Valentine's Day Marketing Techniques: How to Create Promotions That Will Appeal to Both Couples and Singles.
With Valentine's Day just around the corner, many brands are undoubtedly preparing marketing campaigns to boost sales. Global marketing statistics show a clear trend of significant growth during Valentine's Day – a dramatic increase in spending. In the United States alone, the market value reaches $13 billion. This explains why brands of all sizes worldwide launch marketing campaigns to stimulate sales during this season of love.
This period is particularly popular for people of all ages to buy gifts for loved ones, not just romantic partners, but also family members, close friends, and colleagues. According to a survey by ETDA, couples are more likely to spend an average of 1,199 baht per person online on Valentine's Day gifts, while single people are more likely to spend an average of 828 baht per person on Valentine's Day deals.
3 Valentine's Day Marketing Techniques to Keep Your Shop Active and Boost Sales Without Interruption
Today, HelloAds will introduce 3 great techniques for increasing sales during the Valentine's Day season, which are:
1. Offering Valentine's Day promotions to celebrate the occasion.
This is one of the first techniques many businesses shouldn't miss, as it can be designed in many different ways and adapted to suit each business's needs. For example, offering packages for couples, creating product sets for couples, or providing discounts for customers who come in pairs, especially during holidays or special occasions.
2. Single people shouldn't be overlooked either.
Many brands naturally focus their marketing efforts on couples during this holiday season, but besides this target group, there is also the high-spending single customer segment, which should not be overlooked.
3. Collaborate with other brands to launch limited edition products.
Simply using the term "Limited Edition" will pique anyone's interest and make them curious about what's new, leveraging this strategy of turning competitors into partners. This marketing technique, known as collaboration, is used to attract a larger customer base.
These three techniques are ones that many brands shouldn't miss when promoting during this Valentine's Day season. For those who want to see examples of how to use these techniques, let's take a look.
Case study! Marketing and Love: An interesting marketing plan example from a famous brand during Valentine's Day.
Some brands use this holiday season as an opportunity to build brand awareness, enhance their image, increase brand recognition, and build a larger customer base in the long term. HelloAds will therefore present an interesting case study from the Valentine's Day season:
Godiva and its newspaper advertisement.
Godiva is a premium chocolate brand with branches in many countries, including Japan, which has a Valentine's Day tradition where women give chocolate to almost every man they encounter in their daily lives. It's a festival that some people dislike because some may not want to spend money buying gifts for everyone, but they feel obligated to follow etiquette. This has led to the creation of a specific term for this type of chocolate: "giri chocolate," which literally translates to "chocolate given out of obligation."
Godiva took this opportunity to purchase an entire page of advertising space in the Nihon Keizai Shimbun newspaper, sending a message to Japanese women that giving chocolate to someone you truly love is a good thing, but it's not necessary to give it out of obligation. They encouraged everyone to buy chocolate for those they genuinely like.
The subsequent reaction was very interesting, because although there were both those who agreed and disagreed, Godiva's sales soared. This is because the campaign made consumers feel that they had the right to choose, which may have stimulated increased purchasing demand.
Tinder x Spotify: Understanding People Through Music
Because browsing someone's playlist can help you get to know them better, Tinder and Spotify have teamed up for a Valentine's Day campaign, allowing users to add a playlist to their profile as their Tinder Anthem, or personal theme song.
Tinder recognizes the current popularity of music streaming platforms, and this collaboration could attract Spotify users to use Tinder as well. Meanwhile, Spotify sees high sharing rates for love song playlists during Valentine's Day, highlighting the potential for leveraging the holiday's popularity. This represents an interesting and win-win marketing strategy for both parties.
Tinder x Foodpanda: Valentine's Day Marketing Campaign
In Singapore, there was a collaboration between Tinder and Foodpanda. Tinder ran a campaign featuring Paopao, Foodpanda's pink panda mascot, as an option for app users. If they saw the mascot and swiped right, they would instantly receive a discount code for food orders.
That's caused Foodpanda's app's traffic and sales to double, because some people might think that food is love.
Therefore, some brand strategies are well-suited as Valentine's Day gifts for consumers. Of course, marketers' strategies must align with consumer needs during this period, as marketing during holidays is crucial, not just Valentine's Day. If marketers can develop strategies and ideas promptly, their products or brands will stay on trend and meet consumer demands. So, if you're interested in online marketing during Valentine's Day, HelloAds is happy to provide consultation and marketing planning specifically for your brand. Contact us for more information.
References
- https://www.salika.co/2019/02/13/valentine-day-marketing-tips-2019/
- https://sunnysideupstudio.net/th/%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94%E0%B8%81%E0%B8%B1%E0%B8%9A%E0%B8%84%E0%B8%A7%E0%B8%B2%E0%B8%A1%E0%B8%A3%E0%B8%B1%E0%B8%81/
- https://www.foretoday.asia/articles/15-ideas-valentine-marketing/
