ETL Replay: Delivering real ROI to brands at festivals, events and in venues


This footage has been kindly captured by our friends at First Sight Media –

Taking to the Festival and Future stage at last year’s Event Tech Live was Dan Walsh (marketing and communications and PR expert), Paul Pike (director at Intelligent Venue Solutions), Simon Levitt (global creative technology director at Imagination) and Nic Howden (industry PR man at All Access Communications).

Dan drew upon his 15 years’ experience working in and around festivals and events to offer his opinion on how brands can align themselves with festivals.

Brands can receive a huge audience at festivals, but what use is it if they can’t then maximise the engagement?


Dan invited Paul, Nic and Simon to discuss and analyse how brands can justify spending “10s of thousands of pounds” to sponsor a festival if there seems to be no way of “quantifying the ROI”.

Arguably, festival-goers will flock towards a beer tent regardless of which beer is being sold. “We’re surrounded by incredible technology that allows the opportunity to engage directly with audiences and acquire customers.” Dan asked why brands aren’t adopting more methods to capture audience engagement.

Brands are guaranteed a large, receptive audience at festivals but need to open a channel of interaction between them and their prospective customers to reap the benefits. 

Smart brands have the ability to build deeper relationships and, by owning the digital rights to the festival, can create long-term communications that deliver effective customer acquisition.

Event Tech Live, Europe’s only free-to-attend show dedicated to event technology, will return to the Old Truman Brewery on 6th – 7th November 2019. To receive updates, please register here.

You can find more information about Event Tech Live at

Molly joined the editorial team in March 2019. She has several years’ experience working in broadcast and journalism, as well as marketing and PR. Past experience includes working for the BBC and independent publishing houses. If you have a story you think Molly might be interested in, please email: