This is a follow on post from part one, but you don't need to read that first :)
My friend tells me Nine Inch Nails are touring, she saw it on an email, and instantly I want to go...
This is stage one, the epiphany
At this point what messaging did the seller use to signpost her to the event, does she know when it is, where they’re playing? she forwards me the email, is there a video clip, is it exciting, what can they do to raise my expectations, excite me and make this part of my journey so much more engaging.
Now I need to go, I want to hear them again...
I begin the hunt
I google “Nine Inch Nails tour” what do I find, who’s SEO is better, and when I get there, agency / venue / artist, again, what messaging do I encounter, do I get a standard “coming soon” screen on a venue site, or more, Is there engaging content, can I reserve a seat, can I pre purchase a ticket, or register my interest, I preordered my iPhone a month before, why can’t I here… is there an exclusive message from the band, an interactive flash game on the site, a concert app to download, a big countdown timer, even just some personalised, non-generic copy "hey there Rob, welcome back, are you going to book to see the new tour, would you like the same seats as last time?".
I wait a week, and on sale arrives...
Time for the capture.
Sat on the site an hour before, clicking refresh, what messages greet me here, is the site caring, how is the experience, is this a pleasurable part of my journey, does something keep me entertained while I wait, do I know my chances of getting a ticket, can I talk to my fellow fans, surely we’re all sat here together, all here in this shared experience, so surely we can all talk, it would certainly help pass the time, I’ve experienced the camaraderie in the queue for an apple product, where is that here. the clock strikes 9, am I in, what’s the flow, how easy is it, is the site excited for me, does it sense and respond to how important this moment is, and once I secure my place, does it congratulate me, share in my joy, can I share that moment with others, do I get bragging rights, can I shout out to my friends and family, to the others in the queue “I GOT MINE”
And now, a six month wait...
Who’s keeping me company, am I receiving updates, how is the tour going, how about the people attending, do I know who they are, have I got a forum to talk to, I wonder who bought tickets at the same time as me, do I know how to get there? is someone curating my experience, building the buzz, getting me excited, talking me into preordering some merch, my programme, are they excited for me?
And it’s here, the day of the show, the prize is in reach, do I wake up to an email congratulating me, or a recorded phone message from the band saying they’re looking forward to seeing me? Is the location preloaded into my phone and a reminder set, are the doors and support times loaded into my calendar? I get to the venue, does a push notification welcome me and the door staff, are they using iBeacon tracking to greet me by name, as I walk up to the merch stand do they also greet me by name and hand me my t-shirt, does the option to upgrade to the hospitality package appear on my phone as I walk past the restaurant. Have I loaded the concert app and am I peer to peer networked with everyone in the show, sharing photos, comments, ooh, Sarah sounds nice, I’ll arrange to buy her a drink from the concourse bar, I’ve got credit left in the app from my loyalty bonus, after all this is the 10th concert I’ve been to this year. the show starts, silence, no interruptions, it’s amazing.
After the show ends and the lights come up, the letdown begins, the euphoria starts to fade, but maybe keeping me up are the 30 new Facebook friends I’ve made just by dancing near them and is there still a buzz from the time I got to the front of the stage and tapped my phone on the marker that snapped a photo of me and shared my status and location, with the quote “I got to the front”, netting 20 likes! Have I got a personalised memento? Can I browse everyones photos, videos, soundbites, comments on the venue app?
All of this is possible today, and not that expensive, but are we engaging in this way, are we curating the end to end experience of our customers…
…or again, are we just selling tickets