Posted by
Barry Siskind
Community Manager
Did the recession push the exhibition industry closer to becoming virtual? According to Pete Roythorne writing for Meeting Review the answer is yes. Initially, going virtual meant replicating the live experience on line. This didn’t work.
But with lower costs, better bandwidth penetration, a decrease in corporate travel, an increase in social media and real time interactions, and an increase in promoters’ experience, there is a solid case for virtualizing the trade fair experience. It’s a thought provoking article. Let us know what you think.
http://meetingsreview.com/news/view/34675
Virtual tradeshows and the internet both enhance a buyers decision to buy before attending the actual event or showroom in person. Attendees now come prepared to talk turkey at the actual event. At this point the element of emotion plays a big role in final decision to purchase.
Some may say that the final decision to purchase can be made electonically without the need to attend the event. I disagree, people buy from people for large ticket items. This of course does not apply to purchasing a sweatshirt from LL Bean or even a car if you have already test driven one that you can afford.
Tradeshow events now are the 3rd step in a 4 step purchasing process-
Product awareness – electronic investigation- personal investigation- cost & benefits.
Emotion triggers action-for those with the money to buy.
Virtual tradeshows is an oxymoron.
The emphasis here is “the element of emotion plays a big role in final decision to purchase.”
How does one accomplish that? Through “personal investigation” – or, touchy, touchy / feely, feely.
I suggest all who find sales-making easy on the internet step up your internet advertising expense. That should create more business for my clients (the exhibitors who collect leads and immediate sales) after meeting their clients at the shows and expositions we produce.
That makes for great job security for me . . . and my exhibitors.