Perhaps it’s a symptom of being a marketer or maybe an undying thirst for finding new ways of doing things, but I have a confession. I have a growing problem: I can no longer attend public events, fundraisers, outdoor fairs, and sporting events without analyzing every aspect of the marketing and sponsorship.
That was the case a few weeks ago when I went to an event sponsored by PrettyCity.com in Boston. While aspects of the event could have been more efficiently coordinated, I realized that PrettyCity nailed one aspect of their business: shared brand experience sells.
PrettyCity.com is an online destination for salon goers that gives beauty tips, salon recommendations by city, and an ability to ask beauty experts questions. PrettyCity also hosts sponsored events throughout the country for women in specific salons. The event I attended in Boston was full of sponsorships with free food from the Melting Pot, free facials from the hosting salon, and a bag full of goodies. As I talked with friends about the goodies we received, I realized the effectiveness of Pretty City’s model. PrettyCity effectively created an experience in a closed environment while giving brands and services a platform to interact with a distinct, hard to reach target audience. And it works.
A couple of pointers on how to create a brand experience, especially for women-oriented products and events:
1. Let us try it out. Let us use the product or give us a free trial of the service. We want to know how it works and if it’s worth the investment.
2. Make us feel special. We want to feel that our attendance is valued immediately as we walk through the door. Individualize and make us feel that we are the life of the party.
3. Give us the platform to tell our friends, and we will. Something that was missing from the PrettyCity event was a way to tell friends about the party and products post-event. Following up with attendees is vital to create word of mouth for the sponsors at the event. Give us the ability to show our friends the fantastic time we had at the event online.
4. Give us more when we’re gone. Send us discounts for more products and allow us to post reviews. Tell us how much you appreciated us being at the event. The salon that hosted the PrettyCity event did follow up via phone to offer a consultation and services.
5. Make it interactive. Have all the event-branded materials drive traffic to the event web site where additional information and discounts can be found. Give us a forum to chat about the products we tried and with our friends who weren't at the event. With a targeted list of past attendees who have an interest in your products, use this to empower (not spam) us to learn more about your brand and even tell our friends. Encourage us to take photos at the event and send them to the event Facebook fan page. Become our friends on social networks and engage with us online.
-Carla
Photo Credit: gordonflood
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tagged as creating experience, gift bags, marketing for women, prettycity.com, salons, shared brand experience, women
These are some great points, but I think they apply to men as well. I think all consumers what to feel some sort of connection and ability to test a product or service. If we are happy with the treatment we get and the results we see, we will definitely spread the word to other potential customers, male or female.
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- disagree
- off topic
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