Trade Show Marketing

Virtual Trade Shows?
Really, Now!

As with any industry, the trade show industry finds itself in the midst of a debate on the use of technology and what it will mean to the future.

For several years there have been those that predict that the Internet will be the sure and certain demise of our industry. No longer will we have to endure the stares, snarls and other unpleasantries of hotel registration clerks, overworked waiters and underpaid set-up people. We will be able to sit at home or in our offices and take part in virtual trade shows. All we need is a computer, a modem and an isolationist or anti-social attitude.

I have heard most of the arguments and seen some pretty convincing demonstrations, but in the end my gut feeling says... no way. Jose!

Don't get me wrong, I'm not a stodgy purist that doesn't believe in the use of technology to help man live a fuller and longer life. I just don't see the Internet taking the life out of an 83 billion dollar industry. I do see the Internet as a tool to assist smart exhibitors.

Let's take a look at some "coming attractions" of how smart exhibit managers might use this medium in the future.

1. Exhibitor training: One of the difficulties of preparing a staff for booth duty is getting everyone together in one place for training. This is especially difficult for companies with multiple divisions scattered around the globe. There is a great cost in both time and money to bring everyone together. Perhaps we can train online. Participants will be able to save portions for review at a later time and the mission can be accomplished with less cost and at the convenience of the participants.

2. Attendee training: Although we don't think of training attendees for a trade show, we really are attempting to do just that with pre-show marketing efforts. Now we can take that extra step toward preparing attendees to get our message. Wouldn't it be nice to have persons come to your exhibit already knowing about your company, your product and perhaps being prepared to discuss a particular product or service? Well, it can happen!

Several companies provide shows and exhibitors with the ability to preview an exhibit online. In fact, there are people producing virtual shows now. Attendees can walk the aisles online, look at specific exhibits and get information about product and services. Exhibitors, in return, can get to know attendees before the face-to-face meeting in the booth. Now both buyer and seller can be more prepared.

So what's wrong with this picture? If this online, Internet, virtual stuff is so great why leave home to attend a show? How about the, "fuzzy factor". When was the last time you had a meal with your computer? Can you look into your screen and see sincerity or read body language? Where's the hands-on product experience? Can you shake hands or give a long-time friend a hug? Can you relive all the past memories of 20 years of shows and all the fun you've had with colleagues?

Coming attractions... okay! The Feature Presentation... no way Jose!