Virtual trade shows: how to make them work and thrive

What makes virtual trade shows work?

What makes virtual trade shows work? Since March last year, trade shows have been racing to reinvent themselves. The pandemic disrupted their very purpose, forcing businesses to rethink how they connect, network, and close deals. This raises an important question: are traditional trade shows, as we knew them before 2020, becoming obsolete?

Suddenly, virtual trade shows emerged as the new normal, enabling businesses to continue despite the lack of physical proximity. While some may embrace the remote way of life, others long for the personal connections of the past. In the pastry business, lockdowns and quarantines severely disrupted operations. Retail sales helped mitigate the fallout, but virtual trade shows still provided new leads and deals—perhaps fewer, but sufficient to keep us going.

The role of exhibitor support

A key factor in determining what makes a virtual trade show work is the level of exhibitor support provided by organizers. Miguel, our sales manager, has shared some valuable insights into what makes these events worthwhile.

The most significant difference lies in the support exhibitors receive. Successful virtual trade shows assist exhibitors in setting up their booths and organizing meetings and contact lists. Digital platforms prioritize brand content, so exhibitors need help to maximize their impact. However, not all exhibitors are familiar with the platforms used, making tutorials and live sessions essential. While some organizers actively provide this support, others adopt a more hands-off approach, leaving exhibitors to navigate the process alone.

Simplifying the exhibitor experience

Trade shows that reduce the workload for exhibitors are especially appreciated. For instance, some events compile and share organized lists of visitors who expressed interest but didn’t manage to schedule a meeting or send an email. This feature acts as a digital business card collection tray, streamlining follow-ups and maximizing opportunities.

Analytics and tracking: a virtual advantage

One surprising insight from virtual trade shows is the shrinking of the industry’s informal connections. In traditional trade shows, regular visitors and friends often dropped by unplanned. Now, virtual events create more precise and intentional interactions. Advanced analytics tools reveal exactly who has visited a booth, allowing exhibitors to track interest and follow up confidently.

This added layer of data provides a significant advantage, as businesses can better understand their audience and measure engagement with concrete metrics.

A hybrid future

As Miguel points out, virtual trade shows cannot fully replace the in-person experience. However, they serve as a valuable addition to the industry. When the pandemic finally subsides, these platforms will allow businesses to expand their reach by attending both physical and virtual events.

In the end, what makes a virtual trade show work is its ability to combine convenience with functionality, enabling businesses to adapt and thrive even in challenging circumstances.

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