How to get more out of Fathers' Day

A great example of how to use Fathers’ day to add long term value to products year round rather than simply selling the latest gadget on the day.

1)      Harnessing the power of widely held stereo types

By first presenting a stereotypical and socially approved cloud nine for Dads (the beer, the leather sofa, the big telly, the make shift den, the NOT shopping) and then updating or tweaking it by adding a new element (3D television) it gets stored with the stereo type held previously. When the stereotype is recalled again at a later date this new element will form part of the picture.

2)      Experiential, aspiration.

Certain stereotypes provide positive gratification to their subjects. With this ‘cloud nine for Dads’ scenario there’s a slight sense of role play.

·         The scenario is societies reflection of manly relaxation 

·         The passing customer is invited to take part

·         In doing so they conform with the stereotype and feel more manly in the process

·         this provides a positive emotional response in the customer.

If this customer now associates the experience of seeing 3DTV with the feeling of manliness there is an instant added value to the product. The customer will now seek to replicate this feeling by buying a 3D TV.

How could you use the essence of masculinity to add value to your products or services?