online strategy: diy band promotion (part2)

5. Money

CONNECT WITH FANS (CwF)

+REASON TO BUY (RtB)

=$$$

Fans don’t need more places to buy music, they need more reasons Engagement is key

Where’s the money?

COPIES

Here’s the money

COPIES

ATTENTIONCONVENIEN

CEEXPERIENCE

Free music?

2008: 1,5 month = 1,400,000 downloads

Free?

Free?

SHARE FOR FREE?

Reasons To Buy (RtB)?

Reasons To Buy (RtB)

Freemium -> Upselling

The Long Tail

1000 true fans

Online marketing funnel

The Long Tail (Chris Anderson)

1,000 true fans

Merch

Loyal fans

intensely loyal and fanatical followers will take care of

VIRAL MARKETING

Numbers are empty. Loyal fans count.

Loyal fans

Crowdfunding

Fan rewards

Exclusive tickets (Arcade Fire, Pearl Jam, Metallica, …)

Guestlist

Merch (discount / free)

“Thank you”

Ex. Download code combined with ticket for show?

Fan rewards

Fan club

6.THE FUTURE?

The future?

Facebook?

Mobile Devices

(responsive) Website

Maildatabase

Bandapp?

Augmented reality?

E-MAIL?

Apps?

Apps?

“IF YOU CAN’T SHARE, YOU CAN’T MULTIPLY”

“IF YOU CAN’T SHARE, YOU CAN’T MULTIPLY”

Books

Zero Budget Marketing

The Conversation Manager

Handboek Online Marketing

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