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The Anatomy of a Gifting Suite
On Sunday the Emmys kick off the beginning of awards season and that means a week of free stuff! For celebs, that is. That’s right Hollywood elite and Tinseltown’s flash in the pan will flood gifting suites mining for gratis goodies. Traditionally, gifting suites are located in hotel suites, but these days they are held anywhere—from fancy homes to restaurants. In the case of the Bellafortuna Gifting Suite, it was held on the rooftop of the Montage hotel in Beverly Hills. During our visit, we distilled six key elements to a successful giveaway-a-thon.
PUT UP A BAR
Well, it’s five o’clock somewhere, right? Offering a complimentary cocktail (or two or four) is pretty standard at gifting suites. The great social lubricator loosens people up, but it could be just a ploy to attract the likes of Amanda Bynes, or whoever is currently replacing Lindsay Lohan as the latest hot mess train wreck/former Disney star.
GIVE EVERYONE GIANT GIFT BAGS
It’s called a gifting suite, so people are going to need something to carry all their gifts in. Plus the larger the bag, the more logos you can throw all over it.
PROMISE AWESOME FREE STUFF
The best things in life are free IF your name rings a bell. Normally, you’ll find a smattering of luxury goods mixed in with the free water bottles, candles, and lotions. But big ticket items like jewels and handbags are there to draw a more A-list crowd. If no one remembers you from season four of Manicurists of Montana, you will have to settle for some free cupcakes and maybe a makeover.
Sure, promising fancy stuff will lure some of the more frugal in Hollywood. But some C listers who know their time in the limelight is waning will show up just for the flashbulbs.
INVITE THE PRESS
Ah, yes, the flashbulbs. Make sure you invite the media— from well respected outlets to hipster bloggers. How else will that photo of one of the Real Housewives holding your free yoga mat make it out to the masses?
DON’T FORGET THE STEP AND REPEAT
A step and repeat is that white backdrop littered with logos you see at events. If you can’t get a shot of a household name holding your product, try to get them photographed in front of your logo. Instant endorsement!
GIVE THEM A TWITTER CHEAT SHEET
Put guests to work! You can’t rely on savy members of the press who know they’re just pawns in the product placement scheme. Give guests a Twitter Directory with all of the handles of the companies, and prompt them with a few sample tweets. Those celebs should say thank you for all the freebies. You gave them a handbag, the least they can give is 140 characters.