Anne Howe

Tupperware Parties for Brands

February 16, 2010

FROM RETAILWIRE:
Much like Tupperware parties of yore, brands are recruiting consumers to host house parties. The more relaxed, informal settings are proving to be a better way to introduce consumers to brands. What are the advantages and disadvantages of house parties for brands as a marketing tool?      [more...]

House parties can be very effective for brands with higher margins, but are fairly cost prohibitive for many CPG brands with super slim margin structures. They are indeed a good way to introduce more complex products to clusters of consumers, particularly if the cluster is seeded correctly with consumers who participate in social media and can effectively amplify the messages that are crucial to influence shopping and buying behavior.