You own a top-notch restaurant or a beautiful boutique hotel. The atmosphere is great, the food even better, and guests are impressed. But how do you attract new audiences? And how do you keep your regular guests engaged? Why not host a party or organise another consumer activation or event?
Whether it's a bottomless brunch with live music, an exclusive tasting of a new menu, or a creative collaboration with a renowned brand, events not only generate buzz but also enhance your brand experience. And that's exactly what consumers are looking for today. Hospitality is no longer just about great food and drinks; guests want an experience.
In this article, we’ll delve into:
- What are consumer activations and events?
- Who is your target audience?
- How do you get started?
- How do you grab attention?
Bar takeover or Mother’s Day brunch
The type and timing of an event for your (potential) guests depend on your current audience and the audience you want to attract. Fun initiatives could include hosting an exclusive cocktail night, such as Paloma Night, in collaboration with a well-known drinks brand. Combine a cocktail special with a live performance, and you create an experience guests will remember—and pay for. Typhoon Hospitality, for example, partnered with Peachtree to create a summer activation where the brand took over various bars, complete with themed décor and a special Peachtree menu.
Seasonal occasions and holidays are also great opportunities. For instance, host a luxurious brunch for Mother’s Day or an intimate candlelight dinner on Valentine’s Day. People are willing to spend more on memorable experiences. These activations do more than just fill an evening; they build your brand, strengthen the bond with your guests, and ensure that consumers keep an eye on your activities in the future.
Define your target audience
The success of an event starts with understanding your target audience. Who do you want to reach, and what appeals to them? For Gen Z, you might organise a boozy brunch with unlimited mimosas and a DJ. Families, on the other hand, might be drawn to an interactive pizza-making workshop or a kid-friendly afternoon tea—fun for both children and parents.
If you're targeting young urban professionals, consider after-work events, such as a wine tasting or a collaboration with a local art collective. For the affluent 50+ demographic, it's often about quality, tranquillity, and authenticity, such as a classic wine or cheese tasting, an afternoon with live music, or a culinary session featuring a chef sharing the story behind the dishes. This audience appreciates personal attention and storytelling details with a focus on comfort.
Catering to specific audiences also allows you to fill quieter times or make the most of peak hours. For example, organise a family-friendly afternoon tea during the day and seamlessly transition to a boozy brunch. By linking your events to specific target groups, you not only serve your guests better but also strategically attract new visitors.
Where to start?
A great event is more than just opening your doors and hoping people show up. It requires planning, creativity, and collaboration. What should you consider?
1. The concept
Originality is key. Consumers are bombarded with activities daily, so your idea needs to stand out. Engage all their senses: what will your guests taste, hear, see, and feel? A whisky tasting paired with the story of the distiller? Or an interactive workshop where guests create their own cocktails?
2. Partnerships
Collaborating with the right partners can make or break your event. Consider a sponsorship deal with a drinks brand, a performance by a local artist, or a goodie bag with products from your suppliers. These partnerships not only make your event more appealing but also help with promotion.
3. Detailed planning
A successful event requires a meticulous plan. Know your target audience and your goals—do you want increased revenue, new guests, or to surprise your regulars? Ensure that everything—from invitations to execution—is perfectly coordinated. Start early! Organising an event on the fly is a recipe for trouble. Consider enlisting help, such as Typhoon Hospitality, to handle the planning and execution.
How to grab attention
A great idea alone isn’t enough. You need to ensure people know about your event. Use social media, newsletters, PR, and (local) advertisements. Scarcity can also drive interest: "Only 50 spots available—book now!" This creates urgency and piques curiosity. Equally important: make it feel like value for money. A complimentary welcome drink, live music, or a small treat, such as a complimentary dessert, can make all the difference.
Consumer activations and events are essential for hospitality entrepreneurs looking to grow and stay relevant. As highlighted by industry media like Entree and Misset Horeca, experiential hospitality is booming. While it takes time, energy, and resources, the return is worth it: new guests, satisfied regulars, and increased revenue.
Want to ensure success? We’re here to help. With our experience and network, we’ll handle everything for you. Curious about the possibilities? Contact us for a no-obligation consultation—we’re happy to think along with you.
