If you remember only one thing from everything there is on the INDIEpIpE site, THIS is what you should remember.
Now that you’ve figured out who you are and what you offer to people, the next part is figuring out who the heck might be interested in hearing about you (and from you).
So here are two charts commonly used in marketing that I have revised to apply to music. Marketing people do love their charts, and these are both valuable charts that I have adapted to the music world specifically.
The first is a customer loyalty chart. Basically it says you want to spend the most time and effort on the people who like you most. They are the ones most likely to come back and see you and spend their time and money on you. The most wonderful of these is called, in marketing circles, an APOSTLE, because they go out and tell everyone else about how wonderful you are and that they should hop at your store or buy your product. We’ve called the SUPER FANS. And as in marketing, the idea is to bring people in from the bottom of the pyramid and move them to the Super Fan/Apostle part. These are the most profitable ones.
It seems so simple, but everyone forgets: the people that love you the most are the ones that will buy your music. Concentrate on them. Fish where the fish are.
The names marketing people have for the rest of the pyramid are a bit weird: Loyalist (what we call Fan), but then from there they leap right to Mercenary, Hostage and Terrorist (people who actively tell everyone NOT to shop at your store.) We’ve gone with what SUPER FAN, FAN, LISTENER, NON-GENRE and NON MUSIC.
The second chart is called Roger’s Innovation Adoption Curve. It basically shows how quickly people take to a new technology or product, and it has been proven time and again. It is the same sort of thing, there are Innovators, Early Adopters, Early Majority, Late Majority and Laggards (who never take up a new technology.)
Your super fans will be the ones that tell everyone else about you. Treat them like gold, like the great friends they are.
This is not going to be any surprise to music people. The Innovators are the ones that are the first to hear about the latest sound or band, then come the next wave of Early Adopters, then a big chunk of people are the Early Majority. By now of course the Innovators have moved on to something else, but you see how it works.
Basically it’s the same concept as the pyramid. The Innovators are probably going to be your family and friends and SuperFans, but you want them to spread the word to the Early Adopters and so on.
And one last thing that you should have tattooed onto your marketing forearm ( or wherever you think appropriate):
The bottom line is that one of the key components in marketing and business growth is to spend the majority of your time and effort nurturing customer relationships by consistently exceeding their expectations and looking for opportunities to prove to them how important the are to your success. Steven P. Cloward
In plain English, take really really good care of your early and best fans. If you treat them well they will be the best marketers you will ever have.
Now, just as we used some matrices and maps to figure out where you might fit into peoples’ heads, let’s figure out something about the people that might be interested in you.
Want to read up on this? Here are some ideas.