Virtual vs Physical Trade Shows- Part 2

This article is the conclusion to 'Virtual vs Physical Trade Shows - Part 1', which looked at my experience in taking part in physical trade shows. This final part summarises the key features of each type of show and offers my thoughts on whether business owners and marketing managers should take advantage of the new technology.

At the post-mortem of our first Virtual Petindex trade show in June 2020, we discovered some really useful information. Trade show visitors were coming not only coming from the UK but from across the world - it was a truly international show. In hindsight, that was to be expected with an event open on the internet 24/7 for two weeks!

As it was a virtual show, visitors could browse the trade stands without exhibitors knowing they were there

Trade stand holders, however, found the concept difficult to understand. As it was a virtual show, visitors could browse the trade stands without exhibitors knowing they were there. They could pick up your leaflets (virtually), review your products and no one spoke to you, the stand holder!

Some of the initial comments from trade stand holders was that it was very quiet, with no-one to talk to or that it was not worth doing because visitors couldn't touch their products. And yet at the end of the show, we presented them with over 250 enquiries from their own trade stands, which included a full data breakdown of the visitors' details, what they had looked at or picked up on the stand, their contact details and position in the company. The exhibitors were, understandably, very impressed. ?

At the end of the virtual show, we presented each exhibitor with over 250 enquiries from their own trade stands, which included a full data breakdown of the visitors' details

With the fourth Virtual Petindex due to take place from the end of February 2022, technology has moved on at a pace. The digital show platform now offers the ability for a video call or message conversation between the exhibitor and the visitor. Exhibitors can now request visitors, whose profile fits their products, to visit their stands. ‘Swag bags’ or virtual briefcases are available for visitors to load with product information and have it automatically emailed to them. There is a also virtual meeting area where visitors can meet and talk to other visitors.

Exhibitors can request visitors, whose profile fits their products, to visit their stands

So what does Virtual Petindex 2022 look like? Aside from the above, Virtual Petindex comprises two ‘live’ days where visitors can chat to trade stand holders, and for another twelve days, visitors can continue to 'attend' the show and browse the trade stands, as well as contacting exhibitors via email. New for 2022 is the 'Discovery Theatre' where visitors can browse through short videos of products.

There are remote educational opportunities too, to help encourage attendance. On the live days, there is a mix of live debates and pre-recorded webinars. The pre-recorded webinars are available on demand throughout the show, and of course PIF will provide each and every exhibitor with a detailed breakdown of visitors to their stand.

There are remote educational opportunities too, to help encourage attendance

So, what key take outs are there when deciding whether to do a physical or a virtual trade show? I believe the key features of each event can be summarised as follows:

• You can pretty much do everything at a virtual show that you can do at a physical show without the expense of travel, accommodation or the cost of a trade stand;
• A virtual show is certainly cheaper for exhibitors and easier for worldwide visitors to attend;
• You can reach a wider audience with a virtual trade show, as the internet generally knows no boundaries!
• You need to think a little bit laterally at a virtual trade show to really make the most of the opportunity. Your trade customers don’t need to touch your product. No one touches dog food at a live show, they just look at the bag! But, why not consider sending a sample to them if you get interest from customers at a virtual show?
• Your trade stand at a virtual show needs to shout out loudly. It needs to attract visitors in exactly the same way as your social media does. It needs to be clear and concise about what you want from a visitor. Your point of sale material needs to tell a story. Remember it can be virtually picked up and put in a visitor’s swag bag!
• Physically meeting people and talking to other exhibitors aren't the principal objectives of a virtual trade show. How much does that matter to your company? Is there now a new place for doing business and a separate place for socialising?
• Don't be frightened of the new technology, after all it wasn't long ago that mobile phones came onto the scene! Encourage your customers to 'attend' the virtual show and meet you on your stand. If each exhibitor did this, it would swell the visitor numbers for everyone.

There are features and benefits to taking part in a virtual trade show which means that it should be added to your marketing mix

My belief is that a whilst a virtual trade show can't entirely replace a physical trade show, there are features and benefits to taking part in one which means that it should be added to your marketing mix. It will give you access to lots of data without leaving your office or home and lead to some brilliant new sales opportunities from across the world. With the fast changing landscape of the pet industry, it's time you gave virtual a go, but don’t expect it to replicate being at a physical trade show; it’s a very different experience and after all the pet industry needs to adjust to the virtual world or get left behind!