What can Glastonbury Festival teach us about maximising our presence at trade events?
- adrian67545
- 18 minutes ago
- 4 min read
What can Glastonbury Festival teach us about maximising our presence at trade events?
With Summer Solstice done, the weather looking iffy, and teenagers wanting to celebrate their exams, pack their rucksacks with pot noodles and baby wipes, it can only mean Glasto.
For those who don’t know the festival – here’s why we can learn a thing or two from it.
With over a million people trying to get tickets, Glastonbury Festival sold nearly 200,000 tickets in 36 minutes, 6 months before the event and having not announced one act, so they must be doing several things right.
I’ve been lucky enough to attend four times– two muddy years, one scorcher and one just right and here are my lessons in marketing that we can take away from the world’s best music and cultural festival (happy to be challenged on this one!) and apply to event marketing.
1. Know Your Audience
Glastonbury understands its demographic deeply—music lovers, environmentally conscious attendees, and culturally engaged individuals. Tailoring everything from the lineup to the messaging helps maximize engagement.
Marketing takeaway – modular stands.Know your different audiences who are going to attending the trade events and customize messaging to resonate with their interests and values. You can’t just use the same stand from event to event, but make it modular.
2. Create Shareable Moments
The festival creates visually and emotionally compelling experiences (stages, art installations, surprise performances) that people want to capture and share on social media.
Marketing takeaway – instagrammable Design “Instagrammable” and emotionally resonant moments that encourage organic promotion. On stand games, activities, wow factor.
3. Align with Causes
Glastonbury emphasizes sustainability, working with environmental organizations and promoting green initiatives.
Marketing takeaway – support causesIf there’s a chance align your brand with meaningful causes to build deeper emotional connections and trust. You may already be supporting causes and charities – highlight that on the stand, shows your human side.
4. Build Brand Partnerships
From major brands like EE providing Wi-Fi to food vendors aligning with ethical sourcing, Glastonbury leverages mutually beneficial partnerships.
Marketing takeaway- co-exhibitStrategic partnerships can enhance the experience and increase your brand's reach and credibility. Who can you co-exhibit with that shows your eco-system? It may also make an easy buy for prospects, as you’ve already put together what they need from you.
5. Scarcity & Anticipation
Tickets sell out quickly and are released in limited waves, generating buzz and urgency.
Marketing takeaway – hourly give aways?Bit of a stretch this one, but use scarcity and timed releases to create anticipation and demand – run on-stand competitions with one off goodies that everyone wants.
6. Consistent Storytelling
Glastonbury isn't just about music—it's about community, activism, and legacy. This story is consistent across every channel.
Marketing takeaway – not just the stand. Build a compelling brand narrative that is consistent across touchpoints and resonates emotionally – from emails to announce your presence, to the stand itself and what you do on it, to post-event collateral round up.
7. Leverage FOMO
By showcasing the unique, once-in-a-lifetime nature of performances and guest appearances, Glastonbury drives massive FOMO.
Marketing takeaway – your own special guest moments.Dig a little bit and there will be your own super stars within the business- Subject Matter Experts who can give performances through the event, sharing compelling insights.
And here’s the helpful event tick list.
Maximising attendance at a trade event requires strategic planning across marketing, sales, logistics, and engagement tactics. Here's a comprehensive approach:
1. Pre-Event Preparation
Objectives & Planning
Define event goals (leads, brand awareness, partnerships, sales).
Set KPIs (e.g., # of meetings booked, demos completed).
Audience Targeting
Identify target attendee personas.
Request attendee lists from event organiser (if available).
Segment and prioritise outreach list.
Marketing & Promotion
Create event landing page.
Launch email campaigns with RSVP or meeting booking CTA.
Schedule social media posts using event hashtag.
Publish teaser content (sneak peeks, offers).
Run paid campaigns (LinkedIn, Google Ads, retargeting).
Announce giveaways or exclusive event deals.
Event Partnerships
Get listed in the organiser’s exhibitor directory.
Apply to speak, join panels, or host side events.
Explore partnerships with non-competing vendors.
2. On-Site Strategy
Booth & Branding
Finalise booth design with clear messaging and visuals.
Install product demos or interactive experiences.
Ensure signage includes booth number and QR codes.
Team Readiness
Brief staff on roles, scripts, and engagement tactics.
Assign a lead capture manager and a floater for outreach.
Use branded clothing or accessories.
Engagement Tools
Offer giveaways (e.g., samples, swag, prize draws).
Use lead capture software (badge scanners, tablets).
Promote booth activity through live social posts or app updates.
Appointments & Demos
Have a calendar tool for live appointment booking.
Run timed presentations or product launches.
Set up VIP meeting area for high-value prospects.
3. Post-Event Follow-Up
Lead Follow-Up
Send thank-you emails within 48 hours.
Personalise outreach by role, interest, or conversation notes.
Offer follow-up calls or product trials.
Content & Visibility
Post event recap (blog, video, newsletter).
Tag attendees or partners in social media thank-you posts.
Share key takeaways internally and externally.
Performance Review
Compare KPIs vs goals (e.g., leads, cost per lead, meetings).
Collect team feedback on booth traffic and engagement.
Store learnings for next year’s strategy.
Happy Glastonbury everyone. Fingers crossed the sun shines, the cider doesn’t run out and you can find your tent at 3 in the morning.