Wednesday, July 01, 2015 3:38:49 PM

Father's Day is almost here and that means that it is time for businesses to start marketing to their loyal following of mothers, wives, grandparents, and even kids. From gift cards to new golf bags, it can be a little tricky trying to help shoppers find the perfect gift for dad. Here are four Father's Day marketing tips to help you boost your profits on a holiday that generates an average of $12.5 Billion in retail sales.

Tips for Success

  • Email your customers with promotions. -- The best way to grab a prospective customer's attention during a busy retail holiday, is to send them an email promotion. In fact, email marketing has one of the highest success rates within the ecommerce industry, with an impressive 22.66 percent average open rate in 2014.
  • Target gift shoppers. – A great marketing campaign starts with a targeted audience strategy. Father’s Day can generate multiple segment strategies, especially when your sales goal is to not only target shoppers, such as moms and kids, but also dads who are eyeing a product or service that you are offering. Break it down by market and find a media outlet that can target your audience by geography, behavior and demographics.
  • Create a Father’s Day gift guide on your website. -- Shopping for Father's Day can be a tricky process. Make it easy for your audience by creating an online gift guide. Audiences will be more engaged, as you easily direct them to your best products or services. 
  • Host contest on social media. -- Publishing customer reviews and content on social media has been shown to improve conversion rates by 74 percent! Encourage customers to share their Father's Day experience. After they have given Dad a present from your company, have them post the photos to your company's social media accounts with a specific Father's Day hashtag.

The LA Times offers an exceptional platform for contextual ads As we enter into the pre-Father's Day marketing frenzy, make sure that you partner with a media outlet that will help you reach your intended audience. LA Times Saturday section is the popular weekend favorite of high-income, highly-educated Southern Californians and presents the best of The Times’ Health, Food and Home coverage. Reach moms and affluent shoppers who are 2x more likely to have a household income of $250K+, in print and online, by partnering with the LA Times.

Sources: Spending on Father’s Day to Top $12.5 Billion, According to NRF Survey Smart Insights, “Email marketing statistics 2015.”

Categories: Small Business

Tags: retail, holiday shoppers, SMBs, marketing tips