Leveraging Festival-goer Behavioural Traits for Marketing Messaging.

Most regular festival-goers exhibit common behavioural traits and if organisers have a good understanding of these, they can be leveraged for future marketing messaging. Audience profiling exercises or deeper research can reveal typical behaviours and if this forms part of the marketing process can help organisers build great campaigns to generate engagement and ticket sales.

There are significant benefits for festival organisers in understanding their customer behaviour because it can boost marketing and advertising effectiveness and creates long term brand loyalty. Creating marketing and advertising campaigns that align with behavioural traits requires organisers to gain a good understanding of their target audience through thorough research and then converting this into appropriate messaging. 

Data Collection. 
If budgets permit organisers can commission an external research agency to conduct both quantitative and qualitative research amongst existing and potential festival-goers. These agencies usually use proven scientific methodologies which provide highly accurate data. Alternatively, organisers can look at the data they collect on existing customers and conduct their own analysis. All online activities from websites and social media channels have high volumes of data available for customer behaviour so organisers can use tools like Google Analytics for example. Additional data can also be collected from dedicated festival Apps and RFID wristbands to look at on-site payments and site movement activity using GPS. Organisers can also conduct further research amongst festival-goers by creating their own surveys sent by email although the results can be less reliable than professionally conducted survey data. 

Typical Festival-Goer Behaviours. 
However organisers conduct their research there is already a large quantity of material widely available which can be found in any online search. This can help direct organiser’s own research when looking for typical behavioural traits. Typically, festival-goers are likely prioritise experiences over material goods with a great emphasis on social media interactions with sharable moments. Exclusivity can be a driver with many festival-goers exhibiting a FOMO (Fear of Missing Out) mentality. A feeling of ‘belonging’ is often a typical trait with the ‘tribe’ mentality often experienced at a music festival. Festival-goers are more inclined to be eco-conscious with behaviour that favours sustainability and ethics. 

Aligning Marketing Messaging with Behavioural Traits. 
Once the festival organiser has a full understanding of the behavioural traits that attract festival-goers they can use this data to brief advertising agencies to create appropriate and relevant campaign activity. A focus on the festival experience with customer testimonials and images showing large groups together can emphasise the tribal, or, group feeling of attending a festival. Building campaigns that focus on exclusivity can generate incremental sales for VIP experiences and increase early bird ticket sales. Behavioural data can also help organisers to identify specific target groups who can be segmented and targeted with customised campaigns that fit their behaviour indicated by the data. Pushing the sustainability credentials of the festival entity backed up with the results from previous sustainability initiatives can appeal to potential customers with that mindset and behaviour. 

Understanding customer behaviour is an essential part of the marketing planning process because it helps define the messaging that should be used in advertising campaigns and on social media channels to maximise engagement and ticket sales. 

For festival organisers planning their next events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, site planning, cashless payments and contactless ordering.

Image by Kindel Media by via Pexels

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