Sorry Valentine's Day haters, but the season to spread the love is here. Like it or not, it's time to cue the love songs, clean the flower vases and pay a visit to the Hallmark's section of your favorite store. For advertising and marketing. it's time to break the pattern and leverage on this usually missed opportunity.
Saint Valentine's is often overlooked because there's not enough time to create something worthy right after the holidays. Some colleagues blame the decision makers for being too heartbroken (or cold-hearted) to see the weeks prior the V-Day as an outlet to build love for their brands and give back to their customers. Since I'm a believer, I hope that the upcoming days prove me wrong.
Whether you believe it is a true holiday or just a marketing ballyhoo, most women I know dig love and everything else that promises finding, enhancing or extending the lifespan of the elusive feeling.
If you are one of the few that still thinks that sex sells but love doesn't, try again keeping in mind that most shopping decisions in Puerto Rico rest in female hands.
Still in doubt? Try this! Find an all female party of two or more and ask them the following questions
1. Which of the following films have you seen? The BreakUp, The Proposal, The Ugly Truth, He is not that into you.
2. Which of the following movies have you seen more than once? Pretty Woman, Don Juan De Marco, How to lose a guy in then days, Dirty Dancing, The Notebook.
3. Which of the following movies have you seen? (Yes, more movies.) Marriage and other 4 letter words, Portrait of an affair, Fashionistas, Manhunters.
To finalize your conclusions you must know that the answers provided for question #3 are names of porn films (do not reveal this fact).
Without doubt sex sells to men (and to some women too). But does love can also do the trick? I believe it can and I bet the producers of Grey's Anatomy, The Bachelor and Tough Love would agree.
For the believers' reading pleasure and inspiration, here's my wish list of initiatives I would LOVE to see
clients executing to win clients and build love for their brands.
1. "Love letters" contest
IDEAL FOR: Publications, internet companies, social media, office supplies, stationary, pens and markers and postal services brands.
* I'll dedicate a 200+ words post to praise the brand/client/agency the do their part to rescue this almost lost tradition.
2. "Create your love song" contest
IDEAL FOR: Radios stations, beers, musical instruments, karaoke companies and any other brand aiming for the singer-song writers and their fans.
3. (Another) "Free hugs" campaign
IDEAL FOR: Hand sanitizers and antibacterial products brands.
4. "We love you too" program
IDEAL FOR: Banks, gas stations, supermarkets, soda, beers, cell phone companies and other brands willing to give back $$$ or products to repeating or long term clients.
5. "Best wedding proposal" contest
IDEAL FOR: Hotels, liquor, radio stations, TV networks, wedding supplies companies.
6. "Where’s Cupid" contest
IDEAL FOR: Radio stations, TV networks, shopping malls, retail stores, wireless companies and any brand willing to leverage on consumers love for scavenger hunts.
7. "Hot Cupids" baggers, escorts or bartenders program
IDEAL FOR: Shopping malls, retail department stores, supermarkets and nightlife venues any brand targetting the female shopper.
8. "Singles Night Out"
IDEAL FOR: Bars, restaurants, producers and other swilling to create a unique for-singles-only event, with a buffet and/or activities to encourage the subtle-but-not-cheesy mingling. Add a contest to the mix, offering a big prize to any couple resulting from the event that gets engaged before Christmas 2010, and you'll have a brand property.
9. "Love Connection" initiative
IDEAL FOR: Internet providers, search engines, wireless companies and other brands willing to develop or strengthen their social network, creating a forum for couples to exchange messages or singles-and-looking to post their profiles. The twist? Let viewers choose best love expression or vote for their favorite potential matches.
10. "Sharing the Love" PSA campaign
IDEAL FOR: Media, internet and communications companies joined by any brand willing to do co-marketing and sponsor a contest in which participants submit their ideal way to demonstrate some love to the cause or charity of their preference. The PSAs could consist of winners’ testimonials, visuals of the "love demonstration" to the intended recipient and special thanks to the participating sponsors.
And now, some ideas I would NOT love to see.
1. Saint Valentine's Massacre themed event- (ie. Paint ball, video game, internet game build around the concept of exterminating Cupid.
2. Any charity campaign in which customers pay a dollar for a paper HEART printed with the phrase "I love (write your favorite cause or thing here)" and a space to write their name. Can you imagine? "I love (sex, dogs, foods, helping people...)"
3. "I love product X" campaign (do I need to say more?)
4. "The worst breakup" contest- I agree it could be hilarious to read/hear the stories, and for those who know the characters it would be even better. But unless the client is a mental health practitioner/clinic or a new film with the topic as the story line, I hardly see myself recommending clients to associate their brands to such a Machiavellian event.
Final thought: There's no reason to dismiss the opportunity just because the season is too short to run a decent program, campaign or promotion. Considering the times we are living, stretching the “love season” until the holy week - to say the least, would not hurt a soul.
I look forward to read your comments and hear from those who need help with concept development or tactical planning for any of the previous ideas or new ones. Spread the love!!!
Pic by Adrian van Leen for openphoto.net CC:PublicDomain
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