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Want to connect with millennials? Market your brand at a music festival


First published on http://www.bizjournals.com/

If your business wants to strike a chord with millenials this summer, connect with them at music festivals.

Companies are integrating their brands into the music festivals by placing booths and brand activations throughout concert grounds.

Brands give out free samples and souvenirs, host celebrity guests, hold contests, and offer sweepstakes. They attract festival attendees into their inviting tents, luring them with air conditioning.

It’s a subtle, yet effective way for brands to become a memorable part of the festival for attendees.

Now more than ever, brands are using music and entertainment to establish a strong relationship with consumers. In fact, brand sponsorships for music festivals, tours and venues totaled $1.22 billion in 2012 and are projected to increase in coming years.

Music is a powerful way to create an association between a brand and its audience. According to Nielsen’s Music 360 report, 76 percent of festivalgoers say they feel more favorable toward brands that sponsor a tour or concert, and 51 percent of all consumers feel this way. This statistic is hard to ignore, especially since the majority of festival attendees fall within the millennial generation.

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