Father’s Day is bigger than ever, largely driven by Millennials who are keen to splash out on celebrating dads. But at the same time, consumers are moving away from tired stereotypes and cringe-worthy gifts. We round up the best Father’s Day promotion ideas – updated for the 21st century.
Father’s Day promotion ideas for your brand
According to the Digital Commerce 360, Father’s Day was worth almost $16 billion in 2019, up 4.2% from $15.32 billion in the previous year. Customer also increased their average spending to $138.97 per consumer. But we’ve come a long way from the traditional hand-knitted tie or bottle of whiskey. Nowadays dads are smart, smartly dressed, and social media-conscious superheroes.
So what does that mean for Father’s Day promotions? Well, it’s time to get up to date, with marketing campaigns that reach out to both kids and parents, and combine traditional themes with modern values. In this post, we’ll take a look at:
- marketing to children and parents
- best prize and gift ideas for Father’s Day
- where to find your target audience for Father’s Day
Specify your target audience: dads or children?
First things first: when you’re brainstorming Father’s Day promotion ideas, you need to know who you’re targeting. Do you want to offer special treats and experiences for dads, or market your products to their children as they shop for gifts?
As social media gives us more tools to connect, you can do both. With a campaign that asks fathers and kids to get in touch, you can make a two-fold offer to consumers: they can get awesome Father’s Day deals, and let their dad know they care.
Take a look at this example, from ready-meal brand Amy’s Kitchen. They offered a gourmet treat for Father’s Day while encouraging their followers to share with their dads. All it took was a simple Twitter giveaway.
Even if you don’t directly ask users to tag their family, you can certainly build on father-child relationships to start a conversation on social media. Here’s a clever example from a men’s grooming brand, also on Twitter:
This is a really smart Father’s Day promotion idea because it achieves several goals at once:
- showcases a product
- increases engagement
- increases brand awareness and visibility
Product Recommenders to increase sales and drive traffic to your website and store
Once you’ve chosen your audience, it’s time to pick a promotional prize or Father’s Day gift. What will appeal to your target market?
To help you get started, here’s a round-up of the top Father’s Day gifts:
- 47% of consumers plan to buy dad an experience
- 43% plan to buy clothing
- 42% plan to buy gift cards
- 22% plan to buy books or music
- 20% plan to buy consumer electronics
- 19% plan to buy personal care products
- 16% are interested in home improvement supplies, tools or appliances, sports, and leisure, or automotive accessories
And of course, greetings cards remain a classic option. 63% of consumers plan to give dad a card, as well as gifts.
The conclusion? Stereotypical “dad gifts” are less popular than ever before. Instead, consumers are looking for fun experiences and products which suit dads’ hobbies and self-care. Instead of focusing on the macho aspects of fatherhood, you can offer gifts that speak to parenting’s softer side.
Some children might actually encounter problems when it comes to choosing the right gift for their father. What do I get him this year, they wonder. We recommend you take advantage of this! Product Recommenders are interactive surveys that display a final personalized message based on the participant’s answers.
You can easily configure a short questionnaire where you ask your audience a few simple questions about their dads. Once they submit their answers you can display a message suggesting what present could be ideal for their fathers. But how do you increase sales? By adding discount vouchers and coupons!
Product Recommenders are a fantastic tool to collect new leads. You can use the contact details to email discount codes and vouchers to redeem at your stores!
Do you think this interactive game could fit well into your Father’s Day campaign? Give it a go by trying out our DEMO, and if you like it use the ready-made template to create your own promotion. And if you’d like to find out more then head to our blog post dedicated to creating a Father’s Day Product Recommender!
Boost brand awareness with Father’s Day branded games
Nowadays, the best promotions and campaigns are the ones that can not only engage but also entertain the audience. Therefore, they should be interactive, and this is you should put your bets on branded games this Father’s Day! There are many different games and ways in which you can engage your online community. At the end of the day, everyone likes a bit of a challenge.
How many fathers like to watch big football events, or sit restlessly in front of their TVs during the Olympics? Many! So how about a sport-themed Match It game for Father’s Day?
In this example, participants are asked to match famous athletes with their sports. The fun thing is that these successful sportsmen are also… dads. This is an ideal way to entertain your audience with a topic that will most likely appeal to the majority of your followers. If you decide to use our Match It game for your Father’s Day campaign, remember to customize it with your logo and branding color for maximized brand exposure!
Interactive content is the current go-to, and it should be used if you’re looking to achieve your marketing goals in terms of engagement, lead collection, and entertainment.
Photo and video contests are the most effective ways to obtain user-generated content that you can then reuse for your promotional purposes. And did you know that users grant you permission to reuse their content once they submit the registration form?
If you’re looking to use your Father’s Day campaign to highlight a product you can organize a photo contest. But not just any photo contest…! PhotoFun is an interactive tool used to personalize and decorate pictures with frames and stickers chosen by… you! Upload your branded stickers and disseminate the promotion on your social media, and the success will be guaranteed!
To motivate more participation remember to add an interesting incentive. A good prize will always be the best motivator! Enable voting to drive even more traffic to your promotion. Participants will willingly share the promotion with their friends as a way of obtaining more votes, and concurrently they will also be taking care of promoting your business!
Try our Father’s Day PhotoFun app to discover how it can collect new leads and high-quality user-generated content.
The quick guide to Father’s Day social media giveaways
If you’re looking for a quick and easy solution that will let you engage with your online communities, then social media giveaways are something you might want to look into.
As you well know, every social network is different. Each one has its own distinctive style, audience, and tools for marketers. In this section, we’ll break down the different social networks on offer – and which one is the best fit for your Father’s Day promotion ideas.
Facebook: where families stay in touch
Facebook is, of course, at the top of everyone’s list. With over 2 billion users, pretty much every brand will find an audience here. And it is a great place to start your Father’s Day campaigns.
Although Facebook users skew slightly older – it’s barely used by the teenagers of Generation Z – it is where families keep in touch. Use Facebook giveaways and ads to reach out to parents, and adults who want to celebrate their dads.
Remember that comment-based giveaways are the best to boost engagement so asking open questions is a great way to encourage real conversations!
Instagram: woke dads and parenting influencers
Instagram is catching up to Facebook fast. Although it has a smaller user base, Instagram has a huge cultural impact, especially on young, affluent shoppers.
It’s also the social network of choice for parenting bloggers and lifestyle influencers. If you want to reach out to young, stylish parents, then Instagram is the best place to start.
Instagram giveaways have become a hugely popular way to boost engagement and get people talking. Start with a simple Instagram giveaway, where users just have to comment on your Father’s Day post to enter the prize draw.
To make the giveaway go viral, ask participants to mention their friends in the comment section as one of your entry requirements! You can also specify how many friends you want them to tag.
YouTube: how-to guides and behind-the-scenes
The blogging community also has a strong presence on YouTube. But it has a different focus than on Instagram: instead of sharing glossy lifestyle pics, YouTubers focus on tutorials, gift guides, and authentic peeks into the messy realities of parenting.
So this is a great channel to offer your followers some added value. Instead of just running a Father’s Day deal, try combining it with a helpful how-to video, quick comedy clip, or reviews by micro-influencers.
The simplest way to run a YouTube giveaway is to pick a winner in the comments. But you can also use a video to recommend a link to a stand-alone promotion. Instead of commenting as social media users, people share their contact details or join a mailing list in order to enter the prize draw.
Twitter: comedy and community
Twitter is often under-rated by social media marketers. And truthfully, it can be hard to get started and build your audience.
But once you do… Twitter offers a tight-knit community where people share jokes, ideas, and product recommendations freely. Just like on Instagram and YouTube, there are lots of moms and dads sharing insights from their day-to-day lives. (With a little more caustic wit and sarcasm than other social networks.)
It’s also a great place to start conversations, organize customer service, and collect user-generated content. Check out this Father’s Day giveaway, where Eurochange asked people to share why their dad is the best:
They received some heartfelt responses and moving stories from Twitter users. It was the perfect way to mark Father’s Day and reward their most active followers.
As well as collecting Twitter replies, you can also use mentions and hashtags to harvest users’ photos and tweets about your Father’s Day campaign.
In this example, the brand collected selfies and stories with the custom hashtag #SuperheroDad.
Feeling inspired? Use the links in this blog post to learn more about each type of giveaway – or get in touch with us below through our Online Chat!
Kamila PalkaEasypromos marketing team
Publication date: 2014-02-27