Virtual Trade Shows – Navigating the New Normal
Physical trade shows are expensive and time-consuming to attend. The same is not true for virtual events, which makes it so it can get a greater return on investment while building connections that make leads.
However, it hasn’t been easy. Just because people don’t need to be physically present, doesn’t mean they’re going to pay attention in any other way.
Organizers of virtual trade shows do have ways around this. A marketing strategy needs to be put in place and include things like exhibitor announcements or platform tutorials and videos that will entice potential attendees into actually showing up for the event.
Make sure your event looks good too. You should be able to create customizable 3D environments with participatory avatars. And allow your participants to use multiple devices and meet one-on-one with exhibitors through video conferencing capabilities. This will let both parties generate leads for their business.
Creating a Unique Experience
There are a lot of advantages virtual trade shows offer that physical ones don’t. Attendees network with industry experts and find new vendors, so event organizers need to treat it as such.
A strong marketing strategy needs to be put in place that is promoted through things like email drip campaigns, sticky bars on social media and websites.
And when it comes to content, make sure all the necessary information has been given out beforehand, even if you think it’s redundant. Platform tutorials, brochures and webinars will go a long way in making your attendee feel more involved!
Keeping Attendees Engaged
Keeping them engaged should be your number one priority across the board once your virtual trade show starts.
Employing gamification tactics is highly advised by experts since they build excitement and help parent companies find sponsors that will pay for their booth space at next year’s show!
You also want attendees interacting with each other as much as possible during these events, so make it easy by adding video conferencing capabilities. It will allow them to share their interests and contact details with exhibitors, while meeting face to face.
Doing this not only keeps attendees engaged, but drives leads for sponsors and exhibitors as well!
Seek out a platform that tracks data in real-time and after the event. This will give you insights into your audience’s needs, keep them engaged, and be useful for planning future events. You’ll also need it to show stakeholders the ROI they crave when putting money into virtual trade shows.
Staying Engaged
A virtual trade show can bring in customers who wouldn’t attend a physical one. But if they don’t interact with each other or the content then it’s useless.
There is more than one way to increase engagement and maximize ROI at each session. By using a real-time reporting and analytics platform you allow your attendees to interact among themselves. This gives you access to live event results so you can make adjustments that ensure maximum success for future events.
Every action taken during your event can be tracked by a good virtual event platform. From how long someone spent at each booth to their demographic, all of this information can be used to reduce cost while increasing ROI and lead generation through lead nurturing, relationship building, improved marketing efforts in future, etc – as long as you have the correct tools!
