With Covid-19 having shut down most physical trade shows, more and more trade show organizers are starting to roll out digital concepts of their trade shows.

While everyone knows how the flow and process of an in-person trade show looks like, digital trade shows are for most of us uncharted territory.

In our industry survey, 59% of participants said no to wanting to participate in a digital trade show, while 41% were interested in taking part in one.

While many companies still view the face-to-face contact with their target group at trade shows as indispensable, many might overlook the potential digital trade shows could offer them.

The reason for this might be the novelty-factor of the digital format as well as not being accustomed to interacting digitally with the customer instead of personally.

Now, while I also believe that the format of a physical trade show and the kind of value that it offers is unique and irreplaceable, I also believe that the digital trade show might be an interesting add-on.

1. Branding is everything – the first impression counts

Just like at a physical trade show, the impression that your virtual booth leaves with the customer matters. While the charming sales person in your booth might make up for little flaws in your booth design, your virtual booth needs to leave the right impression with the visitor right away.

So, if you take part in a virtual trade show, make sure that your company profile (aka your virtual booth) is fully adjusted to your corporate branding and look. You do not want to leave your company profile empty or merely satisfying the minimum requirements.  It is highly likely that the virtual booth will link to your company website, so make sure that the visitor experiences a consistent look and feel.

Take full advantage of the customization opportunities of your virtual booth, like banners, product pictures and videos as well as brochures visitors can download. Make sure that the downloadable content that you provide is up-to-date.

2. Attract visitors to your virtual booth

The goal of any trade show, whether it is an in person show or a digital trade show, is to have the visitor engaging with your company as much as possible.

Many digital trade shows offer companies the possibility to stream and/or broadcast product presentations to a select audience. This could be both an interactive webinar or a simple product demo video. Provide the visitor of your virtual booth with different opportunities to interact with your brand.

3. Promote your virtual trade show participation

With governments currently having placed travel restrictions on certain countries, many companies are unable to attend in-person trade shows and are therefore unable to meet their target group and customers.

Digital trade shows provide a platform for companies to still connect to their target group, no matter the time zone or geographical location.

Just like at an in-person trade show, try to pre-book meetings with your customers at your virtual booth, where they can click around your page and get acquainted with your products and services. You can do so by promoting your participation to your target group through an email campaign or announcing it on your social media channels.

4. Who in your company can “handle” a digital trade show?

Digital trade shows as well as zoom meetings instead of in-person conversations are new ground for most of us. You will have the chance to chat and talk to your customer group in real time at virtual trade shows – make sure the company representatives that are working the digital booth are trained and able to work with the technology.

It is challenging to know what to expect and how many visitors will want to interact with your sales reps, especially when participating at a virtual trade show for the first time. Make sure you have enough people at your virtual booth, just like at an in-person show, no one likes to be kept waiting…

If you want to give virtual trade shows a shot and are looking to connect with business partners and generate leads even during these difficult times, make sure to have a look at our digital shows:

• IFAT impact Business Summit, September 08-10, 2020
• EXPO REAL Hybrid Summit, October 14-15, 2020
• analytica virtual, October 19-22, 2020