Understanding the fan journey

Share this content:

Many marketers and agencies have developed the tools necessary to 
address how shoppers act, feel and what ultimately leads them to purchase. Now, what about the "fan" journey? Marketers are spending millions of dollars on sponsoring events, but today's fans experience events in a dramatically different way than they did years ago. Fans today must be approached with a tailored, multichannel marketing program connecting them to brands in both the physical and digital worlds. Here is some guidance on how to capture a fan's attention and lead them to purchase.


Amplify their passions. Consumers going to events are primed for marketing messages. Take advantage of the time before, after and during the event to communicate, as these are the perfect moments to encourage an emotional connection to your brand.


Not all fans are created equal. Audiences vary across the spectrum from "mildly interested spectator" to "obsessed." Fan segmentation is a bridge between consumer segmentation and shopper segmentation. Marketers can leverage those segments to enhance their understanding and the key benefits to deeper connections. Linking the client segmentation and the event's demographics and psychographics is the sweet spot for focused efforts.


Fans are magnetic and avid fans want to be around like-minded people. Facebook, Twitter and Foursquare provide a forum for fans to gather and share passions to form mini-communities. Social media allows us to scale event activation programs. It also lets us have a continuing dialogue with the attendee and his or her network.


Measure the fan journey. There are specific tools that determine the information sources that influence, and a fan's path to purchase can be made pleasurable and exciting as a 
result of these tools.


We must also understand the effects of media, environments and mobile devices. Examine the consumer targets you are investing against and examine these factors as they relate to those targets. The digital aspect of an event makes data more accessible to marketers, and our ability to measure engagement and purchase behavior improves when technology is part of the consumer experience. 


If marketers are to determine who to best target to create brand loyalists, they need to know who the fans are, where they are, and most importantly, why they are there. Once marketers understand that, they have a better chance to "emotionally tattoo" a fan, resulting in brand advocacy and evangelism.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here