What the heck is Boxing Day and why do we celebrate it? In Britain, a “Christmas box” is a name for a Christmas present. Boxing Day was traditionally a day off for servants when they received a Christmas box from the master. Servants would also go home on Boxing Day to give Christmas boxes to their families. For us in Canada, it is the equivalent of Black Friday. It’s the day of big after-Christmas sales. The malls, big box stores, and factory outlets are jam packed. World junior hockey and football own the airwaves. When I was growing up, my mom and dad always had a Boxing Day party. It was the social event of the year for them with hundreds of invited guests who came by our house starting just after noon and some staying through the late evening hours. It was “all hands on deck” for us kids filling food trays, serving drinks, and doing dishes.
Recently, I was thinking about those Boxing Day parties and the social nature of the day. It was great to see so many people having fun and socializing. Many were back in town over the Christmas holidays. Others were so busy during the rest of the year that we hardly saw them. It was neighbors, friends, and local business owners from whom my parents bought everything from groceries to household supplies and clothing to restaurants. It was a chance to socialize and thank all these people.
That is all well and good on a social and personal level. Unfortunately, I see it all too often in a business setting too. Sponsorship properties hold their annual Christmas receptions for sponsors, or perhaps, they have their annual thank-you golf tournament. In my world, that is silly and a waste. The brands who attend typically are overtaxed with these things. Many of them are pulling double duty already with a full plate, and then we expect them to come by and enjoy our social “thank you” to them. I believe we owe our sponsors and partners more than a golf game or wine and cheese party. True relationships are built with ongoing connections and experiences throughout the year. A lunch here or there, a one-on-one golf game, etc. are fine, but always with an opportunity to learn more about their business, changes in their needs, and understanding what we as a property can do to continue earning their trust and help them make better ROI. It is about providing value added to the relationship, not just another golf tournament or drinking escapade.
Over the years, I have seen some organizations take a different approach—one that provides “value” to partners versus just another “rubber chicken” dinner event. Many of our clients have started hosting an annual sponsorship summit for their top partners instead of a wine and cheese or golf tournament thank you event. For some, it is a half day—for others, a day or more. They bring together partners to learn, engage, and network. Their partners have left with newfound knowledge—ideas for activating on their sponsorships, not only with the host property, but also across their portfolio.
As you plan for 2024, be sure to remember value added. Perhaps the Christmas box you provide to your partners is not just the same old annual wine and cheese party, but ongoing support or an event that provides them with terrific value added to grow their business and yield greater ROI on their bottom lines. If I were a sponsor, I would much prefer access to professional development or other business-related value adds than a night out drinking with the organization’s CEO!
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