Marketing is crucial for any business. And there are many ways to market a product or brand. But one of the most effective and relevant is marketing techniques in promoting your product or brand at an event. And what can be more practical to promote your product at a trade show?
A trade show is an event where different brands showcase their new products. And industry leaders and analysts discuss the existing and future trends in the industry. All this makes trade shows crucial for brands, analysts and customers.
But when the pandemic began, people refrained from any kind of gathering. It resulted in postponing of events for an indefinite period. Or cancellation altogether. And it meant that even trade shows had to be canceled. However, event organisers found the solution to this challenge in the form of virtual events.
Virtual Events Taking up the Centre Stage
Those events that are organised digitally for an online audience are called virtual events. Virtual events are also known as digital or online events. The digital nature of the events allows more people to attend the event from any location. And this convenience made virtual events the best options to host an event during the pandemic.
One can host a virtual event using a virtual event platform or virtual event software. When it comes to audience experience, virtual event platforms use a 3-D and interactive interface to enhance the audience experience. Apart from this, these platforms allow the event organisers to host a wide range of events. That is why people saw various online events during the lockdown. Virtual conferences, virtual exhibitions and virtual award shows, to name a few virtual event categories. But for now, we are going to focus on virtual trade shows only.
Virtual Trade Shows – The Digital Marketplace
Virtual trade shows are one of the many categories of virtual events. And as the name suggests, virtual trade shows are the digital versions of the regular trade shows. They became popular during the pandemic. And thanks to virtual event technology, anyone can host a virtual trade show that can last for a few days.
Often exhibitors think about what is there for them in a virtual trade show. And that is why event organisers find it challenging to get the exhibitors for their virtual trade show. But one can effortlessly get exhibitors for their virtual trade show. All you have to do is help the exhibitors in getting the best out of virtual trade shows.
Attracting Exhibitors to Your Trade Show
Support the exhibitors with networking
Networking is not only crucial for attendees at the event but for the exhibitors also. The reason for this is that they are looking for potential customers/clients. And for an opportunity to increase sales. So as the event organiser, you should help exhibitors at your event to maximise their reach. For this, you can provide them with networking tools.
We suggest networking tools like-
- AI Matchmaking – This tool shows you the list of people who share similar interests with you. So that you can connect with the most relevant people.
- B2B Meeting scheduler – It allows the people to schedule a meeting with an attendee or exhibitor. Even before the event has started.
- 2-way interaction – This feature lets an attendee interact with an exhibitor/speaker at an online session.
Create an interactive exhibitor’s booth
To convert visitors to the virtual booth into sales, exhibitors need to interact with the visitors. But how can exhibitors interact with the visitors? The answer is by making their virtual booth interactive.
Making a virtual booth interactive is not challenging. All you need is to integrate some valuable features into the booth itself. You can begin with using photos, videos and logos in the design of the booth. And for communication, you provide an option of chat to chat with an exhibitor. So that interested people can communicate to the exhibitor directly. Also, you can allow the visitors to save the documents and pamphlets from the booth. It will help them to contact the exhibitor even after the event.
Marketing your exhibitors
To get visitors to the exhibitor booth, you need to make them visible at the event. However, you should start promoting the exhibitors before the event.
You can promote the exhibitors through social media accounts. Also, you can mention exhibitors on the event registration page. And during the event, you can use dynamic banners or a dedicated wall, where the attendees can see all the exhibitors. And by clicking the banner/poster, they can directly reach the exhibitor booth. Also, you can create a digital map of the exhibition hall to pinpoint the location of each exhibitor booth.
An unforgettable attendee experience
You can increase the number of visitors to the exhibitor booth by increasing the number of attendees at the event. And for this, you need to make your event more attractive and accessible to more people.
To make your event attractive, you need to provide a world-class experience to the attendees. For this, you can select a platform that is device friendly. And a team ready to help the attendees at the event.
Also, you need to engage with the attendees at the event. You can use techniques like gamification, social wall and AR Photobooth to engage with the attendees.
Provide event statistics and data to exhibitors
If you want to get the exhibitors for your virtual trade show, you need to provide them with ways to determine the outcome of the virtual booth. And one can measure the result by using statistics and data collected at the event. And since many virtual event platforms can provide you with real-time analytics, you just need to share it with exhibitors.
Event analytics include the number of attendees in the event and the booth. Also, to whom the attendees communicated at the event. Or the number of sales in the event and so on. This data is quite helpful in measuring the performance of an exhibitor booth in the event. So share this data with exhibitors. This will provide them with confidence in your event.
Collecting feedback from the attendees
It always advised collecting feedback from the attendees post-event. So you should get feedback from the attendees at your event. And in the feedback form, you can include a few questions about the exhibitor booth. For instance, which booth the attendee liked the most? And what things do they like about the booth? And so on. After getting the feedback, you can share it with the exhibitors. It will help to improve their performance for the next event.
By using these techniques, you can attract exhibitors to your virtual trade show.