Fanatic talk SXSW Fandom
Last Friday saw this years South by South West festival kick off in Austin, Texas, marking the start of ten days of performances, conferences, exhibitions, and special events aimed at Fans, brands and industry professionals across the fields of Music, Film and Interactive Technology. Here at Ear to the Ground, our strategic planning and insight department Fanatic have been keeping up to date with goings on in Austin and exploring what brands and rights holders can learn from this years event about connecting with Fans.
At one of this years events “Direct to Fan: Showing the Love Brings the Love” music industry panellists have been discussing how artists can connect with “Super Fans” through a “direct to Fan” approach and why this works. As a department, Fanatic works to understand Fans and Fan Networks better than anyone else in order to help our clients tailor more targeted campaigns and connect with these commercially lucrative networks. So we have spent a lot of time thinking about how brands & rights holders can target different types of Fan.
We know that Sport & Music create Fans who are more passionate, emotionally engaged & connected than everyday consumers and therefore understand the importance of talking to Fans as Fans and not as consumers. However, we also know that not all Fans are the same. Different Fan Networks are made up of numerous Fan segments with different motivations, behaviours and consumption patterns. Understanding the differences between these segments is crucial if brands are to create more targeted campaigns which connect with the right Fans, in the right place, at the right time.
Unlike consumers, Fans are united by a shared love for their passion and form hyper-connected networks as a means of reinforcing their Fandom. This means that by feeding these networks with the right content brands can spread messages quicker, easier and more effectively. You just need to make sure you’re playing on the right Fan motivations and behaviours for the Fans you are looking to target.
Our Fanatic team work to gain an in depth understanding of how Fan-bases are made up and how brands can quickly gain access via the correct Fan channels with the right content. We will be keeping up to date with the fan insight shared at SXSW and feeding this into our thinking. For more info on how Fanatic & Ear to the Ground can help you connect with Fans, give us a call...