Father’s Day is approaching quickly and you know what that means, gifting! Father’s Day 2022 generated an estimated $20 billion in spending, so don’t let this opportunity pass you by. Whether it’s Special Outings, Clothing, or Gift Cards; there are multiple ways to commemorate Father’s Day. Don’t worry – you don’t need to sell any of those to have a successful Father’s Day marketing campaign. The key is to tailor your message specifically for each audience segment you have instead of sending one message out to everyone. This will not only help you stand out from the competition, but it will also increase the ROI of your Father’s Day campaign. Check out our blog post for five ways to start segmenting your Father’s Day audience today!
1) Reactivate last year’s Father’s Day Gifters
It is hardly a secret that keeping your existing customers is much more cost-effective than finding and converting new ones. It is even easier to reactivate customers when you know they purchased last Father’s Day. Aim to reach those customers who purchased from you between May 29th, 2022 and June 19th, 2022 (last year’s holiday). By doing this, you can ensure that your message reaches an audience specifically interested in what you have to offer.
If you used a discount code specific to Father’s Day or released limited-time products or bundles, use those factors in your audience segmentation strategy. Gift-givers know you are an excellent source to make the father figure in their life happy, so they’ll likely buy again.
To boost ROI and profitability even more, give those who haven’t bought in the last 12 months a better deal or discount than those who purchased most often.
2) Create a Personalized Gift Guide
Reach out to your active customers (purchased in the last 12 months) with a gift guide and encourage them to share it with their spouse. To maximize your ROI, create a personalized gift guide towards specific buyer personas by segmenting and targeting the right customer data. If you don’t have Fathers (husbands) in your database, consider using LaunchPad to advertise directly to their spouse! With this strategy, you can be sure that every dollar spent will bring maximum returns on investment.
After targeting those who have purchased within the past year, hone in on households with married couples and children under 18, or two persons of unknown marital status and children within the household. Don’t forget to include single male householders with kids too!
Onboard the resulting list to Facebook and Instagram or drop a direct mail piece with the partner’s name on it. The creative should be centered around gift giving.
Make sure your content reflects what you’ve segmented from your target audience for optimal results. For example, use images with fathers and younger children for households with younger children.
3) The Power of Multi-Generational Households
Knowing if multiple generations live beneath the same roof is a great marketing opportunity. From targeting specific products and events to crafting personalized gift guides, you can reach all age groups of fathers and children with one comprehensive strategy.
The essential step in this process is understanding which generation will most likely purchase your product or service. For instance, if you are a subscription company, millennials and Gen Z will be more likely to gift a subscription than baby boomers. To maximize your chances of conversion, focus on households that contain at least one of the generations that your best customers fall into:
Two-generation households consist of parent(s) and child(ren). However, this also includes parents moving in with adult children. This option provides all age ranges, select an age range specific to your buyer persona or use our tip #4.
The most common multigenerational household arrangement consists of three generations – typically one or more working-age adults, their children, and either aging parent(s) or grandchildren. A creative with multiple generations will definitely catch your customer’s attention.
Multi-generational households – including parents, grandparents, adult children, great-grandparents, and their kids – are becoming increasingly popular. When marketing to these four or five-generation homes, it is important to consider the cost of your product/service as they typically have much less disposable income. Fortunately, with LaunchPad, you can easily target customers based on Household Discretionary Spending Income, so you know exactly who can purchase your goods.
4) Married Households with Children
Father’s Day is an ideal time for families to honor the important father figures in their lives. As a business, you can capitalize on this opportunity by offering applicable products and services tailored specifically to dads with children. Utilize LaunchPad’s Marital Status field and any of the Presence of Children fields (grouped by age or the number of children) when crafting your audience – it’ll be well worth your while! A gift guide featuring kids giving Dad one of your products would make for a delightful Father’s Day creative.
5) Everyone’s Got a Fatherly Figure (and an Interest)
On Father’s Day, it isn’t just biological fathers celebrated. We must also recognize and embrace Fathers-In-Law, Stepfathers, Grandfathers, brothers, husbands, and all the fatherly figures in our lives. With over 500 data elements paired with your customer information, LaunchPad allows you to focus on a specific market of fathers with particular interests. To begin, select one fatherly figure and their hobbies or activities. When formulating campaign creative, it’s vital to integrate images associated with their likes, ensuring they feel valued. Here are some fathers to think of:
Consumer Behavior Pet Owners and/or Pets Are Family. This is great for reaching younger customers who may not have children yet but want to celebrate light-heartedly.
Utilize the Occupation selects under Household Demographics. You can further segment to specific interests.
Those with a high propensity to have Home Gyms or Healthy Eating habits based on past purchases
Consumer behavior environmental donors and/or environmentally focused household.
Does the father in the household prefer football, soccer, or baseball? Tailor your products accordingly.
The Benefits of Using Segmentation for Your Father’s Day Campaign
Segmentation can be invaluable when planning a marketing campaign for the Father’s Day season. By properly segmenting your customer base, you’ll be able to develop a strategy for success that appeals to that specific audience and ultimately drives more sales.
Additionally, segmentation allows you to tweak your approach as measurement results come in or interpret new data, which isn’t typically possible with broader targeting approaches. In summary, segmentation during the Father’s Day season has multiple benefits and should be considered when creating your action plan.
Unlock the Power of Your Data this Father’s Day
Not sure where to start or need the data to make these strategies possible? LaunchPad can help. Let us help you make the most of this Father’s Day season (or start planning for a future retail holiday). Request a DEMO!