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Live Nation

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Live Nation
Is there a song or artist that you love to listen to? When that song/artist comes on the radio you can’t help but sing along; that familiar beat and those catchy lyrics bring back personal memories. It’s safe to say everyone at some point in his or her life was or is a “fan” of a particular song or artist. Live Nation’s goal and mission is to connect fans and artists. Anyone and everyone, from toddlers to grandparents and everything in between, people that enjoys listening, celebrating, and partaking in music can connect with Live Nation. Live Nation is meant to serve those fans. Live Nation’s customers are people that want to experience live music. Music fans are the crucial customers that allow Live Nation to be successful and thriving. Live Nation offers their consumers an opportunity to be apart of every aspect of the artist’s music journey. Live Nation recognizes that not every customer is the identical; they try to caterer to everyone’s needs, as their motto goes “Artist Powered, Fan Driven”. The company tries to make their services accessible to every fan. Live Nation’s mission statement is connecting fans and artists in everyway, shape, and form. Live Nation doesn’t just sell tickets they offer many other services. Their website offers merchandise, ticket deals, promotions, inside information on artists, and customer feedback to name some of the other amenities. Live Nation is eager to please customers; they want to get feedback to see what works for fans. The company has a Facebook page for fans and customers to share all kinds of musical experiences, which helps to grow customer lifetime value. They aren’t just interested in Live Nation experiences, on their Facebook they state, “This is a live music community for fans of all music genres. It's a place to share your favorite moments in music and hear about all things live music: artist news, upcoming shows, special ticket offers, exclusive videos, photos and amazing prizes”. Live Nation is truly trying to create an unforgettable music experience for customers. Live Nation’s main focuses are on concerts, merchandise, and music that can be bought online. They aren’t the first or only company to offer these amenities but they are well aware of their competition. To Live Nation any and every sport, culture, and/or music ticket venue is a competitor. In order to out perform their competition and provide better value for customers they strive to create fabulous experiences, great deals, and numerous outlets. Live Nation makes planning and purchasing music items easy and accessible, with one click of a mouse. “To succeed in a world where consumers now control the conversation, and where satisfied customers tell three friends while angry customers tell 3,000, companies absolutely must achieve credibility on every front”, Live Nation wants every customer satisfied so their next music experience will be with them (Blackshaw 11). Live Nation uses the market development strategy, “company growth by identifying and developing new market segments for current company products” (Armstrong Kotler 45). They are still targeting music fans with all their products but they are expanding their company. Now they don’t just focus on live music, they have created music festivals, as well as become a record label to some of the biggest music artists such as Madonna. Without music fans Live Nation wouldn’t be the company it is today. Their customers are very important to them. Live Nation is constantly listening to fans on different ways to connect fans with artists, “listening drives credibility in several important ways… the process of gathering open, honest feedback humanizes the company, forcing it to step off its corporate pedestal and truly connect with consumers on their level” (Blackshaw 28). Customers are key components to Live Nation’s business.

Bibliography

1. Blackshaw, Pete. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer Driven World. New York: Doubleday, 2008. Print.

2. Kotler, Philip, and Gary Armstrong. Principles of Marketing. Boston: Pearson Prentice Hall, 2012. Print.

3. Yellin, Emily. Your Call Is (not That) Important to Us: Customer Service and What It Reveals about Our World and Our Lives. New York: Free, 2009. Print.

4. "Live Nation - Info | Facebook." Welcome to Facebook - Log In, Sign Up or Learn More. Web. 24 Sept. 2011. <http://www.facebook.com/LiveNation?sk=info>.

5. "Live Nation | About Us." Concert Tickets and Concert Tour Dates | Official Live Nation Site. Web. 24 Sept. 2011. <http://www.livenation.com/h/about_us.html>.

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