Brands should focus on romance over revenue this Valentine’s Day
There is nothing romantic about consumerism, and Australians agree – 40% believe 14 February is a day purely designed for florist and card companies to cash in. With society evolving, there is an opportunity for marketers to create a change in the perception around Valentine’s Day and connect with people on a more authentic level, Australian Marketing Institute’s Nick Kariotoglou argues.
As a marketing professional with over 20 years in the industry, I have seen how the marketing of Valentine’s Day has created a perception that it is more of a commercial outlet than a day that celebrates love.
So, with today being Valentine’s Day, it is the perfect opportunity to shift perceptions and make it a day about romance over revenue.
I like to think of myself as a year-round romantic, collecting ideals from my loved ones throughout the year, so when Valentine’s Day comes around I’m giving gifts with meaning. But consumer-driven marketing origins is causing the authenticity of Valentine’s Day to fade.
Probably not.
St Valentines Day, if it means anything to people, is an authentic connection between people, not between people and brands.
Brands and products and services and experiences are nothing but enablers and if they were being responsible to their shareholders, continue to market accordingly.
So marketing might need to do a better job at marketing, but it probably isn’t about more hot air breathed into the already full red herring that is the authentic connection balloon.
Sorry to inform you Nick but between the internet, smartphones, MAFS and #Metoo, romance as we knew it died such a quiet death a few years ago that nobody noticed.