Master Seasonal Marketing: The Mariah Carey Effect!
Just as Mariah Carey’s iconic “All I Want for Christmas Is You” perennially resurfaces to captivate audiences each holiday season, businesses can harness a similar effect in their seasonal marketing strategies.
Here at Vavoza, we’ve dubbed this phenomenon the “Mariah Carey Effect,” which underscores the power of seasonal marketing to remain memorable in the hearts and minds of prospects and customers.
Implementing the Mariah Carey Effect
Seasonal marketing revolves around aligning your marketing strategy with seasonal events or holidays to boost sales, engagement, and brand awareness. It’s about creating a connection between your brand and a specific time of year, much like Carey’s Christmas anthem.
Understand Your Audience
Know what resonates with your audience during the festive season. Thanks to the ability to look back on previous campaigns in the Facebook Ads Library, you can see how similar brands have used content in the past during the holidays to get an idea of how they will perform in the present.
Create Compelling Content
Develop creative content that aligns with the holiday spirit and reflects your brand values. Obviously, there is trending content that you can hop on, but for most of you, there are other people in your space with similar products or services, so look at what your successful competitors are doing and add your spin to it.
Based on our first-hand experience managing millions of dollars in ad spend for clients worldwide, we can tell you with near certainty that if your competitor is spending a lot of time and resources on a certain type of ad or campaign, it’s because it works!
Leverage Multiple Channels
Utilize various platforms (social media, ads, email, etc.) to maximize reach. When you spend considerable time creating a seasonal piece, you can’t simply post it to a few platforms and hope it gets views. We call that spray n’ pray.
Instead, promote (with paid ads) and ask your clients for feedback on the content, offer, or no offer. At the end of the day, if you make something entertaining, it becomes a strong brand-building and conversation piece.
Personalize and Localize
Tailor your messages to different audience segments to increase relevance and engagement. If you utilize a song themed around the season, it will get the broadest reach. However, if making hit songs were that easy, we would all be songwriters.
The more targeted your content is, however, the better it speaks to the avatar of your audience and ignites their affinity to your brand. Perhaps leveraging Mariah’s song within your content can create a simple platform to build your timeless piece event.
- Timeless Appeal: Mariah Carey’s song transcends time, appealing to new and old generations alike. Similarly, create campaigns that are timeless in their appeal, resonating with a wide audience range.
- Emotional Connection: The song evokes strong feelings of joy and nostalgia. Your campaign should stir emotions, creating a memorable and personal experience for the consumer.
- Consistency and Anticipation: Just as the song re-emerges yearly, your campaign should be consistent. Building anticipation each season can create a ritualistic consumer behavior.
- Adaptability: While the song’s core remains unchanged, Carey has adapted it with new collaborations and performances over the years. Adapt your campaign to stay relevant and fresh each season.
The Mariah Carey Effect in marketing is about creating a seasonal campaign that becomes a staple in the minds of your audience. It’s about building a tradition that your customers look forward to, much like anticipating the annual return of a beloved holiday song.
By understanding your audience, evoking emotion, and staying consistent yet adaptable, your brand can achieve a lasting impact not just during the holiday season but throughout the year.
P.S. How would you like to convert your leads into buyers more effectively? Here’s a Free PDF copy of a premium Vavoza Insider Plus newsletter on converting leads into customers – study this content and put it to use! 🤝