Published on January 23rd, 2012 | by Kim Stiglitz3
How to Put the Love in Your Valentine’s Day Marketing
Valentine’s Day 2012 is coming fast! According to the experts at the National Retail Federation, retail spending for the holiday will increase nearly 13 percent this year – that’s huge! On top of this, the average person will spend $116.21 on traditional Valentine’s Day merchandise this year, an increase of 12.8% over 2011’s total, with expenditures on jewelry and clothing expected to rise substantially.
This makes this Valentine’s Day the fourth most popular shopping holiday of the year, just behind the winter holidays of Christmas/Hanukkah, Back-to-School and Mother’s Day.
How can you share in the love-fest and reap the rewards this Valentine’s Day? The good news is, no matter what industry you’re in, or kind of business you have, you can capitalize on the theme. And, the time to get started is now!
Here are a few quick tips and tactics to get you and your readers feeling the love:
Work with the theme, but be a bit unexpected – Since everyone and their brother will be sending out emails with hearts, cupids and roses on them and subject lines with references to love, you’ll want to ensure your emails and direct mail pieces stand out from the crowded mailboxes both online and off.
One way to catch your subscribers’ attention is to put a creative spin on the theme and use the basics of content marketing 101 – tell a story to connect with your audience. For example, if you sell jewelry, tell a story behind symbolism of a particular precious stone that’s used, or share a story of how a piece is created. You can even share the meanings behind Valentine’s traditions or fun facts, like how many roses or how many pounds of chocolate will be sold this year. (The answer? 110 million roses and 1.1 billion boxes of chocolates will be sold throughout the U.S.) This way, you’ll draw your recipient in and will hopefully get them to react.
Gift guides make shopping easy – Send an email marketing campaign or direct mail postcard with gift ideas by price point for him and her. If you’re sending an email, try including a call-to-action button that encourages your readers to Buy Now. You can also use this free tool to make your ownfree custom button.
Use social to share the love – It’s easier than ever to extend the reach of your messages to potential and new customers by sharing your email content on your social networks. Check out Roost by VerticalResponse, a free tool that lets you easily and quickly create a campaign of posts across all your social networks. The best part is you can do it all from one place and not have to log into Facebook, Twitter and LinkedIn separately. You’ll have your Valentine’s Day campaign ready in a flash! You can also extend the life of your email campaign by sharing the hosted version to your social networks. You’ve spent the time to create it, now make sure as many people as possible can see it.
Be careful with your subject line – This is a great tip from our pals at the Retail Email Blog about not shortening Valentine’s Day to V-Day in your subject line or tweets to save characters. V-Day has a number of meanings and associations, generally violent. Email marketers are always looking to trim characters from their subject lines, but this may not be the best way to shorten “Valentine’s Day.”
How will you message your audience this Valentine’s Day?
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