Love may conquer all, but the setting has to be right. If the candles are lit and the table is set, but the music is wrong, the most well rehearsed declaration of love can fall flat. As hearts across the nation begin to flutter in anticipation of the most romantic day in the calendar, this is a lesson that applies to not just lovers — but also brands.
Wooing consumers is an art that requires careful consideration, even on Valentine’s Day. While UK expenditure is expected to reach £980 million this year — £15 million more than in 2015 — brands still need to convince consumers to part with their cash. Here are three tips to ensure campaigns achieve the precision of Cupid’s arrow.
- Reigniting an old spark
Brands already know that targeting ads to consumers’ individual needs and preferences is the best start to winning consumer’s hearts, but the environment is often overlooked. Where an ad is placed is as important as the message itself — after all it is content that draws consumers to web pages, not ads. This makes it essential for brands to conduct detailed, page-level analysis of the environment in which their ad is destined to appear. Armed with deep insights, brands can build tailored and impactful ads that ignite consumer interest and present individuals with their ideal Valentine’s gift.
- Getting all sentimental
Emotions don’t just bind people together; they can also develop strong connections between consumers and brands — and their products. To give campaigns the power of attraction, brands need to go beyond matching ads to basic keywords and target ads according to the sentiment content evokes.
It is crucial to identify the emotion and sentiment within each URL to allow ads to be targeted for optimal emotional engagement – not just relying on the identification of keywords associated with Valentine’s Day. In our recent analysis we determined that 86% of content related to Valentine’s Day contained a positive sentiment and the predominant emotion – perhaps unsurprisingly – was love (81.5%).
- Finding the perfect match
For brands looking to seduce their desired audience they must first establish where to find them — Valentine’s campaigns, for example, should be targeted at content that attracts consumers with romance on their mind. Looking at URL level analysis and user consumption patterns, we found that the top three categories advertisers should consider to cast a spell over Valentine’s shoppers are: art and entertainment (22.9%), food and drink (19.4%), and style and fashion (18.5%).
Valentine’s Day is the time of year that consumers look for something special to impress their loved ones, and it clearly takes more than flowers to catch their eye! To woo the audience, brands must create contextually relevant, tailored and targeted ads that offer personalised inspiration to set their pulses racing.
Nick Welch is Business Development Director at ADmantX
From: Brand Republic’s The Wall