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Bringing Some Festival Magic to B2B Events

A festival-inspired playbook to help event marketers borrow some of that festival magic.

Coachella: an event that conjures up words like 'style', 'sound', and 'shared experiences'. A brand so powerful, tickets sell out before attendees even know the complete line-up. 

B2B events might have very different goals, but that doesn't mean you can't learn a thing or two from Coachella. After all, the core things that make festivals great - human connection, memorable experiences - are just as important to B2B. 

Here's 5 ways to bringing some festival magic to your event strategy, and build loyal communities and stronger affinity along the way. And if you're interested in how to put them into practice? Check out the full playbook and learn more. 

Check It Out
Turn your brand into an identity

1. Turn your brand into an identity

People come back to festivals year after year because they feel like it's a community they're a part of. By evolving your thinking beyond branding, to something magnetic, people will want to come back year after year to be a part of it. 

Make the unexpected be part of the experience

2. Make the unexpected be part of the experience

Surprise moments - whether that's a secret guest or a pop-up experience - make people feel like they were part of something special. Curating your presence to incorporate the unexpected will fundamentally shift how people engage with your brand. 

Give people something worth posting

3. Give people something worth posting

We've all seen that sea of cameras in a crowd, ready to capture that Coachella moment to share on socials. Lead with eye-catching visuals and shareable moments, and you'll extend your reach beyond the on-site attendees. 

Put your community front and centre

4. Put your community front and centre

At festivals, the people you're with are fundamental to your experience. So make sure you're prioritising real connection - before, during and after the main show, with your existing and potential customers alike.

Treat your event presence like a story arc

5. Treat your event like a story arc

Festivals make sure to build buzz before, keep the story going afterwards. From surprise reveals to recaps and reels, you can build sustained excitement if you expand your focus beyond your time on-site.  

Ready to review you strategy and ask: what would Coachella do? 

Read the Playbook