How your business can capitalise on Valentine’s Day
How your business can capitalise on Valentine’s Day
Valentine’s Day isn’t just about heterosexual males reluctantly spoiling their significant others with jewellery and teddy bears. Instead, it’s become all-encompassing; with singles gifting themselves on the day, friends expressing how much they care about each other, and even pet lovers buying cute surprises for their four-legged friends. So, apart from the obvious jewellers and confectionaries, loads of other businesses can grab a piece of the Valentine’s pie — here’s how.
1.) Create a build up online
People start looking at what they’d like to do on Valentine’s Day around the end of January, with about 32% actually making their purchase around February 11th. It’s a good idea, then, to use social media to create excitement and awareness around your Valentine’s specials from the end of Jan. You can create a montage of enticing Valentine’s themed posts on Instagram, and start to showcase all the different products or services available to users. You might also want to send out emails to your existing clients, telling them about all your special offers.
2.) Sell an experience vs an isolated product
In the last couple years, there’s been a decline in the purchasing of traditional gifts such as flowers and jewellery as people are more interested in experiences. People want to create precious memories that they can show off on social media, which has been especially great for the travel industry — hotels being the main places where customers look to spend their money. You don’t have to be a huge hotel chain to capitalise on this though, smaller establishments can offer deals that combine various fun adventures, romantic activities, meals and overnight stays to their prospective clients. It’s a great time to look at what your business has to offer and provide the customer with a creative solution to their V-Day troubles.
3.) Look for partnership opportunities
There’s never been a better time to collaborate with other businesses to make yours look good. For example food outlets could partner up with restaurants and have couples’ cooking classes hosted by their top chefs. If you run a spa, then you could partner up with a local winery or champagne supplier to give packaged deals to clients getting massages on the day. People in the beauty industry can offer all-inclusive pamper packages for ladies in preparation for date night, and those in the desserts and confectionary business could look into pairing up with florists to create a one-stop experience for shoppers. Everyone wins!
4.) Marketers should make it easy for people to be romantic
You’ve got to make it really easy for people to part with their coin. More and more individuals are making transactions from their cellphones, so a good place to start is making sure your site is mobile friendly. You could also create a Valentine’s Day banner for your website, or look into third-party media placements — the more people see what you’re offering, the better. Then, once they’ve had a look, sweeten the deal with a little extra convenience or a gift. One way to do it, if you’re a florist for instance, is to have pre-populated messages on cards, or to offer a discount code at checkout. Whatever you do, you’ve got to make it difficult for customers to resist making that purchase.
5.) Target in-market and affinity groups
Next, take a page out of Pinterest’s book and get your audience targeting right by understanding your prospective clients’ possible interests and behaviour, location, gender and even relationship status. In-market groups have a need to fulfil, they’re looking to buy a specific thing at a specific time. This is usually a longer purchase cycle, which ends once the purchase is made. For example, someone who’s planning a wedding or thinking about proposing to their partner, or someone who simply wants to buy a special fragrance. You can target these people directly using ads that showcase your product and how it can solve their problem.
Affinity groups, on the other hand, have on-going interest in certain activities or goods. These are your movie-goers, wine-lovers, makeup enthusiasts, gamers and fashion fundies. They require continuous advertising that showcases what’s new on the market. It’s always good to advertise to relevant audiences based on why they shop and what you can offer them.
6.) Re-market to people who have been on website
Sometimes people hesitate before checking out; which is why you’ve got to be a master of persuasion by re-marketing to people who’ve visited your website and had a look at a specific product. You could even send emails reminding them to go through with the purchase or give one of those easy checkout codes.
7.) Offline media should also speak Valentine’s
If you’re also using traditional media such as newspaper and magazine catalogues, remember to send a cohesive Valentine’s message there as well. In-store merchandising, posters and signage should be relevant to this, and Valentine’s sale items should preferably be at the very front of the store to give customers easy access. Remember, the idea is to make their experience as effortless as possible.
8.) The journey doesn’t end at purchase
Don’t make the mistake of cutting the cycle off after the purchase has been made. Once the customer’s bought your product, ask for feedback, ratings and product or service reviews. You could also incentivise customers for giving feedback, which doubles up as free marketing for your business. Also, there’s a good chance they’ll need a bouquet of flowers, a spa day, lingerie, cake or an overnight stay again for another occasion and guess who they’re most likely to use again? Just remember to keep serving up irresistible deals and advertising to them based on what’s relevant to them.
With the right planning, the use of relevant on and offline marketing tools and tricks, any business can strike it big this Valentine’s Day.