Increase Sales During The Season of Love
Valentine's Day is a cause for celebration for many. Everyone with a special someone will be entranced by red roses, planning fancy dinners complemented by bottles of wine, and striving to spread their general good cheer and merriment with all manner of passersby. For the select few who will be wearing black and listening to a lot of Sinead O'Connor, Valentine's Day still holds potential. The promise of love is lurking around every corner, and in their pursuit of mutual attraction, they could bump straight into your marketing.
As a small-business owner, it's important for you to know how to harness the power of the holidays. There's more to it than projecting a subjective opinion of the event onto your consumers and then expecting them to fall into the same category. After all, in this example, Valentine's Day is almost entirely bipartisan by nature - you can cater strictly to the lovebirds, but what about all the people who won't find themselves captivated by the thrill of pink dance parties and little cardboard sentiments?
If you're invested in covering the most ground this year, consider the following small business tips for getting the most out of this year's tribute to St. Valentine:
- Sometimes, all you need is a good promo. For the individuals who are already captivated by the holiday, attaching a few pink hearts and some elegant, red text to a standard piece of collateral might be enough. If you're certain that your product has the essence of the holiday at heart, then inducing a gentle reminder will only help your loyal followers recognize the innate connections between your brand and the general overtones of this day of romance. At the same time, if you're fairly certain that your business has a more tongue-in-cheek relationship with the theme, indulge the counterculture with a little black lace.
- Capitalize on the excitement. You know your people the best. If you think you can get away with sponsoring a discount, now is the time. The influential power of the holidays, without factoring in any extra marketing, tends to convince people that there's no better time than the present be a little more relaxed in their saving techniques. That's why it's during these special days of the year that you should be focusing your sales. Again, it's important to have a firm understanding of who your audience is for this kind of thing, and your true potential lies in the reputation of the brand. If you have a Valentine's-themed event that will get people's attention, then strike while the pink lace is hot.
- What's in a name? Shakespearean sonnets and romantic quotes aside, remember the power of suggestion. Your product is already well known to the public, but people don't always think about what you're selling with a blushing red backdrop and little Cupids bordering the header. If you don't think that your business necessarily fits the romantic bill, then don't force it to. Instead, approach the holiday with a different angle in mind. Everyone is expecting something to happen on Valentine's Day, but whether it's good or bad is something that you can influence. That's where the marketing should start. If you're selling perfume, this task is easy, and you should refer to the first point. If you're selling bug spray, you might need to be a little bit more inventive, but the potential has already been given to you. Now just make it your own.
- Know when the fun is over. Events that stretch beyond their expiry date can be irritating for consumers. With something as hit or miss as Valentine's Day, you'll especially want to keep Feb.15 in mind as the day the romantic milk begins to curdle. Unless, of course, you're selling something that could somehow flourish in the red heart afterglow. Thematic candy sales, for instance, could go way up if the price goes way down, and so on.
Holidays are a lot of fun for everyone involved, including you. By approaching these events with the right amount of drive and positivity, you'll have a better chance to meet the mark. Consumers will also know whether your business is having as much fun as they are, so try to get in the spirit ahead of time.