Taking advantage of the Carnival atmosphere, let’s analyze Iveta Sangallo’s relationship marketing strategy and what it has to teach us. First, let’s clarify that, although this topic deals with passions, I’m not a fan trying to boost the spirits of his diva; I’m more of a metalhead than a carnival fan.
Almost every artist has a website and social media accounts, but what sets Iveta’s strategy apart is the production of content (far beyond the website schedule), the integration of different media and the real relationship with fans online.
The singer’s website is much more than a space where fans can find out about her schedule and, with luck, see some photos from her show. It is a great space to find out what Iveta is doing and what is being published about her, with videos, photos and news from various sources organized chronologically.
From the website, we have access to social media content produced directly by the singer and her team. From the website, we see everything: tweets, new videos on the YouTube channel, Instagram, Facebook features like games and promotions, and other features that may appear and be integrated into the website, making it even more dynamic.
Finally, we highlight the singer’s social media posts, where she posts a variety of information at various times, from rehearsals, pre- and post-show moments, and even during her downtime, showcasing her human side, engaging with her fans whenever possible. Humane but always professional, the singer avoids social media clutter, demonstrating that she understands why she’s there to “talk” to her millions of followers.
This strategy teaches us some lessons, the main one being that concentrating all the information you produce and that others produce about you shows the size of your market and/or your relevance, in addition to conveying the correct idea that you care about your audience in order to make their lives easier by leaving all the information they may find relevant in one place.
Other important lessons deal with media integration , which, reinforcing the item above, organizes what was published in several different locations, facilitating access to such content and showing dynamism, and how a thoughtful and at the same time spontaneous presence on social networks leverages and highlights an entire marketing strategy that, if it did not have such a presence, would just be good work but without an audience.
