Updated: Jan 19
Valentine’s Day, Saint Valentine’s day or the Feast of Saint Valentine is a holiday celebrated yearly on February 14 all around the world. Even though the exact history of Valentine's Day is still shrouded in mystery, the holiday is believed to have started as a way to commemorate the anniversary of St. Valentine's death. One of the legends surrounding St. Valentine alleges that he helped marry young lovers at a time when marriage was outlawed. As such, Valentine's Day has been regarded as a holiday for celebrating love where people are generally expected to exchange gifts with those they care about.
It comes as no surprise then that in the modern era Valentine's Day is a commercial holiday and therefore a great opportunity for businesses to increase sales. But after the December holiday rush, you may find yourself rushing the planning for your Valentine’s Day campaigns. That's why we’ve come up with some pro tips to help you get the results you need this coming Valentine’s Day.
1. Plan early
Having a strategy in place early enough will help you achieve better results. This is because you need to give your consumers ample time to shop your products before the holiday. Moreover, if your products need to be shipped after customers make their orders, rolling out your campaign early guarantees customers can get them by February 14 if not before. This especially applies to products that have high demand around this holiday, for example chocolate, flowers and jewellery. You generally don’t want to feel overwhelmed at the peak of the holiday so do your best to plan and execute your campaign early enough, even as early as January.
2. Leverage the connectivity of social media
People will likely be sharing on social media regarding the holiday. They may post the gifts they’ve received/given or even their own love stories. This gives you an opportunity to create interactive content that your audience can engage with and in turn share to their own socials. For example, you can ask your audience to share their good or bad love stories, participate in challenges, answer questions and so on. This user-generated content (UGC) will provide you with content for your own channels while driving up your engagement on the holiday. Just ensure that your posts stay relevant to your brand messaging.
3. Create irresistible offers/specials
Valentine’s Day is one of those occasions where people will be looking for the best deals. Any discounts or benefits that come with the purchase of your products might be what sets you apart from competitors. It’s advantageous to create offers that make your customers feel they’re getting high quality products without hurting their pockets.
This may also apply to your service-based business especially if you’re in the hospitality or food service industries. You can create exclusive experiences that match the theme for the holiday such as buy one get one free meals or reduced hotel accommodation fees for couples.
4. Develop an inclusive campaign
Try to think beyond romance this Valentine’s day. While the holiday may be centred around couples, they aren’t the only demographic that celebrate it. By keeping your marketing more inclusive, you’ll be able to target other groups such as single people who celebrate Valentine’s Day as a form of self love.
There’s also those who use the holiday to celebrate their friendships. For example, there’s a nonofficial holiday named Galentine’s Day that takes place the day before Valentine’s, where people celebrate their female friendships. The idea was derived from an episode of a TV series called Parks and Recreation, which was then popularised and made into a real event by millennials.
Pet owners are another set of people that may celebrate Valentine’s Day with their furry friends. You could create Valentine’s themed designs that highlight love for animals.
Going beyond the status quo of romance surrounding the holiday will help you stand out
5. Personalise your relevant products or services on offer
Since we’ve established creating offers is a wise move for Valentine’s Day, it’s equally as important that they’re personalised to meet the individual needs of your customers. When a customer comes to you looking for gifts, it’ll be up to you to show them something they’d be interested in. But remember Valentine’s Day is celebrated by a variety of people and in a variety of ways. The kind of product that’ll interest a married man in his thirties will be different than that which will interest a single woman in her twenties.
You’ll need to have a deep understanding of your target customer in order to personalise the products on offer appropriately. You can similarly target different groups with different personalised offers.
6. Work with influencers
To increase your Valentine’s Day impact, you should partner with relevant influencers. They’re an invaluable asset when it comes to driving up awareness and strengthening customer trust. You can use influencers to promote your Valentine’s Day offers, giveaways, challenges and so on. In the case of giveaways, keep instructions simple and concise so that they’re easily shareable.
7. Share love through cause marketing
Taking up social responsibility this Valentine’s Day can go a long way. You can show love by pledging a certain amount of your profits to charities or alliances that relate to your business. This can also encourage customers to purchase your products knowing that they’re contributing to a good cause. In these unprecedented times, showing your compassionate side as a business will leave a strong impression on your audience.
Try out these tips as you plan for your 2021 Valentine’s Day campaign. Remember that even if you might not sell products normally associated with this holiday, you can still find ways to create meaningful experiences for your audience. Think through what their needs for the holiday might be and how you can align your products or services to meet those needs.