People love to celebrate.

They can celebrate for whatever reason: at Christmas, after getting new business, or after work.

As the Covid pandemic is over, people celebrate more than ever.

Celebrations are not only about what to celebrate but also about how to celebrate.

You may think of the photo below when someone talks about his/ her wedding reception.

Photo credit: Lisa Lefkowitz

Now, look at this wedding reception in rural China.

Credit: The scent of clay – YouTube

Therefore, celebrations can be in different formats.

First, it is about intimacy.

Think about your next birthday party. Who will you celebrate with? What kind of “friends” will you invite to your party? Will it be a large group or just a small one?

A gentle reminder: “Friends” are not all equal. Some “friends” are your BFFs, while many others may be just superficial ones (which are also known as “acquittances”.)

Second, it is about the atmosphere.

To be specific, I am talking about the venue and the energy level.

In the coming Christmas celebration, will you enjoy your wagyu with a bottle of Malbec from Argentina in a five-star hotel steakhouse? Will you dance with others in a nightclub?

Or, will you just stay quietly at home?

Intimacy and atmosphere are important because they determine what products you will use on a celebratory occasion.

For example, will you bring your expensive and rare single malt to the nightclub, and then share it with someone that you don’t know well?

Will you dress more properly if your important guest joins the party as well?

Bear in mind that all product choices are influenced by human desire and motivations (Read my previous article and understand more about Maslow’s hierarchy of needs.)

For example, if you are rich enough and always love to show off your wealth, you may still want to share your expensive and rare single malt with your acquaintances at nightclubs.

When working on anything related to celebrations, marketers should think in depth.

Let’s say, you are now working for a watch brand which aims to strengthen its association with businessman success stories. You might need to think about questions such as:

• Do you think your target consumers will celebrate with their bosses or just immediate family members?
• Do you think your target consumers are high-profile so that he wants everyone to be happy with their success? Or do they just keep every happy moment to a small group?

Note that all these details highly influence how you tell your stories to your audience.

What do you think? Let’s discuss.

Vincent

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