Music Festival Market Research part 2: Brands, Sponsors, and Vendors
Posted On 2010-01-22 , 9:53 AM
Music Festival Market Research
Imagine a world music festival featuring Ani Difranco, Ben Harper, and Rusted Root – sponsored by Walmart and Pfizer.
Oh… you can’t?
For a sponsor, music festival market research is imperative. You must know your audience. Know what they like, and what they don’t like. Otherwise, you risk losing money, losing the trust of your target audience, and losing face in your very competitive advertising market.
Marketing week covered this topic very astutely, in their article about music festival market research.
“Many different sectors choose to associate with music festivals, but those with the most potential for success are alcoholic drinks, with 75% of festival goers spotting booze ads at festivals and 77% believing alcohol brand advertising would work best at festivals. Fashion brand advertising has been spotted by 36% of those attending festivals and 41% believe this kind of advertising would work best in a festival environment.”
Music festival market research shows that 44% of those questioned said attending a music festival was the most exciting thing they had ever done. This fever-pitch emotional high puts consumers in a much more open mind-state. They are much more willing to spend money to memorialize the occasion.
Buying food, drink, and merchandise is an integral part of event celebration, road tripping, and all the other reasons people would be so excited to be at a music festival. Add to that the fact that music glamorizes certain purchases, including alcohol and apparel, and you have the perfect opportunity to promote your brand.
Brands and sponsors can cash in on this, if they do it responsibly. Sectors that are not right for the music festival market, research the sales that occur and may be tempted to butt in. For example, car, insurance, and banking sponsors would be completely out of place to music festival-goers. Music festival market research makes it apparent that brands such as X-box, considered something that keeps people indoors, would be seen in a negative light at an outdoor festival.
In spite of the profits to be made, a sponsor must fully understand the market research of the music festival to benefit from the festival spirit.
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