How to create a Father’s Day Product Recommender

Posted in: Applications,Digital marketing,Ideas for your websiteLast update: 01/06/20

Father’s Day is an annual event with huge significance – and commercial opportunities. But what if you’re tired of the same old sales campaigns? This year, try some original content marketing, with a fun Product Recommender and personalized gift guides for consumers.

How Product Recommenders and gift guides increase Father’s Day sales

Most of us have taken a quiz – or five – online. But product recommenders and surveys aren’t just to keep Buzzfeed’s pageview numbers up. They’re also an under-rated content marketing tool that can help you collect leads and perform market research.

Not to mention their viral potential. The average quiz is shared 1,900 times, mostly on Facebook – a social network where marketers notoriously struggle to gain traction.

Chart showing that total Facebook interactions have fallen each quarter since 2017, down from almost 30 billion in 2017 Q1 to almost 13 billion in 2018 Q2.
Image courtesy of Buffer.

For this Father’s Day campaign, we’re taking a look at Product Recommenders. Why? Because gift guides are another criminally neglected tool for B2C marketing.

They’re a great way to introduce consumers to your full range of products. You can even highlight offers from other businesses that sponsor or collaborate with you. You can give one-off product recommendations, or create gift bundles as special Father’s Day offers. Just make sure you have a specific buyer persona in mind for each gift guide suggestion.

So we’re looking at a pretty sophisticated Father’s Day promotion here:

  • product awareness
  • brand collaborations
  • market research
  • lead generation
  • personalized customer service
  • individually customized rewards

… all in one. But guess what? It’s actually really, really easy to set up.

How to create a Father’s Day Product Recommender

All you have to do is create a couple of multiple-choice questions. Then, set up final messages so that people will get a result that’s tailored to their answers.

For example, in our DEMO of a Father’s Day Product Recommender, we just ask people to pick which “type” their dad is:

Screenshot from a Father's Day quiz. Against a brown background, the question reads, "What's your dad like? Choose a character and we'll pick out the perfect gift". 8 illustrated characters are available, including adventurer, executive, fashion guy, gourmet, handyman, oldie, sentimental, and tech geek.

At the end of the quiz, they get a personalized gift guide based on their response:

Screenshot from a Father's Day quiz. The image shows a close-up version of the "oldie" character. The text below recommends buying vintage clothes or restaurant vouchers as a Father's Day gift.

We usually recommend a maximum of 5-6 questions. Use them to make your test results more and more specific for each individual.

It’s not just the final messages – you can personalize prizes, too. When you add a prize to your Father’s Day Product Recommender, you can make sure it’s only awarded to users who give certain answers. So you can tailor the reward to the response.

How to follow up on your Father’s Day Product Recommender

Before people can view their quiz results, they’ll have to complete a registration form. This is your opportunity to capture leads and collect information for your marketing CRM.

The basic form is very simple, like in this example. But you can customize it to request more details – such as location, age, gender, or consent to mailing lists.

Screenshot of a Father's Day quiz entry form to collect contact details. Users are asked for their full name and email address.

But what do you plan to do with that information? Well, for a start, you can use email addresses (with GDPR consent!) to follow up with everyone who takes the quiz.

Send messages to thank participants, announce the grand prize winner, or share out smaller rewards. You can use the Easypromos platform to generate and mail out promotional codes – in alphanumerical, barcode, or QR code format.

Example of a 20% discount coupon from a Father's Day quiz.

You’ll also get statistics about how people answered the questions, and how they found your Father’s Day Product Recommender.

You can display the promotion stats publicly, to entertain your followers:

Screenshot of statistics from a Father's Day quiz, showing which percentage of users voted for each "character".

But that’s the only public data. All the other information – contact details, link sources, and individual promotion results – is stored securely and privately. You can download it for your own CRM, and use it to plan your next seasonal marketing campaign.

Ready to create your own Father’s Day Product Recommender?

You can now get started with your own Father’s Day Product Recommender. But don’t worry if you have some doubts. You can contact our Support Team, they’re ready to answer all your questions!

Corinna Keefe

Content marketer at Easypromos

Publication date: 2015-06-20