Music 3.0 Internet Music Guidebook, this time regarding 5 alternative product ideas that you can market directly to your fans other than your music or the typical merch that everyone sells. You won't necessarily charge for these items, but they'll garner a lot of interest from your true fans.
Be extremely careful about how you market to your fan base. Chances are that your fans want everything you have to offer, but they don’t want to be hyped about it. Make an announcement about a new release or a piece of swag, but don’t oversell it. Fans don’t need to know that you think your new music is the greatest thing you ever did or that it’s better than the Foo Fighters last release. They’ll decide for themselves and then sell it for you in their own conversations if they like it.
The way to market to your tribe is by simply presenting your product to them. Just make them aware that it’s available, and they’ll do the rest. You can take it a bit further by offering them information about the product—the more exclusive, the better.
Instead of a sales pitch:
1. Give them a behind the scenes story about the making of the product
2. Tell them where the idea for it came.
3. Tell them about all the people involved, especially other tribe members.
4. Provide interviews with others involved in the project.
5. Give them all the trivia involved in the project, no matter how small. True fans will eat it up. If it’s a new song, tell them where it was recorded, who the engineer and producer are, how many Pro Tools tracks were needed, how long the mix took to finish, how many mixes you did, how the final mix compared with the rough mix, and all of the hundred other fine details that go into producing a song. If you just produced a new T-shirt, describe where the design came from, why you chose the manufacturer, what the shirt is made of, why you chose the color, and so on. Get the idea?
Giving them insight that no one else has makes them feel special, will keep them loyal, and will show mere fans and lurkers the benefits of tribal participation.
Help support this blog. Any purchases made through our Amazon links help support this website with no cost to you.
You should follow me on Twitter for daily news and updates on production and the music business.
Check out my Big Picture blog for discussion on music, engineering and production tips and tricks.