Partner events can be a powerful way to boost brand awareness, generate leads, and close deals. But if you’re not careful, they can also be a costly waste of time and resources.
According to a recent survey by Bizzabo, more than 70% of organizers struggle to prove the ROI of their in-person conferences to key stakeholders. And yet, the global events industry is expected to value $2.194 trillion by 2028, according to Verified Market Research.
When it comes to crafting a partner event that truly resonates, it’s crucial to shift the focus from your internal agenda to what matters most to your partners. From the perspective of your partners, you should always be asking yourself “What’s in it for me?”
So what’s the deal? Why do so many partner events fall flat?
Partners are juggling many responsibilities and demands on their time and attention. To make your event stand out, center it around what your partners truly care about. From the messaging to agenda topics, to timing and location, ensure every aspect reflects what’s top of mind for the partner. This will not only demonstrate your commitment to their success but also make attending your event a truly valuable and worthwhile investment of their time.
The good news is, there are a few common pitfalls that you can easily avoid. We’re going to explore five reasons why your partner events might not be making the impact you desire, and offer actionable solutions to turn things around.
1. Your Content Isn’t Relevant
Partner events should be more than just networking opportunities – they should offer valuable content that resonates with your attendees. If your content doesn’t address their needs, they’ll struggle to find a compelling reason to attend.
When a partner takes time away from the field to attend your event, it’s a trade-off. They are not selling or driving business while they are away. They are incurring travel costs to be attendt, even if you provide housing accommodation and meals. This highlights the critical importance of ensuring your event delivers exceptional value to justify this investment on their part.
How to Fix It: When planning your event, brainstorm content that’s genuinely relevant and engaging for your audience. Seek input from your partners on the front end and consult industry experts to ensure you’re hitting the mark. Consider what challenges and opportunities they face in their day-to-day operations.
Tailor your content to address these pain points and provide actionable insights that they can implement immediately. By doing so, you demonstrate an understanding of their needs, reinforcing your commitment to their success.
2. You’re Not Giving Yourself Enough Time to Plan
Let’s face it, Rome wasn’t built in a day, and neither are successful partner events. Rushing into event planning can lead to missed opportunities and lackluster outcomes. To ensure your event stands out, you need to allow ample time for essential tasks like audience targeting, stakeholder buy-in, and securing a prime location.
How to Fix It: Start your partner event planning at least three to six months in advance. Keep in mind that bigger events like large conferences can take a full year. This generous timeline will afford you the breathing room needed to tackle every aspect methodically and make your event a resounding success.
3. You’re Not Communicating with Your Partners & Stakeholders
Communication is the lifeblood of any successful partnership. If your partners and stakeholders are in the dark about your event, they won’t be enthusiastic participants. To remedy this, establish clear and consistent communication channels to keep your partners informed and excited.
How to Fix It: Make a comprehensive communication plan for your partners and internal stakeholders. Stick to it. Regularly send them updates about the event. Use email newsletters, create a dedicated event page on your website, and leverage social media to spread the word and build anticipation
4. Your Location Isn’t Convenient
Location, location, location – it’s a mantra in real estate, and it’s equally crucial for your partner events. If your chosen location is challenging to access or far from your audience’s central hub, you risk dampening attendance.
How to Fix It: Opt for a location that aligns with the convenience of your target audience. If you’re unsure, solicit suggestions from your partners themselves; they often have insights into what works best for them.
5. Your Timing Is Off
Timing can make or break an event. Scheduling your partner event during major holidays, peak seasons or quarter-end can sabotage turnout. Plus, it’s essential to choose a time that suits your target audience’s schedules.
**How to Fix It:** Conduct thorough research to pinpoint the ideal time of year for your partner event. Moreover, take the initiative to survey your target audience to discover their availability and preferences.
Ready to Make an Impact with Your Partner Events?
It’s evident that meticulous planning, effective communication, and a thoughtful approach to location, timing, and content are key to hosting successful partner events. So, why wait? Start implementing these strategies today, and watch your partner events transform into memorable, impactful experiences that benefit both your organization and your partners.
Remember, it’s not about diving headfirst into event planning; it’s about taking the time to plan strategically and make informed decisions. With dedication and attention to detail, you can elevate your partner events to new heights and forge stronger, more productive partnerships.
If you found these tips helpful and want more guidance on planning impactful partner events, contact us. Our team is here to assist you in creating exceptional events that deliver real value to your partners and your organization. Together, we can turn your partner events into a force to be reckoned with.
Don’t let your next partner event flop – take action today and start planning for success!