Home > PSP > Sponsorship > Volume 2, Issue 2 > How do we build a long-term relationship with our partners?
How do we build a long-term relationship with our partners?
By Jacques Adam
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The person in charge of sponsorships will quickly come to the realization that working with a long-term partner is far more effective than constantly seeking out new companies. The work is more demanding, but the results will clearly be better.
It is extremely vital that you be familiar with all facets of the event: the services that can be offered, the advertising, sales and sampling possibilities and their legal ramifications. The facilities where the event will be take place must not hold any secret for us. What locations are available for participants, spectators, VIP, the media and sponsors? All permissions and passes must be obtained in advance. Can booths be set up? Can sales be made at the site? Are there any risks of conflict with dealers who will be on site to serve the public?
2005 DND Photo Contest. An example of recognition to our sponsors. |
The contact information of staff responsible for volunteers, participants, spectators and communications must be obtained. The person in charge must also participate in the preparation of ceremonial events. Sponsor participation in awards ceremonies must be the subject of close cooperation. The details mustbe known prior to the event. One must always bear in mind Murphy’s Law.
Even though most companies claim they do not evaluate the effectiveness of a sponsorship or are not interested in an evaluation, it is vitally important that one be able to provide specific data on what transpired during the event with respect to media coverage, photography and statistics on participants and spectators. Reference can also be made to constructive criticism or to praise expressed and the rewards.
Be proactive and turn your purchasers into loyal customers.
Abstract of a presentation Key to building long-term partnership, Glynne Jenkins, November 2005