Yep, it’s that time of year again. The time to cherish that special someone and show your appreciation for them. It could also be just a hit to the pocketbook, depending on how you look at it. For those without a significant other, it might be the time to fill the void with chocolate or just another day. No matter how each person chooses to spend their Valentine’s Day, there’s no denying it has become a public relations and advertising bonanza.
Around the middle of January, just when you thought life was going back to normal after the craziness of Christmas shopping, stores and companies ramp up their efforts to capitalize on another season of giving. Seemingly everywhere you go is covered in red, pink and sparkly decorations. While this may come up suddenly for many consumers, it is no accident. PR practitioners with a focus on Valentine’s Day have likely spent months developing an ad campaign and are itching to see the results.
One might wonder why PR agencies put so much effort into a single day, but the answer is quite simple. As with most other holidays, it sells. Some people may not be overly concerned with Valentine’s Day in particular, but the overwhelming majority of people who take part in Valentine’s Day are captivated by it. With that being the case, the results of a good campaign are well worth the efforts.
While the specifics of PR campaigns centered on Valentine’s Day may change depending on the company being represented, the base structure of every plan is relatively similar. PR agencies must first determine the overall goal of the company. For example, the goal of a campaign for Kay Jewelers could simply be, “to spread joy and love.” The objectives of the campaign, however, would be much more specific. An example of objectives for a campaign as such would be things along the lines of, “to heighten awareness of new products” or “to reach a larger audience through different advertising methods.”
Once the goals and objectives have been established, PR agencies have to find a way to determine if their campaign will be successful. That’s where methods of testing come into play. PR agencies can use surveys, focus groups, interviews and other methods to garner the initial thoughts of consumers before all advertising goes live. With the subject being Valentine’s Day, PR agencies would likely need to filter their responses based on their target audience of people currently in relationships. Answers from single people would likely be irrelevant as they may not be interested in the product regardless.
After the campaign has been developed and tested, all that is left is the method of delivering the message. Depending on the ideals, budget and target audience of the company being represented, the best way to present the campaign may vary. For example, big jewelry stores like Kay Jewelers typically flood TV screens with commercials around this time of year. Smaller boutiques may find online ads and social media coverage to be a better platform. It just depends on the company being represented.
There are many more specifics that go into PR campaigns this time of year, but those are some of the basics. I hope this blog added to your perspective on the subject or at least made sense. Either way, that’s all I’ve got.