Learn how to prioritise value, reimagine revenue streams, leverage data and foster communication to ensure your event sponsors get the most out of their investment.
Hybrid events – a blend of online and in-person elements – cater to a geographically dispersed audience, offering the convenience of virtual access while retaining the value of face-to-face interactions.
As Rudolf Rannegger, Deputy General Manager of MCI Spain, Portugal and Austria points out, "The trend towards hybrid events, which combine in-person and digital audiences, once seen as the format of the future, is our new normal." It is important that we adapt sponsorship strategies to align with this shift in the engagement marketing landscape.
Rudolf emphasises the necessity of synergy between the physical and digital realms: "The key is to make both aspects complement each other, taking advantage of the best of each." In terms of sponsorship, we need to maximise the potential of both virtual and in-person components in order to deliver value to sponsors and attendees alike.
Here are some tips for crafting sponsorship packages that seamlessly integrate digital and in-person experiences, ultimately enhancing the overall event experience and driving tangible results for sponsors.
Do: Prioritise value alignment in a hybrid world
While virtual events offer accessibility for delegates unable to attend in person, they didn't fully replicate the face-to-face experience. Hybrid events offer a chance to bridge this gap. As Rudolf notes: "The key to all of this, we understand, is recognising that each type of experience has its own value and purpose, and there is no fixed hierarchy between digital and face-to-face."
Action: Engage in open dialogue with your sponsors. Identify their priorities beyond just lead generation. Are they seeking brand awareness through impactful presentations? Do they want to showcase thought leadership by sponsoring specific content tracks? Tailor your sponsorship packages to address these objectives. For example, sponsored content showcases can be integrated into the virtual platform alongside keynote presentations, and interactive virtual booths with gamified elements can be offered to drive engagement.
"Deep understanding of your audience is critical,” Rudolf notes. “Consider the objectives you set for engagement with the audience and adapt the experience accordingly. This personalised approach prevents boredom and maximizes engagement."
Do: Reimagine traditional revenue streams for the hybrid experience
Face-to-face events rely on a well-defined model: brand awareness, attendee engagement, lead generation and community building – all of which remain crucial for generating sponsorship revenue. However, the hybrid format presents further exciting possibilities. "The key is to make both aspects complement each other, taking advantage of the best of each," says Rudolf.
Action: Face-to-face events rely on a well-defined model: brand awareness, attendee engagement, lead generation and community building – all of which remain crucial for generating sponsorship revenue. However, the hybrid format presents further exciting possibilities. "The key is to make both aspects complement each other, taking advantage of the best of each," says Rudolf.
Do: Embrace the granular power of hybrid data
Data is an invaluable asset and hybrid events offer a richer data landscape than either virtual or in-person events alone. This allows you to demonstrate a stronger ROI to sponsors.
Action: Remember: if it can’t be measured, it doesn’t exist in terms of return on investment (ROI) for sponsors. Go beyond basic metrics. Track a wider range of data points that are valuable to sponsors. On the virtual platform, monitor click-through rates on sponsored content, engagement in polls and surveys associated with sponsors, and virtual booth visits with dwell time. At the in-person event, track booth traffic, lead scan data, and participation in sponsored workshops. Post-event surveys can track brand recall amongst attendees. Present this data in a comprehensive format, allowing sponsors to measure the success of their sponsorship and refine their approach for future events.
Do: Strike a balance between exclusivity and democratisation
Hybrid events have the potential to reach a wider audience by combining online and in-person attendees. It can be tempting to use a high-volume, lower-cost sponsorship model but balance is important.
Action: Carefully consider the right balance for your event, taking into account your organisation’s goals, membership base and the sponsor landscape within your industry. Do you want a smaller number of high-value sponsors who receive greater brand exclusivity across both virtual and physical elements? Or are you aiming for a wider pool of sponsors, each focusing on specific segments of your audience (e.g., a high-tier sponsor with exclusive access to VIP attendees, and a mid-tier sponsor offering targeted virtual booth experiences)? There isn't a single right answer, so be transparent with potential sponsors about your chosen model and how it aligns with their objectives.
Do: Foster open communication and collaboration
Communication is paramount in any successful partnership, and hybrid sponsorships are no exception. Don't leave your sponsors in the dark. Involve them as partners, not just revenue sources.
Action: Schedule regular meetings with your sponsors to discuss their goals, concerns, and ideas. Be receptive to their feedback and suggestions – after all, their success is intertwined with your own. Provide ongoing updates on event progress, including details about the virtual platform functionalities, the in-person venue layout, and the speaker line-up. Additionally, consider creating a dedicated online forum where sponsors can connect with each other and share best practices on maximising their hybrid sponsorship experience.
Don't: Design one-off sponsorship solutions
Hybrid events are the new normal. When designing sponsorship packages, avoid a short-term mindset.
Action: Ensure any sponsorship opportunities you create are member-centric and designed for long-term sustainability, allowing sponsors to build lasting relationships with your audience and grow alongside your event.
Looking to take your hybrid events to the next level?
At MCI, we understand the power of innovative strategies to fuel long-term growth. We leverage new products and emerging media to create connections between your messages and your target audience. Our creative and flexible approach focuses on identifying untapped markets, forging strategic partnerships and unlocking new revenue streams that maximise your corporation or association's true worth.
Key services we offer to empower your success:
Sales and sponsorship management: We embrace innovative ways to sustain growth through revenue diversification in advertising, partnerships, sponsorships, exhibits and media.
Corporate partnerships: We help you build mutually beneficial relationships with for-profit companies, fostering long-term alliances and partnerships that fuel your mission.
Digital and print advertising sales: We combine the strengths of digital and print advertising, selecting the optimal platforms to promote your organisation's values to relevant audiences.
Fundraising: We connect you with foundations and governmental agencies to secure critical contributions for your organisation or project.
Let's work together to unlock the full potential of hybrid events and propel your organisation towards a flourishing future. Contact MCI today.
MCI Content Team
