In my job I spend a lot of time helping brands develop and execute remarkable and exclusive experiences for digital influencers. These experiences take many forms ... physical interactions with a product (or the people behind a product); access to private events; the opportunity to help shape a product in its development phase; etc.
But what I've specifically been thinking about lately is the motivation behind desiring the VIP experience.
In my case, I love music. And I've been fortunate to always have very close friends in the music business. This has afforded me access to "sold out" shows, back-of-house, greenrooms, VIP lounges, box seats, etc. All the things/places not normally available to the general public.
It might sound like I'm bragging. And if I wrote this post 10 years ago, I would be. Because 10 years ago the value of the VIP experience to me was social capital. Yeah, I was backstage at Jay Z ... that would have made me feel good and, among my similar aged peers, would have been a big deal.
But at my ripe old age, I'm not even remotely interested in bragging rights.
These days my motivations are far more pragmatic. The VIP experience means - among other things - not having to plan as far ahead, no lines, more room, easy exit, and occasionally a free beer.
So for brands, I guess what I'm trying to get at is that while you may design a VIP experience for a group of your influencers, don't forget to think about what's motivating each of them to participate. And be sure to highlight how your experience pays off on their specific motivations. Influencers are in high demand ... it's not enough to assume that they'll jump at every opportunity to interact with your brand. It must be as bespoke as possible.
By the way, I scored VIP access for Lollapalooza this year. I'm just saying.