It’s the time of the year where single people are reminded of the fact that they’re single. But equally, it’s also a time for couples to celebrate the fact that they’re not. (Can you tell which category I fall into?) Anyway, here’s a little guide to Valentine’s Marketing.
Some people are a little pessimistic about Valentine’s day, you might be one of them. But that doesn’t stop the fact that this time of year can be big business for certain brands and markets. Just off the top of my head: chocolatiers, jewellers, dating apps… and those people who make soundwaves into paintings, for example.
So, if you are part of one of these industries, how do you cut through the noise. And if you’re not, how do you break into it from the outside?
Who are you?
First things first: know your brand.
If you know your brand/product, and why your customers are invested in it, you know how best to sell it (regardless of the market). Your ultimate goal is for people to become familiar with who you are, but this needs to start with you (…or your marketing team).
Have a brainstorm. Map out hypothetical customers based on your current key demographics, and give them names. ‘John, the retired business owner with disposable income’, ‘Karen, the 45-year-old divorcee’ (sorry Karen). Understand why your product resonates with your current customers. Imagine what these people might be doing for Valentine’s, and how your thing could fit into it. (This is a good exercise in general, not just for holiday marketing).
Now, map out some key markets that you want to tap into. ‘Niall, the 20-something in his first serious relationship’, or ‘Alexa, the recent graduate’. Why should these people be interested? Is your product fit for them? Is Valentine’s Day a good opportunity to expand your customer base?
This all leads to the next point.
Why should people care?
Much like Christmas marketing, or any other holiday marketing, it’s important to have a strong narrative. People need to understand how and why your product (or service) fits into their lives. If you can get this across as simply as possible, that’s a bonus. How will it make your customer’s Valentine’s Day different than any other? Why should they care? How do you speak directly to your customer’s needs and interests?
If you can go against the grain, and put out a non-conventional message, that could be a great angle. How about a romantic gift to yourself? Or to your pet? Or a gift experience for a former friend – who entered into a relationship, never to be seen again? Get creative. Pull people in.
If you have two divergent messages, send them both out, and see which performs best. You don’t need to put all your chocolate eggs in one basket (…that’s more of an easter metaphor, but whatever). If you’ve not focused on Valentine’s marketing before, it’s important to stay true to your brand and to strike a tone that resonates with people.
Data improves everything. And (worst case scenario) if your Valentine’s marketing doesn’t go as well as you’d hoped – at least you’ll have data to find out why.
Final tip from us – above all else – be authentic. You’ll be heard by the right people.
Now, go forth and profit.