FESTIVAL MARKETING and Why It's Worthwhile
Get your brand in the mix with music, film, food, lifestyle, and culture festivals
Align your brand with experiences people are passionate about
Engage desirable audiences on a large scale
Achieve notable, original, and participatory content social
Prove effectiveness via brand engagement, social, and sales metrics
What is the definition of festival marketing?
Festival marketing is a form of experiential, activated inside music, cultural, and celebratory festivals.
Activations at festivals often include brand tents, vehicles, activities, and Instagrammable installations typically within a 20' x 10' or 20' x 20' event space.
An ideal festival approach is to enhance a person's festival experience while achieving your marketing goals.
Festival marketing is an expensive endeavor as fees for prominent events can run upwards of $100,000 for a two or three day event.
The value of festival marketing is the access to a desired, often affluent, audience, on a large scale, plus it offers brand the ability to leverage their participation prior, during, and after the event.
The most prominent music festivals (e.g., Coachella, Bonnaroo, Lollapalooza, Govenors Ball, etc.) hashtags are searched by millions of people on Twitter, Instagram, and Facebook offering brands opportunity to get in the conversation with their widely viewed content.
Cultural and celebratory festivals (e.g., Pride, Essence, Art Basel Miami, SXSW, Taste of Chicago, etc.) offer brands opportunities to participate in non-music festivals that are near-and-dear to people.
With both it is essential to leverage your festival marketing with livestreams, influencer interactions, and creating one-of-a-kind content.
Top tier cities such as New York, Los Angeles, and Chicago often have two to three high-profile, nationally watched festivals, and dozens of regional mid-size music festivals.
ALT TERRAIN assists both agencies and companies with Festival Marketing ideas, planning, applications, build-outs, booth activities, staffing, transport, outfits, insurance, activation, management, and documenting for social.
Note that Festival Marketing often takes 3 to 6 months to create a strategy, select events, refine concepts for events, produce event elements, plus many festivals get booked-up months in advance.
Festivals are more than just big parties; they are the highlight of summer for many people and, in turn, offer brands an opportunity to be a part of their experience.
Turn up at festivals!