This week is Glastonbry week, and so it makes sense for us to explore how the Glastonbury brand went from a CND protest to become the hottest ticket in the music event business, renowned the world over – and how you can follow in the welly-clad footsteps of Glasto to build the same positioning for your business.
Make your audience a community and become a part of it by listening and contributing authentically.
In the early days, Glastonbury Festival raised money for the Campaign for Nuclear Disarmament. Not only did this give the festival a great cause, but it also emboldened a specific community of music lovers who believe in something greater than themselves.
As the years have gone on, organisers paid attention to their consumers’ shifting priorities – from nuclear war to the environment and climate change – adapting the cause within the same community base to Greenpeace.
To this day, Glastonbury positions itself as a beacon for ecological awareness with authentic action within their organising and promotion of guests to speak on the matter like David Attenborough and Jeremy Corbyn.
This positioning flexibility and active listening to the community is key in marketing.
By projecting a strong authentic representation of your business services, like Glastonbury, you too can become the industry standard that competitors look to, to see where the future of the industry is going.
The creators of Bestival festival in the Isle of Wight have admitted to never missing Glastonbury festival each year and say that although they don’t like to think of themselves as ‘festival magpies’, Glastonbury is the biggest influence on them and inspires what they create. They even have the top artists begging to headline!
By making each attendee feel like they’ve had a once-in-a-lifetime experience, you incite them to spread the word – Jesus style – to everyone they speak to that summer.
And with the new dynamic for Glastonbury since its founding days, social media turns #Glasto into the FOMO (fear of missing out) event of the year that will be seen as free advertising by every friend, family, or person you’ve met once in a bar who follows you on Instagram.
But that’s the point.
They’re not just selling a service, but instead an experience. A chance to be a part of something bigger than yourself. Something so special that it makes a once-in-a-lifetime experience into a ‘cannot miss a single year’ experience.
All that’s left to do is pack your wellies and pray for no rain.
Happy Glastonbury day everyone!