For as long as I could remember, brands have always chosen to host extravagant events to get attention. From massive launches, exaggerated parties and red carpet moments, bigger was always better. However, in 2024, something clicked. Brands started to realize that to connect with their consumers on a deeper level, they needed their guests to vividly remember their product as opposed to who they saw at the party and what music was playing.
This transition definitely didn’t come out of thin air– the rise (and dare I say peak) of influencer marketing played a huge role in changing the game. Creators have stepped into the role of modern-day salespeople for brands, and there’s no denying the impact they’ve had in reshaping the marketing landscape. Their ability to naturally reach and engage audiences is unmatched. But to do this successfully (and obviously provide a significant ROI), organizations have realized that their ambassadors need to truly understand the product they’re promoting. And this ladies and gentlemen, is where intimate gatherings come into play.
By hosting smaller events, brands are creating spaces for genuine conversations and unique product education. Instead of simply shipping their products to influencers and asking them to share it with their followers, these gatherings provide the opportunity to get to know the brand on a deeper level. The guests get to ask questions, learn about the brand’s story, its mission, engage with the brand’s team, and experience the product first-hand.
Instead of a product that ends up sitting in a drawer after they post about it, the influencers walk away feeling like they’re a part of the brand’s inner circle. They gain the know-how and confidence to talk about the brand in a way that feels real all while helping to drive sales through their own channels.
At the end of the day, it’s clear that bigger isn’t always better and these intimate events are more than just a marketing move. They’re giving brands the opportunity to create genuine connections with influencers who hold the power in their hands to make or break a product. And when they are able to forge that bond, the results speak for themselves.
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Written by: Giovanna Pagano
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