In college, my roommate for my first two years was absolutely obsessed with “jam bands.” How obsessed? Do you know what set list Phish played on Halloween in 1997? Neither do I, but he sure did. I’m telling you, it was almost scary.
As for me, I’m more a fan of Dave Matthews than Phish, but I did develop a high level of appreciation for what these “jam bands” do on tour. When some musical “artists” are too focused on their dance moves to do anything but lip sync, these bands are going out there and giving their fans a different experience every. single. night. You could probably go to every stop on a tour and see a completely different show every night. And the fans? Well they eat it up.
Why?
The bands are producing dynamic experiences for their fans.
You never know what to expect next.
This is exactly the type of experience that brands should be aiming to provide. A static experience can make you a quick buck by cashing in on a fad which will be thrown away two months later. Long term success requires you to continuously search for ways to “spice it up” for your customers and deliver an ever-evolving experience through your product. Dynamic experiences keep your customers hanging around and encourage repeat purchases.
So, how can you create a dynamic user experience?
Product Upgrades/Enhancements - One option is to continuously provide the user with new features that actually add value to the user and enhance their experience. Some companies may choose to offer free upgrades, whereas others may charge a fee for product add-ons or upgrades.
Empower the User - Another option is to give the user the power to either create their own product upgrades (think open source) or to choose on their own how they want to use the product. A key aspect of this is that you must try to avoid placing too many legal restrictions that prevent them from doing this.
These were the two main methods I could think of, please add others in the comments section below!
What are some examples of dynamic user experiences?
iPod/iPhone – Apple has done a magnificent job of letting users create their own experiences on the device. First, you have the apps that are largely user-created and have completely changed the way the consumer uses the product. In fact, I’d argue that there are very few people who share the exact same user experience. Outside of the actual phone function (yes, it is still considered a phone), some use iPhones as a web browser, an organizational tool, a social networking device, an mp3 player, you name it. Apple also provides you with a very convenient way to add music, video, etc. which means that it can really never get old.
Twitter – The folks at Twitter have made VERY few attempts at providing their own product upgrades. Twitter lists are really the only recent addition that has enhanced the user experience in any way. The ever evolving user experience here is all thanks to the user. The users have the freedom to follow whoever they want and, as they follow new and different people, their experience never becomes “stale.”
Video Games – Okay, even if you’re not a gaming nerd like me, hear me out. As a kid, games got old pretty fast. You could only race through Super Mario so many times before you wanted to buy a new game. Recently, however, gaming companies have done a good job of preventing consumers from buying a game, playing it for a month, and then getting rid of it. First, online play has allowed for a very dynamic experience, since you could play it over and over again and the game play always changes based on the other players. Games have also gotten very deep into game upgrades and add-ons that you can purchase or download. Whether it’s new clothes for a character, a new weapon, a new song, or even new levels, companies have begun offering these as a way to get even more money from gamers enhance the experience of playing their games.
Really, all I’m saying is that your product can’t be stagnant. It has to always be evolving so that the consumer won’t lose interest.
So, what do you think? What are some examples of great dynamic user experiences that you’ve come across recently? How else can a company create a dynamic user experience? Sound off below in the comments!
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{ 17 comments… read them below or add one }
New, new, new- we've found that retailers and consumers always want something new! Even if you have just improved something, positioning it as new usually drives new business and gives you a reason to talk and engage with your customers or clients.
Dynamic Experience is a huge part of social media and it's becoming bigger in all forms of business communications. One thing we'll have to watch out for is over-complication. While some people wonder why Twitter hasn't had a ton of upgrades or add-ons, others are wondering why Twitter is getting so confusing with lists and retweeting. It's a delicate balance.
My best advice in the age of social media is to make sure you are listening to your audience. If they're getting tired of your product, amp it up. If they call for something new, give it to them. If they're confused, offer help.
I like the post, Mr. Adkins.
Thanks.
You got it, Kyle. I think half the people wouldn't even ask questions about how a product was “new” as long as the company advertised it that way. It's amazing that a simple upgrade to an iPhone that add's maybe 1% functionality can convince people to spend hundreds of dollars on an upgrade.
Great point, Scott. Listening to your customers and keeping tabs on both their gripes and praises is crucial to knowing when and how to pump out a new product or product upgrade. And, 99% of the time, your customers are talking, it's just a matter of whether or not you're putting in the effort to listen, or, even, *engage* with them. Imagine that!
Good post Jackie. As a small business owner and Phish-head, I agree 100%. And by the way, Phish did not play a show on Halloween '97, so there is no setlist to memorize!!
Hahaha, are you my roommate hiding behind the Rock-A-Belly name? I was wondering if any die hard fans would look it up or call me out on that, so thanks for keeping me accountable
Glad you enjoyed it and thanks for dropping by!
Texas Country > Dave Matthews > Jam Bands.
I think 'dynamic experiences' are integral to success today. Period. Not just with tangible brands, but also with personal brands. While I don't necessarily subscribe to this whole “personal branding” frenzy I do think it's important to keep your brand fresh by consistently growing and evolving, as opposed to becoming boring, generic, tired, etc.
Good stuff hombre.
Thanks for the comment, Ryan, that means a lot since I didn't write about Randy Rogers or the like
Bringing in personal brands is an interesting comparison. I can think of a few people who were once considered THE person in an area but, since they didn't freshen up their brand/content, they became obsolete. Always good advice to not get caught on your heels.
Pretty neat tie in to Phish!
I am a huge fan and also work in live event marketing. You hit the nail on the head. Phish is really a prime example of how to do it right. They sell out show after show with minimal advertising and barely any radio or video play. They are able to do so by constantly changing their shows and set lists and keeping their fans guessing!! It's a total live experience that can't be replicated in any other way.
They also have a different poster for every show at $50 bucks a pop that sell out in minutes at every venue – that is also a big money maker for them! People need something different to look forward too and when your favorite band can provide night after night – you've got success.
Another great thing they have done is stay on top of the technology trends. You can literally walk out of a Phish show with the show you just saw on a flash drive with unique art work for under $15. They know their fans well and understand that no one wants or cares about a CD anymore. The fans just want the music in a digital form so it can immediately go on the computer and in turn an Ipod or phone.
Great stuff!!
Thanks for some great added insight on what Phish is doing right! I knew the concert posters were big, but I didn't know they went for that much or that they were a big revenue driver for them, very interesting. The flash drive idea is also a great one. Everyone else is calling their lawyers trying to prevent people from getting their music, while Phish is making it easily accessible at a very reasonable price immediately.
Thanks again for stopping by!
Great post, Jackie! As a dedicated Phish phan, I feel lucky enough to have experienced the concerts and have witnessed and purchased the materials that the band keeps releasing for its phans. Something that came to mind while reading your post was that it is usually the dedicated and loyal followers that remain true to a product/item/brand, and not the ones who have been recently exposed to what ever is being sold. True that every starts out as a newb, but something clicks that first time and you immediately want more of the product.
To go back to Phish: they went through a period from December 2002-August 2004 when their product was not highly regarded by their phans. They “broke up” and many phans phelt (sorry for all the ph's) betrayed by the poor performances during these times…yet concerts were still sold out and merchandise was frequently purchased. The band publicly said that they did not want to take advantage of their phans and worked extremely hard to become a phenomenal band again and create great music in 2009.
Dedication and loyalty are great qualities to have in your consumers, but brands like iPod, Twitter, and Phish need to appreciate the consumers, because without them the brands wouldn't exist.
P.S. PHISH NERD ALERT: When I read your second sentence in this post I immediately thought, “Wait a minute..trick question! Phish didn't play a Halloween concert in 1997!” Again, great post! : )
Haha you're the second person to call me out on that. You phans sure do know you're stuff, I'll give you that! You do bring up a great point that if you can do everything in your power to develop passionate fans and give back to those fans, you're much more likely to still receive support from them during the tough times (whether it's a period of turmoil for your band or in an economic recession).
Fans/consumers love it when they feel like they're important, and not enough brands put enough effort into making each individual customer feel this way.
Thanks for stopping by, Rich and spreading some more Phish knowledge!
I went to college in Vermont, so jam band or Phish-head doesn't even begin to explain my roommate(s) or a lot of my friends in college. Maybe it's because Trey and the rest of the crew started in Burlington, Vermont and walk around Burlington all the time, ha!
I digress, you bring up such a good point. I have never seen such passionate fans for music before. They follow Phish to shows across the country without even thinking about it. From a marketing standpoint, I think companies and brands could learn a lot from Phish's style and your post!
The comments section alone says a lot for their loyal fans, as most either are or know someone who is a huge fan of the band. Most companies would kill to be able to say that about their brand. Thanks for stopping by and commenting, Grace!
I went to college in Vermont, so jam band or Phish-head doesn't even begin to explain my roommate(s) or a lot of my friends in college. Maybe it's because Trey and the rest of the crew started in Burlington, Vermont and walk around Burlington all the time, ha!
I digress, you bring up such a good point. I have never seen such passionate fans for music before. They follow Phish to shows across the country without even thinking about it. From a marketing standpoint, I think companies and brands could learn a lot from Phish's style and your post!
The comments section alone says a lot for their loyal fans, as most either are or know someone who is a huge fan of the band. Most companies would kill to be able to say that about their brand. Thanks for stopping by and commenting, Grace!
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