Live Nation Entertainment’s global study “Driving Loyalty” has stated that Australia and New Zealand have some of the most engaged consumer groups in the world in terms of brand loyalty programmes.
The research collected responses from individuals aged between 18 and 54, and explored live music’s impact in bolstering brand loyalty among consumers.
It found that 75% of Australians and New Zealanders would enrol in a brand loyalty programme that offered live music bonuses ahead of fast food, clothing, and travel perks.
A total of 77% of the respondents indicated that they felt valued by companies when enrolled in a loyalty programme, with 94% perceiving such programmes as money-saving endeavours.
“Live music has the power to generate emotion and consumer passion like nothing else, and there’s an incredible halo effect for brands that include live music perks in their loyalty programs,” said strategy lead at Live Nation Entertainment Frances Deighton.
“You never forget the experience of a live music event, and based on survey responses, this includes the brands that help bring these events to life.”
Globally, 67% said that live music events were the source of some of their most memorable moments. Two-thirds connected their emotions to the brands, products, and services that they interacted with at an event.
The figures have led to a call to companies to invest more into their offerings for fans.
“Maintaining relevance will be key for brands in 2024, and ensuring the right customer needs are consistently met will magnify a brand’s perceived value,” said senior vice-president of marketing solutions and client services for Live Nation ANZ Kristy Rosser.
“Introducing music perks into a loyalty program is a surefire way to boost customer engagement and retention. With so many epic live music experiences coming up in 2024, there’s never been a better time to engage customers with music.”