6 Advantages of virtual trade fairs

Digital experiences such as virtual trade shows and hybrid events are becoming increasingly popular. The reason lies in the opportunities and benefits of virtual trade shows offered by digitization. From cost efficiency to extended global reach and optimized lead generation.

The virtual trade fair in the fast lane

Major advances in digitization have paved the way for diverse virtual selling experiences. Exhibitors and event marketing professionals around the world are embracing digital trade shows for their relatively low cost and high ROI.

But what brought about the change of heart from the popular conventional trade show to the virtual event? Of course, the Corona crisis has created the need to hold events in digital form. But upon closer examination and implementation of such digital events, exhibitors and organizers quickly realize: the virtual trade show has long been accepted. It is simply impossible to imagine the digital age without it.

Advantages of virtual trade fairs at a glance

The link to social media channels, the familiar communication in chats and the great acceptance of live streaming services – all these things are familiar to users and are therefore accepted with enthusiasm. For companies, the virtual trade show offers a number of features that are highly relevant for marketing and sales and that an analog trade show could not provide in this form before. Generating qualified leads directly from the office, without expensive travel costs, also makes this concept extremely attractive.

Does it all sound too good to be true? We’ll take a closer look at the advantages in detail and give you an even better insight into the possibilities of the virtual trade fair.

1. organizer and exhibitor reduce costs

Creating professional trade show booths costs time, money and resources. Many booths are created by professional trade show designers. The costs for this service, material costs as well as expenses for the transport to the location are eliminated by the virtual trade fair. Although exhibitors also incur fees at a digital trade show, these are usually lower compared to traditional booth fees.

Travel costs are also eliminated when participating in a virtual event. While conventional trade fairs sometimes incur high and not always foreseeable costs for transport, catering and overnight accommodation, you can confidently eliminate these expenses with a virtual trade fair.

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2. more participants in virtual events

Low-threshold participation using a PC or mobile device and location flexibility are other major advantages of virtual trade shows. This attracts a significantly greater variety of exhibitors and participants with unlimited visitor numbers.

With virtual trade shows, exhibitors can participate in all trade show formats. In addition, new markets can be explored and a look can be taken at trade fairs that are more remote from the industry. In short, digital trade shows give you the opportunity to go global. Show your products to a worldwide customer base without the extreme costs of attending expos and trade shows overseas.

The large pool of exhibitors is matched only by the even larger increase in visitors compared to analog trade shows. More and more sales people are interested in the digital events because of the hassle-free registration. Low expenses and cheaper admission prices also attract visitors who do not otherwise attend trade shows. In addition, the virtual rooms offer unlimited space for visitors, so there are no admission restrictions.

3. unprecedented lead generation with digital trade fairs

More visitors also mean more self-qualified leads. On the one hand, this results from the increased number of visitors who can participate in a virtual event. On the other, from the ability to analyze user behavior and interests in real time.

At virtual trade shows and exhibitions, attendees’ movements are recorded and analyzed. Analyses of this data make it possible to adapt the content to the visitor while the event is still in progress. You can also optimize your future content and conversations accordingly. This hyper-personalization contributes to the follow-up strategy by delivering high-quality content and personalized calls-to-actions. In each case, this is based on the interest of the user in question.

With physical events, it has been virtually impossible to generate this data. With the right trade show platform, the collected lead data is available to all participating companies. This makes it possible to provide content individually tailored to the visitor as well as precise lead nurturing.

4. virtual trade fairs offer exhibitors increased attention

While a physical event usually lasts no longer than a weekend, the unlimited retrievability is another advantage of virtual trade shows. Thus, digital events have a significantly longer lifespan than their physical counterparts. Exhibitors even have the option of offering permanent booths. Permanent online access to these digital showrooms can provide a sustainable SEO boost and lots of leads.

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5. improved sales experience thanks to omnichannel engagement

The goal of virtual trade shows is to bring the same kind of interaction to life as at traditional trade shows. Modern virtual trade show technology allows attendees to visit booths, participate in seminars and keynotes, as well as 3-D product interactions. Even live communication via video conferencing via chat or face-to-face interaction with other attendees is possible. Exhibitors and visitors exchange electronic business cards at the touch of a button or network directly via social media.

This augmented reality makes digital trade shows a popular digital marketing tool, which is becoming increasingly important in times of crisis. Companies have the opportunity to present their messages and innovations quickly and effectively to a large online audience.

6. contacting visitors and exhibitors has never been easier

At first glance it seems counterintuitive, but virtual trade shows actually make it easier for attendees to interact with each other. They can create their own online profiles and get in touch in event-wide group chats or privately. The inhibition to communicate with each other is significantly lower due to virtualization and chatting. In addition, the risk of missing a seminar or a keynote speaker over a chat is reduced.

Another advantage of virtual trade shows is also the low level of distraction due to the absence of typical trade show influences. Everyone knows it from traditional trade show visits: Crowds in the aisles, long lines outside venues and stale air lower the spirits of exhibitors and visitors. Combined with a restless night at the hotel, this creates an uncomfortable tension that inhibits productive conversations.

It’s a different story with digital counterparts. It’s easier to communicate without loud background noise, and those who are less distracted by external influences speak much more freely about their own innovations.

Virtual trade fair as a forward-looking concept

For many industries, virtual trade shows offer enormous advantages. Their format, structure and features make the virtual trade show a user-friendly and affordable alternative to the physical version. The digital trade show makes it easier than ever to expand industry contacts and gain more qualified leads. It has long since ceased to be perceived as a replacement for previous trade show formats, but as a completely new quality of communication. Given the enormous reach, flexibility and fantastic marketing collateral, virtual events represent the future of the trade show.

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