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How do you amplify your event marketing with partners?

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Event marketing is a powerful way to promote your brand, generate leads, and create memorable experiences for your attendees. But it can also be challenging, costly, and competitive, especially in the digital age. That's why partnering with other organizations, influencers, or media outlets can be a smart strategy to amplify your event marketing and reach a wider audience. In this article, you'll learn how to find, approach, and collaborate with potential partners for your event, and how to leverage their networks, resources, and expertise to boost your event's visibility, value, and impact.

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1 Identify your goals and target audience

Before you start searching for partners, it is important to have a clear understanding of what you want to accomplish with your event and who you are hoping to attract. This will help you streamline your search and focus on partners that share your vision, mission, and values. Common goals for event marketing include increasing brand awareness and recognition, generating leads and sales, building trust and loyalty, educating and informing, as well as entertaining and inspiring. Your target audience is the group of people who are likely to be interested in your event and offer. To segment this audience, you can use criteria such as demographics (age, gender, location, income, etc.), psychographics (interests, hobbies, values, etc.), or behavior (purchase history, online activity, engagement, etc.).

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Sean Specie

Inspire Leadership Academy | 635+ Events for 78 Clients with 190,000+ Attendees since 2011 | ?? Events Emcee, DJ, & Planner | ??? Founder of Event Builder | Romans 1:16
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It’s also important to know who you DONT want to partner with. You don’t want to partner with an influencer / brand who’s reputation will hurt yours. You also don’t want to partner with an influence / brand who: - is hard to work with - late to meetings - doesn’t respond in a timely fashion - is too busy - is unprofessional

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2 Research potential partners

Once you have defined your goals and target audience, you can start researching potential partners who can help you reach them. You can use different sources and methods, such as online platforms, industry events, networking groups, and referrals from existing partners or customers. When researching potential partners, you should look for indicators of their influence, reputation, and compatibility with your event. These may include audience size and engagement, content quality and relevance, brand image and values, and past partnerships and results.

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James Whitaker

Senior Young Member Programs Manager at SPE International
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Other things to research are the other companies event schedule, which will probably have the largest influence on if they are able to work collaboratively on your event. Also consider the size of the company in comparison to yours which may influence what resources and time they have to contribute. From my experience equal partnerships are the only successful collaborative events. If one party has greater power over logistical decisions or financial benefits from the event then other partner will be seen as lesser, which ultimately leads to a bad working relationship.

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3 Reach out and pitch your proposal

After you have identified a list of potential partners, you need to reach out to them and pitch your proposal. You can use different channels to contact them, such as email, phone, or social media, depending on their preference and availability. When reaching out to potential partners, it is important to introduce yourself and your event, explain why you are interested in partnering with them, highlight the benefits and value of the partnership for them, provide clear and realistic expectations and terms, as well as include a clear call to action and a deadline. Doing so will ensure that your proposal is well-received and understood.

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Sean Specie

Inspire Leadership Academy | 635+ Events for 78 Clients with 190,000+ Attendees since 2011 | ?? Events Emcee, DJ, & Planner | ??? Founder of Event Builder | Romans 1:16
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This paragraph has it in reverse. Don’t start by talking about yourself. Start by talking about them. - their work - their brand - their problems Essentially you’re selling your event. Nobody wants to go on a date with the person who talks about themselves first. Start with them. Then share about what you’re doing and how it can help with their problems.

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James Whitaker

Senior Young Member Programs Manager at SPE International
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Do this as early as possible in the planning stage. If you have an event 80% organized before going to a "partner" it shows you don't consider their opinion very highly and you may have to redo a lot of this work to get them on board. Some basic research on budgets and suitable dates is ok to show you are serious about the proposal, but if you want to partner with someone you need to listen to their input from the start.

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4 Plan and execute the partnership

Securing a partner is only the first step in a successful partnership. It’s important to communicate regularly with your partner and agree on the roles, responsibilities, and deliverables of each party. Collaborating with your partner can take many forms, such as co-creating and co-promoting content, cross-promoting events and offers, co-hosting or co-sponsoring events, and providing incentives or discounts for each other's audience. All of these strategies can help you build a strong and mutually beneficial relationship with your partner.

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5 Measure and evaluate the results

After the event, it is important to measure and evaluate the results of the partnership to assess if it achieved your goals and expectations. You can use metrics and tools to track and analyze the performance and impact of the partnership, such as attendance and registration, leads and sales, brand awareness and sentiment, audience feedback and satisfaction, as well as return on investment and cost-effectiveness. It is also important to share the results and feedback with your partner, thank them for their contribution and support, maintain the relationship, and explore opportunities for future collaboration.

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6 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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How do you amplify your event marketing with partners?

1

2

3

4

5

6

1 Identify your goals and target audience

2 Research potential partners

3 Reach out and pitch your proposal

4 Plan and execute the partnership

5 Measure and evaluate the results

6 Here’s what else to consider

Event Planning

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How do you amplify your event marketing with partners?

1

2

3

4

5

6

1 Identify your goals and target audience

2 Research potential partners

3 Reach out and pitch your proposal

4 Plan and execute the partnership

5 Measure and evaluate the results

6 Here’s what else to consider

Event Planning

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