Branding 13

WHY YOU NEED A LUXURY EVENT

Why is it that we only think about parties during the holiday season? And as entrepreneurs most of us don’t even think about parties because our audiences are online, my business is just me, I don’t have a real team, all it is a new …. (book, offer, product, … you fill in the blank). 

We simply don’t want to claim the brilliance within our brand. 

But in this seemingly humble act we lose one of the best luxury branding approaches out there - the special event party. 

Since the beginning of modern day culture - parties were thrown to mark everything from a job well done to a new adventure in life to starting a new business. Parties are what we are innately as well as socially programmed to stop and take notice of. That if all the ef-fort of throwing a party is occurring then this (fill in the blank here) must be important. 

And though there is a greater social story at play on why entrepreneurs don’t throw more parties, from a branding perspective we are losing out on a whole lot of goodness. 

Parties create opportunities like nothing else for our brand to interact with our audience. 

Blend Personal And Professional: Parties allow for guards to be down and business to still be on the table. 

Parties create opportunities like nothing else for our brand to interact with our audience. 

Blend Personal And Professional: Parties allow for our guards to be down and business to still be on the table. 

Exclusivity: An invitation tells your audience that they are special, important, and truly a VIP in your book. 

Sale Without Being Salesy: Parties allow you to sell, promote, educate and all of that without ever being salesy. 

Yes, parties are the missing piece to the marketing puzzle you have been looking for.


Now before you think that you can’t throw a party because (insert your excuse here) you have to remember that parties don’t have to be ravers they don’t need to be gala style events, they don’t need to have hundreds of people, and they don’t have to be in person (though in person is better.) 

You can create parties that are on brand and convert however it works best for you, your audience, and your brand. 

The next time you bring out a new product or service make sure you add an exclusive launch party to your marketing mix. And I can bet, if you do it right (aka you actually have a fun time) your audience will too plus they will be saying “yes” to your offer.