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EVENTS How do you publicise the event? The main form of publicity and marketing for AlderFest has been social media marketing. This covers a whole host of platforms, including Instagram, TikTok, and Facebook. The strategic aim for AlderFest’s social media campaign has always been to try and create an element of FOMO (fear of missing out). Our marketing aims to make the festival look so fun and entertaining that people feel they would be missing out if they didn’t attend. Furthermore, on our social media platforms, our tone is conversational and attempts to make the reader feel like one of the team, creating a sense of community over time. For 2023, we teamed up with Mustard Media, who are digital marketing specialists for festivals and events. Their role was to concentrate on paid advertising on social media and web browsers. Through creating campaigns which covered awareness, targeted engagement and conversions, they were able to effectively aid the amount of tickets sold. Other marketing techniques included billboards, both digital and static. With printed media it is often difficult to determine the effectiveness of the campaign, and therefore most of the marketing budget was allocated to digital marketing as we were able to analyse and refine the effectiveness of this. “THE AIM FOR NEXT YEAR IS SIMPLY TO GET MORE PEOPLE TO EXPERIENCE THIS INCREDIBLE FESTIVAL AND CREATE A RELIABLE COMMUNITY OF FESTIVAL- GOERS THAT WILL CONTINUE TO SUPPORT US FOR YEARS TO COME” What additional challenges have you faced? As a relatively new festival, it can be hard to get your voice heard in an already oversaturated market. We decided to get the help of Mustard Media, due to the heavy task of marketing and delivering the message of the festival to the right people. We did not have the expertise required to do this within our team and therefore had to outsource the help of experts in their field. How have you financed the event (sponsorship, grants etc) We do not receive any form of grant or sponsorship for this event and is entirely financed by our own business and financials. This event ADDRESS BOOK MARQUEES Border Bars and Marquees www.borderbarsandmarquees.com STAGES & AV Live Events LTD www.liveeventsltd.co.uk HEAT & POWER DNK Event Services www.dnkeventservices.co.uk TOILETS County Loos www.countyloos.com TICKETING Roller www.roller.software SECURITY H&A Protection Services www.haprotectionservices.co.uk is extremely costly to put on and we are working on a three year plan with the final aim to be profitable after three years. What are your plans for next year? With the success of AlderFest 2023, we are so excited to bring the festival back for another year! The aim for next year is simply to get more people to experience this incredible festival and create a reliable community of festival-goers that will continue to support us for years to come. What advice could you give to someone coming into the outdoor event industry? Plan for all weathers! You 100% need a contingency plan for every single type of weather you can think of, even if it is not forecasted. ENTERTAINMENT All Star Promotions www.allstarpromotions.co.uk INSURANCE KLF Insurance www.klf-insurance.com DETAILS AlderFest 5-6 July 2024 Alderford Tilstock Rd Whitchurch SY13 3JQ www.alderfest.com 60 WWW.OPENAIRBUSINESS.COM
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ISSUE 60 | 2023 | www.openairbusine
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Mainstream Hotel Capitalises on Bac
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10 Years of Hot Tubs NAKED FLAME Ec
Page 9 and 10: INDUSTRY OVERVIEW Showman’s Show
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