Home topics news Photo Credit: Couple at a celebration giving a kiss and receiving flowers, iStock Advertising | Marketing News Sales Advertising | Marketing How to ensure your Valentine’s Day marketing hits the mark Kate Rourke February 8, 2021 As you plan your Valentine’s Day marketing campaign, it’s worth bearing in mind that just as the way we meet our partners has changed, so too has how our customers want to think about, visualise and experience love and romance. While for years Valentine’s Day has been heralded by storefronts riddled with clichés – pink and red window displays, chocolate boxes and teddy bears – or images clinking champagne glasses, proffering of jewellery, and images of rooms full of rose petals – these tired stereotypes aren’t likely to set hearts aflame today. By continuing to rely on visuals and mediums that are disconnected from the reality of customers, businesses aren’t showing themselves any love. Instead, they may well be missing out on an opportunity to make a real connection with a broader customer base. Here are a few suggestions to make a deeper emotional connection with your customers this Valentine’s Day: Go deeper on diversity Despite iStock research revealing eight in 10 consumers saying they expect brands to be consistently committed to diversity and inclusion, only four in 10 feels accurately represented. As you plan your Valentine’s campaigns, look for imagery that represents diversity in body types, race, gender identity, sexual orientation, age, ability, and faith. After all, more than three