Getting sponsors to support annual events can be a challenge in itself, but motivating sponsors to become long-term partners requires finesse. For event and meeting professionals, creating and maintaining a healthy, lasting relationship with a sponsor is all about communication, patience, and thoughtfulness—not unlike what's expected in a personal relationship. At the Event Innovation Forum—New York, Michelle Grech, president of Melt, discussed ways industry pros can grow sponsor partnerships alongside an event, and still meet expectations. Grech also explored how the team at Melt has been able to deliver sponsor value to brands such as Coca-Cola and ESPN by applying simple dating rules to the relationship.
Videography & Editing: Shooting Stars Pro for BizBash
