As we transition into the summer season, artist managers and labels everywhere are solidifying their next 6 month marketing plans for the busy 4th quarter and creating their holiday music release and social media strategies. If you have not started already, it’s time to elf your artist. Start developing plans to connect your act with the consumer—at the right time, with the right content on the right platforms.
The seasonal celebrations begin with Halloween and run until New Years Day. Sales, Media, Marketing and Radio Promotion teams will be in high gear during this timeframe, busy competing for fan attention despite limited radio airplay and holiday shelf space. Traditional and social media platforms will also be especially crowded making it extra difficult to get noticed.
Have you started making your list and checking it twice? If not, here are some evergreen marketing tips that savvy elves use to get you in the holiday sprit.
1. Secure advertising opportunities immediately for best guaranteed placement options and site takeovers. Remnant rates offer substantial discounts, but are risky during the 4th quarter.
2. Secure partnerships with traditional and on-line media outlets for holiday campaigns now. This will more than likely require providing exclusive holiday music and video content as well as reciprocal posting on social platforms.
3. Book studio time between summer touring dates to capture holiday songs to ensure plenty of lead-time for creative audio and visual production efforts.
4. The summer heat makes it difficult to capture that cool fall/winter feeling in outdoor photos and videos, but creative people can work around this to capture the holiday spirit visually. Yes, it will look weird if your female solo act is wearing a springtime dress in front of a blooming rose bush for her digital cover of “Frosty the Snowman.” When planning your upcoming photo shoot be sure to capture an appropriate visual to accompany a winter holiday song.
5. Artists work hard all year long. Attempting to get last minute social media holiday content will be difficult when they are on a break, especially if it is a band and they are all taking time off in different locations. The savvy elf will capture holiday fan content, on video, before or during October so all that is required during the break is someone posting the clips. This strategy allows acts to take their well-earned time off and still appear active on social sites.
Holiday Content Theme Suggestions
It’s a wonderful time for an act to share the common experience of the holidays with their fans. Here’s some suggestions for basic holiday content themes…
Halloween: Costume plans, favorite memories, photos from childhood.
Thanksgiving: What they are thankful for in 2014? Family traditions/food and wishing fans a happy T-day.
December Holidays: What’s on their wish list? Childhood memories- with photos! Family traditions. Wishing fans happy holidays. I recommend keeping the greetings non-denominational as to not offend anyone and potentially open a negative conversation on social sites.
New Years Eve/Day: Year in review. Sharing resolutions and traditions for next year. Wishing fans a happy New Year.
Preparing your artist’s holiday campaigns at the beginning of the summer will help alleviate some of the burden that happens during the busy 4th quarter and keep your fan base engaged. Meanwhile, don’t forget to keep applying that sunscreen, crank up the AC and remember what Buddy The Magic Elf says: “The best way to spread Christmas Cheer, is singing loud for all to hear.” Season’s Greetings!