The smell of freshly cut grass, the sound of trickling streams, the glare of sunshine on the pristine white sands – I love the summer season!
The warm embrace of the sun on our skin, the feeling of freedom and fresh air as the days grow longer – it’s all the more reason to get ready for festivals!
With glorious sunshine and pleasantly warm temperatures, you might be wondering how to best market your festival tickets. While there is no denying that the warm summer season is great for tourism and event merchandising, it can be challenging to capture that essence and radiate it to those who live far away. So rather than seeing this as a bad thing, let’s embrace the change and find ways to make the most of it.
As well as the usual tourist draws such as sunshine, beach holidays, and temperate climate, festivals provide an opportunity to discover a new side of the country you live in. Whether you’ve been to one before or want to go for a first-time experience, there are plenty of festivals to choose from. If you decide to go for a festival, make sure you do so in style, whether you choose the most luxurious or take the bare minimum needed to have a memorable journey. While it can be tempting to splash out on luxury travel and accommodation for a once-off event, hold off on these costs and save them for when you need them. Instead, focus on what is needed to have a flawless experience.
The word ‘festival’ is used quite loosely these days and you’ll often hear people say ‘festival season’ instead of ‘summer festival’. Yet, if you are to truly market yourself to festivals, then take heed!
Festivals can be many things, from music concerts to exhibitions, from sporting events to theatrical productions. The list is endless. The point is that there is a wide variety of festivals and events to suit everyone’s interests. If you can think of a festival or event that you’d like to go to, there’s probably something nearby that you’ll enjoy.
The key to a successful festival marketing campaign is to choose the right one. With so many different festivals and events to choose from, the chances of you targeting the right audience are high. The problem is that not all festivals are created equal and it’s not always easy to pinpoint the best one to target. After all, not everyone may be into the type of music or sport you’re promoting. So what do you do?
Firstly, look at the type of festival. Are you attending an arts festival, a foodie festival, or a family festival? Depending on your objective, you’ll need to tailor your approach to suit. A well-executed festival marketing campaign can be a powerful tool in driving sales. If you decide on a specific festival, research the most suitable times for prospective audience members to attend. This can be anywhere from the beginning of the summer holidays (kids may not be into long days outside yet) to the end of the school year (parents may be out searching for activities for their children).
Traditional TRADITIONAL Festivals
If you’ve been to any of the larger cities in England over the last year or so, you’ll undoubtedly have noticed that festivals are something to look forward to each year. The largest of these are in London, but it’s not just the capital that loves its festivals. Chichester, Bath, and Liverpool also have great festivals.
As well as bringing international attention to the county, these events help to promote local businesses. If you visit a town or city during one of its festivals, you’ll notice many shops and businesses adopt a ‘festival mode’. This means they’ll have special offers and discounts to celebrate the events, which in turn boosts business throughout the summer. If you’re visiting a festival city, make sure you look out for these opportunities.
New Avant Garde Festivals
Along with the usual festivals, the UK also promotes a wide variety of avant-garde and modern-day music festivals. Although these may be small celebrations, they’re still extremely memorable events that draw huge audiences. The London Experimental Music Festival (Let’s Save Time Festival) is one example of a small festival, yet it still manages to pull in huge crowds. The opportunity to hear world-class musicians in a intimate setting is certainly the draw here. It’d be a shame to not take advantage of such an opportunity and this is why you should target these kinds of festivals if you’re looking to market yourself to newer audiences.
The chance to see cutting edge and innovative performances in a small setting is something that can’t be missed. If you’re new to festivals and this is a kind of music you’re not familiar with, then take some time to explore the different festivals and see which one speaks to you. While you’re there, make sure you check out the different performances and catch as many as possible. This is your best chance to catch a glimpse of the next big thing and see if their performance will live up to the hype. If this is the kind of event you’d like to attend, then look out for avant-garde and modern-day music festivals in your local area and plan your trip to one of them. You may just discover a new side of music you enjoy and which one will become your new favourite band!
If you’re looking to expand your reach further afield, then world-class festivals that travel to the UK from overseas are a great opportunity to do so. The Global Festival Awards celebrate business, marketing, and design excellence, with the winners chosen by an independent panel. This year’s awards were based around the theme of ‘Building Confidence’ and the festival was hailed as “one of the major world music events of the year”. As well as drawing in tourists and encouraging them to spend more while they’re over here, festivals like these also provide a platform for the British, and other expats, to interact and connect with international communities.
There are many more festivals and events than I’ve covered in this article, but these are some of the more common and popular ones. If you’re interested in marketing to festivals, then ensure you research the best times for the various festivals, plan your travel accordingly, and make the most of it. With the right tools and research to back you up, festival marketing is a real possibility and one worth exploring. Who knows – maybe you’ll even find a new favourite band or event that you can bring back to your home town. That would be something special!