Mediaboss Marketing

Fathers Day is as lucrative for marketers, as its maternal counterpart. The day is growing both in terms of spend and the influence is estimated to reap almost $15.5 billion in spending this year. Moreover, a major share of this spending will be directed towards events or experiences, predicts the National Retail Federations annual survey. Now, that is a great prospect for businesses and brands of all sizes!

Getting your brand involved in the Fathers Day marketing bandwagon requires a prudent game-plan. And, if youre still stuck with run-of-the-mill marketing concepts, then its time for an upgrade. Taking your marketing initiatives to a personal level is perhaps the smartest thing that youll be doing to engage with your customers emotionally. While youve probably thought about offering typical discounts on your products to attract more people, this way you can make your marketing way more personalized.

Successful implementation of this personalized marketing approach depends mostly on storytelling, leveraging big data and zeroing in on consumer demographics. The rest though, is all about selecting the right marketing channel. And, since it all boils down to engaging customers on a personal level-nothing serves better than leveraging social media for the purpose.

The following are some of the most viable social media marketing strategies that you can incorporate this Fathers Day to benefit your brand to the fullest.

Hit the right customer sentiments with some genuine storytelling

Emotional storytelling is undeniably the best example of how marketing works today, especially, if its an event focused campaign. Fathers Day is an event that celebrates one of the most special relationships that people share. Thus, brands shouldnt look to make quick gains, but instead implement a much more sustainable content strategy to develop brand identity and awareness.

Your content doesnt have to break all barriers of innovation in order to achieve this. Be it a small Facebook post, a simple Tweet with a hashtag or an interactive video, the content has to emphasize friends and family, stirring the gamut of real emotion. The My Bold Dad campaign initiated by Toyota during Super Bowl 2015, is a perfect example of a brand promoting a customer-oriented vision of a simple yet profound part a brand plays in an individuals life. The campaign ran with a #OneBoldChoice hashtag, and the compelling video captions encouraged people to put in their efforts, appreciating the Fathers Day.

Its evident that brands like Toyota have consistently focused on uplifting brand identity. This has helped them to continuously nurture winning moments of consumer choice. So, try and tie up your brand to peoples emotions. That way, you will be able to garner genuine and long lasting consumer engagement.

Count on big data and analytics for targeted marketing

With time, more and more brands are leveraging big data to mitigate several business gaps. If you are in the same league, then dont hesitate to use it for your Fathers Day social media campaign. Big data can help you streamline your marketing campaign by offering you crucial targeted insights on your existing customers.

Your customer data repository may have many fathers. Try and tap into each of these prospects to identify some common traits that you may target in your campaign. Remember, the demographics and preferences often tend to vary. So, leverage some analytics or take help of a high-end ORM (Online Reputation Management) platform to assess their sentiments and find out what they actually want. This will help you craft a targeted message that will appeal to them both emotionally and intellectually.

Implement a themed social media ad campaign

Social media serves as an ultimate platform for brands to mold and humanize the real persona surrounding their identity. And thus, with time, thematic social media ad campaigns have transformed from being just trends to established norms. To give a distinct face-lift to your brand image, focus on spicing up the festive fervor surrounding Fathers Day with a creative social ad campaign. That way, you will be able to stay in line with the audience emotions. Try and figure out an ad framework that perfectly balances sentiments, innovation and virality to create a distinct social ad campaign with substance. Remember, going against the clichd dogmas of defining parental roles will help your ad to strike a chord with the innermost inhibitions of your customers.

Few years ago, Dockers took an entirely new approach about Fathers Day ad campaign. It came up with a video showing the employees of the brand recall memories associated with their father and share advices passed down by them. This emotional ad campaign was a part of the brands #AllAboutDad social stint. No wonder, the campaign went on to be a big hit!

This Fathers Day help your brand make a statement, even if it is not an acclaimed thought provoker when it comes to fathers. Dig in deep; search for something meaningful that can well be your brands pitch for the event, even if it requires a creative twist. After all, fathers are special too, and they also deserve their share of beaming monochromatic tributes and innocent throwbacks.

Read more:
Envisioning an Effective Father's Day Social Media Strategy - MarTech Advisor