10 tips on how to make your virtual conference sponsorship a success!

For the past year, due to the COVID-19 pandemic, virtual sponsorship has become the norm rather than the exception at scientific conferences. With most events taking place exclusively virtually, companies are seeking alternative ways to stay connected to their users and potential customers. One way is supporting a scientific conference as a virtual sponsor and companies have increasingly been taking advantage of the benefits these packages offer. Undeniably, sponsoring a virtual conference is an entirely different experience from sponsorship at in-person meetings. Therefore, based on a year of experience, we have put together a list of tips and tricks to help you make the best out of your virtual sponsorship.

1. Define your goals and set priorities

Sponsorship goals may vary from company to company. While one company may aim for wider brand recognition, others may look for ways to generate leads or introduce a new product. Taking this step back to reflect on your goals will help you choose the best package for your needs and define your overall approach to achieve these goals.

2. Find out more about the virtual event platform

There are various virtual conference programs in use throughout the event industry. Inquire in advance about the software features that are relevant to your goals and do not shy away from asking the organisers about what worked previously and what didn’t. We pursue open communication with our sponsors and are happy to clarify all details in advance.

3. Choose your sponsorship package

Now that you have set your goals and know more about the virtual event platform, it is time to select the most suitable sponsorship package – it can either be a set package or one specifically tailored to your needs. Get in touch with the organisers to discuss the options.

4. Get ready for the event

Depending on the package you book and the opportunities the virtual conference platform offers, prepare all the necessary materials and content. For instance, if your goal is to generate more leads, prepare a sign-up form on your webpage and link your virtual booth to it. Keep in mind the deadlines so as not to miss any networking opportunities with the attendees.

5. Be creative

Understanding the format and the needs of the virtual audience is essential for your success. We now know that more interpersonal interaction and networking is something that many participants wish for at virtual events. You could address this need by offering quizzes or games at your booth with the chance to win prizes such as attractive merchandise products, discounts, or vouchers. Many of our participants are interested in career opportunities, so this is also a good way to engage them.

6. Highlight your sponsorship

Your participation at the virtual conference is not only a possibility to reach out to attendees but also the opportunity to create digital marketing content for your own audience. You can highlight your sponsorship and your support of the scientific community in your social media, newsletters, and website posts. Make sure to use the event hashtag in your post and don’t hesitate to ask us to provide you with the event visual.

7. Be curious, get involved

Take an active part in the conference, visit talks and posters to understand the participants’ research-associated needs and problems. This way you will be able to offer suitable solutions by your company.

8. Use networking opportunities

Your participation at networking activities can be the first step in engaging virtual participants. This is important to gain visibility and could encourage more visits to your booth. Make use of as many conference platform features as possible for better networking, e.g. fill out your profile, write about your interests and put in relevant keywords for better searchability. If you are interested in meeting specific people, request a virtual meeting with them via the platform. Once you’ve made a new acquaintance, do not forget to send them your virtual business card.

9. Request analytics

After the conference, do not hesitate to ask the organisers to provide you with some post-event analytics. For data privacy reasons, no personal details can be shared, but you can still get some anonymised statistics about the traffic at your booth or talk views. This will help you evaluate the success of your campaigns during the conference and will show if you need to make any tweaks for future events.

10. Give feedback to the organisers

For us, virtual conferences are a new domain so we rely heavily on the attendees’ and sponsors’ feedback to help us improve our services and their experience. We are eager to receive your feedback so please do not hesitate to pass this on to us. You can do this by either filling in the feedback surveys circulated at the end of the conference, or communicating it directly to our sponsorship and conference officers. We carefully look into the feedback provided by our sponsors and see which suggestions can be implemented in the future.

In times of restricted face-to-face interaction, it is important to stay in touch with the scientific community. Engaging relevant audiences in the scope of a virtual sponsorship is one way to keep their interest and stay abreast of any research developments. Do you feel ready to give it a go? Get in touch with us or check our sponsorship brochure to find out more about the sponsorship opportunities at our upcoming conferences.

 

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Why virtual sponsorship is valuable

Since the start of the COVID-19 pandemic, most events have been hosted entirely virtually. Companies looking to achieve their marketing objectives by means of events sponsorship have now been faced with the question of whether or not to invest in virtual events.

Virtual Booth Image

The major challenge that we have observed is that many companies expect the same outcome from their virtual event sponsorship as from an in-person meeting. We often hear that while in-person conferences offer possibilities for networking and casual talks, the virtual format is difficult and less efficient in this respect. At our in-person meetings, for example, exhibition booths with big banners are placed in the hall, right next to the catering area. Participants have enough time to walk around and strike a spontaneous conversation with sponsors during the breaks. The virtual format, however, is different. Participants usually attend virtual conferences from their home, often juggling work and family duties. They are more selective about the kind of content they access and prefer to schedule their interactions.

At first glance, this focused approach to attending virtual conferences may not seem as beneficial for sponsors. At the same time, however, there are several ways in which virtual meetings can lend themselves well to providing opportunities for sponsors.

🌎 Wider reach

The number of participants at virtual conferences is normally much higher than at in-person meetings due to them being more affordable and more accessible. The sponsors’ brands could therefore reach wider and more diverse audiences.

💸 Lower cost

Similar to the registration fees, the cost of virtual sponsorship is lower. In addition, companies save on the usual costs associated with sponsoring or exhibiting at a conference such as travel and accommodation for staff, booth design and set-up and shipping. With all this budget left unused, companies have the opportunity to invest in producing content that is relevant and engaging for participants.

📣 More diverse advertising formats

Sponsoring a virtual conference also means making use of all digital content formats available in the virtual venue – banners, videos, flyers, white papers, polls and webinars can all be used to further engage with participants. Digital booths give participants the opportunity to access at the time that is suitable for them, browse material, chat with booth staff, or have a video call to quickly get the answer of a pressing question about the company’s products they are using.

🗓 Extended exposure of branded material

Participants are generally given access to our virtual venues for an average of 4 weeks. In this way, sponsors get extended exposure for their brands and products and have the option to follow up with participants after the end of the meeting is over.

📈 Campaign insights

Contrary to physical conferences, measuring the success of your marketing efforts and the ROI of your sponsorship is much easier at virtual meetings. The built-in tools of the virtual conference software we use provide valuable insights on the performance of your individual marketing campaigns and help you assess your approach in the future.

Virtual sponsorship is a relatively new concept and one that many companies are still hesitant about. With all of EMBL’s events staying virtual until the end of 2021 and the possibility of hosting hybrid events once we go back on-site, it is now clear that virtual sponsorship is here to stay. It is therefore important to understand that it not only offers opportunities for companies to reach their target audiences in times where face-to-face interaction is limited but it also helps them stay connected with the scientific community.

Interested in supporting an EMBL conference as a virtual sponsor? Get in touch with us at sponsorship@embl.de!

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