Glasgow’s abuzz just now with Celtic types (for once not the footballers) for the Celtic Connections festival, the January event which sees multiple folk and Celtic bands play across the city (and Mcintosh Ross just did a great cover of Sunshine on Leith on BBC Scotland) but the one area it’s let itself down a little is with digital PR and social media outreach.
Don’t get me wrong, the Facebook fan page has done well, pulling in nearly 5,000 fans (remember, Celtic Connections is fairly niche) and there’s some good feedback from the fans there, but elsewhere there’s a bunch of missed opportunities:
Now I can understand the lack of use of something like Foursquare but the one thing that really struck me about all of this was the wasted opportunity in the official brochure. There’s pages for each act but at the bottom, there’s no link to official websites or even better YouTube clips – all hosted on a Celtic Connections site – giving you a chance to quickly go and see what each act looks or sounds like. They could even have put in QR code or barcodes for phone owners to scan and save them typing.
Now I know some people will be thinking ‘well, hang on, you can just go and google that stuff’ but that’s missing the point: in 2010 you need to do everything to keep the customer with you. Make life easy for them, don’t give them obstacles, give them entertainment and solutions.
Compare and contrast: Get the brochure handed to me, flick through it, see an act that I might like, then have to google them to try and find out what their music sounds like, download it, listen to it, then find a website that lets me book the tickets.
Guy hands me a brochure, also tells me there’s an app for the festival. With one click I download the app, scan through it, see a link I like, just press a button, like what I hear, press the other button that says ‘book tickets’ and I’m done with just one or two clicks and not a keyboard-typing intensive process (remember, the longer you are typing, the more likely you are to make a mistake or get fed up/distracted and not complete the sale).
Or the guy gives me a brochure, I see a barcode/QR that my phone can scan. Scans it and takes me to a site with audio/video. Again, no clicks and I’ve got what I need.
It might seem like a minor thing, but I’ve heard from at least half a dozen people that they got the brochure and were going to flip through it later but when they wanted it, they had left it on the bus or in a cafe. An app is always on your phone or more to the point, people may have been more likely to scan for tix when sitting down having a coffee.
Sometimes it doesn’t have to be a big, expensive solution. Sometimes, just a little joined up thinking – in this case, even just a link – can make all the difference.