The “art” of networking is dying
Do you want better ROI from your sponsorship program? The answer is convoluted but simple at the same time. Sure, there are a ton of factors like creative and activation and the right audience etc. that are critical in determining better ROI, but in my mind, (after 35+ years in the sponsorship marketing game) meaningful relationships is the key element that can help you to get better ROI.
To build deeper and more meaningful relationships we need to network and spend time with people and, we need to stop selling all the time.
- Let’s focus on understanding our partner’s needs, not selling them a program or pushing them to allow you to activate a sponsorship that will not work with their audience.
- Listen, learn, support and deliver results to your partner. Unless you know your partner inside out, you cannot do that.
- If the brand won’t give the property the information they need to build the right program for that brand, then it won’t be successful.
- If the property is selling a program to make budget or because they were told “we need a sponsor for this event or that experience” versus doing what is right for the sponsor, you will pay the price long term.
This industry is growing at exponential rates. I was at the SMCC Breakfast Forum in Toronto and there had to have been over 150 people attending. Most I did not know. Of the speakers, I knew about 25% personally and knew of another 25% – so I didn’t know half of the speakers. That is how fast we are growing. New people, a new generation in place.
Unfortunately, I am finding that too many people aren’t reaching out and getting to know others. The “art of networking” is dying. People go to events and stick with their cohort or small tribe. They don’t say hi to the person next to them or introduce themselves. (Even at an event that is all peers!) Furthermore, people are burying themselves in their cubicle or work from home and never see anyone in person (in the industry) for weeks on end. Too much Zoom and working with our heads down. But, if we don’t get out and see people and build relationships and maintain relationships, we will not be successful.
If you are reading this, whether you are a newbie or have been in the sector as long as I have, over the next four weeks try to meet at least three people each week in person, one on one. Also, why not commit to attend at least one event / experience per week for each of those four weeks?
Building your network and developing your relationships with industry professionals will hone your skills in listening and learning which will make you successful in a relationship-built industry!
Lett me know how your meetings go over the next month. I will try and do the same.
