Jeff Fromm Want to strike a chord with the coveted Millennial generation? Connect with them at music festivals this summer. However, you might not expect to see large groups of festivalgoers congregated around brand activations.
Paul Bernhardt Getty Images. Music festivals are a great place to reach millennials, but don't make these common mistakes, says Alan Sartirana. More Summer may be winding down but the music-festival season is just getting started.
These events can attract 50, attendees or more from all over the country.
Of course, selling to these audiences is not as easy as it used to be. Putting a banner behind a stage when you're playing to millennial consumers just won't cut it.
These concert-goers have seen it all and expect a unique and totally authentic experience. Just because a festival exists, doesn't mean your brand should have a presence there. As someone who has spent countless hours walking the grounds of these events, both as a fan and as a marketer, I've been amazed by the number of brands that simply don't belong.
Festival sponsorships are pricey, yet these companies got little for their marketing dollars. In fact, their presence was mocked by music fans and the media.
Even worse was the much-maligned Doritos stage—a monstrosity that forced musicians to perform in front of a giant vending machine. It's key to understand what the festivals are, and who attends. While mostly geared towards millennials, these days, event organizers are booking acts that tend to appeal to a broader audience, from the emerging indie bands to older, established acts like Elton John and Metallica.
This goes beyond the traditional demographic, but as fans of the music they have shared values and interests. It's a discerning crowd that's repelled by in-your-face messaging. While not necessarily anti-brand, they are pro-authenticity.
A brand can't simply buy its way into a festival and expect people to line up, especially in an environment where they are being barraged all day with different images, sounds and tastes.
Companies that want to be remembered need to create an experience that stands out and enhances the enjoyment of the festival fan, whether that's by creating a comfortable lounge for weary concertgoers Jack Daniels, Fat Boyor places to plug in and recharge a cell phone Samsung: Toyota Tokyo Stock Exchange: T-JPwhich will have presence at Voodoo, Nocturnal and Life is Beautiful, is a client of ours and we worked with the car maker on its festival branding.
It will have a music tent curated by Spin magazine that includes some of the more sought-after emerging acts and brand placements — as well as a few car models.
It is essentially creating an additional branded stage. It's partnering with VH1's "Save the Music" fundraiser and encouraging music fans and musicians to write about what music means to them. For every social post using the hashtag toyotagiving, it's contributing a dollar to the cause — engaging participants and staying in the conversation outside the festival grounds.
Sponsors at the "Life is Beautiful" festival in Las Vegas in September are getting especially creative and interactive. Dos Equis is setting up a lounge and beer garden complete with mist walkers, aerialist performances, stilt walkers, a drum circle, a photo booth and graffiti art.The main target of this paper is to illustrate in depth the impact of brand sponsorship on a music festival (Latitude Festival ).
Brand awareness, sponsor event fit, attitude towards the sponsor, fan involvement and purchasing intentions will be the variables that will help us define the effectiveness of music sponsorship. Part I: Understanding the Basics of Sponsorships Sponsorships, as defined by IEG, the global authority on sponsorship, are cash or in-kind fees paid to a property, such as a sports, entertainment or non-profit event, in return for access to the exploitable commercial potential associated with that property.
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. Second, there's evidence that beliefs about government can have a significant influence on a person's political interest. People who believe that government is attentive to public opinion and. It was only a few decades ago that ‘event tourism’ as a phenomenon became established as a recognisable term within the tourism industry and research community, so that subsequent growth of this sector can only be described as spectacular.