Concert Marketing In China Idea for 2014
Today, I was looking for something to post on my company’s blog, with little success, but I was given an article by a co-worker, Andy Tran, titled Crowd-Funded Concerts Catch On in China and at first glance the article seemed useless for our company blog and it was useless. But another co-worker, Scott Matarese, made a comment about brands using crowd-funded concerts to reach new audiences. We laughed about it and decided none of are current clients would be interested in the idea, but the idea stuck with me and on my way home, I couldn’t shake it. So, I present to you the best way to get 100,000 engaged followers and millions of social shares.
The Main Idea – Concert Marketing In China
The main idea is really simple. A brand, like Budweiser, Heineken or Corona Extra, partners with a music tour to provide crowd-funded concerts. The brand will match 100% of the money crowd-funded allowing fans to purchase tickets at a rate they think is fair. There will be an overall goal that must be reached in order for the concert to be held and once that goal is reached there will be no more tickets sold. We know from research that most individuals are driven by competition, exclusive offers, and bargains. Below is a detailed idea for how a brand can combine all three drivers into one killer marketing campaign.
100,000 Followers – Exclusiveness
The first idea is limiting the amount of tickets. Many venues can hold around twenty thousand attendees, but very few outdoor venues can hold more. Also, the management of such a large crowd can become difficult, so limiting the amount of attendees will help manage the event. The tour will be held in multiple cities so you can easy reach 100,000 followers. This will also make the event exclusive.
The event website will display how much each event will cost and how much needs to be raised, it will also tell each individual how much they should pay for a ticket in order to make the event happen. If the entire tour costs 10 million RMB than each ticket should cost 50 RMB (50×100,000 = 5 million; brand covers half to reach 10 million), there will be a running total showing the average cost of the tickets being sold.
100,000 Followers – WeChat
Once an individual has crowd-funded the project, they will receive an email instructing them to follow the brand in order to receive their entrance ticket, which they must show at the gate in order to prove they are the ticket holder. This method will eliminate any chance of ticket scalpers buying a large quantity of tickets and reach your goal of 100,000 followers. If the brand explains this strategy before individuals crowd-fund the concert, most people will understand and therefore have no problem following the brand. This will quickly build a real active following on WeChat and allow for the brand to engage the followers for 1-2 months leading up to the concert.
City Wars – Competitiveness
The fun part comes in making the campaign competitive. The first idea is to make each city the tour is going to visit compete against each other for a prize. The prize could be a free beer truck that will serve 10,000 free beers on a first come, first served bases or they could win a special music guest. The prize is not important but the spirit of our city is better than your city is the driving force behind this part of the campaign.
The next area that you can make competitive would be within each city. The individual that spends the most for a ticket will win a grand prize, which could include free beer, VIP service, and an all access pass to go back stage with the bands. The site can show the WeChat profile of the current leader and the highest bid. This will make some individuals that are interested in the prize bid higher, making all the tickets cheaper for others.
Perks – Concert Marketing In China
In order to keep people interested in active on the campaign site, there will be additional options that they can crowd-fund. After a city has fully funded the concert, additional perks could become available including: A second Stage, Additional Bands, A Water Slide, More Beer Trucks, More Bathrooms, or any number of things the Brand might want to push. If one of the perks gets fully funded then it will be included on the day of the concert.
Any brand that is looking to make a major impact in China must use digital marketing and this is a great way for a brand to engage young social consumers. The fall off rate of your WeChat followers after the event might be high, but then again, how often do social media users unfollow a brand that doesn’t over spam. I think this is a great idea and I don’t think it would be extremely difficult to implement, the only thing I need now is a client….. Any takers?