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British singer Sam Smith is the latest singer to record his version of the Christmas song “Have Yourself a Merry Little Christmas.” He joins the long list of singers that includes Judy Garland, Frank Sinatra, Karen Carpenter and John Denver accompanied by Rowlf the Muppet who have all sang their renditions of this classic song through the years.

“Have Yourself a Merry Little Christmas” was introduced by Judy Garland in the movie “Meet Me in St. Louis” back in 1944. Since then, the song has become one of the most popular of the holiday season. Multiple singers have performed it and made it the third most recorded Christmas song of all time.

Even though he’s not a household name in the U.S. like those other singers, Sam is still managing to win acclaim for his version of the song. Will Sam’s 2014 version become a classic like the other versions? Time will tell.

People like “Have Yourself a Merry Little Christmas” for different reasons. One person might remember the song from watching the movie, while another person might remember hearing the song on the radio and getting goose bumps because the version was so touching.

For whatever reason someone prefers one version over another, the message remains the same – the wish to spend Christmas with loved ones.

Like a good Christmas song, a good marketing plan can last years. Even if the plan is no longer used, people will remember it for one reason or another. Maybe it was the words or the pictures, but something about the plan remained with the audience.

Just like Sam’s version of a classic song, time will tell if a marketing plan has the words, pictures and the message to last a long time.