The event, which will consist of workshops and presentations, will highlight how a festival can stand out in a crowded market using social media and digital platforms, as well as more traditional channels.
Joe Elkins, who is involved in marketing and sponsorship for Bestival, will outline the marketing strategy of the annual 55,000-capacity festival, in particular looking at how to attract attention by producing unique marketing content in the build-up.
The talk will cover the event’s social, digital and traditional platforms as well as how to establish a year-round dialogue with an audience.
Andy Smith, promoter at Kendal Calling, will also talk about how to get extensive global press coverage on a minimal budget.
Matias Llort, strategic partner manager EMEA - Music at YouTube, will deliver a presentation on the possibilities of streaming video for music festivals. This will include how video can help to market an event and how local events can reach a global audience through video content.
Other highlights of the AIF seminar will include a presentation from Lee Denny, founder of LeeFest, who will be presenting a case study about the pros and cons of raising £50,000 in less than a month through crowdfunding and what impact this has had on the event’s future.
Sarah Thirtle, communications and events manager at PRS Foundation, will also talk about the ways festival promoters can apply for funding to support new artists as well as cover marketing and promotional costs.
A series of sessions, moderated by Gary Pitt of brand partnership agency Get in Bed, will explore how a festival’s advertising budget is best spent looking at broadsheet, print music publications, online media and radio.
Each sector will be represented by different media brands, which will have five minutes to convince festival owners and promoters where to spend their pound.
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