Marketing the Trickiest Day of the Year: February 14th

by | Feb 7, 2023 | Business, Content Marketing

Whether your business sells artisan chocolates, lawn equipment, or software packages, getting away from Valentine’s Day in your marketing is all but impossible, and running a smooth marketing campaign can seem like a far-off dream. Moreover, if you aren’t in the greeting card, jewelry, or chocolate business, then knowing how to leverage this day to boost your company can be a challenge, especially with the changing public sentiment surrounding February 14th.

From Galentine’s Day to Singles Awareness Day, it’s not just about one holiday anymore – there are so many different lovers out there to target. Here, we delve into the challenges of marketing for this day and offer tips and tricks to get the most out of the day when it comes to marketing.

Marketing from An Anti-Valentines Perspective

Let’s face it, Valentine’s Day as we know it is a thing of the past. Traditional couples are evolving into different forms of relationships, and love is being celebrated beyond romance. Consider targeting your marketing scheme towards those who aren’t looking for a kitsch Valentine’s experience but rather a brand that can sympathize with their apathy to February 14th.

Make Your Customers Laugh

Be sure to use a humorous or tongue-in-cheek approach to appeal to those who may not be interested in traditional Valentine’s Day celebrations. If you have a storefront, consider decorating with “Love Stinks” balloons, or if your company is online, send out digital anti-Valentine’s cards on an email blast. Check out this anti-Valentine blog post to get more inspiration on being creative and goofy with your marketing base.

Throw A Party

Consider creating a campaign or event that is specifically targeted toward those who prefer to celebrate or acknowledge the day differently. For example, more and more women are choosing to celebrate February 13th as a day of friendship, so why not help them along with the festivities? Have an event with giveaways, Galentine’s decor, and more to shower your customers in appreciation. Even if you aren’t selling traditional Valentine’s goods, like flowers or jewels, you can still take this holiday opportunity to engage your market.

Be Inclusive

Remember, inclusivity is key. You want to avoid alienating any segments of your customer base by being inclusive and sensitive to different relationship statuses and lifestyles. Be sure to celebrate all forms of love by being cognizant of your Valentine’s marketing language.

Part of being inclusive understands that not everyone wants the same things for Valentine’s Day! Valentine’s Day marketing gives your business a chance to offer alternative gift ideas. Offer products or services that appeal to people who may not be interested in traditional Valentine’s Day gifts, such as adventure experiences or self-care products.

Don’t Let Up on Social Media

Social media is an avenue that businesses need to be leveraging in order to attract new customers and keep people interested in their products. Here are some anti-Valentine’s social media marketing tips that any kind of business can use:

  • Use hashtags. Create and use hashtags such as #AntiValentinesDay, #ForeverAlone, or #SinglePride to connect with like-minded individuals on social media.
  • Share user-generated content. Encourage customers to share their own alt-Valentine’s Day celebrations and experiences on social media and repost or feature their content on your own channels.
  • Use the power of storytelling. Post customer stories or testimonials about people who have had positive experiences with your brand that do not involve traditional Valentine’s Day celebrations.
  • Create a social media contest. Host a social media contest for users to share their own unique anti-Valentine’s Day celebrations, with prizes for the best or most creative submissions.
  • Use influencer marketing. Partner with influencers or social media personalities who align with your alternative Valentine’s Day message, and have them create content or share your campaign on their own channels.
  • Share relatable memes and quotes. Share relatable memes and quotes that tap into the day’s sentiment and make people fall over laughing.
  • Create a themed filter. Create a themed filter or lens for Instagram or Snapchat that users can use to show off their anti-Valentine’s Day spirit.
  • Share anti-Valentine’s Day events. Share information about alternative Valentine’s Day events happening in your area, such as singles parties, anti-Valentine’s Day comedy shows, and events hosted by your own business.
  • Use livestreaming. Host a livestream event on platforms such as Instagram Live or Facebook Live, where users can connect with each other and share their creative, diverse Valentine’s Day celebrations in real-time.

Invest In Your Community

When crafting your social media marketing plan, remember to create a sense of community among those who are sick of the same Valentine’s Day celebrations and themes each year and help them see that they are part of something special. To achieve this, be authentic. Don’t try to be something you’re not. Be true to your brand and your audience.

A Twist on the Traditional Valentine’s Day

Those that are still committed to romance on February 14th are going to be looking for exciting and unique gifts and experiences to give their partner on Valentine’s Day. After all, the pressure will be on to outdo their gifts from last year, and you can place your business in a position to help them land the perfect present.

Swoon Your Market with Your Messaging

Consider using famous love poetry or quotes to evoke emotions and create a romantic atmosphere in your marketing language. Or, use humor to make messaging more relatable and lighthearted. You can also use interactive elements such as polls, quizzes, or games to make messaging more engaging and interactive.

Make sure to use personalization techniques, such as addressing customers by name or using their browsing history to create a more personalized experience. Lastly, don’t be shy. Use emojis and GIFs to express emotions and add a playful touch to your messaging.

Think Outside of the (Chocolate) Box

Valentine’s season is a time for all kinds of businesses to appeal to new and existing customers, redefine and solidify brand identity and messaging, and have fun. Even Hidden Valley found a way to make ranch dressing romantically relevant by offering custom ranch bottles embellished with hearts. Adding Valentine’s Day decor or flair to your existing products or offering a Valentine’s Day line of products is a surefire way to spread the love. If ranch can do it, so can you.

Lacking Heart-Eyed Inspiration This Valentine’s Season?

If you are still feeling stumped, consider widening your outreach by partnering with other businesses during this heartwarming season. You can collaborate with local restaurants, florists, or other businesses to offer bundled deals or cross-promotions.

Also, consider offering couples packages, discounts for couples, or special deals on your goods and services. Additionally, gift wrapping, delivery, or in-store pickup can make it easy for customers to purchase gifts.

Drop a Valentine’s in Our Mailbox

Most importantly, the content that you produce will be at the heart of your marketing strategy. You can plan ahead and create a comprehensive marketing plan to reach your customers, but if the messaging isn’t on target, you’re going to have a hard time getting conversions.

Reach out to our content writing team at BCM today to get not only the warm and fuzzy content you need to attract visitors for Valentine’s Day but also to have long-lasting blogs and websites that keep your customers coming back for more each season.

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Audrey Benson