Exploring the intriguing history and influence of Valentine's Day, including ancient Roman traditions and modern-day consumer behavior. The podcast discusses the impact of special day-themed sales promotions, the value of creativity in marketing, and the power of rewarding effort on consumer behavior. It also highlights the benefits of incorporating special days into business promotional calendars.
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Quick takeaways
Valentine's Day originated from a Roman tradition of sacrificing goats and whipping women with hides in order to enhance male fertility and involve blind dates.
Special day-themed promotions yield more positive responses than traditional promotions, providing marketers with opportunities to capture consumer attention and increase purchases.
Deep dives
The Dark Origins of Valentine's Day
Valentine's Day has a dark history, originating from ancient Rome. During the Feast of Lupercalia, Roman men would sacrifice goats and whip women with the hides. The purpose behind this tradition is unclear, but it was believed to enhance male fertility. The festival also involved men and women being matched together through a blind date-like system. The name 'Valentine's Day' came from the execution of two men named Valentine on February 14th in the third century, which later led to the Catholic Church honoring them as saints.
The Influence of Special Days on Consumer Behavior
Special days, both traditional and non-traditional, have a significant impact on consumer behavior. Research shows that special day-themed promotions yield more positive responses compared to traditional promotions. The creativity and effort displayed by marketers in creating these themed promotions are rewarded by consumers. These special days serve as justifications for promotions and capture the attention of customers, increasing their likelihood to make purchases.
Creating and Leveraging Special Days
Marketers can apply the concept of special days to their promotional calendar to drive consumer engagement. These days can be external, such as national or international days, or internal to a company, celebrating company-specific events or anniversaries. By linking promotions to special days, marketers demonstrate creativity and provide consumers with reasons to engage with the brand. However, it is important to ensure the creativity is original and appropriate to maximize the impact of these themed promotions.
Special days like Valentine’s day have an interesting effect on us. In ancient Roman times they inspired men to whip each other with animal hides. And today, they encourage men to spend hundreds on prospective partners. In today’s Nudge, researcher Danny Zane explains why this happens, sharing his eye-opening studies on how these special days affect us.