A virtual trade show is a cross between a webcast meeting and a video game. And it’s the next big trend in trade shows. Although a mere 1% of all trade shows are now held online, industry experts expect that by 2015, more than 25% of trade shows will be conducted in virtual environments. That’s a market you can’t afford to ignore.
Like online meetings, a virtual trade show can be simple or breathtakingly realistic. The simplest assemble a series of pages, each one a virtual booth for an exhibitor, plus instant messaging so exhibitors and attendees can talk in real time. The more complex are complete environments like high-level video games or such online worlds as Second Life. In these, each participant controls an avatar. VOIP (voice over internet protocol) can allow you to talk to attendees, and you can easily email brochures or allow attendees to download them.
But why bother when face-to-face meetings are so much more satisfying and real? Because virtual trade shows offer some solid advantages.
1. Triumph Over Tighter Budgets
Imagine a trade show with no costs for transportation, shipping, hotels, hospitality, or booths, and just a minimal cost for exhibit space. That’s a virtual trade show.
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With travel costs rising and travel budgets falling, more industries are turning to virtual trade shows as a less expensive way to showcase their wares. Electronics and high tech companies are naturally comfortable with the online format, but they’re not alone. Plenty of other industries, from plumbing to candy-wrapper design, have held successful virtual shows.
2. Spread Your Wings
All too often, the sheer size of trade show investment keeps the marketing department stuck in a traditional rut of “what worked last year.” The new medium will free you to experiment with innovative exhibit ideas—and rapidly change the ones that don’t work. At a virtual trade show, you don’t need to worry about the flow of foot traffic or many other design constraints.