In order to determine whether a virtual format is the best fit for your next trade show, Ryan Belfore, partner and creative director of New Angle Media, has compiled five questions that need to be addressed before the development phase.
Will your audience respond to the “virtual” format?
While the popularity of virtual trade shows is growing in industries such as hi-tech and sustainability, other audiences have been slower to adapt. Many people need to see, hear and touch in order to absorb new concepts, or they’re wary of the technology. Others welcome the convenience and functionality of events online. There are opportunities and roadblocks, so conduct market research at the beginning of the project to determine whether your particular audience will respond well to the online format.
Will you be providing your audience with new information?
Successful virtual trade shows provide attendants with information they can’t find elsewhere. Just because you create an event, it doesn’t mean your audience will be drawn to it. Have you compiled demos of the latest and greatest products and services? Do you have access to new, ground-breaking research?
Do you have the budget and resources to update content throughout the life of the virtual trade show?
Traditional trade shows typically last one day to a week. Virtual trade shows can be hosted for six months to a year. In order to attract more attendants, organizers need to refresh content and have a schedule in place to market new content.
How will you engage your audience?
Virtual trade shows need interactive elements like live chat, e-mail, polls, audio and video. These elements help participants retain, share and inquire about the content. They’re also essential for maintaining the audience’s attention. Think about how you can add value to each exhibit. How would you translate the interactivity of a physical event to an online event?
How will you define “success”?
There are many reasons for hosting a virtual trade show. What are your specific goals, and how do you plan to reach them? A backend tracking and reporting system is an essential component of any virtual trade show. It can provide valuable information to generate leads like attendance, demographics and exhibit traffic. You can find out exactly who clicked where and for how long they visited specific pages.
“The research phase is as vital to the success of a virtual trade show as the development or marketing,” said Belfore. “During this initial stage, organizers must address the advantages and limitations of the medium, which often vary from physical events.”
To learn more about the development of virtual trade shows, contact Belfore at rbelfore@newanglemedia.com or (602) 840-5530. Additional information can be found at New Angle Media.