As more new events pop up each year, the live entertainment market is becoming increasingly competitive and it’s important for festival organisers and promoters to look at new ways of reaching their target audience.
Word-of-mouth marketing is certainly not new in the world of music festivals, in fact many of the largest festivals today started out as small gigs or events organised among friends that grew in popularity through word-of-mouth recommendations, and eventually evolved into the large scale events that are attended by thousands today.
While word of mouth has been widely acknowledged as the most powerful form of marketing, many brands have failed to use it because it has traditionally been difficult to manage, scale and measure. However, technology is changing that. So why is word-of-mouth marketing (WOMM) so powerful for festivals and events?