webinar: the future of festivals

24
The Future of Festivals

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Webinar with Eventbrite, Festival Awards, Virtual Festivals and Festivals.ie on Feb 26, 2014. Recording can be found here: http://www.youtube.com/watch?v=YdZUoz5ASJk

TRANSCRIPT

Page 1: Webinar: The Future of Festivals

The Future of Festivals

Page 2: Webinar: The Future of Festivals

Welcome and About us

Marino Fresch

James Drury

Chris Swindells

Niall Murtagh

Page 3: Webinar: The Future of Festivals

Topics of the Day!

• What do festival goers want?

• Social Commerce: Sell more tickets!

• Trends impacting festivals

globally

Page 4: Webinar: The Future of Festivals

What Do Festival-Goers Want?

4

Page 5: Webinar: The Future of Festivals

What Do Festival-Goers Want?

Preferred festival size 15% of respondents favour festivals of 5,000 to 10,000 attendees. 12% favour festivals attended by 30,000 and above. But 36.5% say size does not matter.

About the survey The survey was conducted in October 2013, during the Festival Awards voting period. •  3,380 people responded to the

survey •  42% male •  58% female •  60% aged under 30 •  17% 31-40 •  49% “single and unattached”

0.00%  5.00%  10.00%  15.00%  20.00%  25.00%  30.00%  35.00%  40.00%  

Series1  

What is your ideal size of festiva?

Page 6: Webinar: The Future of Festivals

What Do Festival-Goers Want? Impact of the economic recession on festival attendance UK

40% of respondents say the eco slowdown did not impact their festival plans. 27% said they attended fewer festivals this year. 9% spent less on alcohol  

Europe 40% of respondents say the eco slowdown did not impact their festival plans. 29% said they attended fewer festivals this year. 20% spent less on alcohol  

Page 7: Webinar: The Future of Festivals

What Do Festival-Goers Want? Spend before the festival 1/3 of respondents spend between £50-£100 before the festival

Spend at the festival 30% of respondents spend between £50-£100 at the festival

Page 8: Webinar: The Future of Festivals

What Do Festival-Goers Want? Major turn-ons 53.5% of respondents enjoyed the music the most at the festival they attended. For 22% it was the escape from “normal” life. “Getting dirty” and “the outdoors” both score the lowest at 2.4% each.

Major turn-offs 28% of respondents would be turned off by fewer acts on stage. ¼ of respondents would be turned off by a 5% increase in ticket price.

0.00%  5.00%  10.00%  15.00%  20.00%  25.00%  30.00%  

Series1  

Which of these would be most likely to put you off

going to the same festivals again next year?

Page 9: Webinar: The Future of Festivals

What Do Festival Goers Want? Major disappointment this yr 16.5% of respondents said their biggest disappointment was favourite bands clashing on the running order For 13%, it was the price of food and drinks on site. But for 17%, it was none of the above!

Most missed home comfort 1/3 of respondent did not miss any home comfort! ¼ of respondents missed clean toilets the most. A shower, and a bed (15% each) also scored highly in the home-comfort miss list!

Note: loos 71% of respondent would like luxury loos at festivals

Page 10: Webinar: The Future of Festivals

What Do Festival Goers Want? Perception of sponsors 57% of respondents accept that festivals need sponsors, but it doesn't improve their enjoyment

Social media usage 92% of respondents use Facebook 60% use YouTube 56.5% use Twitter

0.00%  10.00%  20.00%  30.00%  40.00%  50.00%  60.00%  70.00%  80.00%  90.00%  100.00%  

Series1  

Do you use any of the following social media?

Page 11: Webinar: The Future of Festivals

Social Commerce: Sell More Tickets!

11

Page 12: Webinar: The Future of Festivals

All Events: Value and traffic per share Each share on Twitter incurs the most incremental ticket sales, and also brings the most traffic to an event page.

£2.17

11.8

£1.31

19.5

£3.22

38.2

£2.41

16.3

Value of a share (all events)

Visits per share (all events)

Social Commerce: Sell More tickets!

Page 13: Webinar: The Future of Festivals

Festivals: Value and traffic per share Each share on Facebook incurs the most incremental ticket sales for festivals, Each tweet brings the most traffic to a festival page.

£2.17

11.8

£1.31

19.5

£3.22

38.2

£2.41

16.3

Value of a share (all events)

Visits per share (all events)

Value of a share

Festivals Visits per share

Festivals

Social Commerce: Sell More tickets!

Page 14: Webinar: The Future of Festivals

1 TICKET SOLD

2,6 shares

2,6 shares

17,6 shares

Festivals: Every 2.6 tweets of Facebook share => you sell an incremental ticket… Nice! Number of shares needed to sell a festival ticket

Social Commerce: Sell More tickets!

Page 15: Webinar: The Future of Festivals

Event Discovery via social media creates a snowball effect Discovering an event via a share on social media makes ticket buyers 3 times more likely to share information about this event on social media themselves.

3Xmore likely to share information about an event on social media, after having discovered it on social media

Social Media: Sell More tickets!

Non social discovery Discovery on Social Media

Ticket Purchased

Ticket Purchased

Page 16: Webinar: The Future of Festivals

New Trends Impacting Festivals Globally

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Page 17: Webinar: The Future of Festivals

Trend 1: Sustainability

Welcome to the Future - recycling bins

Winniped - collection of

Empties

Shambala - total ban on bottled water

Wood Festival - 100% green loos

Bonnaroo - “Trade in” contest to clear cigarette butts

Welcome to the Future – Cycling scheme

Page 18: Webinar: The Future of Festivals

Trend 2: Mobile Technology

Desktop page views by hour

Mobile page views by hour

2/3 of traffic

1/3 of traffic

Mobile trends at Eventbrite

5pm  

Page 19: Webinar: The Future of Festivals

Types of devices used to purchase Festival tickets In the UK, 15% of festival tickets are purchased from mobile devises This percentage increases to: •  1/3 when the event has been discovered via a share on social media

11% 89% 20% 80%

25% 75%

14% 86%

19% 81%

Trend 2: Mobile Technology

All events

Festivals

All events

15% 85% 33% 67%

Page 20: Webinar: The Future of Festivals

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Trend 2: Mobile Technology

Page 21: Webinar: The Future of Festivals

Trend 3: Hybridisation

•  Grow your audience

•  Benefit

communities and stimulate tourism

•  Attract a broader

range of sponsors

Page 22: Webinar: The Future of Festivals

Trend 4: RFID

Page 23: Webinar: The Future of Festivals

à  What festival goers want: To have a great time! Good content, good customer service, being part of a community and all at a fair price

à  Social media: Each share about a festival on Facebook brings £3.12 in ticket sales. Every 2.6 tweets or shares on Facebook, an additional ticket is sold!

à  Sustainability is a growing responsibility and trend amongst festival organisers

à  Mobile technology and RFID enhance the attendee experience and festivals revenues

à  Hybridisation for festivals means attracting a larger audience and more sponsors

23

Wrap Up

Page 24: Webinar: The Future of Festivals

Thank you! Marino Fresch [email protected]

James Drury [email protected] Chris Swindells [email protected]

Niall Murtagh [email protected]

http://www.eventbrite.co.uk/l/music