Valentine’s Day is the first major consumer holiday of the year, making for a great opportunity for organizations to share the love and capitalize on romance-driven content marketing.
The U.S. economy loves Valentine’s Day. National Retail Federation (NRF) reported that Valentine’s spending topped $19.7 billion in 2016, with the average consumer spending $146.84.
Those most likely to read Valentine’s related content are women (77 percent), Generation X consumers (44 percent) and millennials (41 percent). Additionally, consumers are 81 times more likely to search “Valentine’s Day gifts,” making social media promotion, Google AdWords and SEO extremely important from late December to February.
Personalization isn’t always simple for every company, but with creativity and a close eye on budget and execution, the payoff can be huge.
Check out these three brands, which are catching consumers in cupid’s crosshairs:
1. M&Ms: Harness the power of personalization.
Necco Sweetheart candies, with their personalized sayings, have long served as the classic old-school treat of Valentine’s Day, but consumers wanted more.
M&Ms rose to the occasion. Now you can get custom quotes, clipart or even your sweetheart’s face printed on the bite-sized chocolate candies.
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Personalized content can produce excellent audience follow through. Examples of personalization campaigns can include tailored products, web pages and shopping features.
2. Pillsbury: Make a love connection.
Recipe brands like Pillsbury have a more obvious tie to Valentine’s Day, and are extremely successful with content creation relating to the holiday.
The company keep its Valentine’s Day splash page (or “welcome screen”) constantly updated and useful.
Your organization might not be a food or recipe-related brand, but you can still get creative and make a connection to the infectious holiday of love.
For example, if you work for a health or medicine type of brand, publish content about healthy cookie recipes or heart-healthy diets. If you’re a clothing or fashion brand, publish fun content about restaurant and food outfit pairings or how consumers can pick the perfect outfit for a romantic Valentine’s Day date.
With 200,000 Google searches for Valentine’s Day content in January, there is no reason not to create inexpensive online content.
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3. Overstock.com: Adapt to the current topic.
Join the conversation. Overstock.com produced a “Facts of Love” infographic detailing the origins of the holiday, including how many pounds of candy hearts are produced each year.
The History Channel also created more of an interactive version.
Produce and adapt content that’s relevant to your organization and the current holiday. Toothpaste brands can write about whitening your teeth in time for your Valentine’s date. Automotive companies can tell stories about famous cars featured in romantic movies or beloved tales.
Holidays are evergreen, and content can be recycled. It’s never a bad idea to have a relevant and current topic relating to Valentine’s Day to give your organization an opportunity to gain your audience’s attention.
Jake Pasdach is the associate editor of The Oklahoma 100 and the project coordinator at JonesPR. A version of this article originally appeared on the firm’s blog.
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