Recipe for the success of a virtual trade fair
For many, virtual trade fair may means anything but customer-oriented and emotionally communicative.
Virtual trade fairs may still be in an experimental phase and not yet on the way to replacing live trade fairs.
Or are they?
Fact is: Online trade fairs have many parallels to classic trade fairs and, as an innovative alternative, offer some decisive advantages!
Let’s roll up the field from behind – what are trade fairs for?
Trade fairs create important prerequisites for communication between companies, suppliers and customers in order to make valuable contacts and generate leads. A distinction is made between visitors who actively or passively search for information. The active information seeker is usually characterised by a particularly intensive preparation for the trade fair visit. The passive visitors are the so-called trade fair travellers. Trade fair visitors come into contact with other people more by chance, which is why one speaks of random networking. For the latter, a virtual trade fair is less profitable. And yet, it is worth giving this thought more space…
Above all, we talk about independence in terms of time and location when it comes to virtual trade fairs. As an exhibitor or organiser, you have the opportunity to attract more than only local or regional customer and reach a broader audience. That is a really great advantage!
In addition there are also functions such as live chats with experts or video conferences. Or you can relax and enjoy a coffee from your own coffee machine during breaks.
Or why not use the time sensibly and get to know the other trade fair participants?
Among other things, there is the possibility for the participants to create a 3D avatar. This allows you to move freely on the trade fair platform and even get in direct contact with other trade fair visitors with a click. A “pre-filter” gives you access to the contact list (name, company & job title) and can filter it according to your interests. This saves time and effort that are unavoidable at a physical trade fair if you want to find the right contacts. Therefore live advice and appointments are thus combined quickly and easily.
In contrast to a physical trade fair, where time and space are limited, companies can address several topics at the same time online. They can also be present on social media with videos of the specialist lectures beyond the trade fair period.
Cost point – less despite more.
A virtual trade fair certainly requires a lot of technical know-how and preparation. Unlike face-to-face events, it is not so easy to overlay if the server suddenly displays an error message. The right set-up is therefore essential!
Compared to the technical requirements for interaction, the virtual fair can be cheaper than the live fair. Starting with saving the construction, the costs of the exhibition stand, as well as any print material or giveaways for visitors, travel and hotel costs for employees and speakers are saved. In addition, it saves resources and has a much more flexible term. So it is definitely worth making comparisons and even if live trade fairs are possible again to consider this alternative.
Your checklist for your virtual trade fair
Planning is the be-all and end-all: The structure and course of the event should be coordinated in detail with all trades. Live events have the advantage that you can still improvise on site. If you are online with a digital trade fair, then everything has to work and there must be no “off”. A few tips for your checklist:
- Above all define a topic – what should the online event be about and what content can be created for it. Partners may also be necessary?
- Program creation and marketing Let potential visitors know when and where you will be present.
- Users expect easy registration. If the online trade fair is to cost something, tickets must be stored, which buyers should also receive digitally.
Possible sources of error…..
Distractions due to the fact that you attend the event regardless of location are added as disruptive factors (e.g. mobile phones, interruptions, children, etc.). And very important: just because the booth is online does not mean that it should be made less exciting. Pay attention about integrating of interactions. Virtual chat rooms for trade fair visitors, quick and effective technical help with queries, Q / A sessions with the speakers.
- Above all, ensure that your trade fair is already inspiring and attracting attention with its visual layout.
A physical trade fair always means direct feedback. At virtual trade fairs direct customer reactions and face-to-face interactions between booth attendants and customers do not apply. This shortcoming must be compensated for by other interactions.
- You should therefore attach particular importance to the ability to react. So ask your guests to give you feedback at the end of the presentation. Or how about built-in buttons that pop up at the booth and at the end of a meeting and invite you to evaluate?
Remember that in addition to paid online trade fairs, there are also free offers. While paid trade fairs are convincing due to the quality of their contacts, free trade fairs usually generate very large reach.
- Decide which way you want to go here. What is more important to you at the moment – quantity or quality? As an exhibitor, you should pay attention to this, because your audience will be accordingly.
If the internet speed is too low, multimedia transmissions and the download of additional materials can be restricted.
- This applies to all participants in the fair, whether visitors, exhibitors or technicians. Unfortunately, nothing works here without a stable internet connection and secure software. So make sure in advance that the access data is secure and the server connection is stable. Otherwise you will be annoyed afterwards if the trade fair has to be interrupted by a hacker attack. Of course, the issue here also applies that the server should be in Europe in order to guarantee all exhibitors the necessary data security.
! After the fair is before the fair: Success control. What went well What needs to be improved?
In conclusion, it can be said that the virtual trade fair offers a good alternative in the current situation in order not to lose contact and interaction with customers. At the moment, people are primarily looking for one thing: variety. So what are you waiting for? Offer your customers the ultimate variety and organise a virtual trade fair to increase your sales potential and, at the same time, the satisfaction of your customers.
As an experienced event agency with the necessary know-how, we look forward to accompanying you with your personal trade fair idea.
Contact us for an optimal implementation and a stress-free organisation with 100% potential for success!