Events: there’s beauty in simplicity

As a journalist, I can only imagine how hard it is to successfully get your brand, your products, your message, through to us. Inboxes are overflowing and invite folders are fit to burst – but one thing I’m noticing is the evolution of events and how the landscape is changing.

There was a time – and, actually, there still is – when press and influencers were kept apart. While we now occasionally socialise together, albeit with a carefully curated table plan, I’ve recently seen an increase in events that are, essentially, one big piss up. And to be completely honest, I don’t think they’re pitched with journalists – or press coverage – in mind. 

A night at The Box and a ‘thirsty Thursday pre-party’ are two invites I’ve had in the past week or so. At the risk of sounding old, it was a hard no for both. Having been freelance for almost two years, I no longer have a team to spread across multiple breakfasts, lunches, dinners, drop-ins, treatments or immersive experiences. Instead I have to be incredibly selective about what I go to and what’s actually worth my time – and a night out really isn’t.

For me, I want educational elements. I want to know about the product. I want to know about the new technology, the groundbreaking ingredients, the clinical trials. I want to hear from R&D departments. I want to meet the scientists. I want to be inspired.

Of course, I love it when that’s paired with an incredible menu and an impressive tablescape at a cool new restaurant, but I can often get just as much out of a Zoom presentation. What I don’t want is a bunch of picture opportunities or life-size replicas of products to pose with – or a professional photographer offering to take a photo of me that I’ll no doubt hate. 

Call me ungrateful (or maybe I’m just jaded), but I think, sometimes, there’s beauty in simplicity. Of course, there is a place for all types of events, but my advice is to know what you want to achieve and to curate your guest list accordingly. 

Bridget March is away