Father’s Day is a great opportunity to promote your products to people who are not your customary customers!

Families want to spend money to show that special-head-guy-around-the-house they care about him — and let that grandpa-across-town know how special he is to them, too.

They’re beginning to rack their brains for Father’s Day ideas— thinking no more ties! not another set of barbecue tools! no more fishing tackle for an already overflowing tackle box.

Auto parts stores can provide wonderful answers to the Father’s Day question: What shall we buy?

Mid- and late-May is the time to get families’ attention, to help them solve their Father’s Day gift dilemma.

First, put together some likely package offerings in various price ranges. These might include

1. vehicle clean-up: chemicals, sponges, chamois, and wax, rubbing compound, and tire shine
   
   
2. vehicle dress-up: floor mats, accessories like cup-holders and map holders
   
   
3. vehicle fix-up: oil and filters, spark plugs and wires (because of application differences, this package should have various levels for four-cylinder, six-cylinder, eight-cylinder cars, and possibly a performance package with high-end spark plugs in four-, six-, and eight-cylinders), and
   
   
4. The trip/vacation special package: an assortment of products to stash in the trunk or storage area for use on trips or vacations like a fix-a-flat canister, triangle-warning sign, tire gauge. You have time to choose the pre-packaged container in which to sell your special assortment.

Once you create your Father’s Day Specials, it’s time to tell your prospective customers about your problem-solvers. They probably don’t see your regular ads. How?

If you’re in a mall or strip mall, talk to your neighbors, and work out exchanges which let your Father’s Day flyers go into their customers’ purchase bags. You might have to reciprocate with stuffing their promotional offers into your checkout bags or boxes some other time, but it’s worth the trade-off to get local shoppers into your store.

If you’re doing direct mail, use it. Blare out “Father’s Day Special” on your piece so whomever takes in the mail at the house sees the headline jumping out at him or her.

If you’re a newspaper advertiser, ask your rep about a one-time ad in a section other than the sports section.

If you’re on local radio or TV, place some of those low-cost spots where women and children will hear or see them.

Use a BIG sign at your store for drive-by traffic to see. How about one of those portable lit marquees? That fast drive-by impression may pique interest.

If you have other community involvement, like sponsoring a sports team, enlist your benefactors’ support to get the word out.

This is an opportunity you shouldn’t resist. Plan, package, promote, and profit!

Happy profitable Father’s Day from sales to people you’ve never met!

P.S. Dads and granddads who are your regular customers just might buy their own Dad’s Day present if they see a package they like in one of their trips to your store!