ArtsHub posted an interesting article last week about the latest marketing trend sweeping across the globe – gamification! Gamification puts marketing onto smartphones and hand-held devises to engage audiences with fun activities. (Remember Pokemon-Go? A solid example of gamification!) Additionally, gamification allows the producer to capture audience stats instantly. You can read the full article HERE, which highlights how Adelaide Fringe Festival is using gamification to engage with their audience members.
This got me thinking – what’s the production cost to add gamification to any marketing strategy? Diving into some research, I discovered that most experts agree the price tag for developing gamification marketing varies depending on features to install and information the producer wishes to capture. Further more, developing gamification is about time, effort and brainpower, which requires a lot of experience in UX development and having a focused direction. As independent artists, many of whom run their own small business, you have to ask is it really worth incorporating into your marketing?
But what is worth an independent artist's marketing efforts is focusing on P2P marketing. P2P, or people to people marketing, involves face-to-face communication and real-time relationship development. Most importantly, P2P marketing is about providing quality customer care to your audience. Customer service involves creating an experience from beginning to end. And by 'beginning' I mean the moment the audience member walks into the venue door; and by 'end' I mean the moment the audience member walks out the venue door.
Most venue foyers are designed to sell snacks and beverages before the event. That’s great! Do independent artists see any of those sales profits from food and beverages? You would if you sparked a deal with the venue space, but highly unlikely.
It is imperative that independent artists begin thinking about creating an experience outside of food and beverage sales.
A good place to begin is to remember that, like visiting a new country or entering into someone else’s home, audience members are stepping into unknown territory.