Tag Archives: Mashable

Connected Consumer Affinity, or Get To Know Your Fans

We all want to think of music as art, and fans as devotees with great taste, but if we ignore that music is a business and fans are consumers, we risk never being able to quit our day jobs. Ideally, we would all be discovered overnight and get our own “Behind the Music” special simply for being kick-ass artists. But for many indie bands, promotion is like a second job. These days, moving units means getting to know your fans as well as you would like them to know and love your music.

Mashable recently posted a piece with a few tips on building connections with your consumers. How can you apply  these to your band and the business of promoting your music?

Check out the entire article HERE.

“Nine Laws of Consumer Affinity”

1. Identify where connected consumer attention is focused.

2. Define a higher purpose — genuine intentions that will attract connected consumers and give them something to align with.

3. Establish an identity and a presence worthy of affiliation. Give people something to believe in — something exciting to be a part of.

4. Design your engagement strategies to be beneficial and shareable — this is, after all, about shared experiences.

5. Localize the value, content, storefront and engagement program to match the culture and activity within each direct-to-consumer (D2C) community.

6. This isn’t a power play; stay consistent and dedicated through meaningful interaction.

7. Remain true to the original mission and intention. Do not be swayed by short-term temptations.

8. Recognize and reward community participants — reciprocity is a strong pillar of community relationships.

9. The adaptive business will listen, learn and change based on the needs of the connected consumer. That way, a brand will consistently stay relevant and valuable.