As anticipation grows for the upcoming summer season of world-class events, event organisers are asking themselves how they can captivate and retain the hearts of their passionate fanbase. In an era where the digital realm intertwines seamlessly with the physical experience, there are now more innovative methods for fan engagement, both at an event and beyond the live event itself, to attract and retain new and loyal fans.
In this article, we delve into the essential strategies and best tools that event organisers can leverage to increase fan engagement in 2024 and beyond. With data-driven insights and actionable tactics, we aim to equip you with the knowledge to keep you and your fans connected and to create a strong community that fans feel a valuable part of.
What is fan engagement?
Fan engagement, in the context of marketing and social media, refers to the measurement of the interaction, participation, and loyalty of the followers or supporters of a brand, celebrity, or online community towards its content or products. High fan engagement means that these people actively interact, like, share, comment, and engage positively with what you offer, which can have a significant impact on your brand awareness and success.
Fan engagement in the event industry refers to the strategies and activities that event organisers use to create meaningful interactions and connections between fans, attendees, and the event itself. Fan engagement is crucial for creating memorable experiences, fostering loyalty, and generating excitement around an event.
Strategies to Boost Fan Engagement
There are several digital and in-person strategies you can use to increase fan engagement:
- Create Compelling Content: Produce relevant and engaging content, such as videos, articles, interviews, and regular updates on social media. Behind-the-scenes content works very well to keep engagement up between live events.
- Interact with Fans: Respond to fan comments and messages on social networks, organise live Q&A sessions or online chat sessions. Creating this two-way communication is essential to building engagement.
- In-Person Events: Organise events, autograph sessions, meetings with players, artists, or key people, and fan meetings to strengthen ties.
- Surveys: Send surveys to collect information and improve fan satisfaction after an event.
- Loyalty Programs: Set up loyalty initiatives that reward regular supporters with special benefits, such as discounts or exclusive access.
- Use of Technology: Mobile ticketing solutions can make it easier to manage fan interactions, collect behavioral data, and personalise the experience.
Enhancing Fan Engagement with Advanced Tools
With so many fan engagement apps, software and digital tools available, it can be hard to work out which ones are best for you. To help you navigate this, we’ve compiled this list of some of our favorite fan engagement tools:
- CRM (Customer Relationship Management) systems and data analysis: Utilise these platforms to analyse your audience using built-in reports and engage them with personalised marketing campaigns. Top tools for this purpose include Salesforce, Delight Data, SAM by SECUTIX, Arenametrix, Activity Stream, PIMS, Easy Connect, and Kulturplanner.
- Inclusivity and accessibility: Ensure the online customer journey is as inclusive and seamless as possible with tools such as ReciteMe, the accessibility software provider.
- Loyalty programs: Once you have created a fan community, provide them with rewards and benefits. Tools like Rewards4 help collect data, provide rewards for fans, and deliver valuable insights.
- Mobile Ticketing Solutions: By offering fans digital assets to their favourite events, event organisers can cultivate a devoted and robust community. They can also give discounts to their most loyal fans, as exemplified by SECUTIX’s secure mobile ticket solution, TIXNGO.
When it comes to increasing fan engagement, the choice of the most suitable app depends on the type of event and the specific requirements of the event team or organisation. However, applications such as TIXNGO can work across all types of events, right up to large-scale, multi-venue ones. The solution can support personalised fan experiences, successfully deliver digital tickets in a secure way, reduce the environmental footprint, facilitate easy ticket transfers among fans, collect valuable data on fan preferences, and foster interactions before, during, and after events.
Investing in an engaged fanbase is key to any future success of an event organisation. It nurtures fan loyalty. Organisers can use the data to get closer to their fans and deliver a better customer journey and from a commercial perspective, it opens up better revenue opportunities. An engaged fanbase can be commercialised for ticketing, sponsorship, broadcast and merchandise sales.
But arguably, the number one reason why you should prioritize fan engagement is because ultimately, it’s the audience that makes the live event experience so very special
Take action now!
Experience the power of the SECUTIX ticketing platform, offering seamless integration with a suite of versatile tools. Our esteemed clients have witnessed remarkable growth, with revenue surging by up to 30% and lead generation soaring by an impressive 149%, all attributed to our robust fan engagement solutions. Reach out to us today to embark on a journey of elevating your fan engagement strategies, ensuring unparalleled success for your events.
