Event Tech Strategy, Insights & Trends.

The Power of Partnerships

A partnership is the relationship existing between two or more persons who join to carry on a trade or business. Each person contributes money, property, labor or skill, and expects to share in the profits and losses of the business.

Growing up we have always heard sayings like “great minds think alike” and “two heads are better than one”. This is true in most cases especially in business. One of the biggest mistakes business owners and event planners alike make is trying to do everything on their own. At etouches, we have three types of partners: Technology partners, marketing partners and resllers. Each type of partner adds value in various ways. As a technology company ourselves, it is impossible to write software for each and every pain point, this is where our tech partners come in. Their technology focuses on something we may not have, therefore we integrate with them to be able to offer clients a broader solution. We have marketing partners that help promote events and causes we support. Last but not least, we have our reseller partners, who are usually agencies and independent planners that resell our software to their clients. All of our partners share our vision and help make our company a success!

Business partnerships aren’t the only type of partnerships to leverage. Brand partnerships for events, campaigns, or long-term initiatives can produce more desirable results than tackling a project solo. Teaming up can get you more social media impressions, higher attendance and a stronger buzz across events. Sometimes, an event’s social status isn’t quite as established as large events such as Woodstock, the Olympics or the World Cup, so you need to find the right partnerships with stronger reputations.

How can you do this?

1. Find the right partners

Finding the right partners may be easier said than done. The most important thing is to make sure your company and your prospective partner company share the same ultimate goal. Look into companies with similar core values as yours. Sometimes your company may be lacking in an area of expertise and another company can pick up that slack, so look into companies with complementary talents. For instance, if you do not have the largest following and you want to increase attendance at events, partner with a brand with a larger following that can help create buzz and draw a larger audience to your events.

2.  Come up with a plan that benefits both parties

In a successful partnership, everyone has to eat. Don’t expect another company to do something for you if you aren’t willing to do something for them. The point of a partnership is to benefit both parties. You can do this by putting their logo on your website, letting them attend your events for free or reduced admission, sharing content, and/or feature their banner ad on your blog or website. Social media is a big player in the partner game as well, mention them on social media and help promote whatever they’ve got going on, and they will do the same for you, again creating more of a buzz around your events.

3.  Create a strong communication plan

George Bernard Shaw once said, “the biggest problem in communication is the illusion that it has taken place.”

It’s easy to assume that your partners know whats going on with your company and your events, but that is not always true. Start the relationship with a communication plan. Share newsletters every quarter or every couple of months featuring whats going on with your company. This can include what’s happening on the event road map, big pieces of content, etc. Keep them in the know, more specifically the first to know. This way your partners feel included and can also share any big publications or events with their networks.


2 Responses to “The Power of Partnerships”

  1. Peter Poehle

    Thanks for this excellent overview.

    Yet I believe that sponsorship should go beyond simply displaying logos of sponsors on flyers, invitations, web pages or social networks.
    It can be truly powerful to apply the ideas of inbound marketing with sponsorship: I call this inbound sponsorship.
    This creates a real added value to sponsors and therefore makes an event even more compelling to sponsors. There are some ideas in one of my latests blog posts: https://www.sponsormyevent.com/blog/inbound-marketing-and-sponsorship-a-dream-team/


    • Sara Erdos

      Hi Peter,

      I am glad you took the time to read and enjoy my post! Thank you for the awesome feed back! I took a look at your blog on inbound sponsorship and I think it is great. I loved your ideas on promoting content to attendees and it is definitely great advice for me to leverage in my position!


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