Trend 3
Strength in partnerships
Strategic partners are the secret sauce to supercharging events’ impact.
Event produced by the Experience Studio, Amex GBT Meeting & Events.
When it comes to event marketing, fostering impactful experiences is a collective effort. Whether tapping into internal subject matter experts or collaborating with external event agencies, envision your network as a dynamic team poised to propel your events to new heights. Emphasizing collaboration, trust, and transparent communication makes sure your network is rowing in the same direction.
A valuable partnership is worth its weight in gold.
A seasoned, collaborative partner adeptly harnesses the potential of suppliers, steering everyone towards a shared objective. Working with a partner who is intimately acquainted with your company, brand, and industry can help lessen resource drain on every event. Consider consolidating partners with broader capabilities. Rather than starting from scratch for every event, you will be able to build upon successes and learnings from past events.
The best time to start talking to your partners about your upcoming events? Yesterday.
It’s best to proactively engage your event partner early – as in as soon as your marketing objectives are set. A strategic partner will be able to help you determine how and when to leverage event marketing to reach your objectives, including considering unique destinations and venues that align with your brand and audience preferences right from the outset. Your partner can help you determine the suitability of global events, regional gatherings, or virtual or hybrid formats to achieve your goals. Their insights can prove invaluable in maximizing your budget effectively.
Transparency and trust serve as the bedrock of robust partnerships.
To get the most out of your partnerships, focus on knowledge sharing during the proposal phase. Share comprehensive information to extract the best outcomes from your collaborations. In return, anticipate clear and honest communication from your partners, aligning expectations with your timeline and unique constraints. Articulate your evolving goals – even when they’re not fully baked.
Experts say:
“Some of our best, most influential events have been for clients who integrated us into their overarching marketing and communication strategies. They came to us looking for ideas on how to reach and connect deeply with their audiences. Of course, we can also work with clients who already have an event conceptualized and our team can execute, but the outcome is more impactful when we co-create from the beginning.”
Agnès Benveniste, Central and Southern Europe Event Director at Amex GBT Meetings & Events
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