Brand Positioning in the New Era of Celebrations

Brands are now faced with the challenge of making their events more experiential, relevant, and meaningful.

BY HAVAS MEDIA ORTEGA

PART IV

In the final installment of the series, HAVAS Ortega highlights how the evolving Filipino Prosumer presents a unique opportunity for brands to elevate their events—making them more high-quality, unforgettable, and meaningful. A transformation that holds the potential to also inspire improvements in the quality of their products and services.                                     

PARTYING WITH BRANDS

In this new era of partying, brands and companies have an excellent opportunity to shine as hosts and organizers. Filipino Prosumers are eagerly anticipating the involvement of brands in creating memorable events. With their organizational and financial capability, brands can step up to mount events that will draw party enthusiasts out.

The expectation, though, is clear: Go big or go home.

Around 77% of Filipino Prosumers believe that brands have the power to host unforgettable and memorable parties and events because of their financial and operational resources. For Filipino Prosumers, a party hosted by a brand is something they would consider attending. A whopping 76% of Filipino Prosumers express their willingness to join such brand-hosted events, highlighting the strong appeal of brand-sponsored and well-curated gatherings.

It is also believed that this is one of the most effective ways to market, as 67% say they would patronize brands that are actively involved in organizing, hosting, and curating events that they enjoy.

The message to brands from Filipino Prosumers is loud and clear: Invest in experience, not just advertising. There is even a group that advocates for brands to allocate resources toward event organization in addition to traditional advertising efforts, highlighting the immense value that well-planned and well-executed parties hold in the eyes of consumers.

In essence, brands have the potential to add significant value to the party scene, but they must deliver experiences that truly captivate and inspire.

WHAT BRANDS CAN DO IN THE NEW AGE OF PARTIES

An exciting opportunity awaits brands in the Philippines as Filipino consumers express openness and excitement for brand-hosted experiential events. However, merely organizing and announcing a party in the hopes that audiences will come will no longer cut it.

Creating a genuinely exciting experience is a must to grab the attention and interest of audiences. When invitees arrive at the venue, brands should ensure that they are treated as true party guests, not just seat-fillers. Brands should strategize on how their event can be a place to forge deep connections through properly curated experiences.

Branded parties should not be an opportunity to sell and push messages to attendees. Instead, brands’ messages should be woven creatively, subtly, and delicately into the experience that attendees will be involved in. Savvy consumers demand more immersive interactions rather than traditional sales pitches.

Given that attendees are likely to bring their values to the dance floor, brands should also not forget their own persona. A key question brands should ask themselves when hosting parties would be, “Which of our brand values are we communicating through this event, and will it be relevant to the attendees’ own values?”

Ultimately, the key lies in recognizing the shifting mindset of Filipino Prosumers towards partying. Rather than viewing attendees as potential buyers, brands must embrace their role as hosts responsible for curating unforgettable experiences. This paradigm shift calls for a departure from hard-sell tactics and a pivot towards building authentic, meaningful connections. By prioritizing attendees’ enjoyment, brands can cultivate lasting relationships and earn trust and loyalty in return.

Today’s diversity of party formats offers many opportunities for brands to create impactful events. Whether it is a pop-up art installation, a gamified experience, or an exclusive black-tie event, the most effective way is to think outside the template and embrace a consumer-centric approach.

In this synergy between brands and parties, Filipino Prosumers recognize the value that brands can bring to the table. By truly understanding their consumers and delivering flawlessly executed experiences, brands can immerse consumers in an environment that resonates deeply and meaningfully, driving exceptional business outcomes.

So, here’s to boundless opportunities to connect, engage, and thrive in the hearts and minds of Filipino Prosumers. May we build meaningful brands through experiences in this new age of celebrations and parties!

Havas Ortega is part of the Havas global communications group that provides advertising, media and healthcare and wellness communication solutions. Its mission is to create a meaningful difference to brands, businesses and people. In the Philippines, Havas Ortega is at the forefront of understanding the Filipino Prosumers, the leading-edge 20% of consumers, who are forward thinking, influential, proactive and socially and/or environmentally conscious. They are first to market. What they currently think, feel and do are usually 18-24 months ahead of the mainstream.