How House Parties Work

Each House Party event takes place in three phases, which can occur in as little as 60 days, or as long as 6 months, depending upon our client's timetable.

Phase 1

Typically lasting 3 to 10 weeks, this phase ensures that we are completely prepared to execute a successful event. Planning items include:

• Development of success metrics as per client requirements to ensure that all elements are programmed into the event and that tracking is in place to monitor those requirements
• Development of the party theme and all activities to take place during the parties, including any entertainment content, contests/sweepstakes, product trial and demos food/drink sampling etc.
• Development of Co-Sponsor plans – If desired by the client, we identify potential co-sponsors and their respective roles in all elements of the event
• Development of Party Packs to be shipped to Host Households approximately 1 week before the event date. Contents vary for each event based on products, sponsors and program objectives
• Develop and deploy a detailed Host Aggregation Plan to identify and locate the perfect hosts for the event, using House Party's unique Host Aggregation Methodology:
• A Host Profile is developed which specifies the demographic and psychographic characteristics required of the Host. Additionally, House Party incorporates a series of characteristics that refer to each potential host's "Viral Propensity" that is, their likelihood to function as the viral agent we need them to be.
• This Profile is loaded into House Party's proprietary Host Screener software, where a weighted scoring model is created
• A customized Online Questionnaire is developed to gather the needed information of prospective hosts
• A customized Host Promotion Plan is developed, using a combination of the Client's customer data and promotional assets as well as House Party's viral marketing and customized host aggregation tactics. This includes customized creative to communicate the offer.
• A branded Landing Page is developed so that prospective hosts interested in learning more about the opportunity can go to this URL and learn about the event: what it is, when it is, how it works, what you get, what you need to do, etc.
• Once the Host Offer is delivered to prospective hosts, they browse to the Landing Page, review the offer, and those interested in hosting click through to the questionnaire and submit their responses
• This mechanism is left open for 2-3 weeks. Once the Host Screener "closes", data from all respondents is run against the weighted scoring model, and the top Host Candidates are chosen and notified

Phase 2

Now that the Hosts have been selected and notified, the program moves into Phase 2, which is the Party Build-Up phase. This typically lasts about 3 weeks, is designed to get the excitement and buzz building in advance of the national party date.
Just prior to notifying the Hosts, we take down the Host Screener, and instead launch the branded micro-site which has been created during Phase 1. This micro-site is packed with pre-designed functionality and serves as Party Central for the weeks leading up to, and for a few weeks after, the national party date.
Each host has their own Party Page, which they use to plan and prepare for their parties. Functionality includes:

• Evite-like functionality to manage sending invites and RSVPs, all of which is captured during the event cycle

• Moderated blogging to facilitate the fun and planning that takes place, both within each party and for all participants
• Photo and video upload tools let the hosts and guests share their party planning and their parties with the entire party community

All attendees are consistently driven back to the site to learn about events, offers, activities, contests etc. Approximately 10 days before the party date, the Party Packs are shipped to the Host Households. Typically they contain some items that serve as a thank you to Hosts, but mostly they contain materials to be shared and experienced during the party and can include offers, marketing materials, product samples, DVDs, promotional items, coupons etc.

Phase 3

Phase 3 is just one day, and it's the National Party Date. Guests show up to the host households, the parties happen, and everyone enjoys the events and experiences the unique and interesting things that are part of the events. Hosts and attendees conduct any "assignments" or other activities, and interestingly, they actively communicate with us during the parties via the party site.

A key objective is to convert everyone at these parties—the hosts and the guests - into extremely active viral agents. The goal is that all these individuals, after the National Party Date, go forth in the days and weeks after the event telling their friends and family about their experience, creating the huge viral affect that House Party is known for.

Phase 4

This final phase is the post event phase, which lasts approximately 3 weeks. This period includes both "buzz extension" and post event wrap-up activities. Typically a post-event survey is developed and fielded, and the results of it and the event data itself is pulled together in a post event report including a comparison of results against the success metrics designed in the planning phase. Throughout the process House Party has provided phone and email-based customer service, and summaries about these interactions are also included in the post event report. Additional promotional messages are sent to the party attendees, and the event wraps up.

House Party then packages up the attendee data, photos, comments, videos and delivers those to clients along with the post event reports. Media releases and liability waivers have been executed, and a turn-key event has been delivered.