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Research Center >> Conference Sponsorship Virtual
Brand Recognition As a traditional trade show participant, you’re probably skeptical when you think of virtual trade shows. You’re probably wondering how the heck you’re supposed to “meet” your prospects at these shows and how do you go about setting up a booth. What’s the catch? And really, do these events work? Well, they do and they don’t. It depends on which industry you’re in, what you’re selling and how long your sales cycle is. So far, the trend has been catching on with “professional associations, such as law, accounting, hi-tech, recruiters, manufacturing and healthcare,” said David Lerner, Director of Business Development, Unisfair, at the recent Folio show in New York City where he was demonstrating how Unisfair helps firms create their own online shows. The Good With online trade shows, you can reach anyone, anywhere. You don’t have to worry about flying people in from various destinations to the conference locale because they can literally be engaged with the touch of a mouse button. “We believe an online job fair is better than physical because you reach people at their desktops where they’re happily working,” touted Lerner as opposed to your employees wasting time flying around from one location to another and calling in sick. Here they don’t take away from work and can logon at any time, even during their lunch break. With virtual expos, you don’t have to wait for a specific trade show at a specific time of the year. Companies have used broad-themed trade shows throughout the year, and have created specific niche shows at certain times of the year using the 365-day year around environment. Events can last from a few hours to days and months up to a full year. Virtual expos navigate people in various ways. They allow the participants to “request an appointment, send IMs and chat with a booth representative, visit one or multiple booths in one sitting and cut travel costs,” said Lerner. For many trade show exhibitors, it’s a no-brainer. Participants come to your booth voluntarily and so you get really good traffic. Registered participants can network with like-minded individuals as well as vendors and sponsors through IMs. Firms that already conduct virtual trade shows say that they have the same look and feel as traditional trade shows and virtual exhibit halls and session rooms closely mirror them as well. “Vendors and sponsors may also distribute marketing information and white papers to participants,” reports Folio magazine. “And, in return for their financial support, vendors and sponsors are given the names of attendants to use as a source of lead generation,” the magazine adds. Booth operators can simultaneously have multiple on-going chat sessions. Coming back to how about lead gen? You will get “at least 20 leads per booth,” said Lerner, “typically there are 1,000 attendees.” Exhibit costs at virtual trade shows are comparable to live-event costs, but you don’t have the larger expense of shipping your exhibit (and several staffers) to the venue. Baby Steps As you waddle your way into the baby pool or snowplow down the bunny slope, you should know that there are many firms that will help you along the way. You don’t need to go out and spend tons of money on IT technology or IT staff. Depending on the company you choose, all the technological aspects of the show, from sending out e-mail alerts to enticing prospective registrants/participants and sending follow-up questionnaires at the end of the show will be provided to you. However, it will be up to you as the show’s host to provide the speakers, the content and secure the sponsors and vendors. Who Can You Call? Ghostbusters? Not quite. There are several companies that can help you set up your booths or host your show. These include: As with traditional trade shows, research, research, research. Keep your ears and eyes open before starting any new venture or signing on the dotted line. Welcome to cyberspace! |
