How can you build strong event sponsor relationships through professional associations and events?

Toda mi vida profesional he tratado de crear espacios de colaboración entre personas con intereses compartidos en diferentes tipos de comunidades. Desde el alumni de las escuelas por las que me eduqué, hasta organizaciones de índole social como Rotary y por supuesto a través de asociaciones profesionales que han permitido identificar necesidades comunes y enfocar soluciones basados en la inteligencia colectiva. Al mismo tiempo siempre he huído de las clásicas asociaciones sectoriales o verticales basadas en la defensa del status quo, con desconfianzas e incapaces en la toma de decisiones. Es precisamente la diferencia entre las comunidades actuales de alta colaboración con ese network de calidad es diferencial y donde las cosas ocurren.

Absolutely, as an individual and or business, you have to be involved, be in the known and understand the environment you are in. It doesn't mean having to attend every single event or be part of every association, but yes identifying and interacting with those that are key to your business, branding and marketing goals.

Understanding the sponsor's experience during the event they attended is crucial. Their feedback, opinions, what intrigued them, and where they saw weaknesses provide invaluable insights. This knowledge helps align your value proposition with their interests and concerns. Continuing communication post-event is key. Keeping the dialogue open allows you to nurture the relationship further. It's about showcasing how your goals align with theirs, offering mutual benefits, and demonstrating the value your collaboration could bring to both parties.

Consider every sponsor as you would any client and make sure that their needs are acknowledged, met, and exceeded if possible. In addition to the event production world being a small one, it is merely the right thing to do. Reach out for a brief meeting with them to gain an understanding of what they are trying to achieve with their sponsorship, and consider all the different ways you can assist them with that. When they arrive on site, it's best to do an initial greeting/check in as well as follow up and assistance with anything they need to ensure their sponsorship is affective. After the event concludes, continue to recognize them as a client and follow up with them on what worked well, and what can be even better for next time.

Think of everything available to you, each tool in your toolbelt and brainstorm with them about how the sponsors goals can be met and exceeded. Gauge the client and see if they prefer a traditional approach, or an impactful unique method to attract attendees to their company. If necessary, collaborate with all applicable entities to ensure successful delivery and deployment of their preferred sponsorship method. Make sure during the discovery meeting you gain and understanding of their needed deliverables and follow through with all of those materials.