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In 2020, the most notable impact of the pandemic on industry events and associations was the significant loss in revenue due to the cancellation of in-person events. While many organizations scrambled to string together virtual events, reduced ticket prices and the inability to fulfill traditional sponsorships did little to improve the bottom line. 

The changed times we're living in make digital sponsorships more important than ever. 

Our latest e-book, How to Generate Digital Sponsorship Revenue in 2021 covers commonly used forms of digital sponsorships and outlines everything organizations need to know about expanding digital sponsorship offerings with retargeting.

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Empowering your stakeholders to promote your virtual event (and themselves) is one of the most powerful forms of advertising an organization can hope for.

If you can get speakers, sponsors, and exhibitors to promote their involvement, you’ll stand an even greater chance of connecting meaningfully with untapped and highly engaged audiences.

But to reap the maximum benefits of influencer marketing—namely, using people and brands with reach to expand your own—your organization must make it easy for them to participate.

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Promoting your virtual event in a way that generates excitement will take more than a few digital tactics.

You don’t want to devote the bulk of your attention to the technical aspects around execution without thinking about strategy. 

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Virtual events are nothing like in-person ones.

You can’t control an attendee’s environment, it’s difficult (if not impossible) to feed off the energy of the audience, and exchanging business cards is decidedly off the table.

Despite these differences, many organizations have tried to replicate the characteristics of in-person events when going virtual—whether that meant maintaining a hefty price tag or positioning the event as the digital equivalent of their annual meeting.

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It’s safe to say 2020 has been… interesting. We’ll be honest – earlier this year, we weren’t entirely sure how things would pan out. With industry events being canceled worldwide, marketing budgets getting cut, and economic uncertainty impacting the decisions of members, attendees, boards, sponsors, and exhibitors, we knew that all we could do was try to help our customers adapt to the changes.

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For part three of our Events Going Virtual series, we caught up with Megan Ramirez, Director of Marketing and Communications for the Wound, Ostomy, and Continence Nurses SocietyTM (WOCN®). “It’s WOCN for short,” she says with a chuckle.

Megan leads marketing and strategy for the organization of 5,000+ members, along with the help of two full-time marketers and an outside firm. As many organizations did, Megan and the WOCN team had big plans for 2020. One of those plans included hosting their annual education event, WOCNext; a time-honored tradition since 1968.

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