Have Clients Sing-along with You

Whether it’s traditional carols or the classic Mariah Carey anthem that is played every hour on the hour in December, holiday music is meaningful and memorable. From these Christmas choruses, we can learn a lot about marketing and especially about the power of repetition.

We learned the words to “White Christmas” thanks to joining along with Bing Crosby and others. The tune of “Silent Night” flows naturally because of years of singing during winter. All the words to these beloved carols are in our heads so that we can’t even be fooled with a kid singing “Batman smells” instead of “jingle bells.” Repetition sears a song, a catchphrase, and even a logo into the brain so it is recalled without effort. Quick! Can’t you remember the melody of “Santa Claus is Coming to Town” when you simply read that song’s title? By the way, that visual of Santa which appears in your mind is brought to by marketing and repetition (mostly by the Coca-Cola company.)

Repetition is used in advertising to keep a brand or product in the forefront of consumers’ minds. Repetition can build brand familiarity and feeling over time. The more your logo is seen, the more it is known and trusted. Therefore, a short-term campaign or even quarterly advertising doesn’t work out well. One radio spot for thirty seconds in the middle of the night isn’t enough. A billboard that flashes once a month isn’t noticed either. Long-term reverberation is the only way to break through the noise of the world and garner attention. This isn’t just an opinion – it’s a proven fact. A University of Wyoming research paper found that ads with high rates of repetition tended to also be rated as high quality in Consumer Reports magazine. A later study, published in the Journal of Consumer Research, confirmed that consumers tended to think products advertised with repetition were good buys. Hark! Consumers can be convinced by repetition. You wouldn’t change the words of “O Holy Night” so don’t change the words of your marketing message. Having a consistent brand with a slogan, colors, and layout will help potential customers and consistent clients sing along with your company.

Here’s a marketing tip that can be used during the yuletide and all year long – determine a message about your company, pair it with a compelling visual image, and then keep it before your target audience without change. Know that simple and brief is easily remembered. Researchers have often found that all buying decisions are visual – you either see something with your eyes or your ears “see” it with the description. Memorable imagery seen over and over again is like hearing the song “Rudolf the Red-Nosed Reindeer” and visualizing the characters in your mind’s eye.

We didn’t have to learn to sing Christmas carols – we just sang them. With effective marketing, consumers don’t have to learn to trust a company – it just happens. Trust is built with consistent repetition. And even though Christmas songs are seasonal, they are immersive. Everyone knows and can relate to them with joy. Marketing must be the same way if it will accomplish your goals – then every day can be the most wonderful time of the year!

Daniel Rendelman