For The Love Of Money: 3 Ways To Leverage Valentine’s Day For FMCG Brands

Stuart Elmes

 

February 14th is an important day for couples, for jewelers, for restaurants, and florists. Love is in the air and romantic tokens and atmospheres are at a premium. But FMCG brands can turn the occasion into a cause for celebration if they employ the right marketing strategies. Let’s take a look at three ways brands can turn this amorous time into piles of revenue and flocks of grateful customers.

 


The conventional wisdom holds that men hate shopping, and the conventional wisdom is, for once, correct. A British survey of 2000 shoppers found that the average man became bored and frustrated with shopping after just 26 minutes. 45% of them claimed they would avoid shopping trips “at all costs.” This sounds ominous, but in fact, you can turn this distaste for shopping into a golden opportunity.


These shopping phobic men are under pressure to find touchingly personal and thoughtful gifts for Valentine’s. This presents brands with the wonderful opportunity to earn the gratitude and loyalty of a huge demographic by making the process of selecting and purchasing a romantic present easier. And one of the best ways to do this is by creating shoppable marketing content.


Instagram influencers and fashion brands are already taking advantage of this chance to market outfit ideas and lingerie to women. FMCG companies would do well to steal a page from their playbook and target men in relationships with shoppable content aiming to drive purchases of wine, chocolates, and other delicacies associated with romance. It’s also an opportunity to push extravagant shoppable recipes, meal kits, and food delivery services. A lot of men will happily take the opportunity to buy some brownie points (and maybe even some brownies) without setting foot in a mall, supermarket, or department store. And they might retain grateful memories of how easy you made a dreaded task the next time a birthday, anniversary, or other special occasion rolls around! 

 

At Adimo, we’re fascinated by the potential of social commerce to transform the marketing industry. Social commerce will probably be the single most important trend to take advantage of for brands in 2020 and beyond, as studies show that younger consumers are constantly online, using social media apps in every available moment. With Generation Z poised to become the single largest cohort of shoppers in the world, it’s easy to see why Forbes magazine recently declared the rise of social commerce “inevitable.”


When devising a social campaign, it’s wise to tailor your content to the platform you’ll be using. Products and services aimed at Generation X and Baby Boomers would be wise to gear their message to Facebook, which is generally used by older folks now. They’ll be more tolerant of text-based messages than younger people, and more inclined to make purchases offline. We’d also recommend engaging with relevant influencers. For a Valentine’s campaign, connecting with celebrities linked to romance, like contestants from “The Bachelor” or “Love Island” could be a great idea. If you’re looking to tout the quality of your product, Instagram savvy chefs might be the way to go.


Valentine’s Day is a terrific opportunity to make Millennials and Gen Zers aware of the products and services you offer. Young people are the most likely to be looking for love, or diving into serious relationships, and they’ll be desperate for gift ideas. Experts note that they prefer short and interactive video content to static forms of media, as evidenced by the rise of TikTok. So smart brands will be looking to create video content that will have a high likelihood of being shared. Whether you decide on a heartwarming story, an influencer backed campaign, or sponsored content that touts the virtues of your product, make sure you’re reaching the objects of your desire via apps they use (when in doubt, choose Instagram!).

 


When you’re not sure exactly what your loved one wants, a gift basket is a great idea. Packed with flowers, wines, cheeses, olives, caviar, and, of course, chocolate, it’s a present that’s guaranteed to please. But the days of settling for whatever your local grocer has wrapped in cellophane are over. Etsy and its ilk have raised the bar for these previously generic gifts, allowing consumers to tailor the contents and presentation of a basket to the exact specifications of their cherished friends and beloved spouses. 


Offering consumers the chance to add the exact snacks, drinks, and ingredients that the apple of their eye will appreciate is a recipe for success. Allowing the consumer a wide variety of decorative options is another winning idea, whether you offer an array of floral arrangements to choose from, or bespoke baskets and cards. Bear in mind that marketing these to women is a great idea, as ladies are no longer content giving their gentlemen generic gifts like after-shave and neckties. Scotch samplers, craft beers, grooming products, cigars, and coffee are all items that could drive purchases. Remember that everyone believes that their loved one is unique, so allowing your consumers to choose from a wide range of products and decorative options is a must.  


If you put these tips to work, we’re confident that your brand will soon fall in love with Valentine’s Day. And if you need help creating shoppable content and building a social commerce strategy, we’d love a letter (or email) from you!

 

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Adimo are hosting a webinar to talk about the Social Commerce Opportunity on Thursday 27th February. If you are interested do not hesitate to sign up below. 

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