Making the most of Valentine’s Day.

Happy Valentine's Day...

Happy Valentine’s Day… (Photo credit: Јerry)

For restaurants, beauticians, florists, jewellers, lingerie retailers, chocolatiers, greetings card sellers and gift merchants Valentine’s Day is big business and anyone in these industries should be well advanced with their marketing campaigns by now. However, with a little creative thinking, the rest of us can also use the 14th February to promote our businesses.

For example, the Best of… runs a 14 Days of Love campaign from February 1st to 14th in which customers nominate local businesses for recognition and in return have the chance to win an exciting prize.

So how can we generate ideas for a Valentine’s Day campaign? 

I suggest starting by thinking what you associate with Valentine’s Day. On my list would be:

  • Red roses
  • Pink champagne
  • Love
  • Romance
  • Poetry
  • Cards
  • 14
  • Proposals
  • Dinner for two
  • Hearts
  • Flowers
  • Red & pink
  • Relationships
  • Chocolates

Now take each of those ideas and use them to brainstorm things you could do to engage with your customers or prospects or to generate some publicity for your business. Here are a few ideas to get you started:


  • survey your customers to see how their spouse proposed or for suggestions on how they would like to be proposed to and give a prize to the most romantic. Turn the results into a press release.
  • make a proposal to your customers, prospects or members of your network. Keep it light and in the spirit of Valentine’s Day
  • upload a video to You Tube e.g. 14 ways to pop the question could be good for a communications company


  • reduce prices by 14% on some products for one day
  • introduce a £14 or $14 product
  • share 14 tips for something relevant to your business (a few years ago I produced an e-book called ’14 ways to show your customers you care’ (email me if you would like a copy)
  • run a 14 day campaign
  • make a special offer to your 14 best customers
  • post 14 photos to Facebook or Pinterest

How can you maximise the impact of your campaign?

As with all marketing you need to be clear about what you are trying to achieve. What outcome do you want? How will you measure your success?

Your objectives might be:

  • achieving a sales target
  • a new enquiries target
  • adding a number of names to your database
  • getting a campaign to go viral on social media
  • finding an affiliate partner
  • gaining media coverage

Construct your campaign around your objective and, if gaining media coverage is one of your goals, make contact with your chosen journalists/media well in advance to increase your chance of being featured.

If you need help with designing your campaign do get in touch. We’d love you to share your ideas, thoughts and success stories on here too (note we are still on the Valentine’s theme 🙂 )


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