It’s the thought that counts when it comes to Valentine’s Day marketing tactics.
Creating seasonal offers pegged to calendar moments like Valentine's Day have time again proven successful for businesses of any size and in any sector, to engage with their audience and boost their brand presence. According to a report by the National Retail Federation, seasonal sales account for a substantial portion of annual retail sales, proving the impact of timely marketing strategies.
As well as the financial benefits, seasonal offers help build trust, loyalty, and engagement. Research from Sprout Social states that 64% of consumers want brands to connect with their communities, whilst The Edelman Trust Barometer revealed 65% of consumers believe that brands play a crucial role in building trust; and seasonal marketing campaigns allow brands to engage with their audience on a more personal level.
While you might assume that running impactful seasonal promotions requires a hefty budget, success actually lies in creativity, innovation, a deep understanding of the target audience. Part of the effectiveness of seasonal hooks is the inherent emotional connection they create with consumers, and the built-in narrative that brands can tap into to craft campaigns that naturally align with consumer expectations.
So, whether it's the festive spirit or the romantic allure of Valentine's Day, these occasions evoke strong emotions that drive consumer engagement and make the promotional efforts more impactful. For example, clever use of social media, user-generated content, and partnerships can amplify the reach of a seasonal campaign without breaking the bank.
In fact, smaller businesses and solopreneurs have the advantage of agility and authenticity, able to adapt quickly to changing trends, experiment with innovative ideas, and connect with their audience on a more personal level. This authenticity resonates well in the age of conscious consumerism, where audiences appreciate genuine connections over flashy, high-budget campaigns.
They say money can’t buy you love, and when it comes to Valentine’s Day, it really is the thought that counts. So, we’ve shared three proven marketing tactics that any small business can implement and show their customers they care.
Tactic One: Video Storytelling
Though our attention spans may be shorter in today’s digital era, but the power of video storytelling remains unmatched. Ryanair used this tactic for Valentine’s Day by creating an attention-grabbing video campaign with #EscapeTheNonsense hashtag and call-to-action, standing out due to its anti-Valentine's Day theme and encouraging community engagement by connecting with those who are single at this time of year.
For a smaller service-led business, such as a dog walker, creating a funny and engaging Valentine's Day video could involve creating video content telling the narrative of dogs finding love due to socialising with new four-legged friends when out on your walks with them.
Video content involving puppies and potential romantic connections, combining humour with genuine moments, is a cost-effective way to capture the audience's attention and foster community engagement.
Tactic Two: Competitions and Giveaways
Competitions and giveaways are fool-proof methods to boost engagement and spark conversations about your brand. Coors Light's Valentine's Day campaign centred around puppy love, tapping into the $1.7 billion spent on pets during the holiday. They cleverly combined a contest with a heartwarming incentive, encouraging participants to share adoption receipts for a chance to win $100 towards pet adoption fees.
For a smaller service-led business, like a hairdresser or beautician, organising a competition could involve customers nominating their 'valentine' or 'galantine' for a day of pampering on February 14th. This not only creates excitement around the brand but also generates conversations and positive sentiments among customers.
Tactic Three: Personalise it!
Personalisation is a key strategy to stand out, especially on special occasions like Valentine's Day. Krispy Kreme's campaign, featuring a Barbershop Quartet singing personalised songs based on submitted descriptions, is a shining example. The company encouraged customers to share 20 words describing a significant other, transforming the personal details into a unique and memorable experience.
For a smaller service-led business, such as a graphic designer, offering personalised cards on request could be an excellent way to tap into the desire for thoughtful gifts. Customers can request custom-designed cards tailored to their specific preferences and relationships, creating a personal touch that resonates with the audience.
Small service-led businesses can take inspiration from big brands' successful marketing tactics as Valentine's Day approaches. Video storytelling, engaging competitions, and personalised experiences do not require huge budget, and in implementing these creative and cost-effective strategies, smaller businesses can maximise their ROI, foster community engagement, and build trust with both existing and potential clients.
All trademarks and brand names are the property of their respective owners. All company, product and service names used in this post are for identification purposes only. Use of these names, trademarks and brands does not imply endorsement.