doesn't have to break barriers on innovation to make this happen. It doesn't even require creating all original content in order to pack the most emotional punch.
What your content should do is emphasize family and friends, which means running the gamut of real emotion to humor. It also means doing your research as you do with all other customers. The more you know what fathers want, the more personalized the content becomes when it's seen on your website or on social media.
Playing Up Emotions With The Father And Kids
Create some videos or even pictures to post on your website that emphasize fathers being with their kids. Equate your products in with family time since many dads want quality time with their children on Father's Day.
In this instance, it's a good idea to create video or pictorial content focusing on different age ranges of both the dads and children. You don't want to make it look like your products are better for younger dads and not older ones, unless that's truly the case. Show family time with the younger kids, plus the older. For the latter case, a video of a family reunion with older kids after being away always pulls at heartstrings, no matter how unemotional a dad ordinarily is.
Focusing On The Diversity Of Dads This Father's Day
Don't forget that dads on Father's Day are more diverse than they were decades ago. There isn't one type of dad that fits the persona once played up on TV in the 1950s. In the 21st century, you even have two dads in many scenarios, dads within mixed ethnic families and many other kinds of dads.
Most dads have varied interests as well and don't always like the standard items we all think dads want. Study your current customers and the ones you know are dads with families. What have they typically purchased from you in the past and currently?
While it does take a little time, try putting together a dad persona. This hones in on marketing products in your inventory you never expected someone would buy for Father's Day.
Stories About Dads From Your Customers
Telling stories is what the best marketing content is all about. Whether it's B2B or B2C marketing, telling a story that your customers relate to is what creates the personalized edge content marketing needs today. It works the same for holiday marketing, and stories about fathers for Father's Day is where you potentially create the most emotion.
Have your customers send in videos that tell about something meaningful pertaining to their dads. Preferably, tie it in with the products you sell so it shows how much your products mean with your existing demographic. This could even include videos of dads using your products after receiving them as Father's Day gifts in the past.
Doing the above, you essentially set up a customizable marketing campaign that's dictated by what your customers want. You can even get the fathers involved by interviewing them on video as a unique testimonial about the items you sell.
We wish you and yours a Happy Father's Day with a better awareness of how personalization makes marketing more evolved than ever.
If you have some additional ideas about marketing for Father's Day, please share with us in the comments below.
