Festival Sponsorships Connect with Unique Fan Demographics

As the summer season begins, more marketers are likely to connect with consumers through events like music festivals. But do these expenditures make a difference? Havas has been researching this topic and shared some encouraging findings.

Consumers who attend festivals possess a few unique demographic characteristics which make them attractive to  marketers in general. In addition, the festival environment may be a good way to make an impression on these consumers. Festival-​goers share the following tendencies:

  • Female: 54%
  • Online shoppers: 64% (non-​festival goers do only 25% of shopping online)
  • Employed: 44.1%
  • Low rate of TV watching: Festival enthusiasts turn to TV only 116 minutes a day while others are in front of the screen 229 minutes a day)
  • Cultural activities: Twice as likely as others to enjoy these events

Havas researchers also report that about half, 51.2%, of these consumers attend 3 music events a year. These consumers may make good targets for marketers because over 70% recommend products and services to friends. About 1 in 3 are considered taste-​makers and influence the opinions of others.

Here’s the other important detail. Festival-​goers do not make good targets for traditional ad campaigns:

  • Find advertising interesting: 11.3%
  • Believe advertising is a waste of their time: 66%
  • Don’t notice online advertising 25%
  • Don’t notice TV advertising 18.5%

While consumers generally have a positive impression of brands which sponsor festivals, they also have strong opinions about which types of products and services have the right kind of fit for this activity. Beer promoters come in the highest at 8%. Radio stations, 7.7%, and drink brands, 6.4%, aren’t far behind. Middle grades were assigned to mobile phone brands, 6.0%, TV brands, 5.7%, and transportation, 5.7%. Clothing brands, 5.3%, and banks, 4.2%, came in the lowest.

This research should prove encouraging to marketers who are looking for new ways to engage consumers as they spend more time away from home.

[Source: Digging the Dirt on Festival Sponsorship. Havas Sports & Entertainment. 31 May 2012. Web. 14 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.