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 and the day when they received a Christmas box from the master. The 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 is 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 held 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 at our house 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, clothing to restaurants. It was a chance to socialize and say thanks to 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 over taxed with these things. So 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 by 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 to earn 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.
Last month, I was so pleased with our client the City of Summerside. They held a sponsorship summit for their top partners. They hosted a half-day workshop which over 60 people from their core sponsor list attended. These folks came from across Atlantic Canada to learn, engage, and network. They went away with new found knowledge—ideas for activating on their sponsorships not only with the City of Summerside, but also across their portfolio. It was a half-day of great value for those 60+ people. Congratulations to the City of Summerside for providing true value to their partners instead of another event with rubber chicken as the focal point.
As you plan for 2018, be sure to remember about value added. Perhaps the Christmas box you provide to your partners is not just the same old wine and cheese party annually, but ongoing support or an event that provides them with terrific value added to grow their business and yield greater ROI on their bottom line. 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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