Valentine’s Day… and what it teaches us about out of the box thinking
[Tokratni blog zapis je prispevala Lucie Pokorna, vodja iskalnega marketinga v interactive.agency]
We already mentioned before Christmas that special holidays and seasons are the ideal point for running additional AdWords campaigns, especially if you’re a retailer. Valentine’s day is no exception. However, the focus of this post is not how to set up a Valentine’s day campaign to boost your success in AdWords. What I would like to have a look at today is what the holiday can teache us about thinking out of the box when it comes to digital strategy.
Imagine a typical Valentine’s day scenario. You wake up on February 13th and during breakfast, your partner subtly mentions that it’s V-day tomorrow, you panic and go online in search of suitable gifts – for instance flowers.
Obviously, you will see ads for flowers on Search and probably also ads for flowers on Display, because you are likely to look up bouquets and flower delivery options. Your typical online landscape is going to look like this:
Basically, once you express interest in flowers, most of the online advertising you see is going to be related to flowers – that’s all these flower delivery providers trying to capture your interest and turn you into a customer. But if you strip it down to the basics, what you actually need is a Valentine’s Day present for your partner.
The clever online marketer could say »Why buy flowers like every year? Get chocolates!« If I’m a chocolate manufacturer, people looking for gifts (such as flowers) are likely to be interested in my product! So why not target them accordingly, on the flower-related websites they are looking at and convince them to buy my product instead of the one they originally thought they would buy? This strategy works particularly well on Display and to a limited extent – if the products are very closely linked or complimentary (such as toothpaste and toothbrush) – also on Search.
This is not only applicable to Valentine’s Day, of course, nor is the option limited to complementary products. The three essential questions every online marketer should ask themselves (and find answers for) are:
1. Who is my target audience?
2. What do they need and how does my product meet the need?
3. Where on the internet are they likely to be?
Following this logic, if you are providing safety alarms for houses, your obvious target audience are going to be home owners. But what about mothers concerned about the safety of their children? With a little bit of an out-of-the-box mentality, you could display your ads on websites focused on women with children, promoting your house alarms as the means that will keep all their loved ones safe. With a little bit of creativity, you can expand your reach and capture the attention of a brand new groups of users.
- Valentine’s spending up, but not much (wwlp.com)