Sponsorships Should Be More About Feedback and Less About Promotion

Recently, I began thinking about the idea of event sponsorships and how social media tools like Twitter and Facebook could change the way companies approach sponsorship opportunities. Traditionally, sponsoring an event meant handing out swag, having over sized booth displays, and having sales reps on-hand to convince attendees that your product rocks. Their is absolutely nothing wrong with this approach.

However, what if we reversed the traditional sponsorship situation and instead of focusing on promoting and selling the company focused on listening. Sure many companies have done this in the past by handing out surveys or conducting taste tests, but social media now makes this a better option. Instead of taking your 30 second time slot to plug your product at a local event, how about asking the group to reply on Twitter with their opinion of the product and pricing.

I wanted to discuss this issue deeper so I shot a quick video to further explain what I was thinking about. I hope that you will take a second to watch it.

So what do you think? Am I crazy? Is plugging product from every mountain top the best way to sell it? Or should we change our sponsorship approach?

Please leave a comment and let me know what you think.

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3 Responses to “Sponsorships Should Be More About Feedback and Less About Promotion”

  1. Sponsorships Should Be More About Feedback and Less About Promotion: http://bit.ly/1at6sf

    This comment was originally posted on Twitter

  2. I had a similar reaction to sponsorships at SXSW. I thought about the opportunities for feedback, but I also think a lot of sponsors miss the opportunity to actually add value to the experience for attendees or actually giving people something that is a treat — a means of delighting them without the sales pitch — just a lovely introduction to a company they may or may not know.

    Asking for feedback in a way that is convenient for attendees is great, but that’s also asking for something from them. Coming up with new ways to add value to the overall conference experience or delighting people with an unexpected treat make them more likely to provide the extra input. Great thoughts around this and so glad to know I’m not alone. :-)

  3. Shannon,

    Well said as always. Thanks for taking the time to chime in!


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