Get Your Brand Swinging This Valentine’s

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Get Your Brand Swinging This Valentine’s

- By Prasad Choudhari, Manager – Marketing

Anyone can create an impactful Valentine’s campaign by incorporating a few of the ideas outlined below!

Start with the right target market. Knowing who is making the buying decision can help you tailor your message in these next critical days. In the flower vertical, the demographic of the “buyer” swings dramatically when it comes to Valentine’s Day.

Throughout the year, nearly 80 percent of total flower purchases are made by women. On Valentine’s Day, men make the impressive jump to spending twice as much as women do on individual gifts.

The focus should be on including both men and women in the marketing messages.

The Swing in Products
As mentioned, the most popular 2014 Valentine’s Day products purchased were flowers, chocolate and jewelry, with red roses comprising 61 percent of all flower types purchased. But, retailers are starting to broaden their product offering, adding live plants, fresh fruit, and other gift options to the standard mix of gifts.

Ensure that your website navigation makes finding products easy for consumers; send the right links to the right pages and emphasize clear promotions and values. Additionally, be ready to capture consumers on the go, with mobile-specific offers and creative designs to rescue a distressed consumer who might feel late to the game.

The Swing in Days

In planning your promotional calendar, it’s important to note when consumers are shopping.

Last year saw different devices taking the lead on different days and for different products in the run up to Valentine’s Day. A review from last year revealed that:

  • February 11th was the busiest day for purchases made on personal computers.
  • Comparatively, February 12th was peak for sales on tablets and mobile phones.
  • Additionally, February 11th was the best converting day for gifts, at around 12 percent.
  • February 10th was the best converting day for Food & Drink Advertisers, at around 9 percent.

The day of the week when Valentine’s falls should drive your promotional and product strategy. This year, with the big day on Saturday, you can adjust your promotional messaging to encourage early buying. You should design different promotions to incentivize this behavior, and encourage early delivery.

And don’t forget — Mother’s Day and the World Cup are right around the corner. Start thinking about your campaigns now!

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