Valentine's Day; Small Businesses Get Romantic
January 30, 2007
Contributing Writer: Sharron Senter
Small businesses can make sales soar this Valentine's Day just by exhibiting some of Cupid's matchmaking qualities. The moment a customer enters your retail store or Web site you should smother them with love. Immediately reinforce that they've come to the right place to find the perfect Valentine's Day gift. Here are six affordable marketing strategies small businesses can use on and offline to hook Valentine's Day shoppers.
Use The Language of Love -- There are a variety of audiences shopping during Valentine's Day. Talk how your customers talk. For example, if your products and services appeal to teens, then you may want to consider using the word "like" instead of "love."
Under $20 -- It's imperative you stock items for less than $20. This is the cut-off for impulse shoppers. Anything more than this and your customer may have to think about it. February 14 will be here before you know. There's not enough time for customers to ponder. Make your customer's decision easy and price it right the first time. What's more, most shoppers are not afraid to spend $20, especially online.
Customized Note Cards -- Offer all customers the ability to include a personal note with their gift. Whether you're doing business online or in-person, always make available attractive note cards customers can personalize. Take it a step further and stock at least 10 prewritten love [and like] messages for customers who lack the ability to express themselves. They'll appreciate your thoughtfulness.
Gift Wrapping -- Even if you're selling a simple box of chocolates, receiving a wrapped gift makes the recipient feel more cherished. She'll think warm thoughts such as, "Oh..he took the extra time to wrap it. That's why I love him." Ultimately, she'll love the gift and this will increase your chances of your customer returning to your store or Web site to purchase her birthday, anniversary, "I'm Sorry" and holiday presents!
Create a Mood -- It's Valentine's Day. Even if you sell wood for a living, remember to build-in a mood of romance throughout your customers' shopping experience. Try hanging red streamers over rafters, displaying complimentary chocolates at the counter alongside your Valentine's Day special offer POP, or a simple Web site page boarder with connected hearts. For lucky business owners with roadside signs, try using red light bulbs and wrapping the sign with an enormous heart or cupid. Passersby will get the hint that you have some great Valentine's Day gifts inside.
Provide Variety -- It's important to position at least one of your existing products and services as a great Valentine's Day present. For example, let's say you're a restaurant. Rather than just advertise your restaurant as a place to take your lover for Valentine's Day, instead, sell a premium-priced packaged dinner. For example, "Now accepting reservations for Valentine's Day. Spend the evening with Chef Thomas as he prepares a private menu, created exclusively for our Valentines' Day clientèle. You'll also receive a complimentary bottle of champagne and passed hors d'oeuvres. Join us and only 30 other guests. Elegantly priced at $229 per couple."
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About The Author
Sharron Senter is the founder of Senter & Associates, a New
England-based marketing firm that specializes in helping small and
home-based businesses deploy affordable online and offline marketing
strategies. Senter is best known for her free weekly emailed small
business marketing tips, found at
www.sharronsenter.com.
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