Each week, I try to provide content that will help readers do their jobs better, be more productive, and become engaged. The real background for this is my love of education. I welcome the opportunity to share my knowledge with others, so if there is something of value there, no matter how small, they might take it and do their jobs better.
To me, education is critical. We are all learning every day (if we are open minded). This is why I am so supportive of conferences and professional development events. I just got back from the Relevant Sponsorship Conference in Montreal – it was fantastic. Great learning and great take-aways and well run!
I encourage people to attend the SMCC events in Vancouver, Calgary, Toronto, and Montreal. There is great learning, professional development, and networking there. Beyond the great SMCC breakfasts, lunches, and evening receptions, I would encourage you also to register for the Western Sponsorship Congress® being held in Edmonton next month. The speaker line-up is amazing. There is a terrific series of panel discussions, keynote addresses, break-out sessions, and networking over a day and-a-half at the Edmonton International Airport Renaissance Hotel.
So, what do we need more of? As our industry grows, as more sectors such as fairs, festivals, and events, and municipalities, post-secondary institutions, and charities develop and mature in the sponsorship industry, we need to make more professional development and networking available. In many of these cases, this needs to take place in markets not normally serviced by the SMCC and other private entities hosting conferences like the Canadian Sponsorship Forum (CSFX), Relevant Conference and such.
Our research last year showed that local and regional training was very important versus just in the major centres. This includes places such as Regina, Victoria, Nanaimo, Fredericton, Halifax, Saint John, St. John’s, Kitchener, Sarnia, London, Kingston, Ottawa, Quebec City, and Winnipeg. These are important cities to the growth of the industry. This is where many organizations, brands, and properties are just beginning to move toward professional sponsorship programs.
Many of these organizations are at the beginning stages of the sponsorship maturing cycle, though the market may have some brands and properties that are very professional in their approaches to sponsorship. This tells me that more professional development and networking opportunities in these markets is essential.
At the Partnership Group – Sponsorship Specialists®, we are excited to help. We are in discussion with many smaller markets to help them develop and run their own sponsorship professional development and networking experiences. Be it a half day or three days; be it focused on professional development for brands, properties, or both; be it specifically for charities, festivals, or all types of properties; be it by a small group of brands or properties that want to initiate it, a municipality, a member association such as the CPRS or AFP, or a private event management company, we are here to work with those communities to make it happen. Next month, we are working with the City of Leduc and the Leduc Chamber of Commerce on an opportunity for a full day and an evening experience—actually three different experiences! We are in discussion with the City of Brantford about a festival-focused sponsorship training and professional development day as well as Regina and Fredericton.
So, now we know what we need more of. What should these entail? Here are my thoughts about such opportunities for professional development and networking if you are thinking of hosting such an opportunity.
- All experiences need to mix professional development with networking.
- Some sort of reception, luncheon, or breakfast for networking (depending on time of day and length of experience) is essential.
- There should be a theme. What will people experience?
- The content should be relevant—stories about huge sponsorship leaders and professional sports may be great stories, but smaller communities need stories and speakers who can talk about small market successes.
- There should be a mix of keynote sessions, panel discussions, interactive panel discussions, and if applicable (depending on length of the event and size), break-out sessions.
- If it is a half- or one-day session, it may focus on a single topic. If it is more than one day, it may include several topics and speakers.
- The real key is to deliver content that is relevant to the audience.
Remember, if you want more professional development closer to home, you have to initiate it. We are here to assist just as we are doing in other markets. Sponsorship training is available to you in your own market cost effectively (actually so you can make money!). You just need to want it and be willing to be the leader to start the process. For more information on how we can help, just visit our website, email me, or better yet, connect with me in person at the Western Sponsorship Congress® and see how such an opportunity can come to your market just as it has in Edmonton.
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