20 Apr Coronavirus: EVENT MANAGEMENT and Virtual Event Sponsorship Ideas
Mastering the art of virtual events is more important than ever, with COVID-19 throwing a wrench in live events and travel plans around the globe. Sponsorships are a crucial part of monetizing virtual events — here’s how to do it.
Virtual events have been picking up in the last few weeks as eventprofs adapt to the current global pandemic and strive to continue putting on events. The number of downloads of video chat app Zoom has increased significantly since the outbreak of the coronavirus, and eventtech companies are revving up to provide more online offerings to planners.
One indispensable aspect of many events is sponsorship, which can be a challenge — and including them in a virtual setting is an additional obstacle that many planners are unfamiliar with. Without physical spaces that can be utilized for branding opportunities or kiosks handing out swag, what are the options?
There are many ways to effectively monetize a virtual event and to continue working with sponsors. Some of these include traditional digital sponsorship opportunities that you may already have used in your live events, and others may require a bit more creativity.
In this post, we’ve put together a list of virtual sponsorship ideas to help you make the most of your online event.
Leverage Data-Rich Digital Sponsorships
Digital sponsorships are nothing new, they’re just usually implemented in conjunction with other, physical branding opportunities such as brochures or giveaways. When planning a fully virtual event, you can focus solely on the digital part and capitalize on the real estate you do have available.
Most of the tools you would use for digital sponsorship include reporting dashboards so you can easily view and analyze engagement data, such as clicks, impressions, comments, or any other relevant actions that attendees may be taking.
1. Add Sponsorship to Event Apps
Event apps are increasingly vital parts of live events, and they can be used to engage remote attendees just as (if not more) effectively since the attendees’ entire attention will be on their screens. Apps are great to include in sponsorship packages because they offer many opportunities for sponsor branding and messages.
You can also highlight certain sponsors in particular ways that relate to their service and make the branding more seamless. For example, you could include a border in the sponsor’s color(s) around the names and photos of specific speakers or attendees who happen to be sponsors.
If it makes sense for your event format, you can also offer a few sponsored push notifications on the app that remind attendees about sponsored sessions, or about a special sponsored offer. But be sure to use these sparingly or they’ll lose their value.
2. Sell Banner and Pop-Up Ad Space on Your Live Stream
Your event’s live-stream can also be monetized through ad space that you can sell to sponsors. If your platform allows for them, banner and pop-up ads are a great way to incorporate additional branding opportunities for sponsors.
3. Brand Transitions Between Speakers or Slides
When transitioning between slides, speakers, or even sessions, don’t waste the opportunity to include sponsored branding. During presentations, you could add branded slides with logos, and if the sponsor is also a speaker, be sure to also include a headshot and sales contact.
In general, keep text to a minimum and emphasize value — product images are always a good bet. In addition to the content of the slide that you’ll be including, be sure to also negotiate the amount of time that it will be up for.
4.Use Sponsored Intros and Video Ads
Take inspiration from proven models that already exist in established live streaming services, like YouTube.
For example, during breaks, you could prompt attendees to view a short video ad designed by your sponsor. Make sure you communicate with your sponsors about what platform you’re planning to use for your live-stream and the quality you’re aiming for to ensure that the ads are compatible and don’t look out of place.
The exact opportunities will, of course, depend on which platform you’re using, so be sure to check out what your options are as you curate your live streaming tools and design sponsorship packages.
5. Branded Breakouts and Break Areas
Depending on your platform’s capabilities, you could also offer sponsors their own dedicated live-stream feeds for value-based breakouts or for informal chats between sessions, where attendees would have the opportunity to engage with them, similar to an in-person booth interaction.
These dedicated streams could also be used for break areas where networking can take place or to feature sponsored entertainment. Think about the different rooms and activities you would have if you were planning a normal live event, and try to incorporate as much as you can into the online version.
Including several different streams is a great way to engage attendees by giving them options while also providing more advertising opportunities for sponsors.
6. Promote Sponsors on Social Media
If you have a presenting sponsor, including them in all of your digital marketing efforts is also a great way to get the word out. Regularly give them shout-outs on your social media posts.
You can even allow them to engage with attendees prior to the event to start to build connections, like by co-hosting a game or contest with the sponsor to help increase brand awareness among attendees.
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