KOMERCJA A FESTIWAL

Śledząc branżę festiwalową nie da się nie zauważyć, że sponsorzy odgrywają znaczącą rolę w planowaniu i realizacji większości imprez. Marki coraz chętniej inwestują w aktywację na festiwalach tworząc tam własne strefy promocyjne. Dlaczego? Większość z nich próbuje dotrzeć do tej samej grupy docelowej – pokolenia Y, które na festiwalach stanowi znaczącą większość.


Charakterystyka pokolenia Y dodatkowo determinuje samą formę promocji. Uważa się, że przedstawiciele generacji Y nie konsumują produktów, ale wartości, jakie za nimi stoją. Są wierni markom, które odpowiadają ich światopoglądowi. Odrzucają nachalne reklamy, ale nie odrzucają identyfikacji z marką. Dlatego celem aktywacji jest budowanie z konsumentem autentycznej i długofalowej relacji. Brzmi skomplikowanie? Wygląda bardzo prosto.


W strefach, oprócz promowania produktu, najważniejszym elementem są atrakcje dla festiwalowiczów. Celem takich akcji jest zbudowanie tzw.
„brand awarness” oraz naturalnego skojarzenia marki z konkretnymi, pozytywnymi wartościami. Jednocześnie atrakcje, które proponuje marka, muszą być dla konsumenta wiarygodne, oryginalne, posiadające efekt WOW i przede wszystkim takie, które zachęcą do podzielenia się własnym doświadczeniem w mediach społecznościowych.

Mamy przed sobą konsumenta wymagającego i świadomego. Odchodzimy od samplingu, hostess i biernych aktywacji. Markom zależy na dostarczeniu konsumentom atrakcji wyjątkowych i niestandardowych – bo właśnie w tym celu jeździ się na festiwale. Idealnym efektem kampanii na festiwalu jest to, by konsument nie tylko skorzystał z atrakcji i podzielił się swoim doświadczeniem z innymi, ale by pod koniec dnia potrafił przypomnieć sobie, jaka marka za tym stała i ostatecznie „związał się” z marką na dłużej.

JAK WYGLĄDA TO W POLSCE?

Powoli marki oswajają się z festiwalami, uświadamiają sobie, że są one miejscem, gdzie masowy konsument przyjeżdża, by DOŚWIADCZAĆ nie tylko muzyki, ale przede wszystkim nowych emocji, inspiracji, zabawy. To właśnie tam festiwalowicz/konsument cały czas pozostaje OTWARTY na przeżycia. Bez zobowiązań, bez dystansu, bez ograniczeń. Takie nastawienie uczestników imprezy pozwala markom na zainteresowanie ich ŚWIATEM MARKI.


Największym zagrożeniem dla tego typu aktywacji jest nieprzemyślana strategia. Organizatorzy festiwalu muszą ostrożnie i selektywnie traktować oferty sponsoringowe. Marki promujące się na masowej imprezie muzycznej to wsparcie dla budżetu przedsięwzięcia oraz rozbudowanie programu dodatkowych aktywności, które powinny być dopasowane do potrzeb grupy docelowej konkretnej imprezy.  Jednak aktywności, które proponują marki, mają wzbogacać atrakcje festiwalu, a nie z nimi konkurować.

Będąc uczestnikami festiwali rozumiemy, że wydarzenia potrzebują partnerów, a więc spodziewamy się obecności sponsorów na miejscu imprezy. Jednak od aktywacji marki wymagamy, by wpasowywała się ona w klimat festiwalu.  Jeśli jest ona kreatywną i innowacyjną CZĘŚCIĄ festiwalu, która daje uczestnikom możliwość DOZNANIA czegoś nowego, zazwyczaj nie podchodzimy do niej z dystansem, ale z zainteresowaniem i otwartością.

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