From bacon and beer to the latest music or art gathering, the festival business is booming. That shouldn't be a surprise for the event marketer who pioneered the live experience. As consumers crave experiences more than products or possessions, it's critical to capture these captive audiences.
To gain attention in this environment, companies often walk a fine line of constantly, creatively being cutting edge...and yet still being true to themselves. With every new opportunity, comes with it a new challenge. But when a brand delivers on what they've been known for--what they've promised in the past--consumers begin to take notice.
The take away?
Consumer trust is an unquantifiable asset. Just as in any relationship, a brand's trust takes much sweat equity to build, but is often lost in one brief moment.
So regardless of the setting, regardless of the festival, be willing to be creative BUT be true to yourself!