How To Create Valentines-Specific Marketing Strategies
According to Forbes, the expected consumer spending for Valentine’s Day in the U.S. in 2018 is $143.56, with the top spending category being jewelry at $4.7b, and an evening out coming at a close second at $3.7b. With love being a multi-billion industry, it pays to create a good seasonal content marketing strategy. Here are some tips to generate buzz for your brand on this romantic day.
Involve the consumers
Eliciting consumer engagement can be done through user generated content. Take United Airines for instance. Their ‘Love in the Air’ campaign saw customers sharing heartfelt stories about how they fell in love while traveling. The winning couple then received roundtrip tickets to anywhere in America. This promotion aptly tapped on the spirit of love while directly relating it back to the company’s offerings.
Tiffany & Co, on the other hand, created a The Tiffany Tattoo Shop campaign in 2018 which lets customers select and personalize a tattoo-inspired sticker for Instagram posts, with a hashtag ‘#BelieveInLove’. On top of having a collection of branded user content, customers also got to interact with the brand on a more personal level.
Don’t forget the singles
Alienating this segment of consumers is unwise. While all the spotlight is shone on couples, the singles represent untapped potential.
The Body Shop’s Instagram contest encouraged followers to post photos of themselves blowing a kiss to a friend with the hashtag ‘#SendingAKiss’. The winner then walks away with newly released lip balms for themselves and their “Galentine’s.”. This allowed the company to reach new and relevant audience.
Nina Ricci focused on independent women through their #MyBestValentine campaign. Recognising the social pressures for women to find a date, the company featured user-submitted photos and videos showing best friends with their perfumes on their social media channels.
Show love to a charity
One way for your brand to reach out to both couples and singles would be to communicate Corporate Social Responsibility (CSR) efforts to the audience. Valentines’ Day is not just a day to show love to your significant other or a friend. This care and concern can be extended to the disenfranchised. Macy’s, for example, worked with Go Red For Women and donated $2 for each image uploaded on Valentine’s Day. To further engage the audience, CSR efforts can be publicized on social networking sites online, as well as posters in-store.
Blast content on all channels
An omni-channel strategy can allow your brand to capture more attention across various social media platforms. If you have a brand presence in a variety of social media sites such as Facebook, Instagram, LinkedIn, Youtube, Vine and more, make full use of it to reach out to different groups of fans. Be sure to make small tweaks and repurpose the content accordingly such that it adds value to fans who are subscribed to more than one channel.
Go big on emotions
There are a lot of ways to tell a story about love through social media. Google, for one, cleverly told a romantic story through a Google search bar with popular search items from users. The relatable nature of such content makes it a hit with viewers.
eHarmony got kids to talk about what Valentines’ Day means to them to filter out love to its core. The kids can then create their own adorable Valentines’ Day card to send it to their loved ones online. Such heartwarming and creative means of storytelling can serve as an inspiration for your brand to work on something similar.
Remember that Valentines’ is also about heart breaks
Many marketers shy away from the ugly side of Valentines’ Day- break ups. However, a well executed and well thought out campaign can bring out the potential of this undertapped story angle.
T-mobile’s refreshing break up letter letter campaign urged fans to tell their mobile phone companies why they will switch to T-mobile. Not only were fans engaged by this witty campaign, T-mobile also got to hear invaluable consumer insights about what they love and hate. This is a great example of how companies can conduct a simple market research to find out about consumers’ pain points through the power of social media.
Make gift giving a breeze
Consumers may have a headache brainstorming gifts to get for their significant other or loved ones during this period. Leverage on this opportunity by making life easier for unsure consumers. Craft a gift guide with various budgets catered for your target segment. It can be an SGD100 budget for alcoholics, or an SGD50 budget for dog lovers, whatever it is just be sure to make the gift guide specific enough. To complement that, you can even do up a series of gift-buying or gift-making articles and videos. Be sure to include links to the products so that interested consumers can access the purchase easily.
Do some housekeeping
Valentines’ Day is very close to the Chinese New Year. As such, be sure to create the correct festive spirit on your online and offline presence. Set a reminder to change the landing pages, banner, profile image, header and store decorations accordingly. Having a unified look and staying on the ball will help your brand to fully capitalise on the shopping frenzy. You may also want to provide additional complimentary services such as free gift wrapping for the lazy, free express shipping for last minute shoppers, and more.
Creating a deep connection between your brand and your audience lies at the core of a good Valentine’s day marketing strategy.