Advertising in a live environment is an amazing way to reach an engaged audience. There is no doubt that displaying content on the giant screens in a stadium before Katy Perry, One Direction or Bruno Mars takes the stage is a good bet when it comes to strategic B2C marketing planning.

Here are 4 tips that will help you make the most of your concert marketing campaign!

1. Understand the Audience’s Behaviour

Keep in mind these two characteristics:

1) Each and everyone in the audience has spent a considerate amount of money to see their favourite band live. Therefore, they have high expectations.

2) Most of the crowd bought their tickets weeks (even months) before the concert.Therefore, the anticipation raised their excitement level to the roof.

Now that the audience is finally seated in the stadium waiting for their idol, they are in a state of hype. Make sure your message is coherent with their behaviour at that precise moment.

Fans are not in the mood to see content that is giving them instructions. They are in "Entertain Me" mode. Brands need to align their advertisement accordingly and seize the opportunity to build a content strategy based on brand awareness! If you value their expectations and their excitement, you’ll end up with an attention-grabbing commercial!

2. Understand the Marketing identity of the Artist

Nowadays, artists became brands. They have a visual identity, a marketing strategy and each of them have a different communication DNA. Some of them act as role models while others use controversy as part of their marketing strategy. Whichever tactic they use to promote themselves, it worked! In fact, it filled a whole stadium with fans sensitive to this type of marketing message.

Make sure you align your content strategy with the artist’s communication DNA. That way, you’ll capture the crowd’s attention with a message that is relevant to them.

As a brand, unicity in the message is going to be one of your best ally in this type of environment.

3. Creative Production : Simplicity Is Key

Content

When it comes to production, Jack, our head of production knows best! Here are his advices :

"Brands need to understand our advertising platform. Essentially, it consist of 20 feet+ screens illuminating to the entire audience.

The creatives have to include a firm punchy tune that fits with a similar music genre of the talent. For the video, it should be feature a clean and crisp content. That will always work well !

Be careful with text. Some text is fine but it can’t be the dominating feature in the video as it can look too complicated.

The brand that is being advertised must sit accordingly to the integrity of the show. Make sure that once the commercial has finished, it would make sense forthe performance to start." - Jack

Broadcasting

Before the concert, the brand's advertisement will playing more than once. The frequency at which the ad will be playing will depend on what was previously agreed with the brand.

In order to increase the recall rate, it is recommended to play the same advertisement for each rotation instead of different spots every time. This way, the message will achieve a higher recall rate.

4. Brand Awareness : Your Brand is the Star!

This type of environment is all about exposure and displaying your brand in front of the most engaged crowd. Basically, it is all about brand awareness!

Your brand has to be the main star of your creative. Get the most of this opportunity by showcasing your brand as many times as possible in your creative. That way, you will raise the retention rate even higher than it already is!

In this type of environment, it is all about Brand Awareness. Any brand that will be displaying their content on those massive screens will be associating their brand with the status of the artist!

In Short

Value the public's expectations and excitement Align your creative with the artist's communication DNA When it comes to your creative, simplicity is key It is all about Brand Awareness.

It is that simple!

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