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Marketing a Vegetarian Festival

At the moment, I’m sitting on the porch, watching the birds fly by, as I am thinking about what life has to offer. The reason I’m thinking about life, is probably because I was at a funeral yesterday, and a funeral always makes a huge impact on me.

I’m thinking that I should make every minute on earth count. Life can be both short and fragile. The other reason I’m thinking about life, is that so many interesting and fun things are happening to me right now, it makes me think about why it’s happening, and that brings me to the vegetarian festival.


I’m still new to organizing a festival, but when I’m this passionate about what I’m doing, I don’t see any problems. I only see solutions. Every person I am talking to are smiling at me, they seem to be as passionate as me, and they keep supporting and they keep telling me that the festival is going to be a huge success. I’m thinking that this shows how important it is to stay positive, and keep focusing on success. If failure is not an option, we won’t fail, that’s what I’m thinking.

The picture above is of the fantastic people working at Campino, a local pizzeria in Halden. And they’re the reason why I wrote the story about the pizza delivery manΒ – they’re usually making pizza with meat, but they’ve said yes to attend the vegetarian festival with both vegetarian pizza and falafel.

No wonder I’m smiling.

How I am currently marketing the festival

I believe that marketing a festival is a lot like marketing a regular product or service. I started out by segmenting the audience, in order to find exactly who we’re targeting. Now, that I’ve targeted the audience, I’m using content marketing and relationship marketing as my methods.

I’ve created a page on Facebook for the festival, and I am using content in order to engage people and in order to show the progress of the festival. What I really enjoy is to ask people questions like who we should have on our festival, what companies we should invite. This way, we’re not only creating relationships to our readers, but we’re receiving awesome tips that we can use.

I’ve created Facebook ads, targeting vegetarians in Norway and Sweden, and so far, that’s working great in order to get more likes and to get more attention on Facebook. And it’s a lot cheaper than I thought it would be, it’s probably due to the fact that I’m targeting a niche. Tomorrow, I’ll be targeting vegetarians in Denmark as well.

The next part of the marketing plan is to start creating content on the blog Vegetarfestivalen. This content will be different from the Facebook Page, as it will be content about being a vegetarian, I’ll be sharing recipes and we’ll be a lot more generic in order to attract a different type of traffic than with Facebook.

So far, offline marketing has not been an issue, but I’m thinking that the next level of the marketing plan will be to integrated everything to an offline strategy. This way we’ll be visible “everywhere”, and we’ll attract a wider audience. But, offline marketing is not what we’ll be focusing on. It’s just a small part of the marketing plan.

8 responses to “Marketing a Vegetarian Festival”

  1. Samuel says:

    Jens-Petter, nice to see your marketing skills being put to use for a vegetarian festival.

    Marketing online is going to get the news more around and it is well recommended to start way in advance before the festival.

    So you are not doing much offline marketing too?

    Keep up the good work!

    Samuel from

  2. Errol Daffron says:

    Good work on this, I guess you’ve proven your value, this is your chance from now πŸ™‚

  3. Asha Loker says:

    Nice, good to hear that everything is under control, mostly πŸ™‚

  4. Carolyn says:

    Brilliant, Jens. I predict the Vegetarian Festival will be a smashing success, both because of your brilliant marketing and because there will be pizza.

    Thank you for sharing this journey with us, Jens!

  5. Eva says:

    Really interesting, although I am a huge fan of vegan food I couldn’t picture myself that is needs a professional and spacial marketing like this. Thanks for posting the this useful information!

  6. Adrienne says:

    First Jens, I’m so sorry you had to attend a funeral recently. Those are never pleasant occasions I do agree.

    But I love that you’re all smiles as you should be. When you’re passionate about something you always find solutions. I’m so thrilled that your pizza guys are going to go vegetarian for this occasion. Congratulations on making that happen but how could they turn you down. I’m sure they love you and your business.

    I wish you all the best with this Jens and if I lived close to you I’d come and support you as well.

    Good luck!


  7. Arianne says:

    Good post you have here. Thank you so much for sharing! I’m starting to be a fully committed vegetarian. I’m just glad that I read this!

    • That’s awesome that you’re becoming a vegetarian. I’ve been one for close to 12 years, and it was hard in the beginning, but it was all a habit. Now, it’s the easiest thing on earth πŸ™‚

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