Virtual Complement

a few years back when Vir- tual trade shows were first introduced, they were regarded as outright competition—24/7 exhibit halls that threatened to make trade shows obsolete.

But, as happens too often with new technology, these fears proved to be groundless. Show organizers have discovered that they can use a virtual trade show to create a new revenue stream with their existing marketing efforts, exhibitors, and attendees. And, if the right virtual trade show technology is used, no additional staffing and resources are needed to produce increased revenues.

Here are some tips on how to use virtual trade show technology to promote your actual trade show easily and inexpensively, while adding more value for participants.



New venue, more revenue. Virtual trade shows allow the organizer to sell "online space" and "online-only sponsorships" to current sponsors and exhibitors, creating a whole new venue—and revenue source—for the show. Existing marketing materials can direct the appropriate traffic to the trade show Web site. In addition, if implemented properly, the virtual trade show will actually promote attendance at the companion event, rather than compete with it.



Timing is everything. The secret to successful virtual trade show promotion is timing. The reason is closely related to why people attend trade shows in the first place: to get the latest information and solutions. Information shared at a trade show is perceived as new, up-to-date, and therefore valuable. In the same manner, a virtual trade show needs to follow the same standards in order to promote the live trade show. Ideally, each virtual trade show, whether it features pre-show, in-show, or post-show content, should have a limited time frame, from one to six weeks, to maintain the value of the event.



The show before the show. Staging a sub-category virtual trade show with themes and content different from the live show is a great way to generate revenue long before the live show date. If your organization hosts one big show a year, it's a good opportunity to host three sub-category virtual shows before the main show, thus keeping your show on your attendees' minds throughout the year. These may consist of exhibitors, products, speakers, and news specific to one defined category of your larger show, creating a completely new sponsorship program without cutting into existing sponsor relationships.

Also, explore hidden opportunities. For example, how about that two-year long waiting list for future exhibitors? Rather than wait to accommodate them, you could highlight these vendors online before the live show. Advertise the event as the 2003 Exhibitor Showcase. Further utilize the virtual trade show's changing content as a newsworthy reason to contact your e-mail "attendee prospect" list. This strategy can build excitement in the months leading to your trade show and secure more registrations.



For their eyes only. The entire virtual trade show with all of the exhibitors' booths should appear only in conjunction with the live show. The virtual show exists during this time to help attendees decide which booths they want to visit at the live show. Registered attendees should be the only ones with full access to the virtual trade show, with major portions blocked to the public, thereby encouraging more registrations.



Stayin' alive. While extending the revenue stream past the time provided by a live show, the post-show virtual trade show also provides a place for attendees to revisit content, products, companies, and people who captured their interest. Online polls can function as a show exit survey to evaluate attendee satisfaction. Create attractions like a show photo gallery by inviting exhibitors to post photographs of their booths, or post your own. This is also your last opportunity to sell classes, association membership, industry periodicals, and white papers.

You should start your marketing campaign to sell your next event. Announce the date and location, and preview the next event's themes and seminars. You can monitor online traffic to find out which topics had the greatest appeal (assisting your future marketing efforts).



Investigating ROI. Take the time to con-sider the return on investment (ROI). What will be the impact on revenue? Don't plug in or build any virtual trade show technology that's not going to return an immediate benefit to your bottom line. Investigate a technology's functionality and advantages. Does the virtual trade show provide self-administering tools so that sponsors and exhibitors can set up their online booths (and post press releases and host online presentations) without any assistance from the organizer? Research what features appeal most to your sponsors and exhibitors.

Don't buy or build too much, too soon. A good rule of thumb is to lease what you need before buying, and to buy before you build. Finally, before you install any technology product, educate everyone who will be affected by it in your organization. Your marketing, sales, and service departments, if knowledgeable about how the virtual trade show technology works and benefits users, will be its greatest advocates. All of this will result in a healthy and relatively simple new profit engine for your company.



Timothy J. Baio is president and CEO of HBG New Media. To learn more about Exponia, the virtual trade show companion product built for organizers of traditional trade shows, visit www.hbgnewmedia.com or www.exponia.com or call (888) 321-8622.