For the past year, associations have been working to make sponsors feel they are getting value from virtual events, but it’s been a struggle as virtual exhibit halls and some other features haven’t lived up to the exposure provided by their in-person counterparts.
As many events are still virtual or hybrid, associations are getting creative in trying to help sponsors and exhibitors get value, said Lewis Flax, president of Flax Associates, a firm that specializes in sponsorship and partnerships.
“When it comes to the sponsorship arena in the last year, it’s been eye-opening,” Flax said. “Associations have learned that just running a virtual event and treating sponsorship the same way they did in the past is not going to be successful. On the [sponsor] side, they’ve learned that showing up at an event the same way that they did in the past doesn’t work. So, there has been a shift in terms of how both the association and the sponsors need to adjust.”
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