Andrew Yeung’s 10 Tips For Hosting Branded Events That Don’t Suck

Jared Mintzlaff

December 6, 2023

The art of hosting events often remains an untapped well of potential for eCommerce brands. But, every now and then, you do get an invite to a pretty epic gathering hosted by your new favorite TikTok brand. So, we hit up Andrew Yeung, aka the “Gatsby of Silicon Alley”, to get his 10-tips on how brands can grow their revenue through events in 2024. If you haven’t been to one of Andrew’s events yet in NYC—and now beyond—you may be living under a rock. Here’s what he had to offer:

But first, check out the full episode of Magnetic here:

1. Your Events Should Be Purpose-Driven

Imagine stepping into an event where every single detail, from the napkins to the bouncer’s attitude, echoes the brand’s heartbeat. This is the magic of purpose-driven events. Whether it’s for networking, brand recognition, or customer engagement, defining the “why” is your first step. It shapes your event's narrative, which allows you to craft an experience that resonates deeply with each attendee. You’d be shocked as to how few events start with the “why”.

2. Craft a Community, Not an Audience

Picture an event where conversations are flowing easily and connections just feel natural.  This is the essence of a true community. Move beyond the notion of “passive spectators”. Forge a space where shared passions and challenges thrive, transforming customers into a vibrant community united under your brand’s banner.

Think of it this way: a brand’s audience is where everyone is seated in an auditorium, looking at one person. A brand’s community is where everyone is sitting in a circle facing inward. Go for the ladder.

3. The VIP List

Visualize an event where every guest feels like a key piece of a grand puzzle. This isn’t about mass invites; it’s about curating a guest list that aligns with your event's spirit. Handpick those who add value and vibrancy, turning your event into a melting pot of meaningful interactions. Consider using your customer data to identify who would benefit most from your event. Then, send through via email or SMS to increase attendance rates and make your guests feel important. Because they are.

4. Execution

Choose a venue that aligns with your brand image and event size, and be sure to consider accessibility and facilities. Every detail, from the ambiance to the program flow, should be a testament to your brand’s story. Let your event be a journey that guides your guests through immersive experiences, insightful discussions, and memorable interactions.

5. Promotion

Lean heavily into storytelling across all of your favorite social media channels to drum up excitement. Partner with influencers or customers for UGC whose vibe aligns deeply with your bran. Let the buzz on social media be the call that draws in the curious and the interested. Even if it’s a private event, you can “roll-over” the hype to build a waitlist for your next event.

6. Tracking Success Beyond Revenue

In the aftermath, look beyond the glitter of immediate sales. Send out surveys to gauge attendee satisfaction and keep a close eye on your analytics, measuring engagement levels, attendance rates, and social media impact in the hours and days to follow. You may be surprised with what you find, and can tailor your strategy around these learnings in the events to come.

7. Keeping the Flame Alive

The event’s end is not a goodbye; it’s a “see you soon.” Rekindle connections with follow-ups, share the highlights, and turn attendees into storytellers of your brand journey. Repurpose the event's assets into UGC-style posts, keeping the flame of engagement alive across platforms. Essentially, try to ride the high as long as you can before it becomes obnoxious.

8. Embracing the Hybrid Event Horizon

Digital and physical worlds intertwine a lot these days, so hybrid events are worth considering. They offer the warmth of personal interaction, amplified by the reach of the digital world. Incorporate live polls, Q&A sessions, and breakout rooms to engage both in-person and online attendees. This blend is the new frontier, opening doors to uncharted territories of engagement and impact.

9. Creating Signature Experiences

Have fun developing a unique theme for your event that aligns with your brand story. You could include workshops, gamification, or live demonstrations to make the event really memorable. Craft experiences that are as unique as your brand, leaving marks on the hearts and minds of your attendees. Let each event be a story in itself, an experience that elevates your brand to a collection of unforgettable encounters.

10. Forging Alliances for Amplified Impact

Consider identifying potential partners or sponsors who share a similar audience or values, and propose collaborative event ideas. These collaborations are not just force multipliers in terms of reach and resources but also beacons that guide new audiences to your brand in general.

In the new world of eCommerce, events are not mere gatherings; they are epicenters of growth, community, and brand evolution. Andrew Yeung’s philosophy is a testament to the transformative power of well-orchestrated events. They are not just about the spectacle but about creating a pulsating connection between a brand and its community. As eCommerce brands chart their course in the vast digital ocean, let events be their guiding stars, leading to new horizons of success and engagement.

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