6 Keys to Telling An Incredible On-Site Festival Story
Carolina Country Music Festival had a remarkable lineup that included Eric Church, Lady Antebellum, Rascal Flatts, Hunter Hayes, and more. As they were preparing for their first annual event on June 5-7 in Myrtle Beach, SC, the festival approached Rockhouse Partners to make the most of their on-site marketing for the 2015 event. The goal was straightforward: increase ticket sales and form an epic story that would set CCMF up for even more success at the 2016 festival. Here’s how we made it happen…
"The on-site social media management was a huge asset—the plan was well thought out and executed. The Rockhouse team went above and beyond- they met all questions, concerns, demands and aspirational needs head on and in a timely manner which led to countless positive engagements with the CCMF consumers."− Mike Stephens, Full House Productions
1. Pack Your Media Library
Carolina Country Music Festival only lasts 3 days in June, so you’ll need have content keeps fans engaged for the next 365 days. This was critical for CCMF, since they were a first-time event. Your marketing team will be thankful for the large pool of interesting content that will save them lots time and effort.
2. Know Your Platforms
Make sure you are taking into account what each fan wants to see when you’re posting content in real-time. An Instagram post should look different from a Facebook post. A snap different from a tweet. Rockhouse Partners used the following blend to gain more than 1,000,000 social impressions, and an average 70% growth in followers.
- Facebook: Lots of video content and photo albums, including fan photos. Don’t forget to encourage fans to tag themselves to help increase reach!
- Twitter: Real-time festival updates, funny fan photos and interesting moments.
- Instagram: Artist action shots and large crowd shots.
3. Exceed Your Sponsors’ Expectations
Sponsors and partners are important for developing a successful event. The best way to show that you value your partnership is by promoting their involvement and brand during the event! Rockhouse Partners met with the Jack Daniel’s team before the festival to make sure that they knew exactly what Jack Daniel’s wanted to achieve during the weekend and to create a plan to support them. Understanding their goals, Rockhouse combined the Jack Daniel’s message with compelling content; this helped increase awareness for their brand and the event.
“Jack Daniel’s had a great experience working with the Carolina Country Music Festival on its first year event. One of the highlights from the festival was working with their social media experts [Rockhouse Partners]. The social media activation was some of the best I’ve ever seen, truly top notch. The live posts along with scheduled postings hit the nail on the head & truly added value to the Jack Daniel’s sponsorship. We look forward to work together on another successful event in 2016!”
James Farra, Cheers SC Marketing Manager
4. Don’t Leave Your Fans Out To Dry!
Your fans and festival-goers have questions and social media has increasingly become one of the largest channels for customer service. The two weeks before the festival is a crucial time for taking care of these concerns. Leading up to the big day and during the event, make an effort to set aside time to answer their questions. Your response will make them feel valued and at ease!
5. Give Your Fans Something More
Rockhouse Partners took the additional step at CCMF by holding numerous contests throughout the weekend. As a result, 2,000+ email addresses were collected. Rockhouse also took the opportunity to include sponsors in these giveaways. Their scavenger hunt included Jack Daniel’s, Blue Moon, and Redd’s Apple Ale and resulted in ~10,000 impressions. Everyone wins!
6. Develop Leads for Next Year
The best time to build on momentum from 2015 and generate interest in next year’s event is the afterglow period. Rockhouse made a 2016 Ticket Alert form that allowed them to collect the valuable prospect data of fans who showed interest in purchasing 2016 tickets. Ultimately, this led to a 7% growth in email database.