Tungamira kuWan Marketing Marketing

Kutungamira kuKufanirwa kweV Fan kunopfurikidza neChirongwa cheMimhanzi

Direct-to-fan marketing ndiyo chikamu chemuenzaniso wakajeka-we-fan umo vatambi vanoita kunze kwekodzero yemasikirini emimhanzi uye vanotarisa mukukurukurirana ne (nekutengesa) vateveri vavo zvakananga. Chikamu chekutengeserana chemuenzaniso wakananga-ku-fan chinomiridzira kushandisa mapuraneti ekukurudzira mimhanzi mitsva, marwendo, nezvimwewo. Kukurudzira kushamwaridzana kwehutano hwehutano nevafudzi kunokosha mukutsvaga-kune-fan kutengesa, sezvimwe zvishandiso sebhokisi remashoko uye mabhidhiyo.

Izvi zvinowanzobvumira vimhanzi kuti vawane ruzivo pamusoro pevakomana vavo vanogona kushandisa kuchenesa nzira dzavo dzekutengesa, zvakadai sokupa mhuru yekunyorera mimhanzi mukutsinhanisa kero ye email ye fan, iyo inogona kushandiswa kutumira zvakananga zvigadzirwa zvitsva pamusoro pezvitsva kusunungurwa kana kutarisa.

The Collapse of the Traditional Royalty Payment Model

Kuputika kwehuwandu kune kutengesa kutengesa kunokonzerwa nekuputsika kwemaitiro emutambo wemimhanzi, kutengeswa kwemaCD . Nekuuya kwemitambo yepamutemo isiri pamutemo, makambani erekodhi aifanira kuuya neimwe nzira iyo, kunyange zvazvo isina kunyanya kunaka kumhizha kana vaimbi, yakanga iri nani pane kusununguka. Izvozvo zvakaita kuti kutengesa kukuru kwekudhindwa kwepa digital pane mapuratifomu ejjita-kunyanya kuimbwa nemutauro panzvimbo yebhuku.

Dambudziko nemuenzaniso iwoyo rinonyatsojeka kubva muna 2015 Guardian iyo inofanidza izvo munyanzvi anogamuchira muzvinyorwa zvekunyoresa kubva kuraira huru kutengesa CD nezvinoitwa nemuongorori kubva pakutsvaga.

CDs dzinosiyana mumutengo wekutengesa, hongu, asi mavhareji ari pedo ne $ 15. Muimbi wacho anowanzova pakati pe10 ne15 muzana yevhareji kana chimwe chinhu munharaunda ye $ 1.50 kusvika $ 2.25. A digital digital download zvingasava yakafanana, asi dambudziko nderekuti vateereri havachatengi kutenga ma album. Vanowanzozvitenga imwe chete, iyo paAmazon netsemu muimbi anenge makore makumi maviri nemaviri.

Asi kutengesa kwemimhanzi hakubvi pakutsvaga uye kutumira mapuraneti akaita saSpotify neGoogle Play, uko kushandiswa kumwe chete kunowanikwa mambure eAmerica maAmerica makumi maviri nemazana maviri muAmerica inotambira pasi pemasentimita maviri. Mune mamwe mamiriro ezvinhu, kutengesa mari pamutambo kunogona kuipa zvakanyanya. Muna 2014, Spotify's CEO yakabvuma kuti mugore rapfuura vakabhadhara artists pasi pe1 cent pamutambo.

Mune zviitiko zvakanyanyisa, Guardian yakagumisa kuti mumwe muongorori aifanira kutengesa zvinodarika mamiriyoni ezvinyorwa pamwedzi kuti awane mubairo mudiki. Kune boka rezvikamu zvishanu, mutengo wekutengesa kuti upiwe iyo mamiriyoni muhomwe unofanirwa kunge uine mamiriyoni matanhatu ekutsvaga mwedzi wose

Nokudaro, kusvika kwekutungamirirwa kunekutengesa fan.

The Essence of Direct to Fan Marketing Model

Ndezvipi zvakananga kukurudzira kutengesa kunoitwa nenzira dzakasiyana-siyana ndeyekubvisa vazhinji vevanyori kubva muhutano hwekuwana. Panzvimbo pokutarisira kambani yekodhi kuti iunganidze uye nokutendeseka kugovera chikamu chechikamu chekuderedza chizvarwa chemadhorobha kubva kune imwe sangano guru, zvakananga kune kufanirwa kutengesa muenzaniso zvinoratidza kuti mutengesi wemuiti wechigadzirwa chacho pachako. Pano pane zvishoma nzira dzakawanda dzekuita izvi:

1. Kutengesa iye pachake CDs zvakananga kune vateereri pamitambo . Kune vaimbi vakawanda, izvi zvinokonzera zvishomanana kutengesa usiku humwe; kune vamwe, kutengesa kwemazana kana kupfuura maCD pamabasa ose hazviwanzoitika. Kakawanda iyo yakanakisisa yemari ndeye $ 15-iyo nzira iyo fan haifaniri kuwana shanduko-gumi neyashanu vachaita. Nhau dzakanaka ndeyokuti kudhinda kweCD kwakaendesa mberi, uye zvose asi maviri kusvika kune matatu madhora emadhora iwayo 15 anoenda kumuchistori.

1. Kutengesa kudhindwa kweDVD uye maCD kuburikidza nema media akaita seCDBaby anoita kuti muenzi ave nebasa rekusika chigadzirwa uye mukudzoka achibvumira mufananidzo kuti awane mari yakawanda.
2. Kushandisa social media sezvakaitwa Facebook kuti uite fan base , uye kutengesa zvose maitiro uye chigadzirwa kuburikidza ne emails kubva kumufananidzo kusvika kune fan . Pamberi pemutambo nenzira dzakawanda, Prince akanga ari kuita izvi kwemakore.
3. Kupa vateveri vevanhu zvinokurudzira kuti vatenge zvigadzirwa uye kuenda kumitambo . Iyi nzira inoshandisa kubatana kwechokwadi kunowanikwa pakati pevhidhiyo uye mumwe munhu fan. Iwe unogona kuita izvi nenzira dzakasiyana-siyana. Iwe unogona kukurudzira kupindapo nekukurudzira vateveri vako kuti vanyore maitiro ekurarama-sarudzo yakashanda zvakaisvonaka kune VaRead Dead. Iwe unogona kupa premium pakapaka zvinosanganisira passstage backstage uye "CD yakasununguka," yakasayirwa newe, muenzi.

The Point is Connection

Kunyoresa mazano aya isarudzo yakawanda: kusangana neve fan muzviito zvakawanda sezvingaita; kukurudzira kukurukurirana pakati pevhidhiyo uye kufarira kuburikidza nemabhulogi uye emaimeri; ipapo shandisai kutaura kwakadaro kuti mupe fan chimwe chinhu chaanoda kare: kushamwaridzana nemunhu.

Munzira dzakawanda, iyi ndiyo nzira iri nani yekuita mararamiro semufananidzo. Imwe yekare yakaratidza vateveri sevasingazivikanwi vatengi vemuchengetedzwa vachitengeswa kuburikidza nemakambani emakambani. Nekunyoresa kukurudzira kutengesa, mutengo wekutengesa inongova chimwe chechikamu chechinamato uye chinonyanya kuwirirana pakati pe fan uye muenzi.