Valentine’s Day is just around the corner, and while the holiday recognizes and shows appreciation for the important people in our lives, it also possesses several successful marketing messages that make it a profitable event year after year.
According to the National Retail Federation, consumers will spend a near record of $19.6 billion on Valentine’s Day in 2018. Fifty-five percent of the population who celebrates it will spend an average of $143.56, an increase from last year’s $136.57.
Here are 4 marketing lessons we can learn from Valentine’s Day and apply to our businesses:
Lesson #1: A hand written card says a lot
Valentine’s Day Subject: The Valentine
I still remember the excitement of exchanging Valentines with my classmates in elementary school, and I see it again in my kids as they prepare for their Valentine’s Day parties. And as an adult, I don’t know many people who don’t appreciate receiving an old fashioned card. Taking the time to write a personal note to a client or customer will make you stand out in his or her mind simply because not a lot of people do it. Your card can be a thank you note, or just a card to check in or follow up. It’s not time consuming, but takes a little more effort than sending an email. For that, you will be remembered.
Lesson #2: Branding is Powerful
Valentine’s Day Subject: Hearts and the colors Pink and Red
I was shopping at Meijer shortly after Christmas and they had just cleared the shelves of the holiday items. Out of the corner of my eye, I saw a glimpse of a heart and a few scarce traces of red and pink. I immediately thought of Valentine’s Day, which was still 7 weeks away and not on my radar. Do you think of McDonald’s when you see red and yellow? Does your favorite sports team come to mind when you randomly notice their colors in combination? Valentine’s Day has solidified their brand, because even in December, the colors and shapes make us think of that day. How established is your brand?
Lesson #3: Keep your message short and sweet
Valentine’s Day Subject: Conversation Hearts
Conversations hearts contain a short and sweet message. There is simply not room for a lot of text, but you get the gist of the message in just a few words. Our customers are busy people. They don’t have a lot of time to read through long paragraphs of text, overly long explanations and details that don’t matter to them. Get to the point and tell your customers what they need to know. They will appreciate your respect for their time.
Lesson #4: Diversify your marketing plan
Valentine’s Day Subject: A box of assorted chocolates
Being open to variety and trying new things is how we learn and how our businesses grow. You may be limiting your potential by only having one type of chocolate. Don’t limit yourself by putting all of your money in to one type of marketing. Try different things to see what works. Experiment with blogging, social media, email marketing or Facebook advertising. Then do more of what works and eliminate what doesn’t.
Valentine’s Day sets an excellent example to business owners on the importance of marketing, branding, customer service and communication. Who knew Cupid was a marketing expert?
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