Building a Festival-goer Membership Club for a Music Festival. 

Music festival organisers strive to create customer loyalty for thier events, and the creation of a membership club can contribute greatly towards this as well as increasing fan engagement. How can festival organisers go about creating a membership club for festival-goers if they have not done this before and have no experience of setting up a scheme.

Creating a well-structured festival membership club builds fan loyalty and helps to drive a community spirit and member engagement. It creates additional revenue generating opportunities and members often become loyal brand advocates for the festival too. What are the logical steps involved in creation of a membership club for a music festival? 

Offers and Tiers. 
Everyone has a different budget when it comes to considering joining a potential membership club, so it is sensible to offer a variety of options. A member programme that is tiered is a good way to differentiate this with perhaps a free or low-cost basic tier along with a mid and premium tier. The benefits available with each tier will reflect the membership fees payable. Recruitment into a membership club can be made with social media campaigns and on the festival site. Incentivised time limited joining offers can help with recruitment and a new members joining pack can include merchandise and other goodies to increase new sign ups. 

Member Benefits Packages. 
Organisers can mix and match a whole host of different benefits to members depending on the tier package selected. This can include access to early bird discounted tickets and exclusive access to a member only online forum. At the higher tiered level members can get access to VIP offers, meet and greets and access all area passes. At the premium membership level organisers can offer priority camping, parking and entrance for example. On site an exclusive members only covered lounge tent with discounted food and drinks and a relaxation area can make members feel special. 

Member Administration. 
Organisers will need someone internally to be responsible for any club membership programme including recruitment, member help and management of offers and promotions. Having a members only online forum can be great for members to exchange ideas and arrange meet ups but this needs monitoring to keep any discussions on topic. These forums can be great for obtaining feedback and asking members about potential line-ups and other festival related topics. Holding all the details of club members can be a great way to analyse data and demographics for these loyal fans. This can help in building ideal customer profiles for future marketing campaigns to both sell tickets and recruit new members. 

A music festival membership club provides an opportunity to build a loyal core group of advocates for the festival. This can help secure the future of a music festival brand safe in the knowledge that they have a guaranteed level of ticket sales every year. 

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering. 

Image by TheDigitalArtist via Pixabay

<< Back to articles