Virtual Events: 19 Sponsorship Ideas

Sponsored Entertainment Breaks 

Some of the most effective sponsorships are those that take place between the educational events themselves. Valerie Bihet, director of VIBE Agency, based in Miami, suggests getting a sponsor to underwrite a "mini concert" with a performance by a live musician or entertainer that will both add energy to a virtual event and provide a memorable marketing opportunity. 

"Many celebrity musicians are hosting in-home concerts on their social media feeds now as a way to stay connected with fans," says Bihet. "A short, 15-minute, private concert broadcast from an entertainer's home into the live, online event with a frame around the viewing panel branded with the sponsors name, and a hashtag for anyone who shares the experience online, gives that sponsor even more exposure."

Sponsored Games

If a concert or performance isn't interactive enough, consider getting a supplier partner to sign on to support a game. 

"Take advantage of having your audience directly at their keyboard," suggests Keri McIntosh, senior vice president of events at event management services company The Castle Group, based in Boston. "Audience response features such contests and games are a great way to keep participants engaged and can also be tracked for event analytics. Sponsoring organizations provide the fun game break and can send a small parting gift to contest participants. Everyone loves a gift."

Printed Programs

While printed programs have been on the way out at live events, these days receiving one in the mail for a virtual event would be a novelty that builds anticipation for the gathering — and also presents prime sponsorship opportunities.

"Sponsoring those items for a virtual event might get you more bang for the buck now, since fewer large and fully formed virtual events are taking place and mail in general has significantly decreased," suggests Victoria B. Petersen, CMP, PMP, chief experience designer and strategist for E3 Planning.

Branded Waiting Rooms

Before the event even takes place, there's an opportunity to get a sponsor's logo or message in front of attendees. 

"The 15- to 30-minute experience before the show starts is ideal for sponsor recognition because it gives an opportunity for a sponsor to be the first thing the audience sees of the virtual production, whether it is logos or actual video content," says Tracey Shappro, president and CEO of VISION Production Group, which creates interactive, tech-driven brand experiences for clients. "Similarly, the real estate around the landing page can also be shaped for sponsor recognition because you know that everyone attending will be visiting prior to logging on to your event."

Branded Breakout Rooms

Bihet points out that just as with an in-person event, there are digital platforms like Socio that allow for breakout  sessions during a half- or full-day virtual conference — and which provide great opportunities for a sponsor's message. 

"After attendees watch the main panel, session or speaker, they can choose a breakout room that has the screen branded with the sponsor colors, logo and even pop-up advertising or chat boxes can appear at timed intervals throughout the session — albeit not in front of the main viewing panel," Bihet describes. "Because it's digital these can also be tracked so you know how many people are in each room and how many click on any of the ads or pop-up messaging."

McIntosh suggests offering a separate "VIP room," that could provide additional content or special features — all branded with a sponsor message.

"Depending on the event, VIP packages may be sold to include bonus content, live chat with speakers, free downloads or other exclusive offers," she says. "This is a prime sponsorship opportunity."

Sponsored Gifts Sent to Attendees

One of the most effective ways to connect with attendees virtually is to also incorporate an "IRL" element into a sponsorship, sending those who sign up for an online event a branded gift prior to the event. 

Sylvia Allen, president of Allen Consulting and the author of How to Be Successful at Sponsorship Sales, gives the example of a virtual wine festival she recently developed after a pair of live wine events had to be cancelled due to coronavirus-related travel restrictions. The event's sponsor, an association of regional automobile dealers, got its logo on a "hang tag" that was put on a wine bottle sent to every attendee, which invited the attendee to bring that tag to the closest dealer for a test drive. In return, the virtual attendee would then be entered into a drawing for four tickets to the actual face-to-face festival, which had been rescheduled.

Sponsored Social-Responsibility Message

In this time of widespread difficulty, virtual-event participants may be particularly receptive to a big-picture sponsor message that emphasizes helping the wider industry or a particular group in need. 

"We've been doing well with suggested donations — it feels better to ask people to make donations to a cause," says Michael Schneider, owner of NEXT Events, and founder of Hospitality Cares, a not-for-profit organization which launched a coronavirus fund that offers assistance to members of the travel industry experiencing financial challenges. NEXT Events offers matching donations up to $5,000.

NEXT Events has been hosting a series of sponsored webcasts focused on the hospitality industry. But rather than charging customers to attend, it suggests a donation of $25 to Hospitality Cares. This helps associate the sponsor's brand to a message of industry assistance at a time when that's a major concern for audience members.

Virtual Trade Show Scavenger Hunt

One type of sponsored game that Sylvia Allen recommends involves leveraging a virtual trade show, where attendees can "walk the show floor," visit "booths" and otherwise participate in the event as they would at a live exhibition. To ensure extra interaction from attendees, planners can also incorporate sponsored contests.

Allen describes how one version has worked for her: Each attendee was given a specific name/number/symbol that was only theirs, and they would need to be on the lookout for their unique identification symbol "hidden" on the show floor — at a specific booth or location. They could then post on the app when they found it and be entered to win a prize. 

"The value to the vendor is they capture the attendee's information and a dialogue can be established," says Allen. "There is also greater attention paid to the vendor's booth or display." 

Add a Virtual Mall

Planners can add a "virtual mall" or store to their virtual trade show, in which the sponsor could display or even sell their goods directly to attendees, creating a virtual shopping experience and delivering their brand messaging in a more interactive, three-dimensional way. 

"At checkout they would provide their information (name, address, telephone number, email, etc.) and could either arrange for pick up or have it shipped," describes Allen. "In addition to the sponsor having their name they have their buying habits which allows them to customize mailings to that customer."

Sponsor/Attendee Matchmaking

Melissa Park, a global event producer based in New York City, suggests tapping into the matchmaking technology used for hosted-buyer programs to enable sponsors and attendees to have their own one-on-one meetings during predetermined "exhibit hours" in the event schedule. 

"Once either party accepts a request, a 15-minute meeting is secured in their calendar," says Park. Both parties join the scheduled call via a video conferencing program so the sponsor can provide company information, a product demonstration and answer the attendee's questions."

Customer Case Studies

Even the most well-crafted sales pitch is still a sales pitch. Audience members may be more likely to perk up by hearing about an event vendor or venue not from the supplier themselves, but from a satisfied customer. 

"Have the sponsor invite a customer to speak on their behalf," suggests Park. "Sponsors can purchase a presentation slot then the customer can discuss their journey working with that sponsor providing insights into the initial obstacles and how the sponsor solved them. Nothing sells a product or service better than a customer testimonial or referral. This also provides an educational reference for other attendees who may be experiencing the same obstacles the featured customer did."

Themed Accessories

With everyone working from home, virtual-event attendees are more eager than ever for opportunities to interact with one another, even if it's done remotely. A planner can elevate a virtual happy hour by having themed outfits or items that everyone can wear. To help facilitate this, E3 Planning's Petersen suggests sending virtual-event registrants a sponsored accessory or clothing item that they can wear during a themed happy hour or networking session. 

"Attendees can wear it during a specific session to get the spirits and energy high," she says. "Then take screen shots and collage them into a follow up thank-you-for-attending note."

"Drinks on Us" Sponsorship

If themed accessories for a virtual happy hour are not enough fun, consider giving the sponsor a way to sponsor the drink itself (when liquor laws allow).

"Those who register by a certain date receive a bar in a branded box (maybe one mini bottle of wine, or a can of beer and a nice glass) — a great substitute for sponsoring happy hour on-site at a hotel," says Feyisola Ogunfemi, owner of event planning company Statuesque Events. "Most people will also keep and reuse the box that is comes in, keeping you top of mind."

Coordinated Food Delivery 

Planners hosting all-day or half-day events will also need to provide breaks that allow attendees to grab a coffee or lunch. But rather than having them walk away to cook in their homes, VIBE Agency's Bihet suggests partnering with a sponsor to leverage Grubhub or Uber Eats to deliver a set lunch (or coffee break snack) to the homes of all attendees at a set time. 

"As long as you capture the address for attendees during registration, this can still be coordinated and help support a local business in each city at the same time," she says. If coordinating the delivery is too difficult, consider providing attendees with a discount code, underwritten by the sponsor, that they can use to cover the cost of their coffee or lunch.

Wear and Share

Sponsors can get an added social boost from branded swag if a planner adds a "wear and share" component to the virtual event. Ogunfemi describes how registrants can be sent tee shirts or baseball caps and not only encouraged to wear them during the virtual networking or happy hour events, but to share more widely.

"You can host a competition on social media where attendees share themselves wearing your swag and tag you in exchange for an entry for a major giveaway such as a laptop or TV," says Ogunfemi. "This brings great exposure to your brand."

Closing Credits Sponsorship

When the virtual event is wrapping up, instead of just thanking everyone and closing the event, how about giving it a more memorable conclusion?

"Not unlike watching a televised event or a movie, virtual events give you a chance to show rolling credits that thank a large number of sponsors and donors in a more impactful way than an in-person event could, because sponsor names and/or logos can be fundamentally woven into part of the production," says VISION Production Group's Shappro.

Sponsorship as a Relationship-Builder

Whatever forms they take, virtual sponsorships can provide value to both planner and sponsor, even if no money actually changes hands. At a time when no face-to-face events are happening, sponsors are eager to get their names in front of an audience, and planners are looking for ways to maintain their relationships with customers and be able to offer them something.

"The heart of the matter is: How do you make your brand present in an environment when people just aren't meeting and aren't spending money?" says NEXT Events' Schneider. "It's about preserving relationships, making our customers' brands present and making them feel good about the money they have with us. When we get past this, it's going to make them feel good about spending more money." 

Create a Freemium Offer

Anyone who's joined Spotify or Hulu is familiar with this approach, which was suggested by Beth Surmont, director of experience design at 360 Live Media during Northstar Meetings Group's webcast on Boosting Audience Engagement at Virtual Meetings (available on-demand now). With this approach, attendees can join the virtual event at no additional charge, but they agree to watch a sponsor's message or somehow engage with the sponsor. Those attendees that prefer not to have any promotional messaging, can pay an extra fee. "As an attendee, I might want that lower registration price point, or maybe I can afford to pay a little more and am willing to pay for the type of access that I want."

5/5/5

This is another idea from Surmont that can provide the opportunity for a sponsorship. "You put people into breakout rooms: five people, five questions, for five minutes," said Surmont. "It's nice for a quick energy burst."