Leverage Father’s Day to boost customer engagement, increase sales, and strengthen your brand’s relationship with your audience.
SMS marketing provides a direct and personal channel to your customers, making it an ideal medium for your Father’s Day messaging and promotions. With the right strategy, you can leverage this occasion to boost customer engagement, increase sales, and strengthen your brand’s relationship with your audience.
National vs. Local SMS Campaigns for Father’s Day
Regardless of whether it’s Father’s Day or just your average Tuesday, mastering the balance between national and local SMS campaigns is key for franchises and multi-location businesses. Curious about what should go out nationally and what should be left to the franchisee? Here’s how to decide!
National SMS Campaigns
- Benefits: Consistency in branding, cost-efficiency in executing large-scale Father’s Day campaigns, and a unified marketing message.
- Content: Nationwide promotions, brand messages, and overarching themes that apply to all locations.
SMS Example:
“Nationwide Father’s Day Sale! Visit any [Franchise Name] location and enjoy 25% off all services. Offer valid June 15-21. Celebrate Dad with us! 🎉“
Local Campaigns
- Benefits: Personalization to local tastes and preferences, direct engagement with community, and flexibility in Father’s Day marketing offers.
- Content: Local events, region-specific promotions, and store-specific specials.
SMS Example:
“Hey [City] Dads! Join us at [Franchise Location] for a special Father’s Day brunch. Free dessert for every dad! Reserve now: [Local Link] 🥞“
Cracking the Code: Who’s Your Audience?
Before you dive into the nitty-gritty of crafting an SMS campaign, let’s get to know the Father’s Day crowd a bit better. The typical shopper for this holiday is often on the hunt for:
- Practical gifts: Think tools, gadgets, and other manly must-haves.
- Experiences: Whether it’s dining out, adventure trips, or any fun family activity.
- Personalized gifts: Customized goodies that scream, “I put thought into this!”
However, not all audiences prioritize the same thing—some consumers will naturally be drawn toward discounts, while others seek out premium upgrades. Therefore, do your due diligence to conduct market research on what motivates your customers and tailor your Father’s Day marketing messages and specials accordingly.
Plus, you can take this one step further by consulting with franchisees and regional teams to better understand any location-specific variances amongst customers. For example, stores near college campuses may be more likely to serve young adults buying lower-priced gifts for their dads while suburban locations may serve more wives seeking to treat their husbands. Even if you choose to offer the same special discount across all stores, you can craft the message of your Father’s Day SMS marketing to emphasize different benefits.
So, gear your SMS marketing campaign towards these key interests to hit the bullseye with your audience.
Analyzing Demographics and Buying Behavior
- Age Groups: Most Father’s Day shoppers fall in the 25-54 age bracket, with many women buying for their dads or husbands. Talk about multi-tasking!
- Spending Habits: These shoppers love splurging on experiences and top-notch items, especially when deals are fleeting and exclusive.
- Decision Drivers: Convenience, a personal touch, and bang for their buck are what drive this crowd. Because who doesn’t love a good deal with a side of ease?
Crafting the Father’s Day SMS Campaign
Creating an engaging SMS campaign for Father’s Day involves more than just sending out a generic message. Here are actionable tips to ensure your campaign stands out:
Tips for Creating Engaging SMS Campaigns
1. Personalize Your Message:
- Use the recipient’s name.
- Tailor the message to align with past purchasing behavior if possible.
Example:
“Hey [Name], give Dad the gift of his favorite burger at [Franchise Name] this Father’s Day! Enjoy a juicy 20% off—just flash this SMS at checkout. Because nothing says ‘I love you’ like a burger! 🍔📱”
2. Create a Sense of Urgency:
- Highlight limited-time offers.
- Use phrases like “Offer ends soon!” or “Exclusive for today only.”
Example:
“Forgot to snag a gift for Dad? No worries! Get 15% off all services TODAY at [Franchise Name] with code DAD15. Because even last-minute love counts! 🎁”
3. Include a Clear Call-to-Action (CTA):
- Direct the customer on what to do next.
- Ensure the CTA is easy to follow and actionable.
Example:
“Let Dad kick back this Father’s Day—[Franchise Name] has the lawn covered! Book now and give him the gift of relaxation: [Link]”
4. Leverage Multimedia:
- Incorporate images, GIFs, or video links to make your message more engaging.
- MMS can be more impactful than plain text.
Example:
“Check out this special Father’s Day message from our crew at [Franchise Name] and snag a free dessert with any purchase! [Link] 📹🍨“
Timing and Cadence: Optimal for Father’s Day SMS Campaigns
Choosing the right timing and frequency for your Father’s Day SMS campaigns can significantly influence their effectiveness. Here are some tactics to ensure your messages are well-received and drive action:
1. Pre-Holiday Reminders:
- Timing: For large sales or pre-booked services, your schedule campaign about two weeks before Father’s Day.
- Cadence: Send an initial “save the date” message to build anticipation.
- Example: “Father’s Day is around the corner! Get a sneak peek of the exclusive offers from [Franchise Name]: [LINK] 🎉 Stay tuned!”
2. Peak Shopping Days:
- Timing: Ramp up your messages during peak shopping days, typically the weekend before Father’s Day.
- Cadence: Increase frequency to 2-3 messages throughout the week leading up to the holiday to keep your brand top of mind.
- Example: “Last-minute gifts? We’ve got you covered! Enjoy 20% off all services at [Franchise Name]. Valid through June 18. 🛠️”
3. Critical Last-Minute Push:
- Timing: Send urgent reminders 1-2 days before Father’s Day for last-minute shoppers.
- Cadence: Send 1-2 messages emphasizing urgency and last-minute specials.
- Example: “Only 1 day left! Get Dad the perfect gift with 15% off at [Franchise Name]. Hurry, offer ends tomorrow! ⏳”
4. To promote restaurant specials via SMS:
- Timing: Send out the first marketing text message 7-10 days before Father’s Day and a follow-up toward the end of the previous week. Remember to turn-off SMS campaigns for any locations in which they’re completely booked.
- Cadence: 2-3 messages is appropriate.
- Example: “🌟 Treat Dad to an unforgettable dining experience this Father's Day at [Insert Restaurant]! 🍽️ Enjoy a free glass of wine or drink with every dinner entree! 🎉 Call 555-1234 or book online at [link] to reserve your table.
By strategically planning your Father’s Day SMS campaign’s timing and cadence, you can maximize engagement, drive sales, and create lasting customer relationships.
Examples of Successful Father’s Day Text Messages for Service Brands and QSRs
To provide inspiration, here are a few examples of successful Father’s Day campaigns:
1. Service Brands:
- Spa Franchise: “Treat Dad to a day of relaxation. Book a Father’s Day spa package at [Spa Name] and get 30% off. Call [Phone Number] to book now!”
- Auto Service: “Happy Father’s Day! Get Dad’s car summer-ready with a free oil change at [Auto Service Name]. Offer valid June 15-21. First come, first served!”
2. Quick Service Restaurants:
- Burger Chain: “Celebrate Dad with a meal at [Burger Chain]. Buy one burger, get one free this Father’s Day. Show this message at checkout!”
- Pizza Franchise: “Father’s Day Pizza Party! Order any large pizza and get a medium one free. Use code DAD at [Pizza Franchise Name].”
Bonus Tips Perfecting Father’s Day Marketing Messaging
Whether you choose to promote Father’s Day offers via SMS campaigns or another medium, you can’t go wrong if you consider the following:
- Learn from past Father’s Day marketing efforts - Review analytics to identify which promotions or messaging resonated most with your audience. Incorporate successful elements into this year’s campaign while innovating with new ideas to keep your approach fresh and engaging. Use customer feedback to fine-tune your strategies and ensure each interaction exceeds expectations.
- A/B test calls-to-action and incentives - Why not try variations like “Reserve Dad’s table now” versus “Book your Father’s Day celebration today” to see which drives more engagement? Or perhaps experiment with different discount levels or exclusive offers to optimize your text message marketing. The more you test, the more data you’ll gather to improve both future Father’s Day SMS campaigns and promotional strategies on the whole.
- Deploy an omnichannel strategy to diversify mediums - Every year, marketers discover innovative new ways to engage customers, moving far beyond traditional options like print and TV ads. It’s not only important to explore the range of marketing strategies available to franchises and multi-location businesses but also to consider how these strategies can complement each other.
- Embrace humor in your Father’s Day messaging - Dad’s aren’t the only ones who can appreciate a good, non-offensive joke. Perhaps humorously suggest that an engraved wallet is the perfect way to become Dad’s favorite child, or that a restaurant gift card can help Dad “leave the grilling to the pros.” Father’s Day should be upbeat, and so should your marketing messaging!
- Leverage Father’s Day to grow your email and SMS lists - Growing your marketing subscriber list is a year-round effort, but why not launch a campaign specific to Father’s Day? For example, you can modify your website’s pop-up wording to remind people that signing-up will grant them 15% off their next purchase… just in time for Father’s Day. You can even host a raffle for new subscribers in which the winner gets a fantastic Father’s Day prize.
Conclusion
Father’s Day is the perfect excuse for franchises and multi-location businesses to charm their audience in style. Know your crowd, whip up some engaging SMS campaigns, and juggle national and local efforts like a pro to craft a Father’s Day campaign that reels in traffic and pumps up sales.
Don’t let this chance to make Father’s Day epic for your customers (and your bottom line) slip by. Follow these strategies, and watch your engagement and conversions skyrocket.
Ready to elevate your SMS marketing game? Request a demo here.
For more holiday-themed ideas, read our guides to How to Use SMS Marketing for Valentine’s Day and How to Use SMS for Sparkling Fourth of July Promotions
.