Events Promote Benefits
The first two rules to staging a successful event is 1) make sure you have something important to promote and 2) focus on the benefits.
RMK is the category leader in finishes, amenities and design for residential rental communities, and our objective was to stage an event that would reflect this. Underscoring the community’s tagline, “Simply Elegant Apartment Living,” we wanted not only to present the impressive new clubhouse and decorated models, but to show guests what living in this community would mean to them. What would it feel like to come home every night or have friends and family over?
Taylor Johnson suggested partnering with a popular nearby
restaurant that was soon to grand open. Guests sampled gourmet dishes
prepared in the spacious model kitchens by the restaurant’s chefs. This
“put the renter in the room” and allowed them to feel what it would
be like to have their own parties in their own homes.
A 50-foot red carpet and a glass of champagne welcomed party goers. In the Club Room, an ice sculpture chilled bottles of champagne and presented the community’s logo, while a string duet entertained guests.
TJ produced a four-minute video to help guests envision how other community
amenities, like the indoor pool and sauna, patio with outdoor grills,
and business and fitness centers would benefit their lifestyles. The
video, shown on the 124-inch screen in the new clubhouse’s 24-seat media
room, was also included in each guest’s goody bag.
The restaurant, as well as a neighboring full-service spa, held raffles and gave each guest a gift certificate. Godiva chocolates with the community logo were given as parting favors. All of these details supported the elegant image the developer had established in its pre-marketing efforts.
