posted Monday, September 19, 2011 by Rebecca Brooks
As publicists, we appreciate the events we attend and take notice of all the details. From the lighting and signage to the flowers, food, and attendees, we recognize that an incredible amount of time, love and stress goes into the planning. During Fashion Week we hosted a breakfast event for beauty bloggers and website editors for Mally Roncal (www.mallybeauty.com), to launch her infomercial and latest products.
Although the event lasted an hour and a half, it took weeks of tireless planning! Here’s a glimpse of how it all came together.
The Venue: After researching and visiting several venues, we chose Landmarc Restaurant in the Time Warner Center. We are known for our beauty and food expertise so choosing one of Marc Murphy’s (www.marc-murphy.com) restaurants was a natural. In addition to the incredible food, their events coordinator and AV technician are top notch.
The Guest List: Four weeks before the event, we designed an invite and sent it out to the top beauty bloggers. From http://www.stylelist.com/, http://www.dailymakeover.com/ and http://beautyblitz.com/ to http://www.dailyglow.com/ and http://www.makeup.com/ - there were close to 40 amazing attendees. We also flew in a woman who is a YouTube extraordinaire to document the event and shoot an original video with Mally. In her words, it was “one of the best days of her life.” http://www.youtube.com/emilynoel83#p/u/0/zoxL_Mj19ak
The Décor: When we put together an event, we ensure everything is on brand from the flowers (an arrangement of pink daisies, off-white roses, green moss, and silver dusty miller, all of which play into the colors of the brand) and signage to the bags, video and more. We rented iPads for each table so guests could view Mally’s website and new infomercial. In addition, there were mirrors and all of the new products for them to test. At the back of the room we arranged a showcase of products so bloggers could view the brand.
The Rundown: Perhaps the most important part of pulling together an event is a projection of how it will flow. We choreographed the whole event from beginning to end.
The Swag: Upon arrival, editors received a black branded tote with Mally’s saying “Kindness is the new Black” filled with full-size samples of all the products Mally discussed during the event. At the end, we gave them a gift bag with branded iPod speakers and in true Mally fashion, a set of bangle bracelets.
The Results: During the event, bloggers and web editors captured every moment with tweets and video. We secured results even before the event ended...and they are rolling in every day. The beauty of the internet!
By the time we returned to the office, we already had emails from guests, thanking us for an amazing event. Their appreciation and dedication makes all of our time and effort worthwhile.