A customer is a person who purchases goods or services from another. A fan is an ardent admirer of a pop star, film actor, football team, etc.
So how can a band turn fans into satisfied customers that keep on coming back, again and again?
You ask any artist what kind of fan/customer they want and I guarantee you they will say statements like the following;
Fans who are loyal
Fans who spread the word
Fans who spend money on record music, concerts and merchandise
Fans who spend money on concert tickets
Fans who spend money on merchandise
Fans who interact with the band
So if artists want fans then the artists need to do more than just satisfying them. They need to bring the WOW factor to everything they do.
A lot of artists and their representatives come up with loads of dazzling ideas and packages however they are still rooted in the old record label business models.
Dream Theater has been pushing the same Super Deluxe packages since “Black Clouds and Silver Linings”. The packages have more or less been in the same format, same items and for the same price.
Avenged Sevenfold did a similar package for the “Hail To The King” album.
Five Finger Death Punch didn’t.
Trivium had album and merchandise specials happening.
Coheed and Cambria focused on the Deluxe packages.
Protest The Hero focused on their Indiegogo campaigners and the perks involved with that campaign.
What would have happened if the bands “under promised and over delivered”?
Imagine the service Roadrunner and Dream Theater would have done by giving the fans that purchased the Super Deluxe packages, a site to download the mp3’s when they found out the album leaked on the internet.
Protest The Hero did exactly that. As soon as the band found out about the leak on torrent sites, they went into action. I guess it helps to know who your fans are and to have that data handy.
Customer satisfaction is artists delivering on promises, like releasing a product when they say they are going to release it. Cough Cough, Live at Luna Park DVD.
Artists are doing exactly as they said they would and fans/customers are satisfied.
Imagine if the customers get something more than they expect, like more options, early delivery, a special download site when the album leaks, additional perks attached to the orders, access to demo’s or ideas that didn’t get developed further – I would expect the artist to end up with a very loyal and more than satisfied customer base, that can propel them into the next level of success.
It’s a simply idea. When we get a service that we don’t expect, rather than a service that we do expect the payoff can be enormous.
However under promising is not just about throwing in extras and doing things faster.
If the album is being released on Thursday 13 December, make the mp3 download available a week earlier to the fans that purchased the Super Deluxe package. “Great news, we wanted you to have the music as soon as possible. Click on the below link to download an mp3 rip of the album. No extra charge.”
It’s simple, all bands need to do is change their promise and watch satisfied customers become devoted customers. What do you think Lady Gaga and Kate Perry where doing with their “leaks” and then bringing the album release date forward. They were employing the under promise over deliver business model.
Every artist needs to be looking at making their fans become customers.
“Our audience are fans first and customers second. We really try not to annoy them.”
The above quote is from Stefan Mennerich, Bayern Munich Director of New Media, Media Rights & IT.
A soccer/football club is no different to a band or an artist. The devotion is there.
“You have to think about what the consumers want and tailor the experience to their unique interests. And the experience is also very different depending on the platform the consumer is using.”
The above quote is from Ken Fuchs, Head of Entertainment, Sports and Games at Yahoo!
This is how the record labels tailor the experience.
PRODUCT A is coming out on DATE XXXX.
IT COSTS $$$$.
PRE-ORDER it now at iTunes, Best Buy, Amazon.
Wow, what an experience for the fan.
Imagine if the above experience was tweaked.
BAND A is releasing a PRODUCT A in three weeks’ time.
GO to YOUTUBE now and watch a recording of BAND A performing the songs live in the studio. That same recording is available to be downloaded as an AVI file and an MP3 rip via BitTorrent.
BAND A is releasing a PRODUCT A in two weeks’ time.
Go to YOUTUBE now and watch the latest video clip.
MP3 downloads are available for the Super Deluxe Package orders RIGHT NOW. That’s right, this is 2 weeks before the actual release date.
BAND A is releasing a PRODUCT A in two weeks’ time.
We have a special MP3 deal from our website. For $5 you get an mp3 rip of the album, regardless of your geographical location. This is a two week sale before the official release date.
One week before the release date, the album is available for STREAMING at YouTube, Spotify, iTunes Radio and Pandora.
The sad thing is no band with major label backing would do the above because for some insane reason they still believe that the charts matter.
DREAM THEATER LIVE AT LUNA PARK DVD IS #1. THE NEW DVD FROM THE GRAMMY-NOMINATED BAND IS CURRENTLY ATOP THE SOUNDSCAN DVD CHART.
See what I mean.