BLAZER EXHIBITS
How to prepare so that your business reaps the rewards
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When the pandemic started, a lot of people figured that it wouldn’t last long. After a month or two, surely we’d have the whole thing under control, right? Unfortunately, that hasn’t been the case. Several months later, large gatherings are still a major health risk, and even trips to the grocery store shouldn’t be done without a mask and social distancing procedures.
To make matters more difficult, some careers don’t translate to the virtual sphere as well as others. For example, if you regularly or semi-regularly attend trade shows for your company, then you know that adjusting to socially-distant events can be especially challenging. The good news? Virtual trade show exhibits can provide a way for you to promote your company in a semi-familiar way.
The bad news, of course, is that virtual trade shows just aren’t the same as the real thing, and marketing professionals like you are feeling the loss. Many of our clients have expressed sadness over the changes this year. However, virtual trade shows still have value, and with the right preparation, company owners can create effective, eye-catching virtual exhibits.
First, to build the best virtual trade show exhibits, marketing professionals will need to get to know the virtual trade show process. As you well know, a regular trade show involves several physical booths, lots of face-to-face networking, and industry insiders getting to know the lay of the land.
Virtual trade shows include all of the networking and industry insider conversations, but those conversations move to a digital space instead of a physical expo. Now, what does that digital space look like? Interestingly, if you’re familiar with roleplaying video games, you may already have an idea of what virtual trade shows look like. When you log on into the event, you’ll see a 3D image of an exhibition hall, complete with other "players" wandering the space.
In this case, though, your objective is not to defeat a villain but to network with other professionals. Through this space, you can set up your own booth, click on other people’s virtual trade show exhibits, gather contact information, and watch informative presentations. You can wander the virtual space at your leisure, and you can designate different members of your team to oversee your virtual booth at different times, much like you would in the real world. In this case, though, passing the baton is as simple as waiting for the next team member to log on.
Some marketing professionals love the idea of virtual trade show exhibits. Others seem less than thrilled. If you fall into the second camp, it’s okay to miss attending events in a real space. However, trade show researchers have found a lot of value in the virtual space.