Fans have been here for centuries, but lately they seem to thrive in a world that needs them. What is a fan, though? In this session, Damla Kartal, a multi-passionate Entrepreneur, Podcast Host, and CMO, along with Marlies Hartendorf, QMusic’s Head of Content, puts the customers in the limelight, addressing the significant role they play, and the strategies that the industries can apply, in order to turn their listeners into faithful fans.
Fan is someone that not only listens to the radio programs but engages with them on a regular basis and lives the music played by them. They tend to come back every time and they truly adore the brand, the radio station or the social media platform they use. There is an intense emotional connection with it, a sense of community and loyalty in their actions, as well as a shared identity with the fellow fans. It has been observed that this specific kind of connection contributes to various types of developments within society in general and in industries in particular, such as social, technological, environmental, political, economic and legal development.
“Fans are the key in driving the business”, as Damla said, shaping in a way the behavior towards the customers on the part of the business. The benefits of their existence and contribution: on both sides of the coin, both for the business and the fans. It’s not only about sales, but the fact that a whole identity and community is shaped, with fashion, music, broadcasting and tech industries achieving it in a successful way.
“Consumers now have the power” both in a positive and a negative way. Nevertheless, by showcasing specific industries as ideal living examples, Damla mentioned that the “winners” in the field, that manage to balance that power and engage with a strong and faithful fandom, are characterized by a conscious acknowledgement of the competition existed in the field, technological innovation, personalized experiences, media consumption, communities and brand focus.
If you want to create a loyal fandom for your radio station, according to Marlies Hartendorf, it is essential to share passion, memorable experiences, loyalty and a sense of belonging, putting the listeners first and creating a multi-platform content strategy, so as to reach them more efficiently. Remember: “People won’t choose us; if we’re not authentic, trustworthy and consistent”!
image © Afroditi Zaggana
