Reach Your VIP Customers Where They Are: Unexpected Event Activations for Beauty Brands 📣 💡 I was inspired to share this post after reading Glossy's research on "Field marketing tactics are bringing much-needed exposure to young startup brands" as it's right in line with an out of the box space I am hosting at an upcoming consumer festival this coming weekend. In today's competitive landscape, beauty CMOs and founders need to think outside the traditional marketing box. Smart CPG brands are finding innovative ways to engage with their target audience by showing up in unexpected places. This fall, consider shifting your focus from generic pop-ups to immersive experiences at large-scale events. Here's why: ⚡ Direct access to affluent consumers: Events like music festivals, food and wine festivals, and art exhibitions attract a high concentration of your ideal customer. ⚡ Reduced competition: By strategically selecting events outside the saturated beauty space, you can stand out and capture undivided attention. Brand love before retail launch: Generate excitement and build a loyal following before your products hit retail shelves, ensuring strong sales velocity from day one. ⚡ Cost-effective brand building: Leverage the built-in foot traffic and buzz of large events to gain exposure that would be costly to replicate through traditional marketing. ⚡ Experiential marketing at its best: Create memorable experiences that forge deeper connections with consumers through product sampling, education, and personalized interactions. ⚡ Data capture opportunity: Gather valuable demographic information and insights from potential new customers. Key Takeaways for Beauty Leaders: 💡 Think beyond pop-ups: Explore alternative event activations to reach your target audience in unique and engaging ways. 💡 Prioritize experiences: Create immersive experiences that resonate with consumers and foster brand loyalty. 💡 Go where your customers are: Identify events and venues that align with your brand values and attract your ideal customer. 💡 Partner strategically: Collaborate with event organizers and complementary brands to maximize your reach and impact. 💡 Measure your results: Track key metrics to assess the effectiveness of your event activations and optimize your strategy. What are your thoughts on this? Do you think going outside traditional pop-ups and beauty events can deliver more value and ROI? 🤔 #beautymarketing #CPGmarketing #experientialmarketing #eventmarketing #brandactivation #consumerengagement #beautyevents #beautyfounders #beautyCMO #marketingstrategy #eventplanning #luxurymarketing #beautyindustry #marketingtrends #beauty #cosmetics
Nicole Collins
2mo
Could not agree more. I have been saying for years that brands cannot stand on shelves at stores (virtually) screaming "come look at me". Brands have to go to the customer where they are and hang out!
Simon Pitman
2mo
Thanks for posting this, Daniela, It's really interesting to see that marketing budget spend is going on events!
Ido K.
2mo
As the sole beauty experience in an event (let’s say a music festival), a brand could garner a lot of excitement.
Sandra Velasquez
2mo
I love this Daniela Ciocan ! Would love to talk more about the types of large scale events to partner with
Events have been always a powerful tool for beauty brands marketing. They help to stand out, create memorable consumer experience abd reach the new customers. However to ensure effective event strategy the brand owners need to think about immediate and long-term ROI and scalability of each event.
Melissa Baker
1mo
A beauty brand can truly be noticed outside of its expected “lane” and bring an unexpected fun to the overall event !
All great ideas...there is so much noise in the beauty landscape and so I couldn't agree more that you have to come up with creative ways to reach and build a stronger community that loves your brand!
Jennifer Walsh
2mo
There is nothing better than experiences, especially for beauty. 🙌
Eduardo Cabrera
2mo
Love this
Award-Winning Strategic Advisor | Empowering Women-Led Brands to Be Seen, Heard & Respected Through Community, PR, Media & Experiential Events
1moExactly! As a event host for a decade in the beauty industry I feel it’s really picking back up. I just got back from Foundermade and Glossy and it was lively (compared to last years events.) I am also hosting a event with our magazine in March in Bel Air in partnership with the Oscar’s featuring female founded brands and I’ve never had so much interest! People “get” it and has been our biggest pop up to date in all aspects from sponsors, celebrity attendance, press, buzz, partners and experiences! As an advisor I always tell founders they should have an event, no matter what industry. It’s all about connection and networking!