Physical to virtual event transition and retention of sponsorship | 14th International Neurotrauma Conference (INTS) 2021
Key facts
Event: 14th International Neurotrauma Conference (INTS) 2021
Date: February 2021
Format: Virtual
Sponsorship: 90% of sponsorship revenue retained in transition from physical to virtual event
Background:
Arinex adapt to new environments swiftly. The transition from delivering a physical conference to a virtual conference has become extremely familiar during the COVID-19 pandemic. This transition impacts all facets of the event including sponsorship, a key revenue stream, as was the case for the virtual International Neurotrauma Symposium 2021.
Challenges:
The 14th International Neurotrauma Conference (INTS) had already been postponed, due to the pandemic, from early 2020 to a new date in early February 2021. It became evident by mid-December 2020 that the pandemic crisis would continue into 2021 and the Organising Committee made the pivotal decision to deliver INTS in a fully virtual format. The transition time frame was particularly tight with the Christmas / New Year break where businesses were not operating for extended periods. Sponsorship packages were originally designed for a physical event so the challenge was not only to transpose entitlements and create new value-add opportunities in a virtual environment but to convince sponsors that it was still worth investing.
Solutions:
– Soon after the decision to go virtual, Arinex reached out to all sponsors and reassured them that INTS 2021 would be a compelling event with continued value for them
– Each sponsor’s new entitlements were individually curated to ensure their objectives were met
– Sponsorship on lanyards and at the Welcome Reception no longer existed but alternative sponsor opportunities were created with prominence in the program through plenary session sponsorship
– More bursary and award sponsorship opportunities were developed to appeal to the rising popularity of corporate social responsibility
– Sponsors were provided with a prominent opportunity in the virtual exhibition to showcase products and services on the main event platform
– Guidance and support were provided to sponsors to navigate the digital event platform and show them first-hand the intuitive and user-friendly platform showcasing the analytics available
Outcomes:
– The event exceeded expectations by retaining 90% of the sponsorship revenue despite fears of large scale sponsor attrition due to the major last-minute change
– Re-signing a $10,000 workshop sponsorship package with a sponsor who had originally withdrawn in the initial postponement
– Delivery of a prestigious international event, with attendees showing a high level of interest in the sponsors featured on the virtual platform