Dan Vanchieri, Aventri's chief revenue officer, understands that event partners need to show a return on investment for virtual events, but proving it is a challenge. He offers tips on how to better navigate ROI
Nearly half of event professionals (47%) say better delivery of sponsor and exhibitor ROI metrics is the No. 1 improvement on their virtual event tech wish lists, according to a survey by Aventri released earlier this year.
Economic uncertainties brought on by Covid-19 have led many organisers to let audiences attend online events for free. This reinforces the need to keep satisfied stakeholders coming back.
Here to help are nine tips to add and prove value to virtual event sponsors and exhibitors.
1. Connect partners with attendees in real-time through virtual booths. The interactive booths feature video conferencing, chat, lead-scoring, product demos and sales collateral to optimise monetization.
2. One-on-one and small-group meetings at virtual booths are like live tradeshow booth walk-ups. Leverage them to capture data on event performance, such as traffic statistics, aggregate dwell time, lead generation and sales material downloads.
3. Make sure your platform supports multiple currencies and payment gateways to help drive revenue for exhibitors and a better customer experience for attendees.
4. Empower exhibitors to send push notifications through the mobile event app to reach key audience segments regardless of location.
5. Create interactive sponsorship packages to expand stakeholders’ visibility. For example, invite them to sponsor pre-session digital games, music breaks and swag bags. Provide five-minute speaking slots to partners whose budgets don’t allow them to sponsor full sessions.
6. Let major sponsors follow up speaking sessions with small, ask-the-expert sessions to foster personalized connections with qualified prospects.
7. Invite sponsors to pay registration fees of targeted buyers. They can boost exposure via messaging on confirmation emails, such as: “Admission compliments of our sponsor [company name]. Visit their Virtual Booth #[X].”
8. To quantify ROI, track key metrics, such as virtual booth visits, leads captured, session attendance, dwell time, questions, shares, downloads, languages and geographic locations. Then create customised reports for sponsors and exhibitors that prove value with hard data.
9. Let partners see how their content is consumed, where and by whom. They’ll gain fresh insights into buyer preferences. This business intelligence will help them customize event follow-up and improve future meetings and marketing programs.
For more information on optimising virtual events, download Aventri’s free 2021 Virtual and Hybrid Events Guide here (https://www.aventri.com/strategy/virtual-events).