Valentine's Day as a commercial hook. Should you go for it or not?

Valentine's Day as a commercial hook. Should you go for it or not? Valentine's Day is one of the most hyped marketing days of the year. This phenomenon, imported from America, has been causing a significant competition among Dutch companies, retailers, and online shops for quite some time now. With just a few days to go, there are plenty of companies that come up with something ad hoc for this occasion. But should you participate or not?

3 min

9 februari 2024

Wendy Groenewegen

Valentine's Day: putting your brand in the spotlight

Just open TikTok, Facebook, Instagram, or your mailbox. Many companies, both B2C and B2B, jump on the bandwagon of Valentine's Day. Especially if your business relies heavily on online sales. Sometimes it's hard to see the forest for the trees. Valentine's Day could be the moment for you as a marketing specialist or marketing professional to put your brand in the spotlight.

Marktplaats and holiday hooks

Research shows that 61% of the Dutch population is susceptible to commercial days and discount promotions. It's logical that brands wonder how they can best capitalize on this. But does it make sense for you? Does it align with your purpose, your Why? (We wrote about this in an earlier blog.) Or are you doing it because your manager asks for it? For instance, to stimulate last-minute sales? Or because your competitors are doing it, and you can't afford to miss out? So, you have to come up with something hastily.

If there's a match between the current event and your brand, we definitely advise you to capitalize on it. For example, with a temporary promotion or a more socially conscious approach. Stay close to your brand promise; your target audience likes to connect with strong brands that exude authenticity. A great example is Marktplaats and the holidays. It's very clear what they stand for: reusing items. This is linked to the gift-giving traditions of Sinterklaas and Christmas.

Tips for marketing hooks:

Stick to your brand foundation.
Create an annual marketing plan, including goals, resources, and a schedule.
Develop a content plan, determine themes, and create a calendar.
Don't do it just because your competitor is doing it.
Stay flexible and, above all, creative.

With the right strategies, creative approaches, and well-planned execution, hooks can be a powerful tool to build engagement, awareness, and loyalty. Be creative, choose the right hook moments to elevate your marketing communication to the next level.

*Source: Toluna, The tech-driven market research firm, Black Friday - NL, 2021;