Second only to Christmas in terms of holiday spending, Valentine’s Day isn’t just a special occasion for couples, but for retailers too. Whatever your industry, your marketing strategy can use a little adjusting to take advantage of the surge in spending that happens around the most romantic day of the year.
Recent research carried out by the National Retail Foundation forecasts that Valentine’s spending will grow by 13% over last year, and the bulk of that spending will come via tablets and smartphones, with seasonal special offers and mobile coupons playing a significant part.
Cupid’s arrow could give your sales a love boost this year with a little help from these 5 clever mobile marketing strategies.
1) Meet the Last-Minute Man
Anybody out shopping on Christmas Eve can tell you that last-minute spending is something that goes hand in hand with the holidays. Try as we might to plan ahead, life has a habit of getting in the way, and sometimes we just don’t have time to gift shop until the eleventh hour.
In 2013, Adobe found that spending on gifts increased steadily through January and early February, then spiked significantly during the last five days before February 14th. Just like Christmas, there’s a notable number or of consumers who leave Valentine’s shopping until the last minute. They’re the ideal target market for last-minute mobile coupons and mobile marketing tactics.
2) Make a Microsite
You can really make a splash with your Valentine’s Day message by creating a separate themed microsite or landing page. Don’t worry about using it as a direct sales channel. This is where you need to hand control over to your most creative team members. From themed giveaways and photo competitions to Valentine’s Day quizzes reward visitors with the chance to win prizes, like a romantic vacation getaway.
The value of having a dedicated holiday microsite is huge. It’s also a great way to show you’re really serious about the Valentine’s offers you’re making, while making the most of design elements to impress new customers.
3) Couples’ Discounts
Valentine’s Day is about couples getting together, so it lends itself perfectly to two-for-one or ‘bring a partner’ offers. Incorporating two-for-one offers into Valentine’s-themed mobile coupons is an easy mobile marketing strategy with the power to drive traffic to any business.
4) Let Passion Fuel your Marketing
Valentine’s Day is the perfect opportunity to inject some passion and originality into your marketing. Brainstorm some fresh ideas to kick of the year, and encourage audience engagement. A Valentine’s app, social media campaign, or Valentine’s gift tips a la Tiffany’s Concierge of Love service can make an impact and drive sales, clicks and shares.
5) Put Social Media at the Heart of your Campaign
Your social media channels - Facebook and Instagram especially - are visual, and February 14th offers up a whole world of romantic imagery you can use to overhaul your social media presence. A simple change of background, a themed reworking of your logo, or some humorous and shareworthy posts can help you connect with the holiday spirit and attract attention.
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