By Steve Lapa
PALM BEACH GARDENS, Fla. — Always taken for granted, forever undersold by radio sellers. So goes this 112-year-old celebration. Could it be because it was created as a complement to its senior partner, Mother’s Day? Or could it be because it was started in Spokane, Washington? It really doesn’t matter. Father’s Day is now a $20 billion dollar business that rarely dominates a radio sales meeting. Did you have a full sales meeting devoted to selling into the Father’s Day gift giving cycle?
Yet your most valuable asset, your talk radio host, can easily relate!
The statistics point to a wide-open opportunity, yet the radio ad sales team typically takes to the speed lane when it comes to brain storming this annual opportunity.
Unlike Mother’s Day where “natural” categories like flowers, candy, dinner, spa days, even jewelry make the annual target list, what did your target list look like for Father’s Day? The irony is, the National Retail Foundation projects only an $80 dollar difference in the average gift spends between Mother’s Day and Father’s Day. So how creative was your Father’s Day targeting? Was that list much different from your Christmas targeting for dad?
Save this column as these takeaways may help guide your thinking as you approach any holiday marketing. Let’s start with a 2022 Father’s Day gift giving profile that should broaden your thinking:
- Forget the old school. 81% of gift givers were looking for “unique” or “experience-oriented” gifts. A true opportunity to open your prospecting targets.
- It’s more than online shopping. Nearly 60% were shopping at retail, 40% online. Another reason to freshen up that prospecting list.
- It’s ubiquitous. Despite inflation, 76% of Americans will celebrate Father’s Day.
- Every dollar counts. The average spend is projected at $171. Not exactly Christmas numbers, but welcome income to any local retailer.
Sellers and managers often overlook the income opportunities that could come easier to talk radio. Chances are your local talents have a connection to Father’s Day that could easily make a difference on a sales call. Let’s not overlook those same opportunities as you approach July 4, Labor Day, and a summer selling season.
Happy Father’s Day!
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com