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FESTIVAL MARKETING and Why It's Rising

Get your brand in the mix with music, film, food, lifestyle, and culture festivals 

Align with cultures people are passionate about

Engage a desirable audience on a wide scale 

Capture fun, original, and participatory brand content 

Prove effectiveness via brand engagement, social, and sales metrics

 

What is the definition of festival marketing?

Festival marketing is an experiential activation at music, cultural, or celebratory festival. 

Festivals activations often include brand tents, vehicles, activities, and brand installations.

Event spaces typically range from 10' x 20' to a 20' x 20' event space.

A typical marketing approach is for brands to enhance a person's festival experience while achieving specific goals.

Festival marketing is an expensive endeavor as fees for prominent events can are upwards of $75,000 for a two or three-day event.

Festival marketing provides access to a desired, often affluent, audience on a large scale.

It also offers brands the right to promote their participation prior, during, and after the event.

The most prominent music festivals (e.g., Coachella, Bonnaroo, Lollapalooza, Governors Ball, etc.) hashtags are searched by millions of people on Instagram, offering your brand the opportunity to reach people globally.

Cultural and celebratory festivals (e.g., Essence, Art Basel Miami, SXSW, Taste of Chicago, etc.) offer brands opportunities to participate in events that are near-and-dear to people.

Livestreams, influencer interactions, and exclusive product releases are other ways brands leverage their festival marketing investment.

Top tier cities such as New York, Los Angeles, and Chicago often have three to five high-profile, nationally watched festivals, plus  regional respected mid-size music festivals. 

 

 

Festival Marketing Services

 

1.) Strategies to achieve your goals at festivals

2.) Ideas to attract and engage festival attendees

3.) Finding the best festivals for your brand

4.) Event asset design and fabrication

5.) Coordination with festival producers

6.) Staffing, outfitting, and swag production

7.) Transport, setup, activation, real-time reporting, postproduction, and assessment

 

  

Process

 

Engage ALT TERRAIN 3+ months before to your festival initiative (as events often get booked up way in advance, plus highly custom event assets often require several months to produce).

Share any ideas you'd like to bring to life, plus brand goals.

Receive a festival marketing recommendation within a week.

Start festival application process and event asset fabrication.

Staff, train, and prep your festival marketing team - from brand ambassadors to drivers to production assistants.

Activate have fun doing it! 

 

Conclusion

 

Festival marketing is a big endeavor - it take quite a bit of lead-time and investment.

In turn, be meticulous with your strategy, festival selection, event asset design, staffing, production and goal tracking. 

Festivals are a high-profile way for you to show up and engage desired audiences.

Moreover, it aligns your brand with music and culture people are passionate about.

 

Connect


We'd love to hear about your festival marketing ideas and goals, say hello!

 

 

Turn up your festival marketing!