How Does A Virtual Trade Show Work?
Just imagine the hustle and bustle of people milling about, learning more about the things they were interested in, and speaking to the important people that were responsible for them.
Such a sight is not uncommon at a trade show, but with the current situation the world is in right now, that would not be possible. Instead, we now have the power of technology, and virtual trade shows are the places to be these days.
What is a Virtual Trade Show?
A virtual trade show is basically the online equivalent of a traditional trade show or exhibition. But rather than connect physically and in person, everything is done through the convenience of the Internet.
Attendees, exhibitors, sponsors, planners, and everyone else involved need to change up their usual strategy. From designing and branding virtual booths, catching the consumers’ attention, to conversing with interested leads via video chat, it is a whole new world.
It comes with its own set of challenges. Technology may not apply to every type of business, and not everything can take the place of being face-to-face with someone or a product.
However, you are also looking at a potential reduction of costs, maximizing your reach, and having the ability to measure performance beyond sales numbers accurately. Prepare yourself to enter the new world of virtual trade shows.
How Does a Virtual Trade Show Work?
Building Hype
A virtual trade show without visitors will be pointless. Attention needs to be drawn to your event to have a foundation for success.
Consider building a website for branding and act as an informational hub. Giving interested consumers all the details can be the boost they need to attend. Ticket sales and registrations can also be easily integrated.
Promoting the trade show via social media is a must, considering that is where most of your audience is. It is also a prime venue to showcase the exhibitors, key events, and the rest of the exciting show.
Having A Focus
Instead of being a mishmash of ideas and themes, virtual trade shows are more likely to be very focused events. This way, it can reach the right demographics for brands taking part in the show. In turn, you will be able to cater to the consumers that have a present need, rather than just passing interest.
Attendees will naturally expect more from such targeted affairs. The lineup of guest speakers, webinars, product offerings, and even services will need to be adjusted to meet these expectations, especially in the digital space.
That said, success can be more clearly defined for the type of event. You can look at the number of registrations, or conversions as your main objective. Having a clear result will help drive the show in its intended direction.
Content Is King
Content makes a virtual trade show worthy of attending. While your exhibitors will promote their offerings in different ways, such as distinct visuals, there can be more done to help enhance their efforts.
Draw attention to specific products with special guest speakers. Such keynote addresses not only lend legitimacy to your show, but also give consumers a chance to know more about particular products and services from an expert.
A live webinar can be both educational and interactive, allowing attendees to address their concerns. This applies to any live Q&A sessions as well, without the limitation of physical space. Of course, there is a need to maintain a level of civility and appropriate behavior, even for online events, thus why it is important to have a moderator in place while your event is live.
E-commerce can also help push things along, which may even score you some points with exhibitors. Having a robust online shopping experience can help complete conversions, and also encourage visitors to give more thought to the offerings on show.
Conclusion
In this new normal, a virtual trade show is no longer as daunting or foreign as before. Instead, it is a perfect opportunity for brands to enter into an age of unparalleled interactivity with consumers. Do not get left behind, it’s time to think digital.