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14 Jul 2023

Events Marketing Toolbox: Media Partners 

Hazel Needham, Tembo Impact, Marketing Manager

What is a media partner? 

Event organisers often collaborate with media outlets to form a media partnership.  

This secures coverage of the event in exchange for something mutually-beneficial for the media partners.  

Why do we need media partners? 

  • Reach new audiences – Tap into new audiences by getting in front of other organisations’ databases. Media partnerships are one of the best ways to do this! 

  • Search Engine Optimisation – The more people who are linking to your website, the more Google will acknowledge your site and the better it will perform its searches. Make sure your media partners link to your site! 

  • Credibility – Potential visitors are far more likely to respect your event (and attend) if it is being featured in their favourite magazine, or by a media outlet that they trust! 

  • Guaranteed marketing – Media partnerships are based around marketing. Whereas speakers and exhibitors may be preoccupied with – I don’t know – speaking and exhibiting? Media partners are set up for marketing, so they should be committed to helping improve your reach. 

Where can I find media partners? 

Anywhere! Media partners could range from your mate’s bedroom podcast to an international magazine. If the audience fits and your event is relevant to their audience (and vice versa), you’re in with a chance.  

  • Search online – a simple one. Start with: *insert industry* magazine – and see what comes up! 

  • Check out your competitors – which media partners do they use? 

  • Search relevant hashtags – are potential media partners using them? 

Is a media partner always a good thing? 

Media partnerships are only beneficial if their brand and audience fit with yours. They can also take some time to arrange and action, so you want to be sure you’re seeing some ROI. 

Consider:  

  • Their goals (does their mission run similarly to yours?) 

  • Their audience (relevance [a Tobacco Show shouldn’t partner with a Fitness Magazine!] and size [is it worth 1 day of your time to reach an audience of 20 people?] 

  • Their channels of communication – are there any that you are missing and could therefore break into? If they use video, do you have the skills and material to deliver the specs for an advert? 

Are they all things that align with your event? 

Why should media partners work with YOU? 

All media partners will want something in return, so you won’t have much success without considering: what can I offer them? 

Like-for-like is the best place to start: a blog swap, or a collaborator post on Instagram, or a feature in each other’s newsletters. But then: what do you have that they don’t? The capacity to bring people together face-to-face? In which case, can you offer a Meet & Greet for their audience? Or a speaking slot? The more you give, the more you can (ask too!) get. 

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Testimonials

  • TEMBO has supplied some great people for us over the last year. The people they provide not only integrate themselves as a key part of the team to deliver a campaign, they also provide valuable creative and strategic thinking. TEMBO is always my first phone call if I'm in need of cover.
    Phil Boas
    Marketing Director - Events, Infopro
  • It has been great working with the TEMBO team. Their flexibility and can do attitude was exactly what we needed to bridge the gap for our marketing needs. I’d thoroughly recommend them, especially to any supplier for the events industry who needs some short to long term marketing support.
    Laura Tythcott
    Whitespace XPO
  • TEMBO has been the perfect solution for us. We needed maternity leave cover and Kate and her team have worked within our financial constraints to provide a layered approach to the project meaning we have the right skill and expertise at the right time. It's flexible, innovative and responsive to our business needs.
    Ben Cordle
    Marketing Director, New Scientist
  • TEMBO are always my first port of call as they offer a unique service for the events industry. Having someone to call on that can provide clued-up marketers who can hit the ground running is an innovative and valuable resource. Add in Kate's strategic expertise, training and support in the background and it's easy to see why TEMBO has provided the majority of my freelance and temporary marketing resource requirements this year.
    Duncan Reid
    Event Director, Clarion
  • We had a short-term gap in our team and asked Tembo to step in. I was impressed with their knowledge, structured approach and the speed of response. Tembo will be first on my list the next time I am in need of a marketing agency.
    Tracy Bebbington
    Event Director, Clarion
  • Can’t recommend Tembo highly enough. They’re professional, collaborative, incredibly cost effective and really pleasant and helpful to work with. We love them being an extension of our team
    Madeleine Cole
    Venture Business LTD
  • Tembo takes all of the stress out of running your event’s social media marketing. From strategy to execution, they have been great, I am looking forward to working on more campaigns with the team.
    Ali Reynolds
    Global Marketing Manager, Acuris
  • TEMBO IMPACT were brought in to assist with our campaign and were professional and easy to work with throughout. The event content was complex, but they adapted quickly and effectively to all challenges that were thrown their way. I look forward to working with the TEMBO team again in the near future.
    Reece Fung
    Marketing Manager, GovNet
  • TEMBO IMPACT were hired because of their expert knowledge of the events industry. They have created and implemented a social media campaign process for six of our events and after a successful run we are now pushing TEMBO across the company as the social media team for FCBI conferences and exhibitions.
    Mike Setters
    Head of Operations (& Energy Division), FCBI/Thomson Reuters
  • TEMBO IMPACT took on H&S North very last minute but managed to deliver an audience equal with the previous year. We were impressed at how quickly they picked it up, their skills and expertise. Therefore, we contracted TEMBO for our flagship H&S event. They're knocking it out of the park, and we're tracking 70% ahead of last year in pre-reg.
    David Bishop
    Event Director, Western Business Exhibitions, part of Nineteen Group
  • We've always enjoyed a strategic relationship with TEMBO IMPACT. They are truly a strategic partner in every sense and fulfil the role perfectly with expert advice coming from deep industry experience and up-to-date market knowledge. Service responsiveness and sincerity have always been top class and more importantly provided us with the most needed push to promote our values more aggressively... We truly cherish the relationship and are very proud in associating with TEMBO.
    Kaushik Sen
    Managing Director, Coconnex
  • “TEMBO has taken all the stress out of finding excellent freelancers to produce our events. The freelancers they provide are extremely professional and go above and beyond to deliver quality products. Couldn’t recommend them enough".
    Kim Palfrey
    Deputy Head of Production, Arena International
  • Tembo quickly onboarded into our small team to help deliver our ambitious Q1 2021 online events programme. They provided efficient and effective support - in terms of comms planning and implementing key aspects of event campaigns (comms packs, graphics, social posts, in-event support). They're efficient with account management aspects, always keeping us up-to-date on time/costs allocation via weekly meetings and updates, so we could plan ahead and manage costs. Not sure how we used to manage without them!
    Sophie Lock
    Low Carbon Homes
  • I've been using TEMBO CONTENT for a couple of years. Whenever I've needed short-term conference production support they always responded quickly and provide me with high-calibre freelancers. I'm very happy with the service they provide.
    Hannah Capstick
    Head of Conference Production & Content, Professionals Association Group, Haymarket Media Group
  • Working with TEMBO CONTENT allows us greater flexibility in our conference production team, always with the assurance of professionalism, expertise and speedy delivery!
    Alice MacGregor
    Head of Marketing & Content, Technology Europe, CloserStill Media
  • I was very happy with L's work. She was very organised and a great communicator. She was also very proactive and went beyond my expectations and really made the run up to the event smooth and stress-free.
    Emily Szweda
    Marketing Manager - Electrical Review, Data Centre Review, Image Reports, SJP Business Media
  • We had a great show. The TEMBO IMPACT team have done a terrific job and should be very pleased with themselves! They have really cemented themselves as an extension of my team, and I’m looking forward to working with them on our upcoming events in the series.
    Marketing Director
    Quartz Business Events
  • Tembo have been an integral part of our growth over the last few years. Their marketing expertise and sense of team means we have total trust in their ability to deliver. I’d recommend any growing media company engages with them.
    Marketing Director
    InstallerSHOW, Lyrical Communications, of the Nineteen Group
  • We couldn’t have chosen a better marketing partner to work with, Kate has been great in understanding our needs as a launch show and has been phenomenal in providing us expert advice and suggestions whenever needed. Also, the way TEMBO Impact works was perfect for us as they have experienced professionals for all sections of marketing and therefore served as a one stop shop for us!
    Esha Bark-Jones
    Founding Director, Workspace Design Show
  • TEMBO were pro-active in supporting the events team at Mash Media with marketing support and juggling ever changing client priorities. TEMBO were efficient in managing client expectations and tasks on time with excellent communication skills and time management in order to over deliver on the objectives set. I wouldn’t hesitate to recommend TEMBO to support sales and marketing objectives.
    Ed Bates
    Show Manager The Publishing Show, Mash Media
  • TEMBO are really good at getting on with things. They are a strong option for anyone who needs support quickly and wants to work with a team who can understand their needs readily and get going on their behalf with a minimum of fuss.
    HBI

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