CEO | CMO | Board Member | Advisor to High Growth Companies | Estee Lauder | Unilver | Keds | Rebecca Minkoff | CoverFX
Why I believe events are a critical component in creating a high-growth brand Early in my career, I was fortunate enough to attend the global Leadership Clinique off-site where Kevin Roberts shared his philosophy on creating Lovemarks: the Future Beyond Brands. Two key premises deeply resonated with me and continue to inform my approach as I assist brands in scaling. #1 - Lovemarks are determined by customers, NOT brands #2 - For a brand to survive and thrive, it must create loyalty beyond mere rational need; it must deeply emotionally connect with consumers, inspire them, instill trust, and ultimately foster love. Hence, as a brand, events represent one of the strongest avenues to connect with consumers and further deepen that emotional bond. For example, at BodyHealth, LLC, before officially launching our new Gary Brecka x Perfect Amino smoothie at Erewhon, we held an event with some of our favorite wellness enthusiasts in LA the day before it went on sale. Our event was highly interactive — we set up a fresh fruit market showcasing all the smoothie ingredients, conducted a breathwork exercise, shared information about amino acids and wellness, and offered four different biohacking experiences for everyone to try. For us, we're not just a supplement brand; we're your partner on a health journey through life-changing nutrition. We will continue to grow, evolve, and offer new products and services to help you achieve your optimal health and wellness level. Thus, we understand the trust our wellness community places in us and strive to create experiences that further wellness education, unite like-minded individuals through community gatherings, and engage all senses to promote self-care — hence the energy at the event was palpable. And you know what? It works on multiple levels. Our guests loved the intimate wellness experience, our online sales and in-store sell-through are exceptional, our partners are thrilled, and the passion can be measured in other KPIs as well, from open rates to organic reach. It works because we inspire people, share information about why wellness is crucial to our brand, and demonstrate how to incorporate it more into their lives because we genuinely care about aiding others on their wellness journey. So, if you're considering hosting an event, consider how you can: 1. Inspire your consumers, especially through education 2. Engage them with your brand, particularly by appealing to multiple senses 3. Foster a community for them 4. Develop meaningful trust through actions 5. Address what your consumer needs in the world now & always respect their time Events can not only deliver KPIs but also create lovemark-worthy moments that bring joy to consumers and ignite their passion for your brand & the world beyond. #brandlove #consumercentric #brandexperience #valuecreation BodyHealth, LLC Gary Brecka Erewhon Santa Monica Proper Hotel
TJ Papp
5mo
Well said Emily Culp 🙌
Beauty Business Strategist
5moEmily Culp, I was SO influenced by Kevin Robert’s Lovemarks. I introduce it to my classes in the Business of Beauty. Of all the amazing concepts that I learned from at ELC, that framework is one that endures. Thanks for highlighting it! I know you will be wildly successful in connecting your customers to BodyHealth!