Establish strategic partnerships to grow your event business

Event planning experts already know the importance of relationships. you network your tail Develop relationships that help you succeed. You chat with sponsors and connect with customers. Heck, the glitz and glitz of your finished product, in the form of a spectacular event, boils down to the simple art of bringing people together.

But despite this, you may still be missing out on the benefits of a more formal business relationship: a strategic partnership. If so, you’re missing out on a key revenue-generating strategy. Who are you 53% more likely to close a deal If you work with a partner.

In this article, we’ll give you an overview of how strategic partnerships differ from other business relationships and how strategic partnerships can help grow your events business.

The power of strategic partners in event planning

You see strategic partnerships at work almost every day. If you’ve ever strolled through Target, sipped a salted caramel mocha at the Starbucks in front of the store, or listened to your car-free cousin talk about ordering a Lyft to hook up, you’ve been exposed to great strategic partnerships from Tinder in the application.

Strategic partnerships bring independent businesses together to collaborate, innovate and shine for their collective customer base. Partners bring their resources together to provide exponential benefits to customers.

Obviously, you’re already working with event vendors and sponsors in a way that mimics strategic partnerships. However, unlike other relationships, your strategic partners are involved. They put their reputations on the line and prepare to win for themselves Benefits of your partnership Just like you.

When you look at Mountain Dew and Red Bull, you can see the high-stakes nature of strategic partnerships. Around 2015, these two highly caffeinated beverages were vying for the attention of sports enthusiasts keen to get their adrenaline pumping. Red Bull has partnered with newcomer GoPro, while Mountain Dew has teamed up with iON action cameras. GoPro took off, while iON went bankrupt. Today, Red Bull sells more than 3 billion cans of Mountain Dew annually.

How event planners can harness the power of strategic partnerships

Fortunately, strategic partnerships for event planners are a little less tricky than those for businesses. The strategic partnerships you create will deliver concrete and lasting benefits to you and your partners.

Expand your event services

You know you can expand your business customer base if you offer product launch services. But you’re not sure you have the high-level marketing skills for the job. However, someone at Business Network Group in New York City happened to own a marketing company. Therefore, you can work together to provide white-glove treatment to corporate clients’ product launches.

Expand your influence

You’re making a name for yourself as the mastermind behind a killer spree. However, the target audience for these campaigns remains out of reach. And you know, if you can prove that you can grow your customer base, you can book more customers. So you can partner with the city’s top music bloggers and podcasters, giving them long-term and exclusive behind-the-scenes access to the dance party.

Expand your customer base

Executive clients at a local corporate events business were in constant contact with them about planning their adult children’s weddings. Large event companies don’t want to invest the resources in building a wedding planning department. But they still want to maintain customer relationships. Therefore, they look for independent wedding planning experts to outsource requests from high-profile clients.

Find your future strategic partners at Event Planner Expo

Strategic partnerships can grow your events business by expanding your customer base, enhancing your brand presence, diversifying your services, and more. But where can you find the best strategic partners? The Event Planner Expo brings together thousands of event professionals for three days of learning, networking and inspiration. Whether you’re looking to build partnerships or simply strengthen your network, find your tribe at Event Planner Expo 2025 – Register today!