3 Techniques to Help You Profit from Partnered Marketing Events

February 28, 2020 Susan Serena

Two heads are better than one! An increasingly trendy form of expanding your brand is partnered marketing for live events. As stated by Forrester research, 22% of all partnered marketing campaigns are made up of live events.

When planned systematically and implemented properly, partnered events for NYC Event Planners can have a meaningfully greater impact than if the event were planned by one company, alone.

The chance to share knowledge, boost brand awareness, and fortify relationships within the industry are all part of accomplishing a fruitful partnered event. But before going headfirst into such a challenging endeavor, it’s imperative to take the needed steps that will guarantee a successful event.

Here are three quick tips for NYC Event Planners to profit from partnered marketing events: 

1) Express why you want a partnered marketing event 

Before NYC Event Planners even look for a partner to join their event, honestly assess why you need a partner in the first place.

  • How will a partnered marketing event help you achieve your goals as a company?
  • Are you looking to increase brand awareness through a co-branded event?
  • Are you hoping to expand your target demographic to a wider audience?

The more specific and honest you are with these questions, the simpler it will be to find the right partner and have a successful event. 

2) Define each partner’s role

After the event goals are recognized and buy-in is secured, it’s time to detail the roles of each partner.

  • Who will be accountable for the social media campaign?
  • What type of marketing security will be needed to execute these campaigns?
  • On the day of the event, which company is in charge of registrations and check-ins?

Of course, all these tasks can be shared but it’s crucial that NYC Event Planners describe each task and role in detail. This way, there are clear expectations on both sides, and it will be much easier to keep each member accountable for specific assignments.

3) Address all conflicts of interest

Whenever NYC Event Planners work with an outside business partner, there is always the potential for objectives to be misaligned.  Yes, the potential upside of a successful partnership is always high, but if it is executed carelessly, a partnership can easily take a turn for the worst. That's why it's so important to address any conflicts of interest throughout the stages of the event planning process.

The Breakdown for NYC Event Planners to Form an Effective Partnered Marketing Event Strategy

  • Decide why you’ll need a partnered marketing event: Before you even look for a partner to join your event, honestly measure why you need a partner in the first place. 
  • Explore preliminary co-marketing initiatives: Creating a large-scale partner marketing event is a sizeable investment. Going headfirst into such a project without previous experience working with the partner may be too much of a risk for both sides. 
  • Screen potential partners with detailed questions: If you are fortunate enough to have multiple companies vying to be your event partner, don’t let the excitement distract you from the task at hand. 
  • Schedule a kickoff meeting: This might sound obvious yet it’s worth mentioning. Given that a partnered event has many moving parts, putting together a proper kickoff meeting may be a tougher challenge than most would expect.
  • Ensure that goals are aligned: Before going headfirst into the details of the event planning, the very first piece of business should be to state the goals for all parties involved.

From amplified event ROI to boosted attendance, co-marketing is a profitable way for NYC Event Planners to get more mileage out of their events at a portion of the investment.

For more event ideas, make sure to attend The Event Planner Expo in New York each year to stay on top of event trends!


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