Welcome Guest [create an account] or log-in:

Chapter 9 Festival Marketing

DOI: 10.23912/978-1-911396-82-6-4063

ISBN: 978-1-911396-82-6

Published: January 2019

Component type: chapter

Published in: Principles of Festival Management

Parent DOI: 10.23912/978-1-911396-82-6-3894



Marketing, promotion, sales, communications, audiences, participation – the concepts covered in this section are a fundamental part of festival management, whether your event is a community fête or a globally recognised music festival. The word ‘marketing’ originated from the simple forms of buying and selling that can be seen in a local street market, but the term now encompasses a range of sophisticated techniques that have developed to help companies decide what products and services to produce and how to persuade people to buy them. This chapter introduces marketing concepts and illustrates how festivals and cultural events can adapt the techniques to develop appropriate experiences for festival-goers, artists and communities. This chapter will introduce concepts such as supply and demand, segmentation and targeting, CRM (customer relationship management), experience marketing and its relationship to service design, and branding. It will raise questions about the extent to which a festival’s artistic programme can or should be led by market demand, whether the relationship between artists and festival-goers is more complex than those expected in traditional marketing models and about the ethics of storing and using data collected on festival-goers’ behaviours and preferences.

Sample content

Click here to download PDF


  • Jennie Jordan, Leicester Castle Business School (Author)
  • Kristy Diaz, Loughborough University (Author)

For the source title:

  • Chris Newbold, De Montfort University Leicester (Author)
  • Jennie Jordan, Leicester Castle Business School (Author)
  • Paul Kelly, Festivals Organiser and Fundraiser (Author)
  • Kristy Diaz, Loughborough University (Author)

Cite as

Jordan & Diaz, 2019

Jordan, J. & Diaz, K. (2019) "Chapter 9 Festival Marketing" In: Newbold, C., Jordan, J., Kelly, P. & Diaz, K. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-911396-82-6-4063


American Marketing Association (2013) Defintion of Marketing. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx.

Anderton, C. (2015) Branding, sponsorship and the music festival. In: McKay, G. (ed.) The Pop Festival: History, music, media culture. London: Bloomsbury.


Chartered Institute of Marketing, (2015) Marketing and the 7Ps: A brief summary of marketing and how it works. https://www.cim.co.uk/media/4772/7ps.pdf.

Diggle, K. (2017) The A.D.A.M Model. https://keithdiggle.co.uk/audience-development-arts-marketing/the-a-d-a-m-model/.

Doyle, P., and Stern, P. (2006) Marketing Management and Strategy. London: Pearson Education.

Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995) Consumer Behaviour. London: The Dryden Press.

Jobber, D. (1995) Principles and Practice of Marketing. New York: McGraw.

McCarthy, J. (1960) Basic Marketing: A Managerial Approach. Chicago: R. D. Irwin.

Martin, V. (2016) Rock in Rio: The festival. In: Newbold, C., and Jordan, J., Focus on World Festivals: Contemporary case studies and perspectives. Oxford: Goodfellow.

Pine, J. B., and Gilmore, J. H. (1999) The Experience Economy. Boston: Harvard Business School Press.

Poulsson, S., and Kale, S. (2001) The Experience Economy and Commercial Experiences. Marketing Review, 4 (3), pp. 267-277.


Secret Solstice Festival, (2016) http://secretsolstice.is

Walmsley, B., and Franks, A. (2011) The audience experience: Changing roles and relationships. In: Walmsley, B. (ed.) Key Issues in the Arts and Entertainment Industry. Oxford: Goodfellow.

Wright, L.W. and Crimp, M. (2000) The Marketing Research Process. 5th ed. Essex: Pearson Education Ltd.


Chapter 9 Festival Marketing [Details]Price: £5.99*Licences / Downloadable file

Published in Principles of Festival Management

Chapter 9 Festival Marketing [Details]Price: £5.99*Licences / Downloadable file
Paperback format [Details] Available as an inspection copyPrice: £37.99Copies / Delivery by post
Terms and conditions of purchase | Privacy policy