Looking to host the perfect dinner party? Brooke Primm (aka @theuncommonhostess) has got you covered. The event planner and creator is the mind behind The Uncommon Hostess, a hub for party enthusiasts and passionate hostesses looking to bring their events to the next level.
Launched in 2021, The Uncommon Hostess was born from Brooke’s desire to foster connections during the pandemic through pop-up events. Eventually, the business evolved into full-service event planning. That is, until Brooke identified a new pain point among her audience — the need for party-planning guidance without the commitment of hiring a full-fledged event planner.
From this realization, Brooke brought The Uncommon Hostess from IRL to URL, launching her popular Instagram and TikTok accounts, which provides resources, tips, and inspiration to aspiring hostesses. Today, Brooke continues to foster connection through her work, including “Be My Guest,” a virtual community that gives members access to the event planner’s templates and educational videos.
Here, we sat down with Brooke to talk about the thriving community she’s building, her digital product offering, and how she’s making event hosting accessible for all.
How did you get started as a content creator and what drew you to event planning as your niche?
I started The Uncommon Hostess in 2021, mostly by hosting pop-up picnics during the pandemic. People were craving connection and still wanted to celebrate during that time, so it was a great way to cater to that.
After that, I moved into full-service event planning and was planning custom events for clients throughout the city. Whenever I spoke with anyone about my job, I kept hearing people say that they love hosting and throwing parties but needed help with party ideas, themes, and decor, without needing to hire an event planner. That’s a reality for a lot of people: they don’t necessarily need a full-service event planner for all their events, but they still want guidance and support.
From that, I knew there was a gap in the industry, and I wanted to share my knowledge. I wanted to help people plan and host their gatherings with the details and structure created by an event planner, but without all the stress. First, I started sharing this content on my social platforms. Then, I created a membership on all things hosting. And I have some à la carte items launching soon!
Monetization is a significant part of being a creator. Tell us about your monetization strategy and why you decided to offer digital products like your Dinner Party Guides.
I monetize in a variety of ways, but something I’ve tried to do in the last year or so is position myself as a brand rather than just a business owner or an influencer. It’s been an amazing journey, and I’ve been able to offer digital products to my audience, as well as partner with fantastic brands. My advice would be don’t limit yourself to just one way of monetizing.
Building an email list is crucial for many creators. How have you grown your email list?
I have a resource called “7 Tips to Host an Amazing Dinner Party” that I offer to my audience for free and it’s helped grow my email list significantly. From a creator’s perspective, I think a freebie should be viewed as a way to show your audience how you provide value on the subject you’re talking about.
An email list is crucial and an amazing resource to market yourself to people who have already shown an interest in you and your products. Personally, I’m planning on using it as a way to share more blog posts, resources, and the new products I’m launching this year.
Your digital products span a range of price points. Can you tell us about your pricing strategy?
If I’m being honest, price points are hard! Every single business owner I’ve talked to mentions the struggle of pricing.
My best advice is to know your target audience and understand their buying habits, income, and where they’re looking to spend their money. As a business owner and content creator, you also have to be open to trying out different things and that includes testing different prices. Try different price points and see how your customers respond.
Also, don’t be afraid to ask your audience questions. If you want to launch a digital product, but aren’t sure if it will resonate with your audience, ask them! I’ve used Instagram Story polls many times to see what I can do to provide value to my audience.
Based on the value ladder concept, can you walk us through your digital product offering, from your free resources to your higher-priced items?
When I created my product offering, I wanted to provide something for everyone. It’s important to place yourself in your audience’s shoes and meet them where they’re at.
For my freebie, I wanted to offer something of value to people just getting started in hosting their own dinner parties. I think too much, too soon can overwhelm someone, so something simple like this guide is perfect. It’s an easy read and nothing too complicated! It also introduces people to what I can provide them.
For someone who wants to host on a monthly basis, my membership, “Be My Guest,” is perfect! Be My Guest is a virtual club that caters to all things hosting, complete with resources on how to plan, execute, and host your dinner parties just like a seasoned hostess. From done-for-you dinner parties to inspiration, and so much more, Be My Guest is all about taking the stress out of hosting, so my members can enjoy the people around their dinner table. The membership also has fresh content launched every month, so there are constantly new ideas and parties to host.
Then, for the people not so into memberships, I decided to launch à la carte Dinner Party Guides. These are a higher price point because they’re each a one-time purchase. These digital guides are meant to support the hostess with ideas, resources, and more. While they contain the same dinner parties as the membership (although with Be My Guest you get access to all the Dinner Party Guides), these guides are for people who might be more seasoned at hosting, who just wants a done-for-you idea. There will be more of these launching soon, as well!
Your website is a central hub for your content and products. How do you drive traffic to your website and online storefront?
Instagram and TikTok are such amazing platforms to drive traffic to your website.
One thing that has driven traffic to the website is my blog. I have one blog post that I constantly update called “The Essentials: Hosting Edition.” Every time I update the blog post with a new essential, I’ll do corresponding Instagram and TikTok posts directing viewers to my blog. The blog lives on my website, so once they’re there, viewers can check out the membership and my Dinner Party Guides.
Social media algorithms are always evolving. Have you identified any specific strategies on platforms like Instagram that have helped you keep your audience engaged?
While I do think it’s important to stay up to date with the latest trends and algorithm changes, I also think it’s vital to consistently show up as yourself on social media. I think it’s easy to get caught up in trends. But being yourself and providing value to your followers with your experience is the best way to resonate with them. People want to hear about you: how you’ve learned what you know, what you experience has taught you, etc. If you show up with that every day, you’ll find the right audience!
I also love when people say that Instagram is a nurturing platform because I think it’s so true. You should be using Instagram Stories as a tool to showcase your personality and to get to know your audience better. That’s something that has changed the game for me!
Collaboration and community-building can be powerful tools. Have you explored collaborations or community initiatives to enhance your reach and impact in your niche?
Community is so important, especially to someone working in the digital space. I’ve worked with some amazing local vendors on events and giveaways. I’m now working with some brands in different states. Collaboration is a great way to build brand awareness.
I’ll also be launching in-person events this year. This will be a collaboration between different local businesses in Las Vegas. I’m hoping to build out this aspect of my brand and bring it to other cities in the future.
Subscriptions are gaining popularity in the creator space. Can you share your experience with offering a monthly subscription?
Subscriptions are a way that you can offer exclusive content to your audience. They also provide an aspect of convenience, because your members can watch any of your videos or read any of your articles on their own time. For my audience, specifically, the membership is more cost-effective than purchasing my à la carte products.
The membership has also been a great way for me to connect more with my audience, as I have a channel specifically for members to ask questions and engage with each other as a way to build an online community.
Finally, what advice would you offer for aspiring party enthusiasts and hostesses based on your success building a brand within the niche?
Don’t let fear hold you back! If you want to throw a party, start a brand, share your knowledge, do it! Time will pass anyway; you might as well go after your dreams.
This interview has been edited for clarity and length.
Photo: Courtesy of Brooke Primm
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Further reading
- What Is a Creator Educator? (And How To Become One)
- Beyond Influencing: Why Creator Educators Are Making Bank
- How TikTok Became an Unlikely Tool for Teaching and Learning
- 8 of the Top-Earning Creator Educators
- 12 Emerging Creator Educators To Watch
- 13 Best Examples of Digital Products Created on The Leap
