LennartFleschhut

Costumer Decision JourneyEcosystem - Ticket Purchase

Omniscient Trendys

“I love the crowd at concerts, every artist creates adifferent atmosphere.”

- spends small amount of time at home, mostly aroundpeople, enjoys interaction,sorrounds him/herself with interesting people

-seeking for live experience

-0-2 concerts a month, big artists, as well asunderground/local artists

-highly active in social media: shares content onTumblr, Twitter and Instagram for high amount offollowers, possibly Influencer

-likely to try new bands, recommended by closeon and offline connections

Segments

Privat Enthusiasts

“You can’t tell the greatness of a band, before you saw them on stage.”

- enjoys to intensely go after hobbies: cooking, music,reading

-actively blogs about hobbies, shares them with friends and Web

- selects concerts of bands he/she is absolutely familiar with, through reviews(Blogs, Magazines)

-active in Social Media for social use (Facebook, Instagram) and for interacting in online communities(Tumblr, Pinterest, Soundcloud)

- needs firm opinion about band, unlikely to randomly visit concerts

Tag-Alongers:

“Other people are much better informed thanI am and I get to have a great time.”

-enjoys to be around all kinds of people, likes to try newmusic, food, places

-might visit several concerts a month and thennot visit a single one for several months

- uses social media for personal reasons, shareseveryday life things on Facebook, Twitter, Instagram - rather entertaining things for friends,hardly other followers

-not necessarily a music enthusiast, tries various kindsof music and different venues, BUT doesn’t follow blindly

Influences OmniscientTrendys

Triggers: Twitter-Feed, Word-to-Mouth, Venue-Newsletter, Poster

Purchase

Social Interaction

research

other factors

onlinecircles

magazine reviews

Blogreviews

venueplace

TicketPrice

existingshowvideos

supportact

attendance

simplicityticket purchase

Advertising

date

artist famefriend

recommendation

facebookinvitation

coincidentalevents

The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket.Some influences grow in impor-tance, others shrink.

Size stands for importance of a certain influence.

Some influences completely fade within this time period of time.

Triggers: Venue-Newsletter, aimed Research

Purchase

Social Interaction

research

other factors

onlinecircles

magazine reviews

Blogreviews

venueplace

TicketPrice

existingshowvideos

supportact

attendance

simplicityticket purchase

Advertising

date

artist famefriend

recommendation

facebookinvitation

coincidentalevents

Influences Private Enthusiasts

The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket.Some influences grow in impor-tance, others shrink.

Size stands for importance of a certain influence.

Some influences completely fade within this time period of time.

Influences Tag-Alongers

Triggers: Word-to-Mouth (on- and o�ine)

Purchase

Social Interaction

research

other factors

onlinecircles

magazine reviews

Blogreviews

venueplace

TicketPrice

existingshowvideos

supportact

attendance

simplicityticket purchase

Advertising

date

artist famefriend

recommendation

facebookinvitation

coincidentalevents

The graphic illustrates the different influences from the Trigger moment, until the purchase of the ticket.Some influences grow in impor-tance, others shrink.

Size stands for importance of a certain influence.

Some influences completely fade within this time period of time.

Stages

Inte

nsit

yIn

tens

ity

Time

Time

SparkConcert

Concert

Legend

Research

Ticket Purchased

Ticket Purchased

Evaluation

From decisiontill purchase

Post-Purchase/Pre-Concert

Follow-Up

Omniscient Trendys

Tag-Alongers

Inte

nsit

y

Time Concert

Research

Evaluation

From decisiontill purchase

Post-Purchase/Pre-Concert

Follow-Up

Ticket Purchased

Private Enthusiasts

Research

Evaluation

From decisiontill purchase

Post-Purchase/Pre-Concert

Follow-Up

This graphic illustrates the different stages from the moment of spark until following up after the concert.

The stages vary in intensity, as well as in length.

Social Media Behavior

likely

likely

+

-

Yelp etc.InstagramTwitterFacebook Tumblr, Blogspot

Artist/Venue/G

roup Picture

Artist/Stage

Selfi

e/G

roup

Pic

ture

Omniscient Trendys Private Enthusiasts Tag-Alongers

Retweet ConcertAnnouncement

who else is going?“attend” FB event

“Like” Band

Post Ticket PicturePost Song/Videofrom Artist/Band

Invite peopleto “attend” Event

Simplicity of Purchase

Simplicity of Purchase

Post:“Concert Time”

CommentonAudience

CommentonAudience

Live-FeedPerformance

Live-FeedPerformance

Post Pictureor Video

opinion onperformance/complementartist/like, follow artist

opinion onperformance/show disappointment/un-like, un-follow artist

extendedreview

extendedreview

ConcertPurchaseSpark

This graphic illustrates the use of certain social platforms used by the different segments. It depicts the

time of use, the likelyness and the kind of use.

Observations & Suggestions

As different influences are of higher and lower importance for the segments, there are chances for brands to push all of them in various ways towards a purchase.

Private Enthusiasts: Observation: This segment relies heavily on feedback they have from the reviews and their focus is mainly on the music aspect. Although it is still of some importance to have some company. Suggestion: Push the social aspect of a concert visit and create a chance to connect with other local enthusiasts within a community.This can be achieved, by using the trend of new social networks.

Omniscient TrendysObservation: The omnisicient Trendys enjoy attending a concert to meet their friends under the circumstance of a concert. This brings them back frequently to specific venues. Suggestion: Interact with the segment on a personal and casual level. Get them to connect with the venues personally.

Tag-AlongersObservation: The Tag-Alongers are not very connected to venues or artists. At the same time though, they are the ones that get very active on social media, during the CDJ. Suggestion: Create a better system to follow up with this segment and keep interacting with them on social media to make their purchase less dependant on the initiater.

TheEnd

Ig: @Lernhartlennart.fleschhut@gmail.comfromgermanytosfandbeyond.tumblr.com