Whether you’re a business offering unforgettable experiences and romantic getaways, or the perfect gift for that special someone, Valentine’s Day is the prime opportunity to reach your audience. Crafting a killer marketing strategy can set your brand apart and maximise your success during this romantic time of the year.

We’ve gathered our five winning tips to get you on the road to a successful Valentine’s Day!

It’s a Match! Finding the right person, at the right time 

Building a relationship with your audience around the season of love is just like an old-school rom-com. You can even finish each other’s sentences…well, more accurately, you can predict what they may be searching for and suggest it to them before they even start searching for that special gift – saving them the time and hassle. Bing reports that 46% of people start their Valentine’s Day shopping in early February. Don’t miss the love boat—kick off your social campaigns towards the end of January to ensure your Valentine’s products are on everyone’s radar. When delving into social media data with “Valentine’s Day” as the focal keyword, the standout association was the term “shop.” Remarkably, “shop” and “gift” surfaced a staggering 131.17% more frequently than the keyword “love.”

As Valentine’s Day approaches, make the most of your budget a couple of weeks in advance. Retarget those users you reached at the end of January and any past website visitors to reel in those last-minute shoppers, (yes – this is your reminder to buy your significant other a gift). Boost your brand’s presence and trust by incorporating user-generated content in your advertising—perfect for savvy customers seeking value for money before the big day.

User-generated content (UGC) connects authentically with audiences, as it’s real people sharing their experiences, not just a brand doing the talking. Harness the impact of UGC, as studies show that around 70% of shoppers prefer checking out user-generated content reviews before taking the plunge into a new product.

You can’t put a price on love…

The cost-of-living crisis has hit consumers hard, and as ever they’re looking for value in the things they’re purchasing. Create irresistible promotions and discounts that align with the Valentine’s Day theme. Consider bundling products or offering exclusive deals for couples, because who doesn’t love two gifts in one. Limited-time offers and promotions can create a sense of urgency, driving customers to make purchases during Valentine’s, especially those who leave it to the last minute…#guilty.

Turns out, discounts are like magnets for purchases. Imagine this: a product is twice as likely to find its way into a customer’s cart when sporting a cool 20% off compared to the regular price. Now, turn up the dial to a generous 50% discount, and bam, you’ve got a staggering 99% chance of winning them over.

In addition to the allure of discounts, the importance of free shipping in influencing purchasing decisions cannot be overstated. Consumers exhibit a heightened tendency, four to five times more, to complete a purchase when the enticing proposition of free shipping is on the table. This combination of discounts and free shipping emerges as a powerful duo, shaping the preferences and behaviours of lovers on the lookout for an easy win.

As per a survey by American Express involving 2,000 UK consumers, 77% of Britons are placing a growing emphasis on getting value for their money. Additionally, 71% actively seek out sale items during their shopping endeavours. To truly capture the attention of consumers, it’s not just about presenting products to buy; it’s about showcasing them as irresistible value propositions. Elevate these products strategically by emphasising their essential nature, highlighting their multifaceted utility, or drawing attention to how they outshine pricier alternatives in the market. This approach ensures a surefire way to resonate with and captivate today’s consumers.

Show them you know them

Personalisation can significantly enhance the effectiveness of your Valentine’s Day marketing strategy.  84% of customers say being treated like a person, not a number, is very important to winning their business. Tailor your messages and offers based on customer preferences and behaviours. Use data-driven insights to segment your audience and deliver personalised content that resonates with each group.

According to a study by Adobe, marketers recognise that the most significant advantage of personalisation is an enhanced customer experience. A substantial 64% of marketers rank customer experience as the top benefit, surpassing improved conversion rates (63%), increased engagement (53%), and increased lead generation (43%). Notably, 70% of millennials are open to having retailers track their browsing and shopping behaviours, provided it results in an improved shopping experience.

And it doesn’t stop there, a staggering 90% of consumers are willing to share their behavioural data if it leads to additional benefits, making shopping more affordable or convenient. The data further reveals that companies investing in advanced personalisation are reaping substantial rewards, with 70% reporting a 200% ROI or more. I know I’d be sharing my data if it told my partner to buy me all my heart desires.

Delving into consumer behaviour, the impact of personalised marketing communications is a win win. Millennials are more likely than Gen Z to say they’re celebrating Valentine’s Day, with over two in five saying they will, compared to just half of Gen Z. Among millennials, brand loyalty sees an average increase of 28% when they receive personalised marketing communications. These insights underscore the pivotal role of personalisation in not only enhancing customer experiences but also in driving significant returns for businesses.

The key to happiness is good communication, right?

Implement a multichannel approach to reach your audience through various touchpoints. Utilise email marketing, social media, influencer collaborations, and even traditional advertising to maximise your campaign’s reach and impact.

A multichannel approach allows you to reach a diverse audience. Different demographics prefer various platforms and channels for information and shopping. For instance, 90% of Gen Z adults aged 18-24 report they use social media, while watching live TV is still a big part of life for those in the Gen X age bracket – they’re most likely to say they watch more than 6 hours a day.

Implementing remarketing strategies on Valentine’s Day is a savvy method to reconnect with previous website visitors who expressed interest but did not complete a purchase, and its even easier across a multichannel approach. Think of it as rekindling the romance between you and the consumer to convince them to complete the purchase.

Retargeted users are 8x cheaper to reach per click, with retargeted ads increasing brand search by 1046% Revitalise consumer’s shopping experience by gently nudging them about the items they were browsing, present irresistible Valentine’s Day specials, or infuse a sense of excitement with time-sensitive promotions. This personalised strategy directly taps into their preferences, heightening the likelihood of transforming their initial curiosity into a purchase.

Beauty is in the eye of the [ad campaign] beholder 

When thinking about your creative execution as part of a Valentine’s campaign, consider veering away from the standard. Are there alternative takes you could employ to make your customers swoon? So that your first date with a customer becomes a lasting relationship?

It all depends on your brand and tone of voice. You might want to try not necessarily mentioning Valentine’s Day, which could be a turn-off for some of your target audience. Instead, you could try changing up your messaging to suggest themes like love and coupling, with phrases like “+1” – could that +1 be your product or service in your potential customers’ eyes?

Consider approaching the Valentine’s campaign concept from a fresh perspective by prioritising the individual experience, thereby shifting the focus away from those in relationships and fostering inclusivity.

Focusing exclusively on individuals in relationships might exclude a significant portion of our primary audience. How about really leaning into your product’s or service’s messaging being for the buyers themselves – with self-gifting being an alternative to the conventional Valentine’s Day. In the past Barry M introduced a Galentines campaign, so what would your brand’s take on this be – gifting to yourself?

Think about your visual language when it comes to your campaign’s creatives. They don’t necessarily have to say “Valentine’s Day” and “February 14th” all over them. You don’t want to overload on red-cheeked cherubs and redder hearts – Clinton’s cards have got that covered. How can your brand depict romance? Could you adapt existing brand assets (even – whisper it – break the brand guidelines!?!) to lean into Valentine’s Day, with a colour change or the addition of a new shape or icon?

A visual tweak alongside a well-thought-out message relevant to your target audience will see you setting hearts alight with your audience. 

Crafting a killer Valentine’s Day marketing strategy requires a blend of creativity, understanding your audience, and leveraging various channels. By creating a compelling narrative, offering special promotions, and embracing personalisation, you can set your brand up for a successful and memorable Valentine’s Day campaign.

Remember to continuously learn from your campaigns, adapting and refining your strategies to build stronger connections with your audience year after year. If you’re ready to turn up the heat on your Valentines campaigns, get in touch today.