Event Marketing: Leveraging the Valentine’s Day Buzz for Dating Offers Advertising
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Sometimes, finding inspiration and fresh ideas for advertising is as simple as checking the calendar. We continue to explore the possibilities of event marketing and how advertisers can use info-triggered events to prepare advertising campaigns in Push.House.
Valentine’s Day, an event-driven marketing opportunity, offers unique possibilities for advertising various offers, particularly in the dating vertical. In this article, we will delve into how the February 14th event can be effectively utilized to advertise dating offers in Push.House. Additionally, we’ll explore which popular approaches are most effective in creating creatives leading up to the Day of Love.
Let’s get started!
Valentine’s Day Buzz
February 14th (Valentine’s Day) is an internationally recognized for all lovers, rooted in Catholic traditions. The holiday commemorates two early Christian martyrs—Valentinus of Interamna and Valentinus of Rome. On this Day, people typically celebrate with their significant others, exchanging gifts, flowers, chocolates, toys, and unique heart-shaped cards with love confessions or wishes, commonly known as valentines.
Unlike most international holidays, February 14th carries more of an entertaining character and is not perceived as a Day requiring special attention. To illustrate this, let’s compare how Valentine’s Day is celebrated in different countries.
· Poland
Legend has it that Poland houses the relics of Saint Valentine. The country takes the holiday more seriously than other European nations, with celebrations involving family gatherings or spending time with one’s significant other, not just exchanging valentines.
· Wales
In Wales, couples carve spoons from wood, decorate them with hearts, locks, or keys, and exchange them as gifts. It is believed that by exchanging such spoons, the couple has found the key to each other’s hearts.
· Netherlands
Dutch women have the right to propose to the men they are dating on February 14th. If rejected, the man is obligated to fulfill any request, often involving buying expensive dresses or jewelry.
· France
Known for its association with romance, France celebrates February 14th with grandeur. French individuals put all their passion and love into this Day, gifting anything associated with their partner or fulfilling their long-held desires. A gift from a young man on this Day is sure to be appreciated by his French girlfriend!
· England
England, being one of the most conservative countries, celebrates Valentine’s Day by spending time with loved ones, inviting them to romantic dinners, and exchanging heart-shaped gifts.
· Italy
In Italy, February 14th is referred to as a “sweet” Day. Gifts include candies, chocolates, cookies, and cakes—anything containing sugar is considered a suitable present. Of course, heartfelt confessions are also a must, and the more vibrant the words, the stronger the love.
· USA
In contrast to Europe, the USA embraces a tradition of giving gifts to everyone they love on Valentine’s Day, even those not involved in romantic relationships. The holiday is optional, and people celebrate it as they wish.
· Denmark
In Denmark, February 14th is celebrated with grand performances, concerts, exhibitions, and parties. Loved ones commonly send white flowers and cards with confessions.
· Japan
In Japan, a platform is set up in the park every February 14th. Young couples stand on it and declare their love while passersby assess the beauty of the confession. The louder the declaration, the stronger the love. Gifts are typically given to men on this Day.
In affiliate marketing, only a few offer categories gain significant popularity around February 14th: dating, adult, and e-commerce. While the advertising of adult and e-commerce relies heavily on the uniqueness of the trade offer, dating offers present a slightly more complex challenge.
Valentine’s Day proves to be an excellent info-triggered event for increasing quality traffic to dating apps and website offers. Advertisers can effectively advertise trendy offers worldwide with the right approach and quality promotional materials. We’ve previously discussed creating clickable headlines and creatives in similar articles. If you missed them, feel free to check the links: creatives, headlines. Next, we will explore the most effective approaches to attract traffic to dating offers on February 14th and share some practical tips on maximizing profits on Valentine’s Day.
February 14th in Affiliate Marketing
Leveraging the Valentine’s Day buzz for launching advertising campaigns on dating offers requires a clear promotional strategy and a creative approach.
Firstly, a key element is establishing a logical connection between the offers and the holiday theme. This allows creating a unique trade proposition that seamlessly fits into the festive atmosphere.
Secondly, for dating offers, it is crucial to create unique content that appeals to the emotional aspect of relationships and inspires users for romance by establishing a connection between partners. This can be achieved in various ways. Advertisers should consider the characteristics of their target audience and choose the advertising format that best suits the specific strategy. This ensures the most effective delivery of the call-to-action message to the user.
Given the array of advertising formats on Push.House, achieving this is more than feasible. Advertisers in our ad network can leverage classical push notifications with a 100% delivery rate to users, as well as versatile in-page banners that attract traffic from iOS-based devices. Another equally effective advertising format for promoting dating offers is OnClick, which has proven itself in the market. In this case, there’s no need to worry about the ad being ignored.
When preparing and launching advertising campaigns on February 14th, remember that the quality and relevance of the content to the audience play a decisive role. All content must be original, attractive, and not only evoke trust but also entice the user to click on the ad. Only such approaches will help your campaigns successfully leverage the Valentine’s Day info-trigger and achieve high results in advertising.
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Advertising Dating Offers on February 14th Advantages:
· Natural Demand
On Valentine’s Day, many users actively seek opportunities for romantic encounters, dating, and creating connections. Therefore, advertising dating offers on this day may encounter natural demand from the audience.
· Emotional Atmosphere
February 14th is a day when users are most attuned to romance and emotions. Advertisingdating offers in such an atmosphere helps emphasize the emotional aspect of the product and creates a natural connection with the holiday mood.
· Increased User Activity
In anticipation of major holidays, there is an increase in user activity. February 14th is no exception. During the holiday period, users are more inclined to register and search for partners. Those celebrating the holiday alone seek to change their status.
· Special Offers and Promotions
Specifically for February 14th, many dating platforms create special promotions, offer discounts, or bonuses to their users. This stimulates both acquiring new users and re-engaging those whose activity on the platform has been declining.
Thus, advertising dating offers on February 14th opens up broad opportunities to attract new users and create a positive image of the offer in the context of the holiday.
Which Dating Offers to Advertise on Valentine’s Day
On Valentine’s Day, offers focused on creating romantic relationships and stimulating new acquaintances or strengthening existing ones become particularly relevant in the dating vertical. In the dating vertical, these offers include:
1. Mainstream
Classic dating with the aim of building long-term and serious relationships. Mainstream offers focus on creating a close emotional connection and assisting the user in finding a partner that matches their preferences.
Users may also search for partners for hobbies or simply new friends. However, such offers are less common on the market, so we intentionally did not include them in our list.
2. Adult
One of the most popular categories of dating offers. Dating itself often borders on the 18+ vertical, as many users seek acquaintances not so much for building relationships but to satisfy their natural needs.
The distinguishing feature of adult dating is the explicit nature of the content and straightforward hints at potential sexual intimacy. The audience of adult offers is not interested in building long-term relationships and seeks one-night stands without commitments.
It is adult dating that is considered the most popular category of the online dating niche. At the moment, it is customary to distinguish the following subcategories of such offers:
· Casual. One-night stands without commitments.
· Ebony. Platforms offers for online dating for African Americans.
· MILF. A popular online dating trend in Europe, designed to meet women aged 40+.
· BDSM. This includes thematic dating.
Success in advertising adult dating platforms can be achieved not only on February 14, however, if a successful approach is found, the final profit can be increased several times
3. Gay
Dating offers for homosexuals. It includes all representatives of the LGBTQ movement. Conversions are possible in various regions.
Determining which category of offers is more popular in the run-up to the holiday is challenging. Much will depend on the selected region for advertising and the characteristics of the potential audience. To understand the popularity of offers and the most effective advertising approaches in the planned GEO, use a competitor ad monitoring service.Push.House Partners can use the free Spy.House service. Instructions on how to use it can be found here.
Approaches to Advertising Dating Offers on February 14th
Preparing advertising campaigns to advertise dating websites and app offers requires special attention to the audience and context. Here are several approaches available to Push.House advertisers:
- Emotional Appeal
In advertisements, focus on the emotional aspects of the offer and the upcoming event: love, romance, meetings, new acquaintances, and sex. Use vivid and attractive images that evoke positive emotions.
- Highlight the Uniqueness and Advantages of the Offer
Highlight the features of your offer that make it unique. This could include a user-friendly interface, a wide selection of users, matchmaking algorithms ensuring quality connections, and more.
- Target Audience and Personalization
Utilize direct communication with users through push notifications to achieve maximum engagement. Adapt advertisements to the interests and needs of your target audience. Use user behavior data for ad targeting and create personalized messages.
Personalized notifications that align with users’ interests and preferences typically have a higher response. Use information about the audience’s behavior in the promotion region to create more relevant and attractive messages.
- Call to Action
Use a clear and enticing call to action. Specify what the user needs to do to find a match. This could include an invitation to register, start searching for a partner, download the app, or try a free trial period.
- Promotions
Incorporate offers on the creative that allow users to subscribe to the dating platform with a discount or receive additional bonuses during the holiday period. Such benefits effectively stimulate activity on the platform. Free trial periods, discounts on paid subscriptions, or unique bonuses for new registrations can grab the attention of those looking for new acquaintances or a partner for the holiday.
Tips for Running Successful Campaigns on February 14th
To set up advertising campaigns on Push.House in anticipation of February 14th and maximize profits, follow these guidelines:
- Ensure Creative Alignment with the Offer
Make sure your ad aligns with the idea of the offer. If a mainstream offer is chosen as the primary product for advertising, avoid using explicit images and headlines hinting at physical intimacy. Instead, use images of couples taken from stock.
- Test and Optimize
Prepare several variations of advertising campaigns. Test each ad, including text, images, headlines, calls to action, and badges. Analyze the data obtained and optimize the campaign to achieve the best results. If you forgot what badges are, follow the link to our article, where we broadly cover this function.
- Adhere to Timelines and Relevance
Plan the timing of advertising campaigns so that they remain relevant to the audience. On Valentine’s Day, it’s essential to create and launch the campaign in advance. Launching a few weeks before the holiday and the start of active sales is ideal. This way, users will have enough time to react and make decisions.
- Use Attractive Headlines, Images, and Landing Pages
Use bright and attractive promotional materials that interest users and encourage them to take the desired action. Creative design and the use of emotional elements can increase the effectiveness of the advertising campaign.
Conclusion
Using event marketing around Valentine’s Day is an excellent opportunity to attract more attention from a quality audience to your dating offers. The key for advertisers is to stay abreast of trends, consider the preferences of the target audience, and create content that resonates with the target audience.
Don’t be afraid to experiment with approaches and advertising formats. May Valentine’s Day be not only a romantic holiday but also a time for the successful advertising of your campaigns on Push.House.
Best of luck!
