Watching Sir Richard Branson speak at CA World I’m always completely in awe of the types of speakers and entertainment manufacturers are able to get.  Over the course of the next 4 months many of the biggest “Worlds” and Partner Summits are taking place.  Check out The VAR Guys list of Partner Summits to see what you’re missing.  The question becomes how do these manufacturers compete on buzz and impart as much knowledge and relationship building as possible?

Entertainment Factor

There are two distinct elements behind many of these “Worlds” and Partner Summits – 1) what is going to entertain partners and get them talking at your summit, and 2) what are they going to walk away with that will help their businesses?

Let’s cover entertainment first.  The most recent shows we’ve been to – Oracle Open World, VMware PEX, CA World, and soon to be EMC World….you guys don’t need direction, way to go!  Don’t have the budget to have Pearl Jam at your summit like OOW?  What’s something that is going to lighten the mood and entertain partners?  Maybe a speaker who will educate partners but also light a fire (and be funny as hell) like Jeffrey Gitomer at the Asigra Partner Summit in 2012?  Instead of focusing on an entertainer, could you do something else to create buzz around an event?  How about a great cause?  Portion of the proceeds going to something (non-political) that everyone can get behind?  Having a representative from that organization attend and tell more about how these funds are helping leaves everyone with a warm feeling. CA Technologies did this at CA World with Virgin Unite so beautifully this year.

What’s in it for Them?

Now what should partners walk away with?  This is probably the only time in a year or two you will get all of your partners together and you probably have a million announcements.  Don’t bombard partners all at once and make sure the right announcements are going to the right roles.  The technical folks don’t care that you have a new marketing portal and a technical demo is going to be wasted on the marketing teams.  Also be sure you have an opportunity to give them some selfless advice on building their business.  Something like a marketing break-out session like our own Alex Krasne did at VMware PEX or a Social Media Rally Station™ that takes the time to sit down with partners, talk about their business and give consultative advice on what they can do to make it better.

Most partners don’t have the budget to do a video of themselves talking about their business.  Kill two birds with one stone by having a video team there all day to interview why partners love being part of your program then let them do a few minutes on themselves they can use on their website.  CA Technologies did a great job of that for A&I Solutions in this short video.

Press the Flesh

Though your Channel Account Managers are probably talking to their partners daily, know all their kids’ names as well as their favorite baseball team (Go Sox!) those of us in Channel Programs and Channel Marketing are probably less familiar with partners though we communicate with them constantly.  Now is the time to get to know partners better at networking events, breakout sessions, even just mingling in the halls.  Be sure to post on your social platforms where you’ll be and how you’d love to finally meet them in person.  For the new partners you meet don’t forget to connect on LinkedIn and Twitter commenting it was nice to meet them.

Of course you need an overall social strategy for your summit which we talk and video blog about here and here.

Finally document everything!  Be that annoying aunt who’s always sticking her camera in everyone’s face at holidays.  Pictures, videos and of course blogs!  Have fun!!

Any pointers we missed?  Any summits we should know about?

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