Event Sales

I met a publisher last night at Southern Hospitality (they threw an event for publishers so they would blog about the restaurant). He told me that he was recently handed a new responsibility, selling events. I asked how it was going and he said not well. He sells individual events for $10K and doesn't seem to be getting anywhere. No surprise.

I suggested that he create packages or a series of events for sponsors so they they can build relationships and test different platforms. He thought this was a brilliant idea. Not really, it just seems obvious. I think sponsors are moving away from the one-time event model. They are looking for more opportunities to get involved in people's lives and add value. A one-time event is not the most strategic way to do this. In this economy, it behooves properties and sponsors to create long-term partnerships to establish relationships, build brands and perfect ways to drive business results.