I've been noticing a MASSIVE shift in how brands are approaching event involvement. And I think it's worth talking about …
For years, brands have invested thousands of dollars into elaborate influencer events, hoping that a room full of creators would translate into exposure, engagement, and sales.
But in the words of Bob Dylan, The Times They Are A-Changin'.
Brands are starting to question that promised ROI!
Now, I still think certain creator events are absolutely worth the investment, especially when the right creators, audiences, and brand objectives align.
But if I'm being completely honest, I also think the majority of these events aren't delivering on the same promise they once did.
And my loyalty is always to my brands, helping them make the best decisions for their businesses.
Which brings me to something I've been seeing more and more of... brands getting involved in local, highly engaged community events!
This can look like run clubs, wellness events, fitness communities, social clubs, and gatherings that bring hundreds of people together around a shared interest.
(I mean, I'm even part of a run club and will probably be going tonight in Delray Beach, where I know at least 80 people will be there!! And guess what? Local brands gift products all the time, and WE ALL TALK ABOUT the products, snacks, and local businesses joining in on the fun.)
These attendees might not have 100K followers, but they're showing up because they genuinely WANT to be there!
And for brands, that's incredibly valuable!
Instead of paying for access to someone else's audience, they're getting direct access to their own ideal customers.
They're putting products into people's hands, creating real-life experiences, building relationships, and sparking conversations!
AND making the average person feel special (like an influencer) in the process. It's word-of-mouth marketing at its finest.
In many ways, it's what made influencer events so powerful in the first place, before everything became so transactional.
People are craving community. They want real connections, shared experiences, and opportunities to engage with brands they genuinely love. Not just watch it happening to someone else on a screen!
And I think the brands that recognize this shift early are going to have a major advantage.
