Invite-Only Events Can Build Trust, but Only When Brands Get 1 Thing Right

Adobe and Apollo are using intimate gatherings to deepen relationships, learn what audiences really think, and strengthen creative communities.

EXPERT OPINION BY KAMYA MARWAH, MARKETING EXPERT

Illustration: Inc; Photo: Piper Crowe Photography, Lauren Cassot, Lucas Swinden, K Thnx Productions

There’s something interesting happening with events right now: the guest list is becoming part of the marketing.

Over the past year, I’ve noticed a growing number of brands, companies and communities moving toward invite-only gatherings. As someone who works in the creator economy, I’ve experienced this firsthand. I’ve been invited........

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