Marketing Ideas to Promote Fathers Day Gift Vouchers
This celebration takes place in the UK on Sunday 18 June in 2017 and offers a mid-year opportunity for many businesses to promote Fathers Day gift vouchers.
It’s true that dads trail mums in the gifting stakes, with more money spent on mums on Mother’s Day, but overall UK retail spending for Father’s Day was still estimated at £684m in 2015.* Almost 60% of respondents in a shopping survey carried out by Savvy said that they were planning to buy a gift for their dad.
So what are the most popular gifts? Clothes come at the top of the list, but according to research by the delivery company Hermes, vouchers and aftershave are second and third – great news if you sell gift vouchers.
For children of all ages, the inevitable question always arises of what to buy. Why not take away the pain by suggesting a gift experience for the dad who has everything? Gift vouchers solve that problem and also provide a good option for adult children who don’t live close to their parents.
It’s time to get the message out there, so here are some tips for digital campaigns.
a) Be specific with subject lines, including the words Father’s Day or Dad.
b) Send out up to 10 days before. Re-send to non-openers in the week before using a different subject line.
c) Play on buyers’ emotions for why they should treat their dad to a special gift.
d) Solve the gift buying issue by suggesting specific experiences, or offer ideas of what different monetary values will buy at your venue.
e) Check that the call to action is clear and links to the voucher sales page on your website are working correctly.
d) Remind prospects that postal or email delivery is available.
2. PPC/Social Media Ads
Create a campaign specifically for Father’s Day in the run up to the 18th June. Promote to the local market and bear in mind that it is mostly women who buy gift vouchers. Research the most relevant search terms for headings, such as Unique Gift Ideas for Dads, Fathers’ Day Gifts, with a clear call to action (link to your online gift voucher sales page).
3. Write a blog post
Use the same copy/headings as the email and the headline may be picked up in organic search. Play on emotions with a story about how a ‘dad’ has enjoyed their experience with you.
The week running up to Sunday 18th will see most sales, but around a tenth of gift buyers are likely to leave their purchase until the day itself. Emailed vouchers with instant delivery fit the bill perfectly, so this is another point to make in the copy.
We’re voting for dads this June. They deserve more than a new pair of socks this Father’s Day!
*Study by Columino
Louise Callan, Marketing Director, One Tree. If you have any thoughts or questions or would like to find out how to automate your online gift voucher sales, please leave a reply or contact us directly.