by Stevie Escoto, Girlilla Marketing, @girlillastevie
We may not be ready to face it, but the holiday season is upon us. The jack-o-lantern’s and Halloween candy have been put away (or eaten!), and all eyes are moving to other traditional and digital holidays that fill our hearts and empty our pockets.
There is a very delicate balance that must be recognized this time of year and it comes in the form of “ask a little, give a lot.” November and December bring fourth quarter releases, holiday singles, merch bundles, charitable initiatives and huge discounts. Jingle sells, but sellers beware: capitalize on this, don’t take advantage of it.
So, how are you supposed to hit your fourth quarter goals without completely alienating your audience? Here are our
Top 5 Suggestions:
• Research – It’s easy to repeat what’s worked in the past, especially in the digital space. We’ve all been in the meeting that begins with, “Well last year…” then transitions into something about a splash page, bundles, and free shipping. If it ain’t broke, don’t fix it, right? Wrong. Break that digital mold people! Push yourself. Look outside of the music space. Who sells more product than anyone? BRANDS. What are they doing, and how can you adjust to make it relevant to your world? Be the product and strategy others want to imitate.
• Balance – Your end-of-the-year retail strategy should already be mapped out. The way to make it truly successful will be the content that fills in the gaps between retail promotions. If you need to make the ask to purchase your Black Friday hoodie, ornament and album bundle, be sure to book end it with personal content and opportunities. It’s not sneaky, it’s just not beating fans over the heads with promo codes.
• Silence – Silent night, oh holy night is right. Yes, posting consistently gets fans accustomed to the communication and encourages engagement, but silence can lead to many great things as well. Thanksgiving? Give a nice sentiment and leave it alone. You’ll be back in full force with Black Friday and Cyber Monday. Keep it short, keep it simple. Do not include a request. It doesn’t even have to be a holiday! If you can give it a break, give it a break. Fans will be that more excited when they see you pop back up in their news feed. Excitement leads to engagement. Engagement leads to money.
• Give Thanks – Say thank you. Mean it. Get creative with how you do it. Repeat often.
• Give Back – lead by example. Putting your own money where your mouth is without sending out a press release is good. Lead by example. It’s one thing to share a message, it’s another to donate or truly lend yourself and resources to actually helping.
One last piece of free advice… Say NO to “12 days of Christmas” giveaways. Please. You are better than that.
Stevie Escoto has been in the digital marketing and music business space for eight years and joined Team Girlilla in 2009. She specializes in developing and implementing innovative digital marketing strategies for clients in both the brand and music spaces. She also makes up the one-woman sports division of the company. Originally from Chandler, AZ she moved to Nashville to attend MTSU. After graduation she cut her marketing teeth at several record label and management companies before calling Girlilla Marketing home.