Business and social network

Virtual fairs can complement traditional fairs effectively

    August 23rd,2017

Virtual fairs are not a new concept, but they are a niche concept. That is, not every organization will be able to take advantage of virtual fairs in their marketing and outreach efforts. However, for industries that are conducive to virtual fairs, they can be a very effective way to reach customers and grow business.

We realize that not every organization is familiar with the benefits that virtual fairs offer, so have done the spade work for you. Below, we break down the results of a research survey conducted by Trendline Interactive, in collaboration with MarketingProfs and ON24. The survey, which was called “The Practicalities of Virtual Events”, came out with several ways that virtual events can complement traditional fairs. In fact, notwithstanding the lack of physical proximity between exhibitors and attendees, virtual fairs in many ways offer benefits that go beyond what traditional fairs can offer.

Highlights of the survey

The ability to attract larger and more varied audiences

Since virtual fairs are not restricted to a particular geographic location, they can attract people from all over the world. Moreover, senior executives often find it easier to attend virtual fairs rather than take time out of their busy schedules to travel to a traditional expo. Not only that, but virtual expos can have their content shown on-demand for a certain time period after the end of the event. This ensures that parts of the intended audience that missed the live event can catch up on what they missed, over a period of time.

The ability to attract bigger keynoters

Well-known, high-profile keynote speakers are often too busy for smaller sized events. If these same events are held in virtual mode, such speakers would find the lack of required travel and the ability to pre-record their sessions to be a big draw.

The ability to offer a broader array of content and more niche content

The economics of traditional expos makes it such that highly specialized tracks and sessions that don’t attract a large audience may get excluded simply because they are economically unviable. A virtual expo has none of that problem. Once the virtual event is planned and scheduled, it is incredibly easy to accommodate special tracks due to the fact that adding additional space is not as expensive as in a traditional expo. This makes it possible to attract niche audiences who may not get much out of the large traditional expos.

The ability to monitor attendee engagement

In a traditional expo, neither the event organizer nor the exhibitor is usually able to collect rich data about audience engagement. In contrast, virtual expos come with the ability to collect detailed analytics, ranging from what pieces of content each visitor engaged with to which sessions they attended and which parts of the expo interested them most.