November 8, 2016 Sofie Haag

Promotional partners – your best friends when it comes to event promotion


For many years, we at From Sweden Productions have worked closely with sponsors and promotional partners to maximize the impact of our events. And we are not alone. In today’s economy, it’s becoming increasingly common to collaborate and form strategic alliances which are mutually beneficial for everyone.  By having a promotional partner, you’ll be able to reach people that are outside your current captive audience.  It will help you to build trust too, since people who trust your partner will inherently trust you (and this goes both ways, which is important to remember). It will also help you to sell tickets, up-sell other offers you might have (merchandise, workshops, courses etc) and build your database for the future. If it’s done correctly, it can also strengthen and position your brand as the no. 1 in your industry and open doors to powerful investors and major key influencers.

If you haven’t already, think about your own company/event and how you could bring promotional partners on board. A word of advice: don’t “sell” anything. Instead, clarify the benefit you are offering them when partnering up with you AND at the same time, make sure you see things from their perspective so that you can add value to them too – it has to go both ways.

9 examples of value you could offer them:

  • Brand association with your brand
  • Getting their key message in front of your audience through a solo ad
  • Use your product/service as a value add to their clients/staff/customers
  • An opportunity to increase their own database with people from your database (there are ways of doing this without spamming your own list)
  • Tickets to the show
  • Invitation to post-show VIP event
  • Behind the scenes pass
  • Advert in your show programme
  • Logo on your website/marketing materials

And in return they can help you:

  • Hand out flyers
  • Put up posters
  • Send out information/newsletters/box office info to their list
  • Include you in their marketing materials
  • Invite key people to your event
  • Give advice as to what they would like to hear on stage
  • Bring other partners (and potentially also sponsors on board)
  • Other: fill in blank _____________

Here are a few inspiring examples of successful co-branding partnerships (and why they’re so great):

A word of advice before you embark on any new collaboration…

You can’t build a successful relationship if you don’t know why you want to go into a partnership in the first place. The first stage therefore is to understand what the problem is that you want to solve and any benefit a potential partnership could bring to you, your company and your customers.

Don’t hesitate to drop us a line if you have any questions on the above. We are here to help!

Keep on Shining Brightly – On and Off Stage!

Sofie Haag

Founder and Managing Director, From Sweden Productions

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