Pick your side
Are you going to embrace Valentine’s Day and all its cheesiness, or are you going to be cynical about it? Whichever it is, be consistent. Being anti-Valentine’s is more difficult, as you don’t want to come across as negative. This might work for some brands, but most would do best to celebrate the event.
Asking your Facebook fans or Twitter followers to name their favorite romantic book, movie, or song is a good start, but you know what people really love? Talking about themselves. Ask your audience what their best date was, or get them to share how they met their other half — and to tag their boyfriend/girlfriend/husband/wife in their comment. Easy promotion. The more comments and tags you get, the bigger the reach.
Now’s a good time to use all those social media platforms that you’ve been neglecting. Get fans to send you selfies of them and their partner before they go on a date, or couple's "Uglies" (ugly selfies). Chances are, people will be doing this anyway, but if you get them to Instagram, Snapchat or Tweet their images to you, you get more engagement and reach more people. Bonus points if you can offer them a prize for the best one.
24-hour flash sales
How about 14% off everything for one day? Or 25% off a relevant line of products or services if booked today? One day of discounts isn’t going to harm you financially, and there’s a lot to gain in terms of exposure and business.
Essentially, Valentine's day isn't that much different than any other day — but it's a great excuse to promote things with a theme, and interact with your fans in ways that you wouldn't normally. And there's ALWAYS something to gain from that.
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