"Different is better than better."  - Sally Hogshead

Welcome back to our Science of Event Marketing: Summer Sessions on fascination. So far, we've explored Innovation, Passion, and Power as psychological triggers that capture attention and influence behavior. This week, we're examining another powerful concept from Sally Hogshead's Fascinate: Your 7 Triggers to Persuasion and Captivation - a resource I've found invaluable in both strategic marketing planning and tactical campaign execution.

Trigger 4: Prestige - The Language of Excellence

• Core concept: Fascination through elevated status, respect, and aspirational value
• Psychological effect: Creates desire through perceived scarcity, achievement, and improved self-image
• Brand examples: Rolex's legacy of excellence, Ritz-Carlton's service standards, Tiffany's iconic blue box
• Warning sign: When your offerings feel commoditized, easily substitutable, or lacking distinct value

Spotlight: Tiffany & Co.'s Mastery of Prestige

(Sources: Tiffany & Co./Facebook Bettmann/Getty Images)

How does a small blue box with no intrinsic value become one of the most coveted objects in the world? 

Tiffany & Co. has perfected the art of prestige as a fascination trigger by transforming ordinary moments into extraordinary memories through strategic elevation:

1. The Iconic Tiffany Blue Box 
   
   • This distinctive robin's egg blue packaging—officially called "Tiffany Blue" and trademarked as Pantone 1837 (the year of the company's founding)—has become perhaps the most recognized symbol of luxury in retail
   • The company has maintained strict control over its distribution—the boxes are never sold separately and are only available with a Tiffany purchase, creating a powerful symbol of exclusivity
   • What makes it fascinating? The box itself has become as desirable as its contents, with many customers reporting they keep empty Tiffany boxes for years as status symbols
   • The brilliant psychology at work: the distinctive color creates immediate recognition from across a room, allowing the gift recipient to experience the prestige before even opening the package
2. Heritage and Craftsmanship Storytelling
   
   • Tiffany consistently emphasizes its 185+ year history of craftsmanship and innovation, from introducing the modern engagement ring (the "Tiffany Setting") to designing iconic sports trophies like the Vince Lombardi Trophy for the NFL
   • The brand maintains museums and archives that showcase its historical pieces and connections to important historical figures and events
   • Store environments are designed as galleries rather than retail spaces, with jewelry displayed like museum pieces under perfect lighting
   • Every purchase includes detailed provenance information, emphasizing the rarity of materials and the expertise involved

Prestige isn't just about high prices—it's about creating a comprehensive experience that makes customers feel they've accessed something exclusive and special that enhances their own status and self-image.

Practical Event Applications

• Elevate the environment: Create a sophisticated, premium atmosphere through refined materials, meticulous detailing, and thoughtful lighting instead of standard trade show components
• Curate the experience: Develop appointment-based or exclusive access opportunities that make attendees feel specially selected rather than processing large crowds
• Perfect the presentation: Focus on craftsmanship, quality materials, and precise attention to detail in all branded elements to demonstrate care and excellence
• Create meaningful artifacts: Replace generic promotional items with limited-edition, high-quality branded pieces that recipients will value and preserve
• Emphasize long-term value: Frame conversations around investment, results, and lasting benefits rather than focusing on immediate costs or transactional benefits

Stay tuned for our next installment, where we'll explore the Trust trigger and how it creates connections through consistency and reliability in event environments.

From my marketing library to yours,

Rhiannon Andersen

Chief Marketing Officer, Steelhead Productions