Valentines Day is on the horizon, as I’m sure those of you with girlfriends have been made painfully aware. And even for the singletons amongst us, it’s pretty hard to escape. I’ve always said that Valentines Day is “off season” for me in dating terms. For three years running now, I’ve found girlfriends in March and then broken up with them before the Christmas season. I’m beginning to wonder whether this is a coincidence or whether I’m subconsciously month-parting my affections for maximum ease of stress.
Either way, the dating CPA market holds obvious appeal as we charge towards the big day. You can guarantee that even the most hardened bachelors are going to be thinking twice about those “Want A Girlfriend?” ads. It’s all down to the social messages being put out there by commercials on television, banners in high street shops – and affiliates with dollars for eyeballs.
While the most obvious campaigns to be considering are dating offers, I’m going to suggest that they’re not actually the best example of opportunity in the current season. Take a look at the market. You have various ways of approaching the Valentines Day hoo har.
I’ll break out four stereotypes:
Person A – The die hard romanticist. He or she is deeply attached and wants to go that extra mile to make their partner feel special. Depending on the wealth demographic, you could be looking at targeting special Valentines weekend getaways. Round up a list of the hot spots. I can’t speak for America because I don’t know shit for what you guys do on Valentines Day. But over here, Paris and Venice are both popular getaways for the more affluent couples. Look in to flight and hotel packages with specific Valentines Day themes. Some couples are happy to go for a meal and then on to the theater. See what you can find.
PPC is going to be a hard nut to crack but PPV has HUGE potential and is relatively untapped (from what I’ve seen). PPV advertising has really taken off in the last year or so and with a one-off theme like Valentines Day, it’s a total wet dream for effective targeting.
Person B – The reluctant love atrocity. Think Martin Clunes from Men Behaving Badly. There are some guys who mean well but simply don’t have a scooby what to do for Valentines Day. These people are a stone wall match for the various gift dedicated stores that specialize in spelling out what your girlfriend – along with 4 million other girlfriends with the exact same taste – want to receive for Valentines Day.
Honestly guys, “My Last Rolo”? I think I might fucking blush.
Whatever though, these people are generally straight thinking types in an overpowering buying mindset. The Valentines Day pressure is so huge that if the gift looks even remotely like it might put a smile on her face, the purchase is already signed and sealed. Anything to put it to bed for another year.
Unfortunately when you’re working with the various gift stores, you aren’t going to be seeing a huge commission. It’ll be a small percentage. For that reason it’s important to build out gift specific keyword lists and find a store that allows direct linking through to the product pages. You don’t want to be wasting clicks on users who can’t locate the damn page they were interested in.
Person C – The dreamer. Have you seen the commissions on those “Name a Star”, “Give Your Sweetheart an Acre of the Moon” certification packs? If you’re Finch, you’re targeting these as a matter of routine – Valentines Day or no Valentines Day – because they’re such an untapped market (and probably won’t be for much longer after this post). Well, there are many guys and girls who absolutely love these dreamy smeghead tokens of love. Competition is low, targeting is extremely easy, and the commission is generally very good because the products are such an absolute waste of money in the first place.
“Here you go, darling. I bought you a portion of the moon from the International Space Acai Center. It’s just a piece of paper and a bunch of coordinates. But I’m such a dreamboat. Blowjob?”
I guarantee she’ll be impressed at your sheer bollocks for making such a lovesick puppy gesture.
Person D – The sympathizer. Oh come on, we’ve all felt the embarrassing attention of the Valentines Day Sympathizer. This is the eccentric motherfucker who doesn’t have a girlfriend, but still wants to celebrate the big day. Imagine your granny leaving a giant red envelope at your work station. Eager eyes watch as you tear in to the card only to see that – shit – it’s from your own kin. The entire office cackles at your sympathetic “It’s okay, really, somebody loves ya Jonny” card while you nonchalantly try to explain that you’ve had a new postbox fitted back home to deal with the excess mail.
The Valentines Day Sympathizer doesn’t necessarily want to spend money. But he or she WILL spend time browsing the eternally familiar Valentines Day e-cards and electronic gifts. It’s actually surprisingly lucrative to tap in to this “novelty” end of the market. You want to be targeting social media whores who already have a thousand applications added on Facebook. I’m pretty sure Farmville would do the trick.
Anyway, that’s a brief rundown of some different approaches you can take to milking the fat ass Valentines Day cow. I hope everybody gets what they wanted. If you’re a guy, that basically translates to have a good shag and don’t wind up in the spare bedroom.
Oh and I should also point out that if Valentines Day fails to tickle your interest, all is not lost. March 14th is International Steak & Blowjob Day. I’m pretty sure Tesco has an affiliate program. Sign up and get some links on the sirloins.