This Week's Herman Trend Alert

Marketing's Horizon

  The Herman Trend Alert

February 7, 2018

The Ultimate Music Fan Experience

Our author, Joyce Gioia, is always on the lookout for brilliant ideas. While writing her forthcoming book, Experience Rules: How Positive Experiences will drive Profit into the Future, she was listening to her favorite music by Jim Brickman on the music app Pandora. Then she heard his voice come on suggesting she visit his website for upcoming tour dates.

Much more to buy than just concert tickets
At the website, she found not only his cities and dates, but lots more. She was delighted to see that Brickman understands the value of giving (or rather selling) experiences to his fans. In fact, his website markets a variety of fun and informative experiences with Brickman. This Herman Trend Alert highlights a few of those many experiences.

Backstage Experience
The fan buying this experience practically feels like they are part of the crew, as they witness the team getting ready for the concert from sound check, enjoy a behind-the-scenes tour of the theater, and even have "the seat of honor" backstage in the wings---certainly a unique view of the show. At $250 USD it's a signature Brickman experience!

Pre- and Post-Show Meet and Greet
Before and after the show, Brickman spends time with selected fans at an exclusive pre- or post-show reception, complete with photos, autographs, and maybe even a surprise performance. During the fourth quarter, when these experiences are available, the cost is only $20USD.

Dinner and a concert with Jim Brickman
Fans of Brickman who have ever dreamed of dining with their favorite artist need dream no more. During the Holiday Tour on specific evenings, for only $200USD, one lucky Brickman fan may join him for dinner before his concert as Brickman's special guest.

The brains behind the brilliance
These special experiences are the innovations of Tim Moon, Brickman's Director of Consumer Experience. He tailors additional experiences to the demographic and psychographic profiles of the markets Brickman visits; in his own words, "One size does not fit all". Obviously, target marketing works.

A model for the future
Though we have heard of other fan opportunities, no artist that we know of, has provided such a variety of engaging experiences for his or her fans. We believe that other artists will follow suit with a range of the same or different experiences. Engaging fans at this deeper level not only creates raving fans, but also drives bottom line profit.

For more information, visit Our author Joyce Gioia will be talking about her new book on Brickman's Radio Show. soon; we will keep you posted.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

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