Written by: Vickie Sullivan | July 20, 2017
Getting Larger, Long-term Partnerships
In today’s disruptive marketplace, Corporate America is looking for a place to create ongoing relationships with key audiences. According to research by event marketing company Freeman, these big-budget buyers look to meetings as a place to shine. This Successful Meetings article explains the findings nicely.
This is good news for thought leaders who go after sponsor dollars to get speaking engagements. Move past the immersive technologies discussed in the article. These are the findings we care more about:
• Strong perceived business case: Almost 60 percent believe brand experience creates ongoing relationships and increases advocacy. Folks, these buyers are telegraphing their agenda right here.
• More budget: More than one-third expect higher spending on “brand experience marketing”—to the tune of 21-50 percent. Translation: They are throwing money at this.
Listen: How thought leaders leverage meetings into long-term partnerships
Bottom line: Sponsors know they need “brand experiences” in these events, but they have no idea how to get out of their comfort zone. Thought leaders who can partner creatively will have the inside track here.
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