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.