Valentine’s Day – Cute celebration or marketing mechanism?

By Emma.

Much like Christmas and Easter, Valentine’s Day is seen, by some, as a time to celebrate with that special person. Other people, however, cynically view it as a marketing ploy and commercial opportunity.

We’re a healthy mix of enthusiastic romanticism (Amie, our digital director even gives her husband a card from her dog!) and weary scepticism here at Kiss. Therefore, we’re in a good place to take an objective look at the marketing and advertising strategies around the special occasion.

With Valentine’s Day being less than a week away (Tuesday, guys – DON’T FORGET) the adverts, email marketing and digital campaigns are coming in thick and fast. But what is the right way to go about this without alienating people, becoming too cheesy, or just sticking to boring clichés?

Last year, a study by the Office for National Statistics (ONS) released data stating that 51% of people in England and Wales identify themselves as single, and so retailers have to make sure these people feel enticed too, not just loved-up couples. With couples and singletons buying gifts for their friends or partners, spending hit a record $19.7 billion for the holiday in 2016.

Of course, a lot of people love Valentine’s Day, and that makes it a great opportunity for your business to get a themed message out there. There are a few key guidelines to follow around February 14th, which usually apply to all of these ‘Hallmark holidays’.

  • Be creative and interesting
  • Stick to your established tone of voice
  • Be authentic

Also, what do you know about your customers? Do you have data on them, how old are they? What are their interests? Are they mainly male or female? What brands do they associate with and enjoy? All of these are questions that should be asked when devising a strategy, because if you can become more precise and targeted with your messaging and marketing, the results you see will naturally improve.

Whether you are someone who spoils your partner or friends with lavish gifts, or a plastic flowers from the petrol station kind of person, you will have seen a whole range of Valentine’s marketing – good and bad. If you would like some advice on your messaging, we would love to hear from you and see if we could help.