The festival I decided to research was the Glastonbury Festival as I felt it shows a good use of multi- channel marketing.
The Glastonbury Festival is promoted through lots of different methods which helps promote the festival to a much bigger audience.
To start with, this is an advert for the Glastonbury Festival from 2022, the advert showcases some of the events at the festival to give the user who’s watching an idea of what they can expect from the festival, and also includes some of the people attending the festival who gives their thoughts on the festival which gives the user a review from other people.
The use of an online ad is an effective idea as online ads can reach a much wider audience due to how easy it is for people to access the web today, also it helps reach people who won’t be looking for the festival but may catch their interest causing them to become interested.
The advert overall shows the energy and overall vibe that can be experienced in the festival as it shows all the people having a good time, the music in the festival, the art, and so on, which is also why the use of video is effective too as it helps show the event in real time rather than just looking at still images or reading something about the event.
Above is the website for next years Glastonbury Festival, having a website is a good marketing choice as for the people that are interested in a specific event it allows them to search it up and find whatever information they need to find about the event. The website when first opened takes you straight to ticket information such as ticket prices, sale dates and so on which is effective as most people searching the festival will most likely be doing it for tickets, so this creates a positive user experience.
The site is designed with quite a vibrant colour palette which gives it a bit of energy which is a good design choice as a site that uses more dull/ moody colours may put the user off the idea of going to the festival as its the opposite of what you want to feel when going to one. At the top of the site are a bunch of categories which give further information about the festival, the acts at the festival, some history, a gallery and more. This is effective as it covers everything about the festival and having all this in one site is good as it means the user doesn’t have to go researching more to find what they want leaving the user feel good about their experience, which in return may end in them buying a ticket and wanting to go to the festival creating another sale.
Above are some examples of merchandise that is sold within the festival, having something like merchandise is a good marketing choice for many reasons, for example it allows people to buy something to remember their experience so that they can look back on it in the future or to show to other people its something they have attended in the past and had a good time. Another reason that having merchandise is good is it allows the event to be promoted on a larger scale, for example, if someone buys a hoodie or t- shirt with the festivals branding on it someone in the public might see it and take interest in it which may cause them to look up the website or look them up on social media or something like Youtube where they would find the advert, and in doing so may make them interested in the event, gaining another customer for the next event.
Every year posters are released for the Glastonbury Festival, it is a good idea to have a paper based piece of promotion as it can be placed in many places for people to see which promotes the event more, for example they could be posted through peoples letterboxes locally to grab the attention of those locally, or could be placed in things such as the windows of shops or up on walls. This would be a good idea also for those who don’t have access to things like wifi or a device that can access the web.
Creamfields
Below are images of another popular festival I researched that promote their festival through multi channel media, that been the Creamfields festival.
This site again promotes the festival but in a different way compared to the Glastonbury website, with this website when you first launch into the website you aren’t met with a lot of text, you are greeted with a much more simple and more modern looking design.In the background playing is a video showcasing previous festivals which is used to give the user a small glimpse and experience of the festival showcasing the energy and emotion there which is paired with a hierarchy of text which can be seen with the larger and bolder white text which tells the user what the sites about and then the secondary pieces of text such as the date of the event as well as a countdown. The home page doesn’t display much key information about the event other than the date it starts, however they have added an icon at the top right hand side of the screen which brings up a menu which contains many categories as well as links to their social media pages.
Having these links on the website to the events social media page is a design choice that was clearly used to promote the event more on a larger scale throughout the web as this helps create a social network as people can comment about the event online which then could be used to spread the event online across the world as people can share it to whoever they like wherever the are. Also having links to things such as their YouTube page allows people to see more about the festival in real time rather than just short clips or pictures and also useful videos can be posted on there such as key information like where the events taking place, how to get there, available transport an so on.
Lastly, the Creamfields festival also promote their event through paper based media similarly to the Glastonbury festival by releasing posters every year which again helps promote the event to those who may not have access to the web and could be used to promote the event locally. Also they sell merch every year which helps spread the event in public as people can be seen wearing the merch.
You can see that a brand identity has been used throughout as the logo of the festival features heavily throughout all of their media used to promote the event, the same colour pallet is used with the different shades of bright vivid and energetic pink and blues and sometimes black, and the same bold sans serif text been used throughout which again helps give that energetic feel.