What do you do if your trade show is going virtual?

1 Embrace Change

When your trade show goes virtual, embracing the change is your first step towards success. Understand that virtual events have their own set of advantages like global reach and cost-effectiveness. Begin by researching the platform that will host the trade show to familiarize yourself with its features and capabilities. This will help you to tailor your approach to the digital environment. Additionally, consider how you can translate the essence of your physical presence into a virtual format—this could mean rethinking your booth design or how you interact with attendees.

2 Plan Strategically

Planning for a virtual trade show requires attention to different details than a physical one. Start by setting clear goals for what you want to achieve, whether it's lead generation, brand awareness, or product sales. Then, create a visually appealing virtual booth that captures attention and conveys your brand message effectively. Remember to prepare digital content such as videos, product sheets, and interactive elements that can be easily shared and downloaded by attendees. Planning also involves scheduling live sessions or webinars during the event to engage with your audience in real-time.

3 Engage Virtually

Engagement is key in a virtual setting. Without the physical interactions of an in-person event, you need to find creative ways to connect with attendees. Use live chat features to start conversations and answer questions, just as you would at a physical booth. Encourage participation in Q&A sessions, polls, and surveys to create interactive experiences. Also, consider offering exclusive virtual event promotions or giveaways to incentivize engagement. By being proactive and responsive, you can create meaningful connections even through a screen.

4 Leverage Technology

Leveraging technology effectively can set your virtual trade show presence apart. Utilize the platform's tools for networking, such as matchmaking algorithms that connect you with interested attendees. Take advantage of analytics tools to track visitor interactions and gain insights into their interests. Also, explore ways to use augmented reality (AR) or virtual reality (VR) to provide immersive product demonstrations. By using technology to enhance the attendee experience, you'll make a lasting impression that could translate into business opportunities.

5 Follow Up Promptly

Following up with leads promptly after the virtual trade show is crucial. Since everything is already online, you can quickly access contact information and interaction history. Develop a follow-up strategy that includes personalized emails, social media outreach, or even virtual one-on-one meetings to continue the conversation. This immediate follow-up shows that you value the connections made during the event and are eager to explore potential partnerships or sales opportunities.

6 Measure Success

Lastly, measuring success is essential to understand the impact of your virtual trade show efforts. Set up metrics beforehand to evaluate performance, such as the number of leads generated, attendee engagement levels, or direct sales achieved. After the event, analyze the data to identify what worked well and what could be improved for future virtual trade shows. This analysis will help you refine your approach and ensure that each virtual event is more successful than the last.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?