I attended my first virtual trade show this week, the MarketingProfs Digital Marketing World (http://is.gd/qxNS - log in page). I’ve been very intriqued by this concept for several years; I have assisted many companies in their prep for all that a trade show has to offer in sales and marketing opportunity but am always amazed at the expense. I was excited last year to learn that there’s a virtual provider, Inxpo (http://is.gd/qxQJ). I still believe that tradeshows can be very valuable for new and upstart as well as established companies to leverage the gathering of their affinity group to maximize branding and strategic sales and marketing – when done well. I’ve wondered, does the virtual environment measure up to the real thing at a better ROI?
From avirtual standpoint, I can see it as a big win for anyone who presented and for those attenddes who engaged in the chat functions – the branding potential was big for anyone who was willing to engage as it extended throughout the tradeshow and beyond to the broader virtual world with concurrent Twitter activity (kudos to MarketingProf for having #MPWorld set up). Generally, from a “push” standpoint the virtual tradeshow is great for the exhibitor and the attendee – attendence numbers may be smaller but every single attendee can be a lead who’s interest and activity can be tracked. Oh, and this trade show was MUCH easier on my feet, which were propped up on an ottoman most of the time.
The cons center around one newly presented (or perhaps just magnified) and one good-old-fashioned issue. The virtual aspect created some clumsiness in terms of networking, though anyone with experience in social networking tools adapted quickly. Unfortunately, much of the chatter mimic’d the social/fun chatter, as opposed to business talk that’s more valuable for the tradeshow goer – you can’t go back and report that the people you networked about just talked about what they would be doing after the show. Another challenge – focus. Except for the true Gods of multi-tasking, it was difficult to completely separate from the other work activities resident on the computer and stay immersed in the trade show.
My recommendations for how to take advantage of a virtual trade show? First and foremost, if you are a sponsor/exhibitor – try one this year! Do a comparison of expenses and ROI as well as a comparison of the project plan and execution – I can’t imagine this would be a bad thing. It might not replace all of your trade shows in a year, but it may allow you to offset some budget on some to do more at your bigger shows where you MUST be present. But give it the same respect as that $$$$ booth you put together; one exhibitor slapped up a demo for this show that was dated for last year, as well as still branded for the trade show it was used for in ‘08 – this instantly turned me off!
If your company identifies a virtual trade show that would be good to attend, try that out, too. Make sure the attendee (or attendees – “send” several employees if it’s a free show) is assigned specific objectives and require a report to the broader team in your company who would benefit from the show info. This is something that should be required from any trade show.
Virtual or not, always put your best foot forward with a strong plan, attention to the details in your execution and immediate follow-up. On the virtual, participation in your PJs is optional!
