Christopher Ryan's Page

I've been hit up with some questions about celebrity events, parties and gift lounges. Here is my FAQ:

What is a gifting lounge?
In the past six - eight years, event producers and pr firms figured out that there is only a limited amount of benefit being inside a gift bag. While a gift bag is great for getting your product to a celebrity crowd, you never got a chance to interact with the celebrities or know who got your product.

Thus, they created the gift lounge. The gift lounge is something that is usually done in lieu of giving a bag to celebrities and media. The celebrity receives an empty gift bag and goes "shopping" from booth to booth picking up full size items along the way. There is usually a photographer on hand to take pictures of the celebrities receiving the gift.

How does a gifting lounge benefit a brand?

There are a few ways:

1) You can develop relationships with celebrities and the attending press.
2) The pictures that are taken can be used on a news/events section of your company website.
3) The pictures can be used in company newsletters to your customers or internally.
4) The pictures can help your sales force sell your products to buyers. You wouldn't believe how many brands forget about this one.
5) There is a possibility that your participation might be mentioned or shown in the media.

What is celebrity event sponsorship?

This is where you are underwriting or sharing the cost with other sponsors of a major pr or celebrity event.

What are the general benefits of celebrity event sponsorship?

1) Associate your brand with trendsetting people and celebrities.
2) Many times you are allowed to bring a limited amount of guests. This would be a perfect time to invite a favorite buyer or someone you are courting to carry your brand.
3) You brand will be sampled in the event.
4) If you have bought a higher level of sponsorship, your logo might be on the background at the red carpet. This might result in media hits.

Can I get a guaranty on media coverage?

If anyone promises you this, run. With exceptions of events associated with the news media (ex: ET/People Magazine Emmy Party, Vogue Oscar Party, Premiere Magazine Lounge), no one can guaranty you will get this. Some direct sponsorships at Award Shows can put you as part of the show, but those are akin to advertising with costs that are equal to making a network ad buy.


Can I get my product in the party for free?

No. None of the quality events I work on will allow brands in for free. They would rather purchase their own mixers, beer, spirit and wine. These event and lounges are in the business of promoting products and brands.