Thanks for pointing out your blog – I'm reading it now. Very good thoughts.

My question for you, then, is how have you learnt to make partnership work rather than sponsorship?

Best,
Scott

In fact we actually avoid sponsorship and sponsor speaking slots on our own branded conferences as delegates often say they feel like they're being sold to and this can dilute what would otherwise be a great event. Our own event speakers are chosen on merit alone although it's a two way thing and there are definite and associated benefits which I blogged about here -

http://eventualities.blog.co.uk/2009/12/07/spea...

Partnering is probably the best way forward for all the reasons you've suggested and likewise sponsor workshops are a great platform to share expertise if the content is relevant, well delivered and most importantly as un-salesy as possible.

Regards,

Andrew

I like your thought here, that “a sponsor is there to be my trusted partner and acts like a resource whether I choose to use their services or not.”

What are the key motivators that you see for sponsors to cross over into partnership?

You're on to something here! When I go to a conference that has an irrestible offer (why I went in the first place), compelling content and a great group of people, I seek out the sponsors and thank them for their involvement. I think Liz Strauss has a compelling model of sponsorship for her SOBcon conference where the sponsors attend just like the attendees, and they get involved in some of the discussions and sharing. What I really enjoy is when a sponsor is there to be my trusted partner and acts like a resource whether I choose to use their services or not. Those are the people that I look for ways to get involved with my business.

Thanks for prompting us to look for a better way!

Not that I am football fan per se rather a brand man!

Part of the story here : – and a history of sponsors
http://www.nsno.co.uk/200p-Evertons-previous-sp...