Valentine’s Day is only a few days away now and I’m sure many of you have your content a scheduled, ready to go. For those of you still debating whether or not to post a ‘heartfelt promotion or message’, I’m going to explain some of the benefits of contributing to Valentine’s.

In my view, Social media is like a frequency of noise. At certain seasons, events or days this noise is harmonized to key messages and themes. It is your job as a social media marketer to capitalize on what your customers are talking about and in some cases thinking about.  The sheer fact you are reading this article is a true testament to the power of this type of aperture messaging.

The Aperture Concept states that advertising is most effective when it reaches the right people at the right time with the right message. In photography, aperture is the size of the hole used to make the image. The Aperture Concept uses this as a metaphor for when the receiver is open.  With the Valentine’s Day already in the mind set of many of your clients/customers, this may prove to provide a more receptive message about your brand.

Brand fit. The first point of call should be whether your brand has the right fit to engage in such a promotion.  Certainly some companies such as florists and restaurants innately can capitalize on this Hallmark Holiday.  If you get creative, any brand can fit to some degree. Brand’s such as Dr Pepper which doesn’t exactly scream romance and seduction, have still gotten in on some Valentine’s action. The firm a couple of years ago had a played on its brand name and famous advertising slogan to find a campaign that fits. ‘The Spin Doctor’, a Valentine’s Facebook app aimed at the teen market. When users ‘like’ the app, it chose six of their friends at random and ‘spins the bottle’ to land on one of those friends. It then generated a “cheeky Valentine’s message” which was posted on the friend’s wall. Users were encouraged to play with the well-known one-liner: “Come on – what’s the worst that could happen?”

Promotion. Customizing your discount code to reflect the nature of Valentine’s Day can help increase the level of retention of that code. For example; Sendible is offering a 15% discount to new users and existing users whom upgrade on its Social Media Management Dashboard with the short snappy discount code:  ‘LOVESOCIAL’ (expires 15th Feb). You may wish to publish ‘Last Minute’ Valentine’s Deals for those people who buy gifts at the last minute. Use social media and mailers to promote these deals (and a comprehensive dashboard can help you out there). Also if you use Facebook Ad’s you may wish to tailor your adverts accordingly to the Valentine’s Day theme. You can even target single people or those in a relationship for ads on Facebook – this can be incredibly useful in message targeting.

Make whatever you do on Valentine’s Day as lighthearted, fun, emotive and interesting for the customer. Make sure your marketing connects with him or her in a new and innovative manner that excites, intrigues and encourages creativity and ‘out-of-the-box’ thinking.

Valentine’s Day needn’t be cheesy or overdone. Maximise this opportunity as there are literally hundreds of inventive and creative ideas that offer something completely new.

Vishal Pindoriya

Vishal Pindoriya is a social media enthusiast, strategist and writer. He lives in London, England and is particularly interested in the proliferation of social media around the world.

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