Last year we searched for Father’s Day more than ever before, but 2012 is set to be dad’s year. With search numbers getting higher each year (after a significant dip in 2007), Kiwis are embracing the occasion and looking for creative ways to thank dad.
Dads in the Bay of Plenty region might get even luckier this year - with the area showing the most searches made for “Father’s Day”, closely followed by Otago and Waikato. Taranaki dads are perhaps not so lucky, with only half the number of searches compared to BoP.
With this search spike only a week out from the big day, Google recommends retailers (particularly in the Bay of Plenty) take advantage of consumers’ interest in thanking their dad.
“We all know everyone turns to the web first and foremost when looking for information or gift inspiration,” says Richard Flanagan, head of small business marketing Google Australia and New Zealand. “Father’s Day is a great opportunity to get in front of your customers and inspire them with your range of gifts.
“For retailers in the regions that are showing a high number of searches [such as the Bay of Plenty and Otago] we’d recommend a tailored approach to online marketing in the lead up to Father’s Day. Your customers are out there looking for you - make sure they can see you,” Flanagan continues.
Online retailer Giftbob.co.nz has seen the light and taken Google’s advice seriously. Although based in Christchurch, their online-only Kiwi-owned store delivers nationwide - so thankful sons and daughters can get their thoughtful gift delivered straight to dad’s door if necessary.
“Given that we operate solely online, Google is the main directory for customers finding us. On occasions like Father’s Day - and of course Mother’s Day and Christmas - it’s really important that we are smart about our marketing. We use Google AdWords on these occasions to complement other traditional forms of marketing that we are undertaking,” Jo Milligan of Giftbob says. “We have already seen orders come through from our Father’s Day AdWords ads that we obviously wouldn’t have got otherwise, so it’s definitely a valuable tool for us.”
Flanagan believes this is a smart approach. “We can see Kiwis are interested in Father’s Day; they are searching the web for gift ideas. The same thing happens at Christmas time - it’s smart to tailor your marketing approach to these occasions.”
Giftbob is also seeing gift trends emerge with the Father’s Day search spike - including the world’s best selling desk toy.
“Buckyballs are a very popular gift choice for dads this year,” says Milligan. “They’ve taken the US by storm, and it looks like quite a few dads in NZ might receive the addictive toy - perfect for distracting dad at work!”
Dads celebrating their first Father’s Day are also looked after well. “We have seen a lot of “Pint/Half Pint” t shirt sets go out the door this year - a cute combo for new dads this year.”
Through Google’s Insights for Search tool, we can also see that Kiwis also search for Father’s Day in June - when USA celebrates the day. 2011 was clearly a big year for Kiwi dads (seen by the spike in searches, will 2012 follow suit? Only time will tell...