Experiential marketing, from brand home experiences to activations and events, is one of the best ways to grow brand loyalty. Our recent State of Experiential Marketing 2024 report revealed that 71% of experiential marketers surveyed considered growing loyalty and awareness as primary goals of their events strategy. 

Experiential marketing is a fantastic way to build better consumer profiles and learn who’s interested in your brand. So, what happens after? What do you do with that information? 

One great way to expand your experiential strategy is to go VIP. VIP experiences are generally more intimate and exclusive, like a private distillery cellar tour or a limited concert for the most dedicated fans. It’s a way to give your fans a chance to get to know your brand better and to reward them for their dedication with unique access. 

Offering exclusivity to consumers as a ticketed event or invite-only party comes with many benefits, like better personalization, deeper loyalty, and more powerful advocacy. So, let’s dive into how VIP experiences help your brand succeed. 

An Opportunity for Better Personalization

When you craft an experience, usually, you’re looking for a wider swath of consumers to attend so you can better understand brand sentiment and where you stand with certain demographics. You might even be looking to increase your brand awareness. 

VIP experiences are smaller due to their more targeted nature and are often easier to personalize for that very reason. With VIP experiences, you increase your event’s value, which means you can collect more information than usual from your consumer (a value exchange). 

Personalization can look like specialized tastings based on consumer preferences, tours of areas that aren’t typically open up to the general public, and even limited edition swag. It’s all about being able to provide specific access and opportunities for your fans to engage with you than a larger experience would typically have. 

Boost Revenue

Exclusivity can often be a luxury and comes with a higher price point. After all, you often get what you pay for. VIP experiences are a great way to charge more for tickets and entry, creating additional revenue opportunities. This can be anything from private tours to limited-ticket concerts. 

These events can also be a great way to showcase your premium and high-margin products, creating a new opportunity for more purchases and add-ons that can be more lucrative than they usually would be. 

Deepen Loyalty

VIP experiences create a strong emotional bond between your brand and consumers. The exclusivity and personalization make attendees feel valued and appreciated, fostering a positive emotional connection. This emotional tie goes beyond transactional relationships, contributing to a deeper sense of loyalty.

Think back on your childhood for a moment: what kind of toothpaste did your parents use to brush your teeth? What brand of shoes were your favorite? Do you still lean towards those brands today?

These memories are nostalgic, and when you as a brand work to make a special experience for your consumers, they’ll remember it fondly whenever your name comes up. They’ll be likelier to purchase your product and feel loyal to your brand.

Examples of VIP Experiences

VIP experiences are all around us, so here are some examples of our favorites. 

Johnnie Walker’s Whisky Maker’s Cellar

Johnnie Walker, known for their famed Journey of Flavour tour, offers another experience at their Princes Street location: the Whisky Maker’s Cellar. Labeled as a premium, they charge 65 pounds more than their signature tour for a 1.5-hour tour of their underground cellar with an exclusive tasting experience. 

“This is the experience of all experiences for true whisky enthusiasts. Enjoy special access to our underground cellar and sample exceptional whiskies straight from the cask, including rare expressions blended and matured right here at Johnnie Walker Princes Street.” - The Johnnie Walker Website

Burnt Church’s Mixology Classes

Burnt Church is a distillery that has a different take on premium in the form of classes. They offer the chance to learn new drinks using whiskey, gin, and vodka. This is a great way to introduce not only their alcohol to new drinkers but also educate their base on their products' many uses. This sense of discovery is infectious, forever associating their taught cocktails with their brand. 

COS Early Access Party

COS, the fashion brand, rewards loyalty and frequent purchasing with special VIP releases of their new seasonal collections. These invited consumers can enjoy time with influencers, dine on apps, and watch a special fashion show where they can purchase featured pieces after the fact.  

The Takeaway

Premium and VIP experiences offer a unique canvas for brands to showcase their commitment to building deeper relationships with consumers. By tailoring experiences to customers' preferences and needs, brands can create a more meaningful and memorable connection with smaller offerings. This heightened personalization sets the brand apart and resonates deeply with customers, fostering a sense of appreciation and loyalty. So, make your fans feel rewarded and part of your community with more premium experiences!