Let me run an idea by you. This is one of the things that I really enjoy about blogging. Sometimes you just need to get an idea down, and see if it’s worth pursuing.
As anyone who knows me in real life knows, each winter for the past 5 years, whatever house I’ve lived in has hosted a large, semi-formal Christmas Party. Each year seems to get bigger and even more fun. Last year was an absolute blast. Throughout the night we probably had 150 people in our Hampden duplex, each of whom was well-dressed, somewhat well-behaved, and definitely enjoying themselves.
An idea came to me this morning, as we have already begun planning this year’s party.
All of the talk these days in the marketing and advertising industry is about having a conversation with your consumer. No longer can companies build successful campaigns solely on TV spots and print ads. Today, it’s all about engaging your potential customers and turning them into product evangelists, or at least loyal customers.
So, instead of spending tens of thousands of dollars on TV commercials and blasting your message out to 2 million people that don’t care about it, marketers should become a part of the conversation of 200 people that can’t wait to get their message.
For this year’s Christmas party, I want to sell sponsorships to local companies in the following areas – food, hair, clothing, alcohol, and any other areas where there is a good fit. For hair and clothing, they can choose to outfit a few select guests.
Here’s the pitch to these companies or their agencies. This is the opposite of mass marketing. This is a way to be involved in an intimate setting where people are discussing everything that is going on. Think about what happens when a woman walks into a party with a beautiful dress and awesome hair. Every other woman asks her where she got the dress and who did her hair. Then, they immediately want to go there. Well now your company can actually be a part of that conversation, without intrusive, obnoxious old-school advertising.
Companies will get a link on the landing page and the invitation. They will also have the ability to create any type of hand out at the event. This could even be gift bags similar to those given out at Sundance.
So, is this idea worth pursuing? Do you know any companies that may be interested in something like this? They will get access to approximately 200 people in the coveted 21-34 demo who live in and around Baltimore. What do you think I need to do to convince companies that this is a great idea and worth a test?
September 26, 2007 at 3:56 pm
so idk…from a marketing perspective it sounds like an interesting idea. but from the perspective of someone who would go to a party….
do you really want people to feel like they’ve just been invited to be a part of some big ad campaign? idk. feels a bit manipulative to me. like, “hey…1/2 the people here are really trying to sell you something but they aren’t going to tell you that up front. in fact, they are going to pretend to want to be friends and just hang out.”
just a thought. lol
September 26, 2007 at 3:59 pm
Fair enough.
Although I think the distinction is that people from these companies won’t be at the party. They will be able to have their products placed and used at the party, but they won’t be there actively trying to sell you on anything. Their products are merely part of the experience.
October 2, 2007 at 7:15 pm
i like it… do you think this would work for weddings, too?