About a couple of weeks ago, we saw many celebrating and capitalizing on couple’s day…VaLeNtInE’s DaY.

Just kidding, we love “Love”

Here comes the hot take:

What we seemed to notice in some of them was a phenomenal lack of relativeness 

Not all brands can relate their products/services to Valentine’s Day, but they still tried their best to do so.

Which in our opinion devalues your brand image.

Not all Holidays -official or otherwise- are for YOUR brand. Every brand has its own unique target, and it’s is NOT necessary to promote yourself for all the Holidays listed on your calendar.

When brands celebrate or make promotions around holidays that doesn't necessarily resonate with your core audience,

• It not only confuses your primary segment,

• It also invites deal-hunters (high RTO),

• Disruption in upcoming campaigns (long after the floating audience has left)

Here's an example: Remember when DC tried to get comical with The Justice League movie, to win over some of the light-hearted Marvel fanbase?

• Well, the core audience aka ardent DC fans were NOT having it

• Led to the Warner Bros making a decision to release 'The Snyder Cut' version few years later - that reflected the authentic DC Comics aura

On the other hand, excluding holiday celebrations that might offend your loyal customers, meaning, if you're a decently big player in the fashion industry, you probably should not overlook something as monumental as ‘Pride Day’, because your audience won't!

• Keeps you current - in pace with the culture & trends

• Keeps you sharable & relatable - the whole point of our social era

• Keeps brand personalized - holiday presence is cool as you’re being consumer-centric

• Keeps you on track - Helps you plan content all year and stay ahead of the curve

In conclusion, your promotional strategy should revolve around YOUR holidays - and that includes paid advertising, social media, blogs etc.

Instagram’s Live-stream shopping event for Valentine’s

This is pretty huge for e-commerce, considering the increase in reach it brought to the table.

This Valentine’s Day Live-Stream Shopping Event featured a wide range of products from various brands, and the highlights were the Guest Influencers to hype the event to its max.

And as witnessed, it was a giant leap in showcasing e-commerce potential via social media

That’s the end of our talk on 'Do not Target Holidays'...

See you on the next coffee date!

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