May 9, 2017
Market Like Coachella - Aartrijk

By Patrice Nickols

Coachella is king! This past April marked the 17th Coachella Valley Music and Arts Festival. Each year the event showcases international and burgeoning musicians and visual artists in the desert of Indio, California. A cultural and social phenomenon, the annual music festival has amassed an average of 198,000 attendees and more than 3 million social media mentions on Instagram alone. Although a music festival is a stark contrast to the insurance industry, there is much that can be taken from the Coachella social and branding strategy.

It’s all in a name

The origin of the name Coachella is rumored to have been a misspelling of the Spanish word “conchilla” or “small white snail shells” found on the grounds of the festival. At this point, the origin of the name doesn’t matter — it is different and catchy. Unless you’re starting an agency now, there may not be much room to create a catchy agency name; however, if you are thinking of using a new social media hashtag or if you are cultivating a new marketing campaign, play around with names that are unique to your company or business. Be consistent in your use of the names and spelling so as your reach grows, it is easily searchable.

Brand ambassadors

The first Coachella concert was very slim and thin in terms of consumer reach and attendance. Festival organizers didn’t care and pushed forward, with the idea of catering to the people who were actually present versus worrying about those who were not in attendance. Fast-forward to the present day: Major artists like Beyoncé, Red Hot Chili Peppers and Lady Gaga plan to perform at the festival years in advance. Those who don’t make the cut still attend and are sure to post photos on their social media accounts, understanding that a simple post is a boost in their brand power.

Attendees aren’t the only ones to become brand ambassadors. Major clothing companies have created “Coachella Collections,” or clothing that is inspired by the festival. Many of the tweets and posts come from people who live stream the festival from home or just talk about their disappointment in not being able to attend. Coachella has amassed a following that has grown beyond the Indio, California valley. Moral of the story — focus on catering to your audience and create opportunities for others to be inspired by what your agency is doing.

Go mobile

It is very important to understand the power of mobile (if you don’t already know this). Coachella relies on attendees to snap photos and upload them immediately in order to generate buzz for the event. Attendees need to use the Coachella app to access information like performance times, lodging and transportation. The same could apply to the insurance industry — wouldn’t it be great to create an app for your agency where customers can upload pictures of an accident right from their phones? What about notifications for changes in your office hours or policy updates? Companies like Insurance Agent have created solutions for insurance agents to improve their mobile presence without breaking the bank. It is also important to note that your website should be mobile-friendly and should offer immediate solutions for potential and current clients to reach you at all times. Reach out to a web developer or branding agency and get a consultation on how to improve your agency’s mobile and web presence. It will be worth it in the end!

Your agency has the power to produce the same results as the Coachella Music Festival — loyal followers, quality service offerings and staying power. All it takes is a little time, effort and a grasp of the possibilities.

Copyright © 2018 All rights reserved