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Why is event marketing partnership essential to your event planning success?

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Event planning is not only about creating memorable experiences for your attendees, but also about reaching and engaging your target audience, generating leads, and increasing brand awareness. One of the most effective ways to achieve these goals is to leverage event marketing partnerships with other businesses or organizations that share your vision, values, and customer base. In this article, you will learn why event marketing partnerships are essential to your event planning success, and how to find, approach, and manage them.

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Sarah M.

Go-To-Market Strategy | Market & Product Researcher | Advisor | Board VP | MS + MBA
Alexandre Conte da Nova //

Gestor de Marketing, Professor, Palestrante, Podcaster e Agente de Transforma??o Digital
Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |

1 What are event marketing partnerships?

Event marketing partnerships are strategic collaborations between two or more parties that aim to promote, support, and enhance each other's events, products, or services. They can take various forms, such as co-hosting, co-branding, cross-promoting, sponsoring, exhibiting, or providing content, resources, or expertise. Event marketing partnerships can benefit both parties by expanding their reach, exposure, credibility, and value proposition, as well as by reducing costs, risks, and competition.

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Sarah M.

Go-To-Market Strategy | Market & Product Researcher | Advisor | Board VP | MS + MBA
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Choosing a partner that has a passionate community that fits your niche is how you build awareness, gain new prospects, relationships, and help your partner to offer something new to their audience. Be very aware that your event needs to benefit their unique audience and this is not solely about gaining from your partner. Ensure there is a mutual benefit and reach out as early as possible to this potential partner about co-promotion as they may have a monthly newsletter or other calendared promotion and don’t want to spam their subscribers. Show their attendees special treatment with a discount, a drink ticket, or a gift of some sort. This will make your promoting partner look good for bringing benefits to their community.

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Alexandre Conte da Nova //

Gestor de Marketing, Professor, Palestrante, Podcaster e Agente de Transforma??o Digital
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Estabelecer as parcerias certas para seus eventos de marketing pode ser um refor?o inteligente e um movimento estratégico que acelera resultados. Traga parceiros que tenham sinergia com o seu negócio para criarem um evento em "Colab". Assim, com os esfor?os conjuntos, é possível alcan?ar a seguinte composi??o de muito valor para todos os envolvidos: 40% do público seriam de seus clientes e prospects já mapeados (para relacionamento de reten??o e estreitamento da rela??o. Para seu parceiro, você os apresenta e abre portas.) 40% do público seriam de clientes e prospects do seu parceiro (ele fará o mesmo que você com seus clientes, porém, para você ser?o leads apresentados diretamente) 20% de novos leads do mercado, gerados em conjunto.

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Karan Darji

Business Development Lead @Schbang - Business Transformation
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By forging collaborations with other organizations, brands, or entities, you can significantly extend the reach of your event. This expanded audience exposure often translates to increased attendance and engagement. Partnerships also bring shared resources to the table in terms of marketing channels, budgets, and physical assets alleviating the burden on individual organizers and enhancing the overall quality of the event. The diverse expertise enables fresh ideas and innovative marketing strategies, contributing to a more dynamic and effective promotional campaign. Lastly, the collaborative nature of partnerships fosters a sense of community, extending beyond the event itself and leaving a positive impact on future initiatives.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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Imagine um encontro de mentes e recursos, onde duas ou mais entidades unem for?as para co-criar e promover um evento. Esta alian?a, conhecida como parceria de marketing de eventos, é a alquimia de combinar públicos, recursos, criatividade e expertise, criando uma experiência de evento mais rica e um alcance ampliado.

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2 How to find event marketing partners?

Finding event marketing partners requires research, networking, and creativity. You need to identify potential partners that have a similar or complementary target audience, mission, niche, or industry as your event. You also need to consider their reputation, influence, goals, and expectations. You can use online platforms, such as social media, blogs, podcasts, webinars, or directories, to discover and connect with potential partners. You can also attend or host events, such as trade shows, conferences, workshops, or meetups, to meet and interact with them in person.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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A busca pelo parceiro ideal é semelhante a uma dan?a. Comece identificando entidades cujos valores e público alvo ecoam os seus. Feiras, conferências e plataformas online de networking s?o excelentes palcos para encontrar esses parceiros potenciais. Lembre-se, a harmonia de objetivos e a complementaridade s?o as melodias que conduzem esta dan?a.

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3 How to approach event marketing partners?

Approaching event marketing partners requires planning, personalization, and persuasion. You need to craft a clear and compelling proposal that outlines the benefits, responsibilities, and expectations of the partnership. You also need to tailor your pitch to the specific needs, interests, and values of each partner. You can use email, phone, or video calls to initiate contact and follow up with them. You can also use testimonials, case studies, or referrals to showcase your credibility and success.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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Ao abordar um parceiro potencial, vista sua melhor roupa de narrador. Apresente uma história convincente que destaque os benefícios mútuos da parceria, alinhada com uma proposta clara e um esbo?o de colabora??o. Fa?a com que seja uma conversa, n?o um monólogo, abrindo espa?o para ideias e feedback.

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4 How to manage event marketing partnerships?

Managing event marketing partnerships requires communication, coordination, and evaluation. You need to establish and maintain regular and transparent communication with your partners, using tools such as email, chat, or project management software. You also need to coordinate and align your marketing strategies, activities, and resources with your partners, using tools such as calendars, checklists, or templates. You also need to evaluate and measure the performance and impact of the partnership, using tools such as surveys, analytics, or feedback forms.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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Gerenciar uma parceria é como orquestrar uma sinfonia; requer coordena??o, comunica??o e um maestro habilidoso. Estabele?a canais claros de comunica??o, defina responsabilidades e marcos e use ferramentas de gest?o de projetos para manter a harmonia. Celebre as conquistas conjuntas e aprenda com os desafios para fortalecer a parceria.

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5 How to optimize event marketing partnerships?

Optimizing event marketing partnerships requires innovation, experimentation, and optimization. You need to constantly look for new ways to improve and enhance your partnership, such as adding new features, channels, or incentives. You also need to test and measure different aspects of your partnership, such as the messaging, design, or timing. You also need to optimize and adjust your partnership based on the results and feedback you receive, such as increasing, decreasing, or changing your efforts.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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A otimiza??o surge do aprimoramento contínuo. Reúna dados e feedback durante e após o evento, usando-os para refinar estratégias e táticas. Seja inovador, explorando novos formatos de eventos, tecnologias emergentes ou estratégias de marketing criativas para manter a parceria vibrante e relevante.

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6 How to sustain event marketing partnerships?

Sustaining event marketing partnerships requires trust, appreciation, and loyalty. You need to build and maintain a strong and lasting relationship with your partners, based on mutual respect, honesty, and support. You also need to show your gratitude and recognition for your partners, such as by thanking, praising, or rewarding them. You also need to demonstrate your commitment and value for your partners, such as by delivering, exceeding, or renewing your promises.

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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Sustentar uma parceria é nutrir um jardim; requer cuidado, paciência e a disposi??o para crescer juntos. Invista tempo na constru??o de rela??es de confian?a, reconhe?a e valorize os esfor?os e sucessos do seu parceiro e esteja disposto a adaptar-se e evoluir juntos diante das mudan?as do mercado.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tais Delduck

| Head of Sales | Gest?o Comercial | Estratégia de Vendas | Marketing |
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Além de tudo, considere o impacto ambiental e social do seu evento. Parcerias de marketing de eventos que abra?am a sustentabilidade e a responsabilidade social n?o só ampliam seu alcance, mas também constroem um legado positivo. E lembre-se, em cada etapa, seja autêntico, seja criativo e esteja disposto a mergulhar nas profundezas da colabora??o para desencadear o verdadeiro poder das parcerias de marketing de eventos.

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Why is event marketing partnership essential to your event planning success?

1

2

3

4

5

6

7

1 What are event marketing partnerships?

2 How to find event marketing partners?

3 How to approach event marketing partners?

4 How to manage event marketing partnerships?

5 How to optimize event marketing partnerships?

6 How to sustain event marketing partnerships?

7 Here’s what else to consider

Event Planning

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Why is event marketing partnership essential to your event planning success?

1

2

3

4

5

6

7

1 What are event marketing partnerships?

2 How to find event marketing partners?

3 How to approach event marketing partners?

4 How to manage event marketing partnerships?

5 How to optimize event marketing partnerships?

6 How to sustain event marketing partnerships?

7 Here’s what else to consider

Event Planning

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