Marketing To The Festival Season aka “Millennial Utopia”

Marketing To The Festival Season aka “Millennial Utopia”

There are hundreds of music festivals that take place year round in the U.S. alone, however the big, multi-day, even multi-weekend festivals SXSW, Ultra, Coachella, EDC, Governor’s Ball, Lollapalooza usually kick off in spring and hit HARD in the summer time. What’s happened with each of these festivals is that they have transformed way beyond music and become a playground for art, fashion, food, technology and social issues. The attendees are more than just concertgoers and see these events as can’t miss experiences they love being a part of.

Of these millions of attendees, half of them are millennials. What do you do when you have a plethora of excited millennials in one place with Internet access? You market to them.

1. Geo-fence Targeting

One of the most effective marketing strategies when it comes to these large-scale events is location targeting. Marketing techniques utilize mobile device location data, lat/long coordinates to pinpoint those in that geographical location at a specific time. Think of Snapchat Geofilters that can only be accessed while you are within the boundaries of set perimeter.

Geo-fencing, is creating a virtual perimeter that triggers specific ads and content including special discounts and offers to attendees and promoting products and events that the audience would mostly likely be interested in. Advertisers are also utilizing this technique to re-market weeks after the event is over.

2. Interactive Experiences

More and more brands offer interactive experiences at festivals and let the attendees do the marketing for them. Some huge brands will showcase cutting edge virtual reality or fun new technologies for attendees to tinker with, but it doesn’t have to be that high end or complex.

Displaying new products that haven’t hit the public yet can be enough to get the buzz going. Even simple things like digital photo booths with props, cool art installations or basic chill zones can generate brand awareness because millenials love sharing these instagrammable moments. Branded booths offering sun relief or a place to charge phones and connect to WiFi are considered a festival oasis. Attendees are coming to you and you can exchange their much-needed relief for a Re-post/Retweet, hashtag share or even a sticker on their festival outfit and call it a deal!

3. Influencer Parties

Depending on your industry, hosting an exclusive party off festival grounds during the day has become priceless for certain brands especially for fashion retailers. Inviting celebrities and ”lifestyle influencers” to attend and share their experience on social media can have a huge ROI, just ask Revolve.

You don’t need an A-list guest list, ask influencers in your specific industry and create relationships. Vloggers and social media micro-influencers are happy to share and engage their followers.

Leverage FOMO4. Leverage FOMO

The fear of missing out is real, especially if it’s experience that everyone is chasing. Even if millenials aren’t at the festival physically, they are there virtually. Utilize that festival theme and plan your content around it. Email blasts, blog posts, playlists, podcasts and shareable social media images can garner you valuable web traffic without even stepping foot inside. Millenials who can’t attend are live streaming, live tweeting and are still a part of the conversation so you should join in too.

5. Experiential Marketing

Want to test something totally out of the box, this is the crowd you want to experiment with. Brands like Soul Cycle offered spin classes to attendees so they can get their workout in before they let loose inside the festival. Asics offered  a pre-festival morning hike and what these lead to were highly shareable moments that really leveraged other aspects of the festival culture.

Millennials are excited to try new things and be a part of something unqiue and the festival environment is all about having fun after all.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

2018 Digital Marketing Conferences

2018 Digital Marketing Conferences

Looking to keep up to date with all the latest in everything Digital Marketing this year? Attend a conference! Whether your focus is Web Development, SEO, Design and UX or Social Media you can find events, workshops and seminars that can help you grow.

Get out of the office and away from the podcasts and webinars and listen to leaders in your industry up close and personal. Not only are these events good for learning they are great networking opportunities.

Find upcoming events in your area you’re interested in here!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

OMS Long Beach ’10 Overview

Yesterday, half of the Emarketed team got up bright and early for OMS Long Beach. It was a day filled of learning and we attended 8 back-to-back seminars in all! There was a different mix of attendees: traditional marketers, internet marketers, specialists and others just looking for some more information about the latest in online marketing.

So many speakers, but who was the most memorable? Jeff Hayzlett, former CMO of Kodak , was definitely the most entertaining. He was even available to sign some copies of his new book. Then, there were the many facts that the presenters threw at us. I was surprised by this one from Chris Anthony of Exact Target: regular coupons have a redemption rate of 1% while mobile coupons hover around 5-10%!

Now, on to the different topics. I focused on attending the SEO seminars, so here are some new takeaways that I got from the speakers:

Link Building and SEO Takeaways

Don’t worry, these aren’t lame tips like “write creative content” or “add entertaining pictures”. I hope you learn something new from these takeaways!

  • Catfish of Business Online offered a unique idea: Offer free WordPress themes or embeddable widgets for users with a link back to your site.
  • Use a bulk 404 checker for pages and links you might have lost after undergoing a website redesign.
  • Arnie Kuenn of Vertical Measures stresses the importance of getting as many different links from many different websites as you possibly can. Some easy ones: 123people, flavors.me, LinkedIn, BusinessWeek and even asking friends and family.
  • You can re-purpose old content to make it new again. If you write a lot about a certain topic, you can target different people and write it for their perspective. Example: If you write about social media, tailor it if you write for social media for non profits.

Overall, it was a very educational field trip but we forgot to take a group picture, once again! Next time for sure…
If you’re looking to attend a local social media event of your own this summer, make sure to check out Mashable’s list of upcoming events.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.