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Costumer Decision Journey / Ecosystem for Concert Ticket Purchase
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- 1. Lennart Fleschhut Costumer Decision Journey Ecosystem - Ticket Purchase
- 2. Omniscient Trendys “I love the crowd at concerts, every artist creates a different atmosphere.” - spends small amount of time at home, mostly around people, enjoys interaction, sorrounds him/herself with interesting people -seeking for live experience -0-2 concerts a month, big artists, as well as underground/local artists -highly active in social media: shares content on Tumblr, Twitter and Instagram for high amount of followers, possibly Influencer -likely to try new bands, recommended by close on and offline connections Segments Privat Enthusiasts “You can’t tell the greatness of a band, before you saw them on stage.” - enjoys to intensely go after hobbies: cooking, music, reading -actively blogs about hobbies, shares them with friends and Web - selects concerts of bands he/she is absolutely familiar with, through reviews(Blogs, Magazines) -active in Social Media for social use (Facebook, Instagram) and for interacting in online communities (Tumblr, Pinterest, Soundcloud) - needs firm opinion about band, unlikely to randomly visit concerts Tag-Alongers: “Other people are much better informed than I am and I get to have a great time.” -enjoys to be around all kinds of people, likes to try new music, food, places -might visit several concerts a month and then not visit a single one for several months - uses social media for personal reasons, shares everyday life things on Facebook, Twitter, Instagram - rather entertaining things for friends, hardly other followers -not necessarily a music enthusiast, tries various kinds of music and different venues, BUT doesn’t follow blindly
- 3. Influences Omniscient Trendys Triggers:Twitter-Feed, Word-to-Mouth, Venue-Newsletter, Poster Purchase Social Interaction research other factors online circles magazine reviews Blog reviews venue place Ticket Price existing show videos support act attendance simplicity ticket purchase Advertising date artist famefriend recommen dation facebook invitation coincidental events The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket. Some influences grow in impor- tance, others shrink. Size stands for importance of a certain influence. Some influences completely fade within this time period of time.
- 4. Triggers: Venue-Newsletter, aimed Research Purchase Social Interaction research other factors online circles magazine reviews Blog reviews venue place Ticket Price existing show videos support act attendance simplicity ticket purchase Advertising date artist famefriend recommen dation facebook invitation coincidental events Influences Private Enthusiasts The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket. Some influences grow in impor- tance, others shrink. Size stands for importance of a certain influence. Some influences completely fade within this time period of time.
- 5. Influences Tag-Alongers Triggers: Word-to-Mouth (on- and offline) Purchase Social Interaction research other factors online circles magazine reviews Blog reviews venue place Ticket Price existing show videos support act attendance simplicity ticket purchase Advertising date artist famefriend recommen dation facebook invitation coincidental events The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket. Some influences grow in impor- tance, others shrink. Size stands for importance of a certain influence. Some influences completely fade within this time period of time.
- 6. Stages IntensityIntensity Time Time Spark Concert Concert Legend Research Ticket Purchased Ticket Purchased Evaluation From decision till purchase Post-Purchase/ Pre-Concert Follow-Up Omniscient Trendys Tag-Alongers Intensity Time Concert Research Evaluation From decision till purchase Post-Purchase/ Pre-Concert Follow-Up Ticket Purchased Private Enthusiasts Research Evaluation From decision till purchase Post-Purchase/ Pre-Concert Follow-Up This graphic illustrates the different stages from the moment of spark until following up after the concert. The stages vary in intensity, as well as in length.
- 7. Social Media Behavior likely likely + - Yelp etc.InstagramTwitterFacebook Tumblr, Blogspot Artist/Venue/GroupPicture Artist/Stage Selfie/GroupPicture Omniscient Trendys Private Enthusiasts Tag-Alongers Retweet Concert Announcement who else is going? “attend”FB event “Like”Band Post Ticket Picture Post Song/Video from Artist/Band Invite people to“attend”Event Simplicity of Purchase Simplicity of Purchase Post: “Concert Time” Comment on Audience Comment on Audience Live-Feed Performance Live-Feed Performance Post Picture or Video opinion on performance/ complement artist/ like, follow artist opinion on performance/ show disappointment/ un-like, un-follow artist extended review extended review ConcertPurchaseSpark This graphic illustrates the use of certain social platforms used by the different segments. It depicts the time of use, the likelyness and the kind of use.
- 8. Observations & Suggestions As different influences are of higher and lower importance for the segments, there are chances for brands to push all of them in various ways towards a purchase. Private Enthusiasts: Observation: This segment relies heavily on feedback they have from the reviews and their focus is mainly on the music aspect. Although it is still of some importance to have some company. Suggestion: Push the social aspect of a concert visit and create a chance to connect with other local enthusiasts within a community. This can be achieved, by using the trend of new social networks. Omniscient Trendys Observation: The omnisicient Trendys enjoy attending a concert to meet their friends under the circumstance of a concert. This brings them back frequently to specific venues. Suggestion: Interact with the segment on a personal and casual level. Get them to connect with the venues personally. Tag-Alongers Observation: The Tag-Alongers are not very connected to venues or artists. At the same time though, they are the ones that get very active on social media, during the CDJ. Suggestion: Create a better system to follow up with this segment and keep interacting with them on social media to make their purchase less dependant on the initiater.