(UPDATED) We've been asking industry types in Austin, "What are some of the creative uses of social media and/or technology that you have seen recently that made you think, ' Wow that was a good idea?' " Morgan Stewart of ExactTarget answered:
"There is a lot of promise in text initiated email list sign up. It could be argued that the survival of an artist completely depends on their ability to grow their email list. It also is a challenging thing to do for several reason from the artist not wanting to seem desperate and verbally beg for people to sign up, to simple challenges like getting fans at the show to know where the sign up is located and committing the energy to do it. Even if they commit, there can be issues of illegible email addresses.
Text initiated email list sign up can alleviate all those problems...
An example would be when a band prior to a show makes an announcement (or has info posted or distributes flyers upon entrance to the show) that 20 lucky winners will be brought back stage for a meet n greet/ reception with free refreshments. All the fan has to do is text their email address to xxxxx and during the break they pick winners.
This gets lots of people signing up in a low effort way (obviously you would also disclose that you automatically are signing up for the bands news list as well.) You could use merch bundles as incentives also.
- Morgan Stewart - Director of Research & Strategy @ ExactTarget.
