Direct-to-Consumer (D2C) brands are turning to festivals as lucrative opportunities to launch new products, build brand recognition and gain new consumers.
As an agency based in South Louisiana, we know a thing or two about festivals. (Our weekend calendars are essentially centered around them.) So for us, it’s no surprise more and more Direct-to-Consumer (D2C) brands are turning to festivals as lucrative opportunities to launch new products, build brand recognition and gain new consumers.
Of all the D2C sectors out there, the food industry is first in line when it comes to taking full advantage of the festival scene and its perks. After all, niche audience targeting coupled with in-person interactions makes for the perfect storm of product bliss. In fact, these annual events have become reliable advertising hubs for companies, celebrating everything from champagne to roadkill cuisine (yes, really).
Food Meets Festival
So how is the playing field different for foodies? Broad spectrum access. While non-food brands have to sift through festival lists looking for an applicable fit for their product, food brands have a pretty large market to choose from. After all, who’s going to turn down free food?
Then, of course, we have the specialty festivals. These product-focused celebrations draw crowds of consumers interested in engaging with and testing out new brands for particular products. Some of them attend simply because they’re curious, with no previous preferences. Others enter the mix for their love of the product, looking to challenge their own brand loyalties.
This lucrative marketing scheme isn’t necessarily exclusive, either. We’re living in a time where you can name just about any type of food or drink, and there’s probably a festival for it. And if there’s a festival for it, you better believe people will show up. In the industry, we call this “your audience.” They’re right there, standing in front of your rickety booth table ready to taste goods and decide for themselves.
Marketing in Action
If you’re a major brand, these festivals could be the perfect moment for a big product reveal. If you’re a small company or startup, this is your chance to prove your product against its heavyweight competitors. You know the old adage: Give a man your product, make him a consumer for life (or something like that).
When it comes to shining examples, New York City’s Pinknic comes to mind. Relatively new to the city festival scene, Pinknic is held every summer and draws in thousands to Governor’s Island. As its name suggests, this celebration is all about pink — specifically in the bubbly form known as rosé.
What’s so great about the festival’s setup is not the breadth in product they have to offer (even though their stock is pretty impressive). It’s the lifestyle surrounding rosé that they’ve captured so well. Their consumers are anything but standard. And this isn’t just some run-of-the-mill booth stroll.
Festival goers, decked in the mandatory dress code of pink and white, enjoy bottles upon bottles of various rosés as they lounge by glittering pools or sunbathe to the musical stylings of a handpicked act. Crépes and main courses from NYC’s finest are served around the clock, along with chill vibes and ferris wheel rides. Why? Because rosé is about indulgence, and by extension, so is its audience.
Since its inception in 2016, Pinknic has been featured in publications like Vogue, Marie Claire, Thrillist, InStyle, The New York Times and more.
Finding Your Audience
The real reason why festival marketing is so effective? Because it flips the common marketing scheme on its head. Rather than meeting consumers where they are, brands are now taking advantage of this ever-evolving experiential marketing canvas to bring audiences to them. And as Pinknic proves, crafting a festival to the lifestyle of your consumer group is a great way to connect the right people with the right product.
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