Marketers & Festival Sponsoring Marketers & Festival Visitors

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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 Want to know more? Contact us for more details! [email protected] www.thehouseofmarketing.be.

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Open'er Festival
SHORTLISTED NOMINEES FOR THE EUROPEAN FESTIVAL AWARDS 2019 UNVEILED GET YOUR TICKET NOW With the 11th edition of the European Festival Awards set to take place on January 15th in Groningen, The Netherlands, we’re announcing the shortlists for 14 of the ceremony’s categories. Over 350’000 votes have been cast for the 2019 European Festival Awards in the main public categories. We’d like to extend a huge thank you to all of those who applied, voted, and otherwise participated in the Awards this year. Tickets for the Award Ceremony at De Oosterpoort in Groningen, The Netherlands are already going fast. There are two different ticket options: Premium tickets are priced at €100, and include: • Access to the cocktail hour with drinks from 06.00pm – 06.45pm • Three-course sit down Dinner with drinks at 07.00pm – 09.00pm • A seat at a table at the EFA awards show at 09.30pm – 11.15pm • Access to the after-show party at 00.00am – 02.00am – Venue TBD Tribune tickets are priced at €30 and include access to the EFA awards show at 09.30pm – 11.15pm (no meal or extras included). Buy Tickets Now without further ado, here are the shortlists: The Brand Activation Award Presented by: EMAC Lowlands (The Netherlands) & Rabobank (Brasserie 2050) Open’er Festival (Poland) & Netflix (Stranger Things) Øya Festivalen (Norway) & Fortum (The Green Rider) Sziget Festival (Hungary) & IBIS (IBIS Music) Untold (Romania) & KFC (Haunted Camping) We Love Green (France) & Back Market (Back Market x We Love Green Circular) European Festival Awards, c/o YOUROPE, Heiligkreuzstr.
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