This document analyzes different customer segments for concert ticket purchases. It identifies three key segments: Omniscient Trendys, who enjoy social interaction at concerts and are open to new music; Private Enthusiasts, who are passionate about music and rely heavily on reviews; and Tag-Alongers, who attend concerts socially but are not deeply passionate about music. The document illustrates the different influences and stages from awareness to purchase for each segment. It also analyzes their social media behaviors and provides suggestions for how brands can target each segment, such as connecting Private Enthusiasts through local enthusiast communities.

1. Lennart
Fleschhut
Costumer Decision Journey
Ecosystem - Ticket Purchase

2. Omniscient Trendys
“I love the crowd at concerts, every artist creates a
different atmosphere.”
- spends small amount of time at home, mostly around
people, enjoys interaction,
sorrounds him/herself with interesting people
-seeking for live experience
-0-2 concerts a month, big artists, as well as
underground/local artists
-highly active in social media: shares content on
Tumblr, Twitter and Instagram for high amount of
followers, possibly Influencer
-likely to try new bands, recommended by close
on and offline connections
Segments
Privat Enthusiasts
“You can’t tell the greatness of a band, before you
saw them on stage.”
- enjoys to intensely go after hobbies: cooking, music,
reading
-actively blogs about hobbies, shares them with friends and
Web
- selects concerts of bands he/she is absolutely
familiar with, through reviews(Blogs, Magazines)
-active in Social Media for social use (Facebook, Instagram)
and for interacting in online communities
(Tumblr, Pinterest, Soundcloud)
- needs firm opinion about band, unlikely to randomly
visit concerts
Tag-Alongers:
“Other people are much better informed than
I am and I get to have a great time.”
-enjoys to be around all kinds of people, likes to try new
music, food, places
-might visit several concerts a month and then
not visit a single one for several months
- uses social media for personal reasons, shares
everyday life things on Facebook, Twitter,
Instagram - rather entertaining things for friends,
hardly other followers
-not necessarily a music enthusiast, tries various kinds
of music and different venues, BUT doesn’t follow blindly

3. Influences Omniscient
Trendys
Triggers:Twitter-Feed, Word-to-Mouth, Venue-Newsletter, Poster
Purchase
Social Interaction
research
other factors
online
circles
magazine
reviews
Blog
reviews
venue
place
Ticket
Price
existing
show
videos
support
act
attendance
simplicity
ticket
purchase
Advertising
date
artist
famefriend
recommen
dation
facebook
invitation
coincidental
events
The graphic illustrates the different
influences from the Trigger moment,
until the purchase of the ticket.
Some influences grow in impor-
tance, others shrink.
Size stands for importance of a
certain influence.
Some influences completely fade
within this time period of time.

4. Triggers: Venue-Newsletter, aimed Research
Purchase
Social Interaction
research
other factors
online
circles
magazine
reviews
Blog
reviews
venue
place
Ticket
Price
existing
show
videos
support
act
attendance
simplicity
ticket
purchase
Advertising
date
artist
famefriend
recommen
dation
facebook
invitation
coincidental
events
Influences Private
Enthusiasts
The graphic illustrates the different
influences from the Trigger moment,
until the purchase of the ticket.
Some influences grow in impor-
tance, others shrink.
Size stands for importance of a
certain influence.
Some influences completely fade
within this time period of time.

5. Influences Tag-Alongers
Triggers: Word-to-Mouth (on- and offline)
Purchase
Social Interaction
research
other factors
online
circles
magazine
reviews
Blog
reviews
venue
place
Ticket
Price
existing
show
videos
support
act
attendance
simplicity
ticket
purchase
Advertising
date
artist
famefriend
recommen
dation
facebook
invitation
coincidental
events
The graphic illustrates the different
influences from the Trigger moment,
until the purchase of the ticket.
Some influences grow in impor-
tance, others shrink.
Size stands for importance of a
certain influence.
Some influences completely fade
within this time period of time.

6. Stages
IntensityIntensity
Time
Time
Spark
Concert
Concert
Legend
Research
Ticket Purchased
Ticket Purchased
Evaluation
From decision
till purchase
Post-Purchase/
Pre-Concert
Follow-Up
Omniscient Trendys
Tag-Alongers
Intensity
Time Concert
Research
Evaluation
From decision
till purchase
Post-Purchase/
Pre-Concert
Follow-Up
Ticket Purchased
Private Enthusiasts
Research
Evaluation
From decision
till purchase
Post-Purchase/
Pre-Concert
Follow-Up
This graphic illustrates the different stages from the moment of spark until following up after the concert.
The stages vary in intensity, as well as in length.

7. Social Media Behavior
likely
likely
+
-
Yelp etc.InstagramTwitterFacebook Tumblr, Blogspot
Artist/Venue/GroupPicture
Artist/Stage
Selfie/GroupPicture
Omniscient Trendys Private Enthusiasts Tag-Alongers
Retweet Concert
Announcement
who else is going?
“attend”FB event
“Like”Band
Post Ticket Picture
Post Song/Video
from Artist/Band
Invite people
to“attend”Event
Simplicity of Purchase
Simplicity of Purchase
Post:
“Concert Time”
Comment
on
Audience
Comment
on
Audience
Live-Feed
Performance
Live-Feed
Performance
Post Picture
or Video
opinion on
performance/
complement
artist/
like, follow
artist
opinion on
performance/
show disappointment/
un-like, un-follow
artist
extended
review
extended
review
ConcertPurchaseSpark
This graphic illustrates the use of certain social platforms used by the different segments. It depicts the
time of use, the likelyness and the kind of use.

8. Observations & Suggestions
As different influences are of higher and lower importance for the segments, there are chances for brands to push all of them in various
ways towards a purchase.
Private Enthusiasts:
Observation: This segment relies heavily on feedback they have from the reviews and their focus is mainly on the music aspect.
Although it is still of some importance to have some company.
Suggestion: Push the social aspect of a concert visit and create a chance to connect with other local enthusiasts within a community.
This can be achieved, by using the trend of new social networks.
Omniscient Trendys
Observation: The omnisicient Trendys enjoy attending a concert to meet their friends under the circumstance of a concert. This brings
them back frequently to specific venues.
Suggestion: Interact with the segment on a personal and casual level. Get them to connect with the venues personally.
Tag-Alongers
Observation: The Tag-Alongers are not very connected to venues or artists. At the same time though, they are the ones that get very
active on social media, during the CDJ.
Suggestion: Create a better system to follow up with this segment and keep interacting with them on social media to make their
purchase less dependant on the initiater.

9. The
End
Ig: @Lernhart
lennart.fleschhut@gmail.com
fromgermanytosfandbeyond.tumblr.com