As the
music festival circuit blossoms across the nation, the start of summer draws
nearer and nearer, and the music rings in a fresh new season for avid music
festival enthusiasts. But there is also a new sound that major brands are
chirping their digital marketing song to. It tends to be the sound of money
that draws them in, but what it really boils down to is the sound of target
audiences responding their specific sentiments back to them. Music festivals
provide a mass-market atmosphere where brands can interact with consumers of
all demographics, incomes and places of residence in a low-pressure
environment, kind of like a real-life social media atmosphere. Not to mention,
many celebrities and famous people who can actually afford high-end products
frequent these festivals (Lamb,
2013).
Music
festivals are entirely new landscapes thanks to digital marketing plans of
today’s thriving industry. According to a study done by a research commissioned
media agency called Target Media, going to a festival is the most exciting
thing 44% of respondents have ever done. This makes the target audience far
more open-minded, allowing sponsors and advertisers a better chance of getting
their message across (Roberts,
2009). Target Media trading director Adam Hopkinson was quoted saying that,
“The big problem is where brands just talk to the audience. The marketing press
is reporting that all media is devaluing year on year. This unfortunately
commoditizes target audiences. It’s very easy to fall into the trap of
targeting a core audience for the cheapest possible price. If brands think like
that they’re not thinking about the environment and therefore will not get
their message and media right together.” Studies have shown that positive
emotion appears to leave a lasting impression on brands that associate
themselves with these music festivals. Out of the 2,000 respondents, 41% have
positive feelings towards the brands that sponsor music festivals, while 40%
have positive feelings towards the brands that advertise at festivals (Roberts,
2009).
Not all luxury brands can make a flock towards sponsoring music festivals or advertising with them. Some brands just will not fit the environment of a music festival, for examples cars and auto insurance, banks, etc. Brands in these categories tend to see the quick success and serious return on investment of other companies; and their partnerships in the alcoholic beverage line for example is a big factor. Alcoholic beverages seem to work best amongst the music festival circuit because they have something they can give back to their audience that stands out.
Not all luxury brands can make a flock towards sponsoring music festivals or advertising with them. Some brands just will not fit the environment of a music festival, for examples cars and auto insurance, banks, etc. Brands in these categories tend to see the quick success and serious return on investment of other companies; and their partnerships in the alcoholic beverage line for example is a big factor. Alcoholic beverages seem to work best amongst the music festival circuit because they have something they can give back to their audience that stands out.
