A public relations company may be called upon to promote a specific awareness of a new product or service. For holidays such as Valentine’s Day, however, the goal is to promote existing products or new variations thereof, (a specific bouquet of flowers or a newly designed necklace from a major jewelry retailer). In difficult economic times such as this, the sales goal and ultimate end result are of paramount concern.
February is to the florist industry what Christmas is to toy dealers. It has been reported that florists will generate 40 percent of their annual income this month alone due to Valentine’s Day, according to The Atlantic.
The article featured in The Atlantic also explained that spending is up this year for the big day of love. The average person will spend $116.21 on Valentine’s merchandise, which is up 12.8 percent over last year’s $103. This will bring total spending for Valentine’s Day to $15.7 billion. Wow.
Newspapers, television news programs and blogs will be prompted by public relations practitioners to feature stories on the upcoming “sweethearts” holiday. Chocolate taste tests, new affordable jewelry designs, clothing, pajama-grams, floral displays delivered overnight. The goal is two-fold: to promote a specific product and to demonstrate to the public that it is “business as usual.” In other words, it is a Must Buy.
Can you think of any Valentine’s Day ads this year that have caught your attention? From a public relations stand point, what persuades a consumer to choose a certain brand over another?
Here is a clip from Hallmark’s 2011 Valentine’s Day commercial . What do you think?