VALENTINE’S DAY – THE CORPORATE CONSTRUCT

Emotive marketing is most effective when the marketer gets the public to collectively think with their hearts.
And collectively spend with the hearts.

The most successful such corporate construct is of course Christmas, but Christmas comes but once a year.
Easter is another good one, but there is only so much one can make out of selling hot cross buns and Easter eggs.

It is therefore necessary to create regular occasions where the public would collectively spend with their hearts.

Although birthdays and anniversaries etc is a good one, one cannot really mass market such occasions.

Over the years, with varying degrees of success, the marketers have attempted to create many such occasions, like Mother’s Day, Father Day’s, Women’s Day, Secretaries Day etc.

But next to Christmas, Valentine’s Day is one of the most successful.

There are those innocents who delve very deep to discover the meaning of such days. The history of such days.
The source of such days.

But the corporate construct has only one motive.

Over 27million kilos of chocolate are sold worldwide in the week leading up to 14 February.
Then there are the romantic treats, the greeting cards, the jewellery, the stuffed bears and of course the roses.

Kader Khan