Getting the Most Out of Event Partnerships

Learn how to get the most out of your event partnership with these tips

Have you considered getting some outside help for your upcoming event? Working with an event partner can benefit your team in multiple ways. A partner can not only provide financial support but can also open up other windows of opportunities for your business. Plus, you’ll get assistance with marketing your brand, and a potential sales boost as well. 

Most important, having an event partner can add value to your event by broadening its appeal to a wider, shared audience. Partners can also help promote your event by using their marketing channels and existing customer network, allowing you to reach untapped corners of your market. Here’s how to do it right:

Find the Right Partnership and Identify a Good Partner

Ideal partners are noncompeting companies that target audiences similar to yours. When looking for and pitching a partnership, be aware that many potential partners may oversell their value. To avoid a partnership that doesn’t benefit both parties, do your own research and figure out their reach and networking limits. Take a look at their sales figures, social media stats and any other relevant information you can get your hands on before making a final decision.

Also, you will need to spend a lot of time with representatives from a partner business, so it is vital that members of both teams are a mutually good fit. Make sure you’ll be working with people who will actively help keep things running smoothly instead of contributing to your team’s existing stress load. Remember that if you’re worried it won’t be a peaceable union, there is no shame in walking away.

How to Reach Out—and Close the Deal

To start, make a list of all your targets, then reach out to them via a brief email or phone call. Pitch your idea quickly to show that you respect their time. Don’t be vague about your event; present a clear idea of what you want to do and how you want to do it, but say you are open to suggestions from your partner. Share a list of the benefits your partner will receive. Also, don’t forget to add exit clauses if either party wants to terminate the agreement. 

Before beginning the partnership, everything related to it should be properly planned and written down. Contracts ensure that everyone is clear about the expectations for both parties. Once all are comfortable with the plan, sign a contract to make everything official.

Get the Most Out of Your Partnership 

Remember that your partner’s audience is your audience, and vice versa. Take full advantage of each other’s marketing channels and resources to promote your event, but make sure your messaging is in sync. If you and your partner are responding to media and inquiries differently, it can be misleading for potential attendees and can have a negative impact.

Despite your best efforts in vetting potential partners, sometimes you may feel that your partners aren’t doing their fair share according to your agreement. If this is the case, have a conversation with them and ask for input. Try to keep them engaged in your partnership by understanding and validating their concerns before working toward a solution.

Choosing an event partnership can be a little like choosing a spouse: Make sure you’ve found the right one—or walk away before you’re in too deep. But when you’ve found a partnership that’s a good fit, the sum of your shared efforts is often greater than its parts.

For a different sort of partnership, look no further than Marriott. You can team up with us and get access to our Celebrate Your Way promotion for a special offer on catering services.