In an industry as ever-changing and evolving as luxury lifestyle and hospitality, there is a single, overlaying idea that dictates it all: relevancy. Relevancy= staying power. And, at the end of the day, it is what we, as Publicists, want for our clients, right? It’s all about how to stay relevant: A) within your industry; B) within the media and; C) the future. Here are top tips, in my opinion, to achieve D) all of the above!
Stay Aware and Be Innovative: Know your industry and know how to take it to the next level. This is especially important within the nightlife industry, where venues can have the lifespan of a one hit wonder a la “The Macarena.” Constantly evolving, reinventing, and pushing the envelope are all essential traits of a trend-setter. Don’t be afraid to take an off-the-wall idea and run with it. You may need to eventually scale back or tweak things a bit, but don’t limit your thought process from the get-go. This will maximize the ability to create fantastic signature events and/or elements. Having a strong team that is entrenched in the industry –personally and professionally – will ensure that you’re acutely aware of trends within the industry.
Maintain an Undeniable buzz: Part of staying relevant is constantly having something “new” to talk about. If you lay down all your cards at once, that gives you no aces to pull out of your hat when the media is looking for the “next” story. Make sure you’re laying a strong foundation with a solid strategy of concepts, ideas, events, etc. This will carry you throughout the year and ensure your client is constantly evolving and always top-of-mind.
Know Your Audience: You may have just created the most spectacular, never-before-seen, star-studded event, but who’s really walking through the door? Is it your client’s key demographic? If not, you could be setting yourself up for a big fat failure. Know who your patrons are. Know their likes and dislike. And, use them to tailor events or new initiatives. They’re you’re #1 focus group, and after all, they are the ones sustaining your business. Also, look to continually target new patrons. Identify a particular “crowd” or group of people you’d like to see frequent your establishment and create targeted programs or events to entice them.
Love Thy Self: Last, and most importantly: don’t try to be someone or something you’re not. If you’re continually chasing every trend that appears, you’re destined to get lost in the mix. While it’s important to be forward-thinking and trend-setting, it’s equally important not to stray from who you are at your core and what your business is about. Stand tall and know that through innovative thinking, consistency, and patron dedication, you’ll withstand all fads and remain relevant.
So, go forth, be relevant, and THINK PINK!
Jessica
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In an industry as ever-changing and evolving as luxury lifestyle and hospitality, there is a single, overlaying idea that dictates it all: relevancy. Relevancy= staying power. And, at the end of the day, it is what we, as Publicists, want for our clients, right? It’s all about how to stay relevant: A) within your industry; B) within the media and; C) the future. Here are top tips, in my opinion, to achieve D) all of the above!
