Party sales has been successfully rolling over the years as a popular method of direct selling. Primarily considered as an idea of Norman W Squires who developed it for Stanley Home Products in Westfield, MA, it gained momentum with the tupperware sales parties held by home makers across the US in the late 1940s. It swept the world over with creative ideas defining a new face to direct marketing. Party plan paved the way for women entrepreneurs to build their career and family. It also boosted social skills of individuals involved.
As this included groups of people coming together, COVID-19 pandemic hit it hard. Home party sales and other marketing events got limited. This untoward situation left many unemployed and on the verge of an economic shutdown. When ‘Survival of the fittest’ became the new normal, people started to explore their own ways to overcome the crisis and move forward.
Creative approaches to direct selling in recent times involved technology and digitalization.
Technology: Party plan doesn’t need technology assistance at large. It has always been a matter of social importance, a face-to-face, word-of-mouth marketing. Technology, however, has brought out a change in the way of organising and revolutionising the idea. But when the pandemic hit, the idea became complicated. Technological importance took a new phase and people began to rely on technology to propel their ideas. Party Plan Software paved the way for consultants through virtual methods of marketing made safe and easy to get across, and the IT industry started innovating and implementing new ideas to aid the growth.
Digitalization: Online shopping platforms were always a comfort for on-the-couch shoppers and the industry sky-rocketed with the advent of the pandemic. Direct selling straightened their decline curve through ecommerce and online partying methods. Party plan consultants entered the digital marketing space and social media saw an upsurge in its marketing side. Individuals were able to boost their technical skills through online presentations and marketing.
“There are several positive trends in the U.S. in the direct selling channel. In the short-term, we’re seeing growth as companies have adapted to the changing environment by going virtual. Direct selling companies have been nimble and responsive to evolving consumer needs and providing aspiring entrepreneurs a source of supplemental income” says Monica Wood, Vice President, Global Consumer and Member Insights at Herbalife Nutrition, and Chair of DSA’s Industry Research Committee. Direct selling marketing channels, party sales and MLM, has successfully evolved and has steadily progressed through the pandemic across the globe.
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