Today, we’re gonna talk about love. Not the heart-fluttering, stomach-butterflies type, but the love for our businesses and their growth. Specifically, how to capitalise on the coming Valentine’s Day and win over the hearts of your customers.
Florists can make up to 30% of their annual revenue on this one particular day. However Florists aren’t the only businesses that reap the fruitful transactions that Valentines Day brings. In fact, Chocolate businesses, Jewellery Stores, Restaurants, Travel Agencies, Gift Shops, Lingerie, Event Planners, Wellness Centers and Wine and Spirits retailers all report anywhere between 3-25% of their annual renue on February14th.
It’s a prime opportunity for small to medium enterprises (SMEs) to show their customers some affection and of course, to boost their bottom line. But remember, every business is unique – and requires a tailored approach.
Plan Your Valentine's Day Campaign Early
Begin your campaign planning with some brainstorm and perhaps an internal team meeting in November. Start by understanding your customers’ affections during Valentine’s Day. Analyse previous years’ trends and anticipate their needs for the coming year. For example, a florist might notice an uptick in red rose sales, while a gift subscription service might see an increase in romantic-themed gift boxes.
Budgeting is also key. Determine how much you’re willing to spend on your marketing campaign, keeping in mind the potential rate of return. Your florist shop might bank on the universal appeal of roses and opt for a more aggressive marketing budget, while a gift subscription site could focus on niche romantic gifts.
Develop a Winning Strategy
December is for dreaming. Brainstorm creative ideas for your campaign based on the insights gained from your market research. Select your marketing channels: social media, email, paid ads, or maybe all the above!
For instance, the florist could launch a “12 Days of Love” Instagram series, showcasing the journey of a rose from ‘bud to bloom.’ The gift subscription site might tease upcoming romantic-themed boxes on their social media and email newsletters, building anticipation.
Execute with Flair
By January, get your hands dirty and start creating the content for your campaign. Update your website with a loving touch of Valentine’s Day theme and deals. Begin posting teasers across your social media channels.
A florist, for instance, could use Instagram Stories for behind-the-scenes glimpses of the rose arrangements, whilst a gift or jewellery store could share unboxing videos of their romantic gift boxes. Both can generate excitement and engagement from their followers.
Reap the Rewards
As February unfolds, launch your campaign. Keep a close eye on performance and be ready to tweak things for optimal results. Engage with your audience online, answering questions and queries about your campaign. Engage in real-time with your audience via Instagram, answering queries about delivery times, package options etc. Utilise email campaigns to personalise communication and answer FAQs.
Learn and Adapt
Once the roses have wilted and the chocolates are eaten, it’s time to sit back and review. Analyse your campaign’s performance, gather customer feedback, and identify areas of improvement for future campaigns.
Remember, folks, the power of love is strong, especially in marketing. With this strategic timeline, small to medium businesses can harness the Valentine’s Day charm, make their customers fall in love all over again, and boost their profits.
The key takeaway? Tailor your campaign to your unique business needs. What works for a florist might not bloom for a gift subscription website. Capitalise on your uniqueness and watch your business flourish this Valentine’s Day.
Get smar this Valentines and start planning your Valentine’s Day marketing now! And if you need a hand, our team of experts are always here.