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Summerfest, You Have 11 Days to Deliver Your Brand
By: Cindy Wendland
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Imagine if you only had 11 days to deliver your brand to your audience. You have 355 days to lead up to it and build the anticipation, awareness, and engagement, but only 11 days to deliver and satisfy your customer. That is the case with Summerfest, the world’s largest music festival in Milwaukee.

Most brands have the opportunity to satisfy customers on a daily, weekly, or monthly basis. If your time is limited, you don’t have the opportunity for mistakes. Summerfest offers 11 days of music, food, events, and fun. They have to satisfy expectations in that time. This year they have a bus driver strike affecting transportation to the festival. On the positive side, it has opened up new messaging opportunities as they provide information on the many shuttle services available from restaurants to transport people to Summerfest. Uber is also offering a free ride to Summerfest special promotion.

Once you arrive at the festival, the food, music, atmosphere, shopping, and people-watching will make your time enjoyable. There are bacon eating contests, dance performances, a hole-in-one contest, paddleboats, parades, battle of the bands, and so much more. We love the lemonade, skyglider, and face painting. Oh, and we love the music and Saz’s BBQ sandwiches. Summerfest is a special place for us, and we make sure we go at least once during the 11 days.

Consider ramping up the presentation of your brand a few times a year where you position it like Summerfest and only have 11 days to deliver. What would you do differently? What could you accomplish?

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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