A couple weeks ago I took an impromptu flight to Denver, Colorado to see family and friends as I re-strategized my personal and professional trajectory over the coming weeks and months. After being there a couple days, I got invited to a branding party hosted by Athenos Hummus for their new product line (oh yes, there were samples. Did you think for a second I’d miss this?)
I wasn’t sure what to expect except that there was going to be a two truths and one lie game show that people at the party would be competing in. The game show was really fun and the brand representatives were doing a great job in keeping everyone engaged and informed about the party. I was shocked at how much intricate detail was put into even the depth of the packaging so that you didn’t get hummus all over your fingers while dipping a carrot!
You can get a list of factoids out to journalists and bloggers with minimal effort, that’s not hard. However, these brand strategists actually thew a party that doubled as a branding event. I like this idea that brands are taking more efforts to connect with consumers on a personal level. Granted, you can’t throw a hummus party for an entire state or city, but figuring out who your key community is and reaching out to influencers (such as bloggers) is really smart.
Besides bloggers, who else do you see as key influencers of public opinion on brands and products? Is there another community out there than can be reached in a scalable and cost effective fashion?
I send kudos out to Athenos for getting it right. Plus their sample plates, appetizers and wine samples were amazing. I’ll be looking for more of their product next time I run out of hummus!
As for my two truths and one lie, take your picks:
a) I’ll always buy generic if the price is right. Brand loyalty isn’t something I really stick to
b) I’m a label reader and analyze the packaging and ingredients of all products
c) Corporate social responsibility is a major differentiator for me in my choice to support certain brands
[In the spirit of truths and lies, here's some full disclosure for you: This post is connected to the Athenos Two Truths and a Lie Party in Denver, where they're giving away lots of cool stuff, including a free trip to South Beach. I went and you can learn more about the party here.]