Uncovering The Best Practices for Fan Outreach Around Live Music Events
Bandsintown reveals what makes live music fans tick
Concert discovery application Bandsintown commissioned Insight Strategy Group to study the behavior of concert goers nationwide and identify trends in their discovery of live music events. The research firm conducted an online survey that split fans into five distinct segments, revealed how bands, managers, record labels, and marketers can effectively target each one. Survey highlights included:
* Push Still Popular: The most influential groups - Super Fans and Plugged-Indies - are the most engaged with social media and most likely to post about the shows they attend. However, even the most engaged fans prefer to receive "push" notifications such as Facebook posts and email alerts about upcoming shows rather than search out that information themselves on Google, artist or event websites.
* Advance Planning: The most engaged fans usually buy tickets well in advance – 83 percent of Super Fans and 69 percent of Plugged-Indies – and generally within days of hearing about a concert.
* "Specialization" vs. Convenience: These target segments are more likely to pay extra for offers that make them feel "special," such as artist meet-and-greets and preferred seats, rather than offers that improve their convenience, such as skipping the line or complimentary food and beverages.
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