Tis the Season! Soon, right after the Super Bowl, young (and old) men will be boosting retail sales as they scramble to prove their love and affection to their Valentine. If you are in retail and directing your marketing message to men...you are not alone but you may be missing an opportunity.
Let's face it, the vast majority of Valentine Marketing Messages are directed to men. Print, radio, television, digital tend to target guys who, by the way, spend nearly twice what women spend on Valentine's Day gifts. Last year the National Retail Federation said the "average person" spent about $143 to honor their Valentine. Men, however, spent $191 to the average of $97 spent by women.
So, marketing to men would seem to be paying off.
But, why not start a campaign targeting women as well? It would seem, just by looking at the numbers, there is room to improve on that demographic. After all, women love too. How about some ideas that might boost your retail sales to females this year? And, while it may be too late for a full blown radio and TV buy...you can focus on digital and point of purchase.
Call Them Out - You might try any number of cute and sexy ways to catch the eye of the ladies. "Ladies, DO IT, with your Valentine!", "Women Love Too", "Remind him how HOT you really are..." Have fun, be creative and use your digital outlets;
Gifts for Him - Try an in-store display with a valentine vibe but with stuff for...him. Sometimes it's difficult to know what to get that male valentine...make it easy;
Video - Get some female friends together and do a sixty-second bit about buying gifts for the guys...and then share, share, share;
Play to the Super Bowl - "Part of my Valentines Day gift was watching the big game with you. That's just the beginning...";
The point is if you call attention to the fact that women too can play the Valentines Day game you may just move the needle and who in retail doesn't want that?
Happy Valentine's Day!