Are you being proactive to let your sponsors know about new opportunities for partnerships? Don't wait to long... What they don't know can hurt you.
Many association sponsorships are still based on the old rules and the old relationships. In other words, sponsors are paying for traditional conference pieces like getting their name on lanyards, signage, sponsoring a dinner, or breakfast...and not getting much in return.
Every year that goes by where you aren't bringing REAL value to your partnerships will puts you in danger of losing that sponsor.
If you don't know by now, most partnerships are now being reviewed by marketing and many are falling under the marketing budget. Savvy marketing departments are absolutely demanding measurable Return on Investment (ROI) for their marketing spend. If you are not ready to step up and offer true value, your partnership revenue will begin to erode.
Let's take that one step further. Even if you can show some measurement for your partnership options, is it enough to move the engagement needle for your sponsor?
Progressive associations are learning that sponsors are looking for partner associations that are not only giving them measurement but are also delivering something that every partner is desparate for.
CONTENT.
Every marketing department is looking to create more content - especially the kind that elevates their stature to "expert" in the eyes of your members. So how can you provide your sponsor with content?
Simple. Make them the content that they are craving for their sponsorship buy.
Let them speak as an expert at your conference, as well as conduct interviews with them after they speak. Of course, you need to capture that as deployable content, so video everything.
Now the fun starts to happen. Once your sponsors understand that you can be a part of the solution rather than part of the problem, it changes everything.
Check back soon as we are going to publishing an e-book about this exact topic.
You know what you need to do. Be proactive in the content discussion with your partners. Book a complimentary meeting with Association TV® where we can share with you how easy it can be to be on the right side of the sponsor equation.
Your non-dues revenue depends on it.
AssoicationTV® is part of WorkerBee.TV
John Heppenstall is Director of Marketing for WorkerBee.TV