Building Fans

Image from boliston on Flickr.

Hmm, lots of marketing posts this week. The topic has been on my mind since my recent venture to Nashville, where a friend and I saw numerous examples of both good and bad marketing.

As many of you know, the music industry has changed quite a lot in the past decade with the rise of downloadable media and pocket-sized music playing devices. Record companies (who won big under the old rules) were often slow to change and adapt, while many bands (with much smaller budgets) were forced to react quickly. Many have done so with great success, focusing more on dedicated fans, and getting money through live performance as opposed to mechanical royalties (CD’s, mp3′s, etc).

There is a really great article about what it takes to survive today in the music (or other creative) industry. A lot of the ideas apply to all small-to-mid business ventures.

The article, by Kevin Kelly, is called 1000 True Fans. If you’re in a business of any sort, I recommend you read it. This quote sums up the nature of the true fan:

A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.

The article goes on to argue that having, say 1000 of these fans is enough to earn a more than comfortable living as an artist (say a $100000 yearly income).

So how do you build a true fan? I think I got some insight last Saturday.

While in Nashville, my friend and I had to see some live music. After scouring various show listings (and the respective myspaces of local bands) we settled on a three-set playing for a $5 cover. The opening band, Manic Bloom, took advantage of a chance opportunity and created two true fans that evening.

Opportunity comes unannounced

You always have to be in “fan-creation” mode. We arrived at the venue about fifteen minutes before the show. As I came out of the restroom, my friend was asking a local guy about good places to eat in Nashville (since we we’re from out of town). The man, David, was very cordial and helpful, detailing several options for things to do later. He asked our names (and remembered them) and went on his way…

…to walk on stage as the singer of the opening band, Manic Bloom. Immediately, my friend and I were more invested in the show; a cool guy who we had met was performing, not a random Nashvillian. We really wanted them to put on a great show now!

Then came the “common” part. The band put on a great show; high energy, tight, clean, melodic rock. The music was extraordinary. But, remember, that’s just the gatekeeper. No band with bad music gets 1000 true fans.

Near the end of the show, David asked for people to get closer and approach the stage, and my friend and I (impressed already) obliged. Surprisingly, David called us out for it, pointing us out as his “bathroom buddies” which led to some amusing crowd banter. Again, building a connection over time. At this point, we were sold on signing up for their mailing list (reaching a higher level of purchasing connection), and that might have been enough.

But they continued to invest in us (I should point out that I don’t think they acted as they did out of a business mindset, they were genuinely nice people who cared about the people listening to and enjoying their music. I’m simply analyzing things from a business perspective because the tenets are so broadly applicable), talking to us after the show, discussing where they play, the music they like, etc. Doing the stuff that fans of groups (small and big alike) dream of.

By holding and respecting this connection (which happened by an extended set of chance events), while delivering a great product, Manic Bloom created (earned) at least a few new true fans that evening. Hats off to them for a great attitude and great music. Are you interacting with customers and potential customers in such a way?

-III