This has happened in recent years with music festivals, where spontaneity has given way to a parade of celebrities and comforts more appropriate to an urban event than a wild festival in the desert.
Here are some tips if you are considering sponsoring a music festival or carrying out some marketing action within the framework of these events.
If you're going to associate your brand with a music event, make it worth it.
As I will discuss in a good example of a festival-related brand, the brand should have “something to say” in this framework.
There would be little point in your brand attending one of these festivals if your target audience doesn't fit with the attendees.
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Although it is not within everyone's reach, companies know that these types of festivals attract many celebrities who are addicted to social media.
That's why they haven't wasted a second in adding them to their ranks.
This is the case of the Marriott hotel chain, which signed Emma Roberts, Vanessa Hudgens, and Bethany Mota for the last edition of the Coachella festival.
Event Marketing - Coachella & Marriott
3.- Create a space that serves as a frame
The era of banners with the company logo in XXL size is over.
Nowadays, visitors expect to see spaces where the brand's values are reflected.
Are you a cosmetics brand?
Create your own space like Sephora did or a Balinese bed like the one mentioned above by Marriot.
Anything but a tarp!
An example of an event with background music - Sephora
80% of Coachella festival-goers bought something to wear to the event, and 55% of them preferred to buy from a brand they had interacted with at the event.
Logically, marketing actions for events both before and during the festival are an excellent opportunity for brands.
One of the companies that put in the most effort in the 2017 edition was Sephora, with an exclusive space where festival-goers could try out new products, as well as get their hair and makeup done thanks to the professionals who attended the stand/tent.
The impact on social media was tremendous, as you can imagine.
In addition to uploading videos and photos of their experience to social media, they could contribute their grain of sand by leaving their own definition of what beauty is on a huge ad hoc blackboard.