How Do We Add Value For Sponsors In Digital Events?

In my latest email newsletter I discussed how I'm often asked, “How do we add value for sponsors in digital events?”

I’ve been talking about this a lot, as we’re doing a fair bit of virtual event consulting and production these days.

First, you have to figure out what your sponsors REALLY want out of a relationship with your organization. Is it exposure? New leads? Connecting with current customers?

Second, realize that even though many virtual event tech platforms have some sort of virtual “exhibit hall,” you are unlikely to get the same kind of participation that you would in a live event. No hubbub. No booze. It’s just different. So you’ll probably need to add other assets.

Third, you and your sponsors need to understand that the time horizon of the value exchange needs to be extended. Include more before event and post-event participation for sponsors.

There are infinite ways to make this work, but here are just a few ideas:

• Short promotional videos from key sponsors (pre-event) talking about which speakers/sessions they are most excited to see.
• Consider having keynote speakers use virtual backgrounds that feature sponsor logos. I’ve even worn sponsor shirts on-camera during virtual summits.
• At the conclusion of each keynote in the event, ask the audience a poll question. Have each question “brought to you by” a sponsor.
• After the event, quickly create highlight-reel moments. Produce these video clips and put the sponsors’ logos on the front and back, then give them to sponsors for use in education, lead nurture, and sales enablement.
• Also, after the event, have sponsors create live-streamed video Q&A with select speakers, featured on sponsors’ social media channels.

Let me know if I can help you figure all of this out.

Thanks for reading this far. And thanks for your support. I am grateful to be as busy as I am and with a family that’s meningitis-free (among other things).