Tuesday, December 25, 2012

Marketing To Your "Tribe"

Tribe image from Bobby Owsinski's Music 3.0 blog
An artist has 2 categories of fans - casual fans that may like you or your type of music but don't love you, and really passionate fans that love everything you do. Some call these your "true fans," "superfans," or "uberfans." Marketing guru Seth Godin calls them your "tribe."

Here's a brief excerpt about marketing to your tribe from my book, Music 3.0 - A Survival Guide For Making Music In The Internet Age.
"Be extremely careful about how you market to your tribe. Chances are your tribe wants everything you have to offer, but they don’t want to be hyped on it. Make an announcement about a new release or a piece of swag, but don’t oversell it. Tribe members don’t need to know that you think your new music is the greatest thing you ever did and 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:
  • Give them a behind the scenes story about the making of the product.
  • Tell them where the idea for it came.
  • Tell them about all the people involved, especially other tribe members.
  • Provide interviews with others involved in the project.
  • 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 were, how many tracks were needed, how long the mix took, how many mixes you did, how the final mix compared to 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, etc. Get the idea?
Giving them insight that no ones else has makes them feel special, will keep them loyal, and will show mere fans and lurkers the benefits of tribal participation."
You can read more excerpts from the Music 3.0 Internet music survival guide and other books on the Bobby Owsinski website.


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 common music, engineering and production tips and tricks.

1 comment:

Nathan Hulse said...

very useful post. I was running out of ideas on 'advertising' my bands latest CD on facebook. I've got loads of behind the scenes pictures including the REDD .17 desk it was mixed and recorded on.


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