Promotional events organised by brands are increasingly numerous and must be differentiating to have as much impact as possible. Whether you are targeting influencers, the press or the general public, discover how an event’s added value can turn it into an unforgettable moment.

Is it a necessity for promotional events?

At promotional events, the aim is above all to showcase a project or a new product. Since influencers have become essential elements of brand communication, events to promote new products have become ever more numerous. So much so that during press-day periods, influencers can go to around ten a day! 

Brands therefore have every interest in standing out by creating a genuine experience. Their goal is thus to go beyond promotion.

Valuing skills and knowledge

An event’s added value can take the form of transmitting knowledge or skills. At events, it is increasingly common to attend workshops on varied themes. They often help develop everyone’s creativity: learning to arrange a bouquet of flowers, taking part in a cooking class or  a dance class… These activities, which guests might not necessarily have the chance to do outside the event, bring real added value and make it a memorable moment. 

At the ELLE Zen forum at the Cercle LeBrun, ELLE magazine and the Weleda brand decided to focus on the transmission of knowledge and on the inspirational side of their event. Over the two days of the forum, nearly 25 talks were offered to guests, letting them learn more about food, wellbeing, health… 

Talks are in themselves added value for the event, but this was above all reinforced by the presence of recognised specialists such as Jean-Michel Cohen.

Experience as added value

The notion of “experience” is now constantly used when talking about events essentials. More than a buzzword in the sector, it is an unavoidable aspect that guests could no longer do without. 

This is what Chivas decided to emphasise at its event at the Cercle d’Aumale. Guests could use the event to discover the brand’s new products, but they were above all there to attend private concerts. Each evening, an artist performed a concert in front of an audience of only about fifty guests, heightening the feeling of privilege. The private, unprecedented nature of the experience offered to guests contributed to the event’s success.

In the same spirit, we can also mention the Dior Parfums Christmas dinner, where a handful of influencers enjoyed a meal in chef Jean Imbert’s latest restaurant. Between the magical decor and the entertainment, guests were immersed in the magic of the end-of-year season. And yet the event was centred on the brand and its products, as can be seen with this magic act making one of the brand’s perfumes appear:

Our exceptional venues in the heart of Paris could be the perfect settings for your promotional events; contact our team to discover them.