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Marketers Capitalize On Coachella Crowds
- Los Angeles Times, Monday, April 25, 2016 8:10 AM
Music festival Coachella has become an attractive destination for marketers looking for a large, young and hip audience, drawing an estimated 99,000 attendees each day this year. But the organizers have maintained a limit on overt corporate incursions. Stages still have names like Gobi and Mojave, not Budweiser and Heineken.
Ryan,
As an avid music festival attendee and marketing student, I really enjoyed reading your article about Coachella. It is truly fascinating to look at how many opportunities there are to market to a crowd of roughly 99,000 attendees.
I strongly agree with the prescence of fashion-brand tents as many of the attendees take pride on developing a candid sense of style for the span of the festival. I believe they could really draw attendees to their tent by giving away a promotional item like free sunglasses or a water bottle.
In addition, I think alcohol is one of the most important concentration of Marketing for the festival as it will bring in the most revenue. By giving out samples of alcohol or offering promotions such as buy 3 drinks, and the get the fourth one half off; you can target a higher range of attendees.
Some ideas that also come to mind for me include have celebrity appearances at different booths throughout the festival to help build publicity and bring attentioin to their products or services. I also think that local street art has the potential to thrive in an environment like Coachella.
Last, I really feel like CD signings could be held with artists performing to help connect fans with some of their favorite talent. This would not only help to justify the cost of expensive ticket prices with attendees, but offer them a virtual VIP Meet and Greet. In return, you could have a Record/CD store like FYE or Amoeba promote the event and require the purchase of a CD/Vinyl, in order to meet the musical artist.