It's not enough for idols to simply hold fan meetings or monitor fan cafes. They need to do more. Now there are more opportunities for fans to directly meet with their favorite singers, and artists are taking feedback from fans and using their suggestions for new albums. If need be, singers will buy their fans food, or take care of their complaints. If we take a look at the fierce music market competition, it becomes obvious why idols are so actively pursuing their fans. In February alone B.A.P, BTOB, BTS, Boys Republic, SPEED, and C-Clown had their comebacks. That's why they have to cater to their fans. The 2014 idol star's fan marketing tactics have evolved to have even closer contact with their fans.

We're living in an age where fan and star have direct phone conversations with one another. If they take the number 1 win on a music ranking program, it's almost expected that they will buy their fans a meal. Stars are climbing higher and higher, but they've narrowed the distance between them and their fans. The best way for idols to stay alive among the fierce music competition is to keep their fans close. That's how idols can protect their fandoms.

Idol group C-Clown recently had their comeback and held events to eradicate school violence. They came back with the song "Justice," and are currently holding a telephone event on their official Facebook page and SNS "010 8810 6615." If fans call this number, C-Clown will pick up and give advice for any worries fans might have. If C-Clown is working, then a company rep, manager, or even composer Shinsadong Tiger will pick up. A rep from C-Clown's agency Yedang Entertainment stated, "Fans are sharing various troubles and personal problem. It's hard to handle, but we're trying to do it happily. When it's difficult to respond right away, we try to reply at least with a KaTalk message."

Girl's Day is especially known for taking good care of their fans and keeping them close. Since their debut they've held various events with their fans, including flash mobs, free hugs, and guerrilla concerts. During their "Something" activities, the group bought their fans lunch after they had their number 1 win. Last month they invited 300 fans to a fan meeting and ate lunch with them. Fans were busy to take photos of the girls eating. They presented their trays to the members and requested for more. This event was introduced on their official fan site, which sold out in the blink of an eye. Although it wasn't a cheap event at approximately 20 thousand dollars, one could claim that the effect is worth much more than that.

A rep from Dream Team Entertainment stated, "They try to have as much physical contact with their fans as possible. They eat and talk with their fans, and think of it as repaying them for their support. Before stars were too high up in the sky, and fans were only able to watch them from afar, but now stars are closer than ever. Fans believe they should be able to directly communicate and spend time with the stars." Girl's Day's fan cafe has gained over 10,000 members with their recent song activities.

Idol reality programs, which had slowed down, are making a comeback. Mnet featured pre-debut idol group WINNER's everyday lives through "WINNER TV". INFINITE's "This Is Infinite" is currently being broadcast. MBC Every1 is airing "EXO's Showtime". Even world star Rain had his comeback reality program on Mnet called "Rain Effect". One agency rep commented, "It has a huge effect. Showing the members' everyday lives really builds familiarity with the fans. In cases where the stars might go missing from view because of world tours or military enlistments, they are able to restore their fandoms in a short period of time by appearing on reality programs."

Fan marketing is key for idols. Before the consumers were considered to be the public and the fans, but now marketing plans are proposing fandom targeting. Broadly speaking, the fans bring in the revenue. In the case of a male idol group, over 90% of concert ticket sales are made by members of their fan club. Profits can be determined on the basis of the fandom size.

A rep from a large marketing agency stated, "Fan marketing is empowering us. Sales are determined according to fandoms. In the past marketing plans were made to appeal to the public consumers, but recently the trend has shifted, and the focus is put on how to satisfy the fandom."

For one company the number of fan marketing employees has increased from 2 to 3 in the last year. In the past they were focused on fan meeting preparations, fan site management, and other related services, but now it's become very vast. The most important point is communication with fans. They have to monitor fan cafes and take heed to the fans' feedback. They even consider fans' opinions for new albums and upcoming plans. And the development of SNS and mobile communication has made managing such service a bigger responsibility.

Another agency has created a new time to deal with the fan community. They have a total of 4 employees, whose main task is to communicate with fans, on top of fan club event planning and operations.

One idol agency rep stated, "The big 3 companies each have different fan marketing tactics. SM Entertainment has excellent management of their fandom, and are noted for being fan-driven. YG Entertainment is known as a fan marketing expert. They have the tendency to meticulously manage their fandom. JYP Entertainment has just recently been introduced to fan marketing, and are currently committed to this new marketing style."