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Leveraging the Power of Partnership for Smarter Private Events

By: Dennis Church
Posted: February 2, 2010, from the February 2010 issue of GCI Magazine.

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Keep these points in mind when working to identify potential partners:

Brands within your company: For companies with more than one line of products, a self-funded event is a great way to bring all of the brands together and share the cost of the event across budgets.

Non-competing brands: Often, non-competing companies join forces to create an event that appeals to a shared target audience. This may include media, fashion, packaging or other luxury goods brands.

Executing a Successful, Customized Event

When planned, managed and executed properly, events can be a valuable marketing vehicle to build brand awareness and relationships, generate sales through qualified leads, and move customers into action. Things to keep in mind:

Lay the foundation: With clear and measurable goals established, and a target audience and partners identified, an effective implementation strategy can be developed. Map out the big picture to identify how to best attract existing and prospective customers to an event. Spending time up front will help build interest and momentum for that event.

  • Make sure there is an end result benefit. For example: “Marketing beauty in a challenged economy.” Structuring a plan where the private agenda is married to a bigger industry perspective helps position an event as relevant and important to attend.
  • Engage the media before, during and after the event to keep it top-of-mind and generate coverage.
  • Use social media and other e-strategies. Set up a blog or e-mail distribution several weeks before and after the event so that attendees and partners can track the coverage online.
  • Share promotional activities with partners.