In a landscape with declining budgets and blossoming technology, it makes sense that Virtual Trade Shows are coming of age. Virtual events are a great opportunity to showcase your company as a thought/technology leader and reach new (and financially restricted) audiences, but consider the following before diving in head-first:
- Online trade shows reduce the inconvenience and expense of travel for your audience and allow you to distribute information further than ever before. They do not necessarily reduce the resources/work effort required to pull off a great event. In fact, collateral needs can be even greater because of the ease of clicking and saving and the desire for interactive, multimedia components.
- Virtual trade shows are a conglomeration of existing and emerging technologies. The appeal lies in the abundance of information and extensive interactivity - not in adding an avatar to an everyday webinar. Consider integrating your event with social media platforms to leverage interest before, during, and after the virtual floor is open. This should also figure into resource allocation, as you will need folks on hand to respond to questions and continue the conversation.
- While new technology may certainly warrant new definitions of success, some benefits are fundamental. Results that meet (or exceed!!!) outlined goals – attendance, lead scores, etc. – are still the best incentive for customers to spend more on current and/or future initiatives.
Worried about transitioning your audience (or your client's audience) to the digital realm? Check out Event Marketer's tips on How to bring live event attendees into the realm of virtual events.
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