Valentine’s Day is about love, appreciation, and celebration. Though an emphasis is placed on couples, this Cupid-inspired holiday has a few important lessons in store for marketers on building strong brand-audience relationships and fortifying existing ones. As with a loved one, showing interest, appreciation, and respect to your audience will lead to increased loyalty and trust – and sales. Whether you’re a B2C or B2B marketer, there are five essential marketing tips you can learn from your Valentine.
Understand Your Audience
What’s the best Valentine’s Day gift you’ve ever received? Did it make you feel loved, desired, or truly understood? Everyone loves to feel special – it’s one of the reasons Valentine’s Day is such a hit. Your audience is no different. Without having a grasp of who your audience is, what they like, and why they value your brand, you have little chance of making a real impact.
- The Solution - Research market data and use available statistics to discover what your audience responds to and why. Then take a look at who is responding. Simple data like age and gender is a good place to start, but also think about marital status, living situation, and interests. What problems do they have, and how can your brand solve them?
Impeccable Timing
Let’s keep it real – it’s all about timing. Have you ever forgotten Valentine’s Day, or (worse) been forgotten? It’s an awful feeling. There’s usually no making up for it once the day has passed, and you’re left to deal with the aftermath. In order to deliver the perfect gift at the perfect moment, your timing has to be impeccable. Impeccable timing leads to the “wow” factor – a marketer’s desired response.
- The Solution - For marketers, anticipating needs and implementing a plan to deliver solutions is much more effective than scrambling to respond after the perfect moment has passed. By having a strong understanding of your audience, anticipating needs becomes simple. Taking the time to plan enables your brand to capture the right audience at the right time to optimize results.
Be Consistent
Recent statistics indicate that 14% of women send themselves flowers on Valentine’s Day. What does this mean? Lack of consistent appreciation has led women to take over and reward themselves, with or without a partner. Furthermore, years of inconsistency leads some people to disengage from the idea of Valentine’s Day altogether. If your brand was Valentine’s Day, would your audience remember you?
- The Solution - In marketing, the relationship formed with your audience is the foundation on which your brand will grow and prosper. Unfortunately, your brand isn’t as close to your audience member as a spouse. Brands need to work extra hard to be consistent with marketing efforts by targeting customers in each stage of the sales funnel. Show your audience that you appreciate them on a consistent basis, and you’ll never be left wondering where you stand in your relationship.
Surprise Your Audience
During Valentine’s Day, stories trickle in to the media about creative, lavish, and shocking surprises partners have given to their loved ones. These events catch attention because they’re unexpected and over the top. As a result, those observing these displays of affection are left wondering, “I wish I were that lucky!” The element of surprise makes for a strong impact, but unfortunately marketers are not using it to their advantage often enough.
- The Solution - According to Scott Redick at Harvard Business Review, “Surprise is like crack for your brain.” Surprising your audience with a reward or event piques interest and earns attention. Using engaging platforms to launch surprises, like Facebook and Twitter, will encourage your audience to share the news and participate.
Be Simple
It’s a fact: cards outrank every other form of gift on Valentine’s Day. With nearly 200 million exchanged each year, cards are the preferred method of communicating sentiments during the holiday of love. The most impactful cards often contain simple words with a powerful message. Marketers sometimes make the mistake of complicating a message with jargon or buzzwords, leading to confusion and disinterest.
- The Solution - When delivering a marketing message, make sure it’s simple and straightforward. Avoid using industry-specific language and being too “salesy.” Focus on creating quality content that is genuine and that accurately reflects your brand’s personality. As a result of your efforts, your brand’s message will be clear and have a larger impact on your audience.
Make Them Swoon
A great marketing campaign encourages your audience to align with your brand and become loyal brand ambassadors. Just like a Valentine’s Day gift, your marketing campaign needs to be well-planned, insightful, and valuable to your recipient. Combining these five lessons and shaping your marketing strategy accordingly will result in your audience swooning over your brand.
*Photo courtesy of run-of-the-web.com
