AusLeisure

A new survey of attendees at live music events in Australia shows that fans like to keep the good times rolling after a show.

The newly published 2019 Australian Music Fans Report showed that within a few days of attending a music event, 47% of fans looked for other live music events they could attend, 25% bought tickets to another music event and 49% streamed the artist’s music.

Based on these findings, Eventbrite advise that “by re-engaging with fans within days of an event, (promoters, ticket sellers and venues) have the chance to capture them at a time when they’re most excited and ready for more live music experiences.”

The Report, based on responses from 1,132 adult event attendees who attended at least one live music event in Australia ticketed by Eventbrite between 1st January 2018 and 31st March 2019, also identified the “superfans” of music events, those who said they attend 10 or music events a year, suggesting that the opportunity to sell tickets to these fans post-event is even higher, with 63% of these fans looking for another live music event to attend after a show.

Based on the survey’s findings, Eventbrite offered three ways to re-engage fans to sell more tickets

1. Follow up with emails
Whether you host annual festivals or are managing a venue with regular acts, you’ve always got something in the works to sell to enthusiastic fans post-event. By utilising an email database and an early on-sale strategy, you can capture the feel-good vibes that people have after a live show and use it to sell out your next gig. 

Unlike email newsletters from ticketing companies, direct emails from venues, artists, or festivals can cut through the clutter of noisy inboxes because fans already have a relationship established with events and venues they know and love. You can also use the data you have on your attendees to tailor unique communication, segmented on what type of ticket they purchased.  

For example, if you run a venue with regular shows, in the days following your event you could target fans with a similar artists coming up based on genre. If you run an annual festival, you could collect registrations for your next pre-sale event, sell merchandise, or even encourage upgrades to higher-tier tickets for your next event.

This strategy sees you build loyalty with music fans and helps you build sales on the experience of your events, rather than relying on artists alone. Festivals using this strategy often sell a large percentage of their tickets before a lineup is even announced.

2. Tap into word of mouth by being prepared
Our survey showed that ‘Social Media’ was the biggest driver of event discovery, followed by ‘Word of Mouth’. It makes sense as 45% of all fans say they shared a photo, video or update to social media while at the event and 81% of respondents said they talked to family, friends, and colleagues after attending a show.

So how do you capture the buzz and capitalise on sharing from your events to drive future sales? While you can’t directly influence what people are saying, you can be prepared to capture anyone looking for more information when they hear about your event.

After an event, populate your social media channels and website with shareable content such as photos, videos, and recordings. You could even share this content directly to attendees via direct email (covered in the point above). 

Having this content readily available gives excited fans something to share with friends and family, and provides information for anyone who heard about the event and looked it up. 

This is also when you should also be promoting tickets to your next show or events. If you don’t have another event to promote, provide a way for people to subscribe to email updates or register for pre-sales for your next event. This helps to capture leads from excited fans and harness the power of ‘FOMO’ (fear of missing out) for people who didn’t make it but don’t want to miss out next time.

3. Connect your concerts on Spotify
Half of all attendees (49%) will head home and stream artist’s music after attending a gig. If they’re also looking for their next gig to attend, they can find it in the ‘Concerts’ tab on Spotify. Concerts recommends upcoming shows to fans for artists that they listen to or follow. By ticketing your event with a provider that is connected to Spotify, your upcoming events will be promoted to fans. This is especially handy if you have an artist who recently played elsewhere, at a festival or as a support act.

Eventbrite conducted the 2019 Australian Music Fans Report to understand what aspects of the music event experience are important to attendees - to help music organisers make informed decisions about pre-event marketing strategies, onsite experience and post-event communications.

For more information go to www.eventbrite.com.au/blog/asset/build-loyalty-music-fans/

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