VALENTINE’S DAY MARKETING — WHAT NOT TO DO

Valentine’s Day is just around the corner and purveyors of all this LOVE (Yep, I’m a sappy romantic) I thought it important to dig up my PSA for those intending to market the day.

Let’s be honest here. Most marketing campaigns for Valentine’s Day are cheesy, outdated or just plain offensive by current standards. I’d like to think that in 2021, we’ve evolved past the full-page ads of a woman swooning over a dozen red roses, a man proposing with a diamond ring and restaurants promoting dining deals that favour one gender.

Here at Creative Little Soul HQ we manage numerous social media pages for restaurants. I recall a DM we received into one of our client’s accounts (who might I add, is incredibly awesome, are socially conscious and very inclusive) from a potential customer asking, “Are same sex couples welcome to your Valentine’s Day event?” My reply immediately and without hesitation was, “Yes, absolutely, everyone is welcome at our venue, so we hope to see your booking come through soon.”

Admittedly our marketing strategy ticks all the boxes. We ensure that our ethos and attitude is welcoming and encompassing to all. Whenever I encounter anyone with a dated mentality, I nip it in the bud pronto.

Gone should be the days where venues promote “all women receive a long-stemmed rose” or “a free glass of bubbles for the lady.” Hold up people! It’s 2021. Doesn’t everyone love roses? And why should just one person receive complimentary chocolates and if we’re all celebrating love (and you’re celebrating an extra day of the year to make $$) Doesn’t it make sense to bust out the bubbly for everyone?

As advertisers and marketers, isn’t it our job to change and evolve with the times, and to pioneer change? I sure as shit think so but unfortunately, it doesn’t seem that we’re there yet as an industry whole.

With Valentine’s Day just around the corner, let me pose this to you and anyone else out there contemplating marketing activity or a post on your socials.

Think about what you post, how you word your promotion and the imagery you use to accompany these deals and campaigns. Be more inclusive and accommodating and think about how something you’re putting out there is not only representing your brand and business, but might make someone else feel a certain way.

So, isn’t it time “we” (as marketers and communicators) started thinking outside of the (heart shaped) box? It’s time to use our creativity and influence to spread more love and positivity and do away with these archaic outdated messages that no longer serve us or our customers.

Help us change the conversation and do away with the old “norms”. Use the #valentinesdaymarketingdoover so we can support you and your brands too. @creativelsoul