Partners and sponsors are not just sources of funding but also a key part of an event’s image. A good partner can build trust, expand your audience reach, and add value for guests. However, attracting one is an art. Let’s break down how to negotiate and build win-win partnerships.
1. Preparation is 80% of success
Before you send a message or schedule a meeting, be clear about:
- What you’re offering
- What you expect in return
Why your event is valuable for them
Prepare a presentation or media kit that includes:
- Event concept
- Audience (age, interests, professions)
- Reach potential and PR activities
- Partner participation formats (logos, booths, talks, gifts, etc.)
- Partnership packages (gold, silver, informational, etc.)
Personalize each offer — it shows you’ve done your homework.
2. Making contact
Your message isn’t just “we need money.” It should be concise, meaningful, and value-focused, ideally with visuals (presentation, video).
Example:
“Good afternoon! We’re organizing a major IT entrepreneurs’ event and would love to explore potential collaboration. Your company is a recognized expert in this market, and we believe our partnership could be mutually beneficial…”
You can also:
- Use LinkedIn or personal contacts
- Write directly to marketing/PR
- Ask for introductions
3. Negotiations: flexibility + structure
During talks, combine openness with clear business positioning.
Say:
- How the partner gains visibility
- How it improves their brand image
- Emphasize long-term cooperation
Don’t say:
“We urgently need money.”
“We care only about our benefit.”
Show flexibility — customized options signal professionalism.
4. Formalizing agreements
After verbal approval, confirm everything in writing:
- Partnership agreement
- Appendices with deliverables
- Timelines and materials delivery
Always meet deadlines and maintain communication — silence destroys trust.
5. Maintaining long-term relationships
A successful deal is just the beginning.
- Send a post-event report (photos, videos, numbers)
- Thank partners publicly and personally
- Ask for feedback
- Follow up in 2–3 months with new ideas
Brands prefer those who deliver on promises and bring real value.
Conclusion
Negotiation is about trust, mutual benefit, and listening. Don’t beg — offer. Don’t pressure — cooperate. That’s how your event gains strong backing and your partner real returns.
