The award show season just past. There is the Golden Globes, the SAG awards, the VMA’s, the Grammy’s and the granddaddy of them all; The Oscar’s. What do they all have in common besides celebrities, awards, red carpets, fashion, and a television extravaganza? The answer is Gifting Suites or lounges.
Originally the idea of a gift lounge was to provide celebrities with access to gowns, jewelry and beauty enhancements in preparation for the big day. It has morphed into a branding opportunity for all sorts of products and services. Companies large and small alike participate in hopes of getting their products or services in the hands of the A-list.
The goal is to build brand recognition and create a status or position in the market by being associated with celebrity. Our society has made celebrity so important and influential that they actually set the trends. If Natalie Portman or Nicole Kidman are wearing those jeans or carrying that handbag, it becomes the next must have item.
Does it work for the business involved in the gifting suites? The answer is yes and no. Most A-list celebrities do not always attend the pre-show events as much as they used to. That does not mean that a company cannot benefit from the people that do attend. Here are five ways a company maximize the benefit of being involved in a sponsorship event.
- Collect contact information for everyone. Building your e-mail list is very important. It gives you free range to market to them in the future.
- Use the photos or videos your get or take yourself, in social marketing outlets, like Facebook and Twitter. This exposure let’s people see what you are up to.
- Strike while the iron is hot. Make notes of conversations and follow up within a week of event.
- Take advantage of the face-to-face interactions building rapport with someone can make a fan out of them and word-of-mouth marketing is still the best by far.
- Research any articles or media coverage of the event and post them on your website along with the pictures you have from event. Even if you were not featured being there still allows you to use coverage to promote your brand.
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