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‘You never forget the experience of a live music event’: The crucial role live music plays in brand loyalty

A new study has showed that 75% of people are more likely to sign up for a new brand loyalty program offering live music perks, with discounted tickets the most sought-after, along with “comfort” VIP services at the event.

This is according to Live Nation Entertainment’s latest Fan Insights Study ‘Driving Loyalty’, which shows the live music sector’s crucial role in building brand loyalty.

Australia and New Zealand significantly over-indexed loyalty memberships, the study finds: currently 91% are members of a retail loyalty program, followed by 59% in fast food.

Live Nation is reporting record ticket sales for 2022-2023, so it’s not surprising that, for music fans aged 18-54, 75% of people are likely to sign up for a new brand loyalty program offering live music perks, with discounted tickets the most sought-after, along with “comfort” VIP services at the event.

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Half of those surveyed would likely switch to a new loyalty program just for live music perks, saying that it makes a brand “feel more innovative and relevant to their lifestyle”.

“Live music has the power to generate emotion and consumer passion like nothing else, and there’s an incredible halo effect for brands that include live music perks in their loyalty programs,” explains Frances Deighton, strategy lead at Live Nation.

“You never forget the experience of a live music event, and based on survey responses, this includes the brands that help bring these events to life.”

The study bears this out: globally, 67% of music fans claim that live music events are home to some of their most memorable moments.

“Maintaining relevance will be key for brands in 2024,” points out Kristy Rosser, SVP marketing solutions and client services for Live Nation ANZ.

“Ensuring the right customer needs are consistently met will magnify a brand’s perceived value. Introducing music perks into a loyalty program is a surefire way to boost engagement and retention with customers and with so many epic live music experiences coming up in 2024, there’s never been a better time to reach new audiences.”


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