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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Why do we charge registration fees for virtual events?

“Why do you charge registration fees for virtual events? You are not flying speakers in, there are no accommodation or catering costs. You are not printing any conference material!” Yes, you are absolutely right! All of these are valid points in the world of virtual training. And yet we are still charging registration fees. Why?

As a non-profit organisation and with training being one of its five missions, EMBL sets its fees at the lowest possible level to just cover the costs of the events program. These are:

Staff

It sounds incredible, but virtual events turned out to be more time-intensive and demanding in terms of staff support than we thought. We are now busy scheduling test runs with speakers, populating virtual platforms, coordinating the timely and high-quality delivery of pre-recorded talks, providing technical support and trouble shooting – all things we didn’t have to do for onsite events, or previously had support with from our onsite service staff. In the past year, our team has even grown in order to be able to deliver the 31 virtual courses and conferences that took place in 2020.

Behind the Scenes at the EMBL Conference: Transcription and Chromatin (27 – 29 August 2020). Previously only one conference officer was the main coordinator of an onsite meeting. Now there are always two people onsite, splitting the tasks of monitoring and communication with the participants, speakers and audio-visual technicians.
Software

Unfortunately, virtual events cannot be run solely on Zoom. That would have made everything much easier, but attending a conference or course is so much more than listening to the talk. Participants look for interaction, networking options and avid peer exchange. So our courses’ and conferences’ programmes incorporate a range of networking and knowledge-exchange sessions such as meet-the speakers, bar mixers, pub quizzes, speed networking and poster sessions. In order to meet these requirements we make use of paid solutions which offer all these benefits and are easy to navigate for the users.

Training

New software means new set up in terms of design and maintenance, and to make sure everything runs as smoothly as possible during the events our staff require appropriate and sufficient training to be able to operate it.

Sponsorship

With all our events turning virtual, income from sponsorship has decreased accordingly. Normally at a conference you would see several companies exhibiting in the Advanced Training Centre foyer, but with the meetings taking place entirely online, there has not been as much interest in virtual sponsorship. While we are being creative with what we can offer our sponsors, they also miss the face-to-face interaction with our participants.

Marketing

While the onsite costs have decreased, getting the word out still requires the same amount of budget (if not more!). How do we make sure you hear about us and the virtual meetings we are organising? How do we stand out from the other virtual events that are currently out there? Would you hear about our meeting if we used the traditional channels as before? In most cases, we have had to add on to our marketing channels and campaigns to increase awareness about our virtual programme.

Fellowships

EMBL offers various types of fellowships to support scientists to attend our events. An advantage of the virtual format is that with lower registration fees and no travel to cover, the funds stretch much further.  We are finding that we are able assist more applicants than ever before to attend entirely free of charge.

 

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