A brand can't simply buy its way into a festival and expect people to line up, especially in an environment where they are being barraged all day with different images, sounds and tastes. While not necessarily anti-brand, they are pro-authenticity. It's a discerning crowd that's repelled by in-your-face messaging. This goes beyond the traditional demographic, but as fans of the music they have shared values and interests. While mostly geared towards millennials, these days, event organizers are booking acts that tend to appeal to a broader audience, from the emerging indie bands to older, established acts like Elton John and Metallica. It's key to understand what the festivals are, and who attends. Even worse was the much-maligned Doritos stage-a monstrosity that forced musicians to perform in front of a giant vending machine. In fact, their presence was mocked by music fans and the media. Why, for example, would McDonald's and Subway set up shop in foodie cities like Austin during SXSW, where festival goers prefer to sample local fare? Festival sponsorships are pricey, yet these companies got little for their marketing dollars.

Just because a festival exists, doesn't mean your brand should have a presence there.Īs someone who has spent countless hours walking the grounds of these events, both as a fan and as a marketer, I've been amazed by the number of brands that simply don't belong. That's why advertisers need to know to whom they are marketing, and what solution and/or onsite experience their brand is providing for attendees. These concert-goers have seen it all and expect a unique and totally authentic experience. Putting a banner behind a stage when you're playing to millennial consumers just won't cut it. Of course, selling to these audiences is not as easy as it used to be. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit

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