Content
- What is a party plan?
- Advantages of the party plan method
- Where is the party plan used?
- How does a party plan event work?
What is a party plan?
The party plan method (or party plant) is a unique personal sales strategy in which potential buyers are invited to a party. Typically, these are home events where members of the target audience living nearby receive invitations. Guests arrive at the location, where they are greeted by hosts, who can be either invited specialists or the homeowners themselves.
At such parties, participants can expect a diverse program: games, conversations, music, dinner, and much more. The main difference from regular gatherings is that products from a specific company are showcased at these events, offering guests the chance to familiarize themselves with the items and make purchases in a relaxed atmosphere. In the USA, where this method was first used, it is called the party plan, while in Russia, the term party plant has not gained popularity. In this article, we will use the term party plan, as this is how it is designated by its practitioners.
Advantages of the party plan method
The use of the party plan method has many advantages that make it attractive to customers and companies alike. Let’s consider several key aspects:
- Emotional connection: Customers perceive the product as part of their social life, and the positive emotions from the event create a halo effect that transfers to the brand.
- Non-intrusive sales: Guests, relaxed and open to communication, can learn more about the products without pressure from aggressive salespeople, which is especially important for those who do not feel comfortable in traditional stores.
- Word of mouth: Party participants share their impressions with friends and acquaintances, promoting the natural spread of information about the product or brand.
- Cost savings on rent: Instead of opening stores, distributors hold parties, significantly reducing costs.
- Personalized approach: Unlike mass advertising campaigns, here products can be offered that best suit the specific audience, increasing the chances of purchases and customer loyalty.
Where is the party plan used?
The party plan method is most commonly applied in the USA, where many people live in private homes, creating convenient conditions for organizing parties. In Russia, on the contrary, most of the population lives in apartments, which complicates the holding of such events. However, in areas where living in private homes and interacting with neighbors is common, this format may successfully take hold.
This method is particularly popular in the network marketing sector, where distributors can sell products to their friends and acquaintances by organizing parties for groups of people instead of holding individual meetings with each potential customer.
How does a party plan event work?
Organizing parties using the party plan method involves several key stages:
- Preparation: Hosts plan the number of guests in advance, choose a date, purchase products, and send out invitations. It is important to assess the space's capabilities to create comfortable conditions for all participants.
- Decoration: Creating a cozy atmosphere through proper lighting, music, and decor helps guests relax and enjoy the event.
- Introduction: Upon arrival, hosts greet guests and introduce them to the event in a way that does not feel like a commercial presentation, but rather a friendly discussion.
- Entertainment: Throughout the evening, games and activities are conducted where the products are integrated into the process, such as workshops for testing cosmetics or culinary tastings.
- Demonstration: After the entertainment portion, it is time for a detailed presentation of the products, where the host shares their personal experience, building trust.
- Sales: The focus here is on how the product can help recreate the positive emotions experienced at the party. Special offers for participants and the opportunity to order products at any time are often presented.