In theory, Marketing + VDay = Opportunity. But because the recipe is so obvious, the cake is usually tasteless.
Make my heart beat
Like most readers, I guess, I’m not super excited to read something that feels like a standard meal.
"Buy one cupcake and get one for free for your mate"
At least this offer on the left, from a cooking magazine, has a quirky design (you can click the image to read the text better).
It also feels flavorless when a company tells me something that’s obviously self-serving
"Our beautiful survey shows that women's number 1 choice for VDay is a pearl necklace. Hey, we sell pearl necklaces!".
The good recipe
To avoid the common pitfall, you should tell a story that's:
1) consistent with your company’s offer and personality (of course),
2) as original as possible
3) truly about the user.
You love to cook? Especially organic vegetables and chocolate cakes? You're probably one of the million readers of Chocolate and Zucchini. Well, for VDay, the author (*disclaimer: my cousin) made a special edition of her newsletter and called it "Easy French Hot Chocolate Vegan" (not "Valentine's Day Recipe"). Her simple and straightforward advice is to stay at home because "it’s Restaurant Goer 101 that Valentine’s Day is among the worst days of the year to eat out" (now that you tell me this, I do remember my last restaurant VDay experience :( ).
- So shall I prepare a chocolate fudge and give it a heart shape?
- Nooo, says the caring Clotilde. I offer you 3 original recipes for a delicious and romantic dinner.