With Father’s Day quickly approaching, consumers are already on the lookout for the perfect gift to make dad’s day. They’re expected to spend $20 billion this year, with many searching for gifts that are unique or different, or that create a special memory.
Keep in mind, this holiday can be sensitive for some, and not everyone will be celebrating. Consider letting subscribers choose to opt out of all content and promotions related to Father’s Day, if this feels like the right move for your brand.
For those who are celebrating, make your brand’s Father’s Day promotions stand out from the rest by sharing curated gift guides, seasonal product launches, and inspirational content that’ll help them make the most of this special day.
Here are a few ways brands are using SMS marketing to engage their subscribers and simplify the Father’s Day gift shopping experience.
ChocZero: Helping subscribers win Father’s Day with customizable gifts
ChocZero—known for their keto-friendly chocolate—helped SMS subscribers customize their Father’s Day presents by creating their own gift tins. The step-by-step text message format emphasized how easy (and fun!) it was to build their own perfect tin. The image showcased some of ChocZero’s top products, inspiring subscribers to act quickly to find their dad’s favorites.
Finding an item that’s unique is the top gifting criteria for this year’s Father’s Day shoppers. ChocZero’s strategy is a great example of meeting this demand by letting subscribers build their own gift, instead of taking a one-size-fits-all approach.
MUJI: Nudging non-purchasers with a follow-up discount
MUJI—a household and apparel retailer—used a sophisticated segmentation strategy in their series of Father’s Day reminders, driving seasonal revenue throughout the month. Before the holiday, the brand texted their curated gift guide to all subscribers. The simple GIF teased some of the featured items, prompting curious subscribers to click the link and browse the site.
On Father’s Day, MUJI sent another campaign to their segment of subscribers who hadn’t shopped the sale yet. To further incentivize non-purchasers, they added a percent-off discount with a themed promo code (“DAD10”). While this touchpoint may seem too late for the holiday, it’s a great opportunity to entice last-minute “IOU” shoppers, or encourage the dads on their subscriber list to treat themselves.
Living in Yellow: Building brand awareness with helpful gift ideas
Fashion and lifestyle blog Living in Yellow shared a roundup of 15+ gift ideas to inspire SMS subscribers’ Father’s Day shopping lists. The timely reminder (“only two weeks away”) created some urgency for subscribers to check out the list and get their gift in time.
The blog roundup highlighted products from a range of brands, chosen by the LIY dads and husbands. This non-promotional strategy positioned Living in Yellow as a helpful resource, and encouraged subscribers to explore more of the brand and their related content.
Boot Barn: Driving last-minute revenue with same-day gifting options
Knowing that the holiday might have snuck up on some subscribers (we’ve all been there), Boot Barn saved the day by sharing their last-minute gifting options via SMS. On the morning of Father’s Day, the western wear retailer used the timely moment to highlight their unique “Same-Day Gift Delivery” service for local shoppers.
With 76% of shoppers planning to celebrate Father’s Day this year, this is a great time to test out some new strategies, whether you want to position your brand as a go-to gifting resource, drive last-minute revenue, or grow your subscriber lists without offering an extra discount.
Tips for other upcoming holidays:
- Summer Solstice (June 21): Celebrate the official start of summer by sending a summer-themed graphic promoting a 24-hour flash sale.
- International Joke Day (July 1): Lighten up your SMS channel with a punny message or meme related to your products to delight subscribers and drive revenue.
- Independence Day (July 4): Celebrate with a patriotic GIF announcing a week-long BOGO sale. So between the cookouts and fireworks, subscribers can shop and save!
- National French Fry Day (July 13): Offer subscribers free fries with every online and in-store order above a given dollar amount.
- World Emoji Day (July 17): Diversify your campaign messages by telling your brand’s story using only emojis—following up with a quick “translation” to grow brand awareness.
Written by attentive
Link to Original Post: https://www.attentivemobile.com/blog/fathers-day-marketing
