Over the past several years, it's become chic in the industry to dump on SXSW. The renowned Austin business festival is all out of steam, bereft of ideas, and all-around stale — or so the critics would have us believe. And, in point of fact, some big tech companies and other brands have very publicly opted to skip out on the event in recent years.
But is this the beginning of the end for SXSW, or just a shift in focus? And if it's the latter, how can brands use smart PR to maximize their results at a festival that, despite prevailing attitudes in some circles, is still thriving?
Re-evaluate the audience
One of the biggest mistakes brands can make when considering an appearance at SXSW is assuming the audience. It's probably not who you think — at least, not completely. The baked-in audience are festival attendees, and these folks may come and go.
There's another audience brands may be completely missing: the people throwing the parties and leading the panel discussions. Who is really more engaged in the industry — the attendees looking for a temporary thrill, or the experts who eat, sleep, and breathe this stuff? These people are knowledgeable, connected, and massively influential, and most brands all but ignore them in their marketing efforts.
How important is this factor? Some media have reported that of all the people who attend SXSW, one-in-three is a management-level executive making more than six figures, most working for larger companies. Another ten percent of attendees are press or industry insiders with deep connections. Who is targeting their SXSW experience toward these people? You could be.
Reaching decision makers
Decision makers, no matter their position or company, are always looking for an edge — a new idea that sings out to them as the next thing to give them a leg up on the competition. When preparing for events like SXSW, the goal should not be "something that gets attention."
The focus should be: what do we offer that will blow someone's hair back by solving one of their problems? Think about it — how impactful would it be if a decision maker at a major company or a motivated investor arrived at the festival and left with an answer, thanks to you?
There is a vital difference between marketing for attention and looking to deliver a solution or inspiration to a specific target market. If countless top industry decision makers and idea people come to SXSW looking for their next big thing, how "dead" could the festival really be?
The answer is as rhetorical as it gets. SXSW isn't dead — it has shifted. Those who shift with it will reap the benefits. Those who fail to understand what's happening will continue to complain, confusing a tremendous opportunity for a waste of time.
In the end, it's about mindset and connection. Brands that approach SXSW with an understanding of the real opportunity will find plenty of reason to flock to Austin.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
