If you are working on an events strategy for a luxury brand or perhaps you want to attract a specific target audience, then you might want to create an air of exclusivity surrounding your next event.
There are a few simple marketing steps you can take to creating that exclusive buzz around your event and this article will cover a few ideas to help you to achieve this.
For an event to be truly exclusive, you simply cannot allow everyone to attend.
In order for your invitees to feel special, they need to know that they have met the criteria required. This might be something as simple an age restriction or dress requirement at a nightclub, or something more specific, like an event for high-net worth individuals only.
Whatever the requirement, in order to create an air of exclusivity, it needs to be known that not everyone can attend. This could be spelled out on an invitation for example you could write something like “you have been hand selected to attend” or this event is “by invitation only”.
Highlight Influential Attendees
When marketing an exclusive event, it is always a good ideas to shout about who will be in attendance. The idea is to let your potential attendees know that yours is the event that the most influential people want to attend.
It can be a good idea to identify these key influencers early on in the process and to encourage/attract their attendance from the outset.
Limit Ticket Numbers
By limiting ticket numbers you can drive demand through creating a fear of missing out. You can also counterbalance the reduction in profits through smaller ticket sales numbers by increasing the ticket price, which also increases the perception of exclusivity.
Choose a Luxury Venue
In order to successfully create a sense of exclusivity, you need to book the right venue. The right venue for your event will depend on the nature of your business and event. If you are trying to attract a young and trendy crowd, then maybe a disused warehouse in a cool London suburb would work well for you. However, if you are a luxury retailer seeking to attract HNWI, then a luxury hotel or private members club may be more appropriate.
As will all event planning decisions, you need to understand your event goals and target audience well in order to make the best decisions.
For help and support in planning an exclusive event for your business, get in touch with Wendy at Wendy Marston Events.