Marketing To Music Lovers: How Fans Spend Their ‘Down Time’ At Music Festivals
Marketers have ample opportunities to reach a 'captive audience' of fans — but they can't risk interrupting the live sets attendees came to hear.
The average music festival goer spends four hours and 27 minutes in the audience for live sets per day according to new research from Crowd Connected— and they’re on their mobile devices throughout their festival experience, generating billions of data points as they text, take videos, make searches and more.
This total time spent provides marketers with significant opportunity to connect with what is essentially a captive audience. But those who blast users with messages or offers while they’re listening to an artist run the risk of interrupting the experience — destroying brand equity in the process.
However, there are plenty of moments of “down time” during the average festival experience that marketers can tap into easily.
In fact, “the average festivalgoer walks over four miles a day, makes more than three trips to food and drink outlets and spends 45 minutes in sponsor activations,” said James Cobb, CEO and founder at Crowd Connected. It’s during these moments that marketers can leverage the festival atmosphere to offer attendees something that they want — like, say, targeted promotions or the opportunity to connect on social during the 38 minutes they spend queuing for food and drinks.
Check out more from Crowd Connected’s infographic below: