The festival season is well and truly under way. Glastonbury has just finished. Cornbury, Latitude and others are being promoted in the entertainment sections of the broadsheet press.

 

 

 

 

 

 

 

 

 

 

 

Promotion of these events is also happening via websites, music streaming apps, blogs, social media, radio, TV and a variety of other platforms and devices. It’s hard to avoid the festival season.

When the first Isle of Wight Festival took place in 1969 (followed by The Bath festival of Blues in 1970 and Glasto, as it has become affectionately known, in 1971) there were only studio albums, radio play, the music press and live gigging to promote acts. Reputations spread relatively slowly via word of mouth of those who frequented record shops.

There were no mobile devices, no social media and there were only three channels on national TV. Everything was word of mouth. It took a while for things to make an impact. Albums were sold through bricks and mortar record shops where music fans would meet, check out the latest releases and read sleeve notes on album covers to learn all about their favourite bands.

Nowadays there is a big budget festival for just about anything you can think of from literature to food, music to drama. Information on these and the artists that are likely to perform at them can be found widely across the whole online spectrum of the internet.

What was once part of an alternative scene is now as much a part of the mainstream social season as Glyndebourne, Wimbledon or Henley. Festivals have become so mainstream that artists can’t afford to ignore them. Events like Glastonbury have huge promotional budgets and are tied in with national broadcasters, bringing the event to an audience way beyond just those revellers who can afford the time off work and the £243 ticket price.

Back in simpler times, marketing festivals was all about promoting the acts that were to appear through radio and the printed music press in the form of record reviews and concert reviews. Event organisers aimed to book the bands which were gigging the most and selling the most records – the ones they could afford - and worked down the list until they had filled the bill. Now, it’s all about streaming and downloads.

Word of mouth spreads like wildfire via social media. Festival organisers have a vast field of talent from which to choose. Working out what the audiences want is more complex because there is more choice and tastes have broadened beyond Blues, Folk and Rock – but good choices can at least be informed by what’s hot in the downloads market. The next step is deciding what acts will appeal to a broad audience which is going to spend its money. And to get the largest possible TV audiences in the case of a festival like Glastonbury.

The same is true in the world of B2B marketing. In simpler times, the job of the B2B marketer was to promote a company’s products to encourage prospects to call the sales team. The channels through which this was conducted were limited mainly to articles in trade magazines, advertising, direct mail and printed marketing collateral such as brochures and spec sheets.

Now, although some of the content in the B2B sector remains similar, just the ways in which it is distributed to a wider audience have changed. The vast appetite for content created by the online environment has to be sated.

There are so many platforms and technologies that can be used to deliver marketing messages that some of the old rules, which could be applied in isolation, no longer cut it. The marketing function is not simply about promotion any more. Marketing is also taking over the sales and services functions in some B2B companies.

In the same way that music festivals have moved on from being simply about music and its promotion, the marketing role is changing with the times. In-house marketing departments are looking for support from external digital marketing experts.

That’s where OlsenMetrix comes in. We are a one-stop-shop for all things digital and marcomms. To find out how we can help you with your B2B marketing needs visit www.olsenmetrix.com or call 0333 101 0075 for more information.