The real power of marketing and public relations today rests in a brand’s ability to marry online and offline experiences. Here are some rules for brands to follow to engage with their fans and community at events.

1. The Cocktail Party Rules of Marketing
in the Age of Conversation
1
2
3
4
5
6
7
8
Offer Invitation-Only Experiences
Everyone loves to be invited to a party. A personal invite makes you feel special.
As brands continue to move from mass to micro and from everyone to exclusive,
more will offer invitation-only, VIP experiences to current and prospective customers.
Build niche communities around lifestyles & interests
When it comes to a successful cocktail party, it’s about the mix of attendees and the
conversation generated. Size does not matter. For brands, it’s not about how many fans
you have; it’s about how you connect with them and how you connect them to each other.
Connect through live events and experiences
Cocktail parties remind us that marketers should not lose sight of the power of an in-person
experience. The real power of marketing and public relations today rests in a brand’s ability
to marry online and offline experiences.
Share snackable content
There is something fun, playful and immediately gratifying to sampling a half a dozen
of your favorite hors d’oeuvres at a cocktail party. What does that mean for marketers?
It’s all about brands creating shareable, bite-sized content.
Fuel the conversation
Cocktail party guests need to figure out how to insert themselves and participate in a variety
of conversations. Brands face the same challenge. Your communications strategy needs to
guide your conversation plan for when and how you start, join and fuel the conversation.
Be a compelling Storyteller
There is something contagious about storytelling, especially at a cocktail party. What
does this mean for brands? First, develop a compelling brand narrative that is simple
and shareable. Second, give your audience a chance to share their stories.
Use humor and have fun.
Funny stories, great jokes and witty one-liners are the conversational currency for any great
cocktail party. At a time when it’s difficult for brands to break through the clutter, marketers
need to design campaigns that serve as “engaging entertainment” for their audiences.
Measure quality over quantity
A great host focuses on the quality of the experience for their guests. A company’s efforts
will increasingly be measured by how the audiences they are trying to reach feel about their
interaction with the brand and if they share their experience with others.