Marketers & Festival Sponsoring Marketers & Festival Visitors
Marketers & festival sponsoring
Marketers (73%) consider festival sponsoring as a powerful communication tool.
most important most important objectives decision criteria of festival sponsoring of festival sponsoring
Build brand Affinity between own target group 1 awareness 1 and festival audience 2Improve 2Fit between brand image own company's and festival's brand image 3 Target 3 Potential new customers reach of festival (size, popularity, exposure) 4 Stimulate 4 Sponsorship trial/usage costs
Music festival sponsoring...... generates competitive advantage 48% 52% ... is an effective marketing communication tool 73% 27% ... is difficult to measure 80% 20% ... needs to create a unique individual experience 77% 23%
The majority of marketers hardly Festival Time! sponsors festivals. Less than 1 percent invests between 26 and 30 percent in festival sponsoring and 1 out of 2 doesn’t sponsor at all.
Marketers & festival visitors
Profile of the festival visitor
The typical festival visitor according to marketers
On average 2 festival Male visits 18-24 years old per year
Festival visitors Are alwaysON at festivals, according to 85% of marketers
71% Music lover Party animal 29% 38% Daytripper Happy camper 62% 20% Foodie Beer lover 80% 62% Ethically conscious Materialistic 38% 24% Hippie Hipster 76%
Although festival tickets are rather pricy, 58% characterize festival visitors as budget conscious.
Impactful activations to connect with festival visitors
free free wifi
free The most free free impactful activations
Free gadgets & products Festival services (chargers, umbrellas, ...)
Pop-up shop to sell other products activations directly % 61 impactful 39% not impactful
Branding % of stage 69impactful 31% not impactful
POS material (flags, banners, ...) % 44impactful 56% not impactful Festival visitor VIP zone
Contests to win % nice prizes 63impactful 37% not impactful % 69impactful 31% not impactful
experience new technologies % 67impactful 33% not impactful
Marketers are in doubt whether Engage festivals are a good test lab for constanly via social new products, services and media % technologies & using brand flags 69 and banners are impactful as activation.
Marketers prefer, rock werchter over tomorrowland
% 38 % Rock werchter % 24 18 tommorrowland pukkelpop
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