Sundaymail Editor
…Valentine’s Day is not simply a marketing gimmick
Cresencia Marjorie Chiremba
“Everything starts with the customer” – June Martin
It is just a few days after Valentine’s Day and love is still in the air.
February has been dubbed the “month of love”.
Although love should be constant, February is recognised as the month to connect at a deeper level with loved ones.
We all love different things, because love is a rather ambiguous term and can be used in a variety of situations.
You can love another person, you can love a musician and you can love a movie or song.
But, in business, you have got to love your customers.
Many people think that Valentine’s Day is a scam meant to trick men into buying women gifts.
Some even think it was invented by some greeting card company.
Regardless of how it came to be, Valentine’s Day is now recognised as a special day that is set aside for people express their love.
We all like to feel loved.
Companies, however, must replace the ‘scam’ tag with the ‘love’ tag and spoil their customers on this day.
Reason for the day
There are so many unpleasant things happening around the world today – wars, famine, murders, poverty, diseases, natural disasters and drug abuse, just to mention a few.
But love helps to lighten the burden.
Businesses must know that although their customers are facing a lot of challenges in their daily lives, they still support the business with their time and finances.
So, it is important for businesses to take special days such as Valentine’s Day to spread some love in the communities they serve.
Share some gifts or positive messages with customers or stakeholders this month.
Use this opportunity to spread the message of love.
Give them a reason to smile in the middle of a storm.
I recently received a message from my bank, wishing me a ‘Happy Valentine’s Day’, and it made me smile.
It was comforting to know that such a big financial services provider can remember the small fish in their ponds.
A perfect day for dates
A date does not necessarily mean a couple in love doing romantic things.
If you are a large company, you can go extravagant and take your best customers to lunch or dinner dates at exclusive eateries.
Customers are humans, too, and they like it when you spoil them.
Doing business with a company that not only loves your money but also the person who is spending the money is always a pleasure.
Customers prefer to do business with organisations that also care about their well-being.
When you have new products or services that you want to introduce to the market, days such as Valentine’s are the perfect opportunity to launch them, especially with free samples or freebies.
Small give-aways can be rewarding in the long run.
Decorate your office space
Red has always been a sensuous colour that is associated with love.
February is therefore the right time when companies can extravagantly paint or decorate their offices.
When the ambience is exuding love, it makes customers feel welcome and loved.
No one wants to feel lonely.
Just the thought that a certain organisation remembers and cares will make a customer want to do more business with you.
Indulge in chocolate
Indulge your customers with chocolate on this day.
However, because not all customers love chocolate, the company can replace chocolates with a customer’s option.
Valentine’s Day is the best excuse to organise a treat for your customers.
Give them gifts that will melt their hearts – a meal voucher, a weekend getaway or a chocolate can take your relationship with your customers to another level.
Show them love and they will, in turn, love your brand.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335
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