What is DMB:
I have been using this app called DMB (Dave Matthews Band) Hub for a few months now. The app is designed to send push notifications directly to the user’s phone and apple watch. During the day, and well before a DMB show starts, the user receives a reminder about the concert for that night. As the concert starts and the band begins to play, the user gets another notification about the live song. As a DMB fan, I look forward to seeing a setlist build in real-time. And even though I am not at the concert, I know most songs well enough to hear the music playing in my head. This app was a brilliant idea to keep the brand in front of its audience, although they can’t be in person.
What are they doing right:
In addition to the live songs being sent to your apple watch, another great feature of this app is the previous show song list. From the app’s mobile view, you can look at the songs played from the entire concert tour. DMB fans get so excited to see their favorite songs performed that they will review the songs from recent shows to predict what DMB will play next. One can even participate in the “Setlist Game” within the app to see how close their predictions are to the actual setlist. These are all great features of the app. Still, it’s the convenient connection to the Apple Watch that was forward-thinking and allows for new ideas around expanding the possibilities for marketing on wearable devices. But we’ll get to that in a little bit.
Areas for Improvement:
Yes, I have few thoughts for improvement that would connect the user more deeply to the Apple Watch. Let’s take a look.
– Play music feature connected to the main phone app that allows you to play previous shows uploaded to the tour library. I see this as an interface that mimics Apple Podcasts. A primary menu allows you to scroll through the podcasts stored within your preferences of the podcasts app. The DMB Hub could easily be a listing of the previous shows that have recordings uploaded to the tour library. Then the user clicks the show to play the entire set. Super easy and no fidgeting with your phone.
– The band could use the app to send notifications when ticket sales open on a specific day for the upcoming tour. “Warehouse” members already get emails regarding when they can access concert pre-sales; however, members can get notified that much faster by sending the notification over the watch.
– Additionally, DMB sends emails to its fans to pre-purchase a poster for that show of the evening, and it will get shipped to them, so they don’t have to worry about carrying it around all night at the show. So many more people would receive this if this was pushed to the Apple Watch as well. They could add a feature to purchase the poster with a click on the watch.
Expanding this idea to other brands:
This idea got me thinking about how other brands could connect mobile marketing and wearable devices to meet their customers where they are, thus increasing brand advocacy and loyalty through the ease of one-tap purchasing. Let’s say that the Banana Republic develops an expansion of their mobile app to operate on wearable devices like the Apple Watch. They could send push notifications regarding a private sale and target their loyal customers. The Banana Republic could develop a shopping feature, where loyal customers might have their profile filled out with preferred sizing for clothing items and receive a notification that a new fall release is available. This notification could contain a picture of the clothing and the size that the user has stored in their profile. The notification could display a statement like “Our new cashmere sweaters have arrived. Would you like us to save you a Medium?” If the user likes the sweater, they can easily select yes, and the item is placed into their cart, where they can continue reviewing details about the item and/or complete the checkout on their mobile device. An alternative option they could explore is simply allowing the user to purchase the clothing item immediately from the watch. The user could be prompted to insta-buy the item by double-clicking the button on the side of the watch. And since the user had their preferred sizes and credit card on file, they can make that spontaneous purchasing decision and go back about their day with little interaction through another device.
As I mentioned, the expansion of wearable devices to target customers with mobile marketing campaigns is in such an early phase that we would need to experiment and see how we get the best customer engagement.