VIRTUAL – SPONSORSHIP
HOW VIRTUAL CAN MULTIPLY SPONSORSHIP OPPORTUNITIES
IAPCO Member: AIM Group International Author: Gaia Santoro, Head of the Sponsorship Unit The transition to digital and hybrid events has been
Admittedly, the context and the channels have changed
caused and accelerated by the recent social distancing
and it is therefore necessary to adopt a new approach.
recommendations and travel restrictions.
Sponsorship professionals are encountering challenges in securing the same investment levels to which they were
Most stakeholders have decided to embrace new
accustomed. Traditionally, a logo or banner placement on
experiences and have embarked on the path to virtual
the event programme and other communication materials,
e-meetings. The positive feedback from all those involved
sponsorship packages, and a corporate booth in the
in these first virtual projects has been able to win over
exhibition area usually satisfied a sponsor’s needs.
even the most ardent sceptics. Today we must think outside the box and design new Online platforms are today amongst the most popular
opportunities to engage with decision-makers and delegates
meeting venues. Companies feel they must be there to be
in a virtual environment. It is important to offer a customised
close to their community, their team and their market. Even
proposal based on the needs of each sponsor, and to provide
now, the virtual and hybrid approach is becoming part of the
opportunities to communicate with a large audience that last
industry’s strategic planning process both in terms of resource
beyond the period of the conference.
allocation and communication considerations. Digital technologies present a wider range of channels Virtual meetings add a new string to the bow of the events
and tools for consideration. However, it is human interaction
industry, as a sustainable, efficient and measurable tool that
that remains the essential driver of the sponsor. We need to
can meet event goals.
develop new ways to maximise the sponsor-delegate relationship even in a virtual event and to ensure sponsor benefits and lead generation.
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| Sept 2020
