Having envisioned the ideal online event , a trade show organiser must cater to the exhibitors who may be wary of the new virtual format . By providing practical solutions , easy access to information , and increasing their exposure to attendees and buyers , organisers can provide some assurance to their audience that they will get the desired return-oninvestment ( ROI ). To earn this confidence , an organiser must consider the fundamental reasons companies exhibit at their events and work up from there .
1 ) Visibility Exhibition stalls in physical events allow exhibitors to showcase their products and services through live demonstrations to potential leads , as well as providing market insights and a better understanding of their competitors . When the event transitions to the virtual medium , that degree of visibility should remain essential . In the virtual theatre of operation , we have many tools that promote this visibility . Virtual exhibition booths and networking profiles enable exhibitors to share company and product information with relevant images , videos and downloadable resources . Digital sponsorship is another great way to help them spread their brand awareness via sponsored listings , display banner ads , marquee texts , push notifications , sponsored
Taking the show online
Mykyta Fastovets , CTO at ExpoPlatform looks at ways to empower exhibitors and sponsors through virtual trade shows
news items , sponsored search results , sponsorship mentions on individual sessions , pop-up cards etc .
2 ) Lead generation The ultimate objective of exhibitors is doing business . Physical trade shows help them to connect with their target audience and build a relationship that eventually leads to conversion . As an event organiser , it is important to anchor a virtual trade show towards this objective and provide the right online tools for lead generation . Exhibitors can be empowered through features such as AI-powered matchmaking . This intuitive functionality can provide smart recommendations by matching visitors to relevant products , people and content ( based on their interests and requirements ). Finding qualified leads in such a streamlined manner will save them time , energy and money .
3 ) Networking To give exhibitors an interactive and engaging experience when hosting the trade show online , features such as group chat rooms , one-on-one text , audio and video chat , online meetings , and product webinar should be introduced . These features can aid business-driven conversations and the development of meaningful connections . They can also initiate interactions prior to the event that can be stretched up to the subsequent editions . While event-tech companies provide varying degrees of networking functionality , these cannot absolve the exhibitors of all duty . Being pointed in the right direction is just one part of the process ; they must make the effort to communicate with potential leads just as they would at any physical event . The virtual event platform can only increase the efficacy of the process , and exhibitors should supplant these opportunities .
4 ) Analytics Trade show organisers measure several specific data points at physical events , such as visitor count , demographics , dwell-time , maximum engagement / populated areas and customer journeys . Hosting the trade show online widens the scope of data collection , as well as making the tracking of user data easier and more accurate . Organisers can show the value earned from the event to their exhibitors and sponsors by sharing real-time attendee insights . This includes data on profile views and favourites , view time for each product listed and document downloads . Such insights can help them in quantifying their event ROI to afford a better understanding of potential customers . In a nutshell , organisers should be aware of the uncertainty generated in the minds of exhibitors and sponsors when they change the event format . They must ask what the audience wants from the event . With a clear understanding organisers can make an informed decision about the tools and online resources with which they can carry the true value of their event online .
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