Normal Fans vs. Extreme Fans
Is Music Paying Too Much Attention To Uber-Fans?
A new Kelly Research survey that takes a look at nermal fans vs. extreme fans of radio may also provide a glimpse at all branches of fandom including music. Based on a 300 person nationwide survey of music radio listeners, 96% are "Normal" and just 4% are "Extreme" fans.
Normal fans can be very heavy radio users, but rarely visit the station's websites. Extreme fans are more likely website visitors, contest players, Twitter and Facebook followers. "Computers, Internet and mobile devices may have changed the communication devices used by the Extreme Fans, but they appear to be the same vocal minority that jammed radio request lines in the '80s," Tom Kelly explained.
What lessons might be learned by the music industry?
Having 1000 true fans is a great place to start. But while active street team members and $250 premium package buyers deserve special attention, the "normal" fans deserve the attention of music marketers as well. After all, if the radio survey stats transfer, they outnumber "extremes" 25 to 1.
For these fans, convenience (available when and where they want) and price matter. Value-added products may also motivate an otherwise lost sale from a "normal". But normals are also more fickle - moving from artist to artist and favorite song to favorite song much more quickly.
Free sampling followed a wide variety of changing products that range from inexpensive to premium may be the industry's only hope to capture the financial support of more music fans. From a 99 cents ringtone impulse purchase to colored vinyl all the way through signed limited platinum editions, all deserve a place on the virtual self.