Dom Robertson On This Year's Festival Fever

With so many festivals on the horizon this summer, brands are somewhat spoilt for choice and, arguably, there’s no better arena to home in on the target consumer. The sheer number of those Secret Gardens, Bestivals, Glastonbury’s, Glades, Global Gatherings, Love-Boxes and Big Chills are bound to provide a challenge for brands and send any Marketing Manager into a spin.

Not only is there clearly more competition from brands, but questions like which festival to
choose, how to create cut-through and how to engage consumers in an already engaging environment are certainly at the forefront of any initial concerns.

One thing I would say is that it’s important to not get carried away with the latest trends and lose sight of your marketing objectives. It’s imperative that marketer’s campaigns have tangible, long lasting results and brands must be very aware of who they are looking to engage, making sure that once they achieve this, a real connection is established that lasts long after the stages are packed away.