Showcasing a sense of urgency through text and letting your customers know what’s in it for them will help you get their attention, writes Apurva Palnitkar
Father’s Day is one of the most important days to honour fathers and celebrate their contributions to the family. It's an opportunity where one can express their love and appreciation by giving gifts, spending quality time, and showing gratitude to make dads feel valued.
For small businesses in particular father’s day is an opportunity to offer their customers thoughtful gifts and to make the most of this day, they need to have a creative promotional strategy in place. GoDaddy is sharing a few ways to help you market your father’s day promotions, and get further connected with your customers:
Leverage email marketing
Create and have an email database in place as it will help in targeting the right set of audiences. Once the database is set, create newsletters announcing your promotions, share gift ideas, and a touch of personalization to make your customers feel valued. Additionally, make sure to have compelling messages for your customers as they go a long way in creating meaningful marketing mailers. Here are a few ideas:
Write an attention-grabbing subject line: Having a subject line that’s creative and stands out will help in getting the attention of your customers. While creating the subject make sure that is crisp and is accurate to the content of your mail. Showcasing a sense of urgency through text and letting your customers know what’s in it for them will help you get their attention. For example, “Show some gratitude for your father with these exciting gifting cards” or “father’s day is right here! Grab your discount in the early bird sale.”
Prioritise a call to action: Focus on bold yet simple offers that are of utmost importance while prioritising your call to action. While you might want to put important calls to action higher up in the message make sure to avoid using multiple calls to action- rather have one or two that are easy to read, make a powerful point, and excite your customers. For example: “Buy this combo to make your father feel special” or The clock is ticking, Order now for 10 per cent discount.”
Clear design with consistent branding: While creating designs for email make sure that it is in line with your overall branding and consistent in your messaging. Having an appealing email that looks good even on a smartphone screen will be key to ‘wow’ customers.
Create value-added content: Rather than simply using emails to sell you products, you can also use them to create content that is not only entertaining but also informative. For instance, you can write a short piece on “Five ways you can show love to your dads this Father’s Day.”
Leverage digital channels to amplify sales
Thinking out of the box and designing a dedicated landing page on your websites or other social media pages that highlight father’s day is a creative way to seek attention. Another way is to offer gift vouchers for redemption in different ways. For example, if you have a personal services business, you can create videos or offer personalised sessions via video conferencing.
Invest in social media promotions and leverage conversations
There is no denying the fact that more and more people are spending time online post the pandemic. Therefore, utilising social media platforms to create buzz and engage people is of utmost importance. Prepare a few engaging visual pieces of content ahead of time and post them for a few days leading to father’s day. You can also run contests or giveaways to encourage your audience to participate and boost visibility.
(Apurva Palnitkar is the Senior Marketing Director at GoDaddy India.)
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