What to Expect at a Virtual Industry Trade Show

Virtual trade shows are a new way to connect with your industry while we can't meet in person. Each virtual trade show is unique in its layout design and accessibility. Adjusting from an in-person trade show to something online takes a little bit of skill and some planning in order to really get it right.

Be Prepared For Some Bumps Along the Way

Before you even enter the virtual floor, you want to set your expectations as you begin your planning. Remember, virtual events are new for everyone, and bumps and inconveniences are very common along the way. If you have to set up virtual avatars, booths, or other online interactive elements, be sure to plan well in advance and prepare for changes to the system.

Always have any meeting contact’s backup information so that you can reschedule in case something goes wrong. Sometimes a simple phone call can be easier than trying to schedule back-to-back meetings in a virtual space.

Make Sure to Sport Company Swag

For digital booths, make sure that all employees have company swag on, such as logo shirts or company jackets. You may want to rethink your design since a small logo won't typically be seen on a virtual call with 20 other people. Get creative with big logos or custom design backgrounds so that people know who you are and what you represent.

If you have a digital booth, make sure all of your products are on display ahead of time or set up a separate camera that features them. For example, if you sell scrubs, either have them positioned where you can quickly swap screens or cameras. For more engaging displays, come up with creative videos that you can use for promotional digital launches.

Keep a Strong Internet Connection and Plan Breaks

Online meeting fatigue is a real thing, and as we sit at home and meet online, it's really easy to overburden ourselves. If you're at home, you can get distracted listening to that keynote speaker address you really wanted to watch and not pay attention because there's something else going on or because you've been sitting at your computer screen for six hours.

Just like you would at a regular trade show, plan for breaks and personal time so that you can recharge. You'll have more focus to stay engaged at the meetings and seminars that matter most to you. For breaks, leave the room, go somewhere quiet, and stay away from technology. Choose calming activities, such as meditation. On the flip side, go for a quick run to work out your body and move. Even walking the dog can do a lot to keep you engaged and comfortable throughout your digital event.

Find a Space Where You're Not Distracted

The key to a successful digital trade show is to situate yourself in a place where you feel the most comfortable. Getting up and being distracted while you're at home doesn't serve you or your company. Instead, have your coffee, tea, water, and snacks all right next to you. Find a quiet place in your home where you can engage with the trade show without being distracted by children, your spouse, or other chores. Ideally, you want a space where you can both sit and stand since staying stagnant in one place all day can make you feel sore and tired.

Dress For the Event

Wear an embroidered work blouse with your favorite skirt in order to feel like you're actually there. These simple things will help you stay engaged and keep enthusiasm high.

Send Out All Promotional Products in Advance

Normally throughout a trade show, you'd be giving out promotional swag to spread the news about your brand. Now, you or an assistant should send out promotional products prior to the start of the trade show. Choose select customers to receive promotional items such as client gifts. If you make a meaningful connection during the show, you can always follow up with a few products or a thank you gift after the event.

Use Breakout Spaces to Network

Online networking is anything but simple. It's tough to have the same meaningful conversations on the digital platform as it is in person. Many of today's online events host breakout rooms or digital happy hours where you can meet new people through your computer screen. Sure, it may not be as natural as meeting someone in person. However, it is possible to find meaningful business connections this way. Take the opportunity during downtime to have small conversations either in chats or on video calls with people you may not know. Have your elevator pitch down, and be ready to make connections that may help your business succeed.

Always Follow Up

Just like you would at an in-person event, always follow up. Send a quick “it was nice to meet you” message and perhaps even try to schedule a call or digital meeting with your new connection. This solidifies the networking you did during the event. Get creative and stay in touch the best you can to foster a business relationship that has already sprouted when we can all meet in person again.

Online trade shows may be the only way for large groups of people to get together and discuss industry trends currently. It's certainly not a perfect method, but that doesn't mean that you still can't find success on these online platforms. Get your team prepared and stay motivated by coming up with unique solutions to display your brand.