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Direct to fan (d2f)Direct to fan (d2f)&&
text messaging / text messaging / mobile strategymobile strategy
EIS 2350
Direct to Fan Direct to Fan vsvs
Direct to ConsumerDirect to ConsumerBoth mean marketing to an audience via emerging technologies.The term “consumer” is a label term. They see the audience as a transaction.The term “fan” is an artist term. They see the audience as involved in their brand. D2F is a TWO WAY interaction.
Great QuoteGreat Quote“A customer is someone who already buys, or already has bought, your product.
A fan is someone who is using their band or brand to define their identity, but may not actually participate or buy the product.”
-Matt Churchill
Direct to Fan Direct to Fan MarketingMarketing
Allows Artists to Distribute Music OUTSIDE a Label or traditional channels.Allows an Artist to create Relationships directly with their fans.Allows an Artist to Monetize that relationship.
Why is it important?
Direct to Fan Direct to Fan MarketingMarketing
InexpensiveEasy to set upA shift from “customer” to “fan”Chris Anderson’s “Long Tail Theory”
A shift away from “mainstream hits” to the longevity of “niche”
Direct to Fan Direct to Fan MarketingMarketing
This CAN work... but requires something more.
CRM
ustomerelationshipanagement
Direct to Fan Direct to Fan MarketingMarketing
What is your offering?How are you messaging?Where does your offer live?What is your call to action?
CustomerRelationshipManagement
Direct to Fan Direct to Fan MarketingMarketingWhat Technologies do I use?
Direct to Fan Direct to Fan MarketingMarketingWhere are you using them?
Website
Social Commerce - selling items directly through social networks (primarily facebook)
Example(nimbit)
Example(bandcamp)
High end products and packagesUnique one of a kind experiences
When you can’t sell on volume, Sell on exclusivity
Give them something “free” to get their contact info, sell to them later.
How to Profit
Direct to Fan Direct to Fan MarketingMarketing
Crowd (fan) funding
Using your community to fund projects
An Example
kickstarterGreat for artists “on a budget”
No RiskCampaigns are set up to reach $X in a set amount of time.If the project doesn’t reach the goal, fans aren’t charged.
The only possible downside is not having a compelling project to sell.
KickSTARTER
A Tiered System:$10 gets you the album$20 gets you the album signed$1000 gets you the album signed and a song written about you
How Does It Work?
kickstarterDoes it Work?
Altruistic Support for the Arts is Not Going Away!
A decade ago the only way to get a record made was to go to an investor... we called those Record Labels.To begin a business you need CAPITAL
Venture CapitalAngel Investors$$$ From Friends or Mom & Dad
Kickstarter takes this same philosophy and allows you to make it socially interactive.
kickstarter
Mobile & Text
Apps Text MessagingText to Screen
Mobile & Text
• Benefit of Getting notifying people anytime anywhere
• Burn rate, are you “bothering” people(spam)
PRO
CON
TEXT
Mobile & Text
• Utilize “text to screen”• A “one time” push to win an award
Rascal Flatts
TEXTIf you plan to use it.. How?... and When?
Mobile & Text
• Is this technology dying?• You text your friends, but do you
want text messages as “ads”?
TEXT
Mobile & Text
• Fans engage your brand when you they want, you have the ability to “push” notify them
• It’s Expensive!
MOBILE
PRO
CON
Mobile & Text
• Once you have the app they always know where you are located though GPS.
MOBILE
Creepy Facts:
Mobile & Text
• Templatized: The Katy Perry app is identical to the Taylor Swift app.
• This does, however, keep costs down.
• The negative is a homogenized product
Mobile & TextCUSTOM MOBILE DEVELOPMENT
$200,000
Mobile & Text
• Phones will become more sophisticated
• Mobile Applications will allow for ticketing, merchandising, narrowcasted push notifications.
MOBILE: The Future
