Groovin the Moo is arguably Australia’s largest regional music
festival seeing thousands of revellers yesterday, including myself. It is fair
to say that the day was a blur at that, packed with hundreds of familiar faces,
great tunes and a memorable hangover with soreness & many bruises the next
morning for which I can’t recall receiving. With that being said there is one
aspect of these events which often gets overlooked, that being the
opportunities that marketers and advertisers have in sponsoring these events to
directly market to such a large quantity of individuals over the space of the day.
Some attraction for businesses to campaign at these events is to create
positive connections with their products e.g. Smirnoff vodka sponsoring the
event to encourage the idea that their products is a complement of having a
good time. Other incentives were purely to expand their businesses particularly
the food stalls from some local Newcastle businesses looking to achieve
recognition and therefore development of their brand. The most recognisable (in
my opinion) entities to capitalise on these events were the two major media
bodies sponsoring the event being Triple J and Channel V which looked to increase
viewership of their stations by televising/broadcasting the festival.
A final note on the marketing presence of these events that
should be considered is that done by the event to promote continual attendance
in future years. Through channels of word of mouth marketing and showcasing the
product this festival has continually sold out shows since 2005. The most
popular and successful form of showcasing the product by most music festivals
around is the official after movie, which for 2014 is shown below. And after
watching it again just now I can confidently say I am grabbing another ticket
next year!
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