Case Study – Gig Town Music
This week you are doing the case study on Gig Town in Chapter 4. The questions are:
- What 2 market segments are GigTown Music needing to reach? What promotional elements do you see that they are using to reach those two segments?
- Take a look at the GigTown profiles on social media, including links listed in the case. What else could they be doing with their app to drive more traffic and music, and to grow in more cities?
- What other industries do you see a gap between the supply and demand, where a mobile app could be used to connect the audiences, similar to GigTown?
Filling the silence between the supply (musicians) and the demand(music lovers)
Have you ever wanted to book a live band to play at your event? The event could be an event in your neighborhood, a party, a wedding or special occasion you’re planning. Where do you start looking for a band? You can post your gig and have the available artists come to you based on your price range.
This video can help you understand the GigTown Music
https://www.youtube.com/watch?v=OJg7H7Ssbog This is the link for the Video
GigTown is a place to start your search. If you want to book a band, or you’re are a band that wants to perform, you post your question or your availability on GigTown to get started. GigTown connects local musicians, venues and fans in order to create great music. The mobile app allows users to listen to local artists’ original songs, see where they’re playing tonight, and go see them via the map.
You can discover the latest and greatest artist from your hometown. They are in San Diego, Los Angeles, Seattle, Nashville and Austin, so far, connecting music fans, venues and local artist through the free app.
Andy Altman started with a $3 Million investment from his dad, an executive from Qualcomm, one of the leaders in mobile technology.
Andy Saw an opportunity between the supply of music and those who play for a living, and those who want to listen to local bands. He was able to find ways to help those in need to book a cover band to play at your wedding. Or to book a band to play after the concert you saw. It also fills the space for local musicians to get heard, through samples of their music.
1. What 2 market segments are GigTown Music needing to reach? What promotional elements do you see that they are using to reach those two segments?
The two market segments which Gig Town needs to reach include the Demographic and Psychological segment. The demographic market segment focuses mostly on how is the customer of the Gig town. As per this company is type of B2C which mainly include the demographic traits like education, occupation, age, income, family status and occupation. This type of market segmentation is used within Gig Town to determine the main audience in which the company is targeting and all the information one needs to gain about the main census. The psychological market segment aims on separating the audience based on the individual’s personalities. the main different traits within this market segment include the interests, values, attitudes and lifestyle in which different people portray. When Gig Town forming their market approach, they have ensured that they should not miss the perspective audience value by missing this market segment.
The promotional elements in which the Gig Town have used to meet these two market segments is by providing a platform in which they meet the requirements of the audience. They have offered a platform in which they can book people their favorite musicians but using clients’ phones meaning that they have cleared the demographic segment. This will be easy for the customers to select their best musicians based on their behavior, age income and so many other factors. Through online market and the ability of the customer to select what’s he best for them, will help in ensuring that demographic and psychological market segments are covered successfully.
2. Take a look at the GigTown profiles on social media, including links listed in the case. What else could they be doing with their app to drive more traffic and music, and to grow in more cities?
For Gig Town to drive more traffic within their app, they must first engage themselves in building a strong relationship for each of their network. that will help the customers who are readily available and love music to nurture the people who are going through the purchasing process and advertising for the company more. Also, they should inspire the audience with the visuals as the firm impressions are very essential to the music app and visuals help many people to make decisions. Another thing the company should od is to master their social media pages to know what the audience needs and the music they need. Through social media, they will also get the reviews on what they can do next to promote their music app. Lastly, they can bring more traffic to the app by making the content shareable and mobile friendly (Alex, 2016). Within this mobile age, many people are using their phones to do everything thus making the music shareable to others can bring more traffic in to the app. When the app has more traffic, it means that many people visit the app and they can have more potential customers.
3. What other industries do you see a gap between the supply and demand, where a mobile app could be used to connect the audiences, similar to GigTown?
Another industry which needs the mobile app because of the gap between the demand and supply is the eCommerce and fashion industry. Within the fashion industry, there are so many brands s which refurbish and update their collection of clothes, accessories and shoes more. That means that if the industries use the mobile apps to give the latest information about their information and products to their customers, they can gain more traffic. Within the app, the customers can a, so share the new fashions to their customers, order online and also choose what they need freely without even going to local store for shopping (Anurag, 2020). By using the app and online shopping for the fashions allows the ecommerce industries to supply the goods description and upload the images in order to persuade and convince the buyers online.
Alex, Y. (2016, June 14). 6 Ways to Immediately Boost Your Social Media Traffic. Retrieved from Sprout Blog: https://sproutsocial.com/insights/social-media-traffic/
Anurag. (2020, April 13). 10 industries that must be on mobile apps. Retrieved from newgenapps.com: https://www.newgenapps.com/blogs/10-industries-that-must-be-on-mobile-apps-2/amp/