INTRODUCTION
According to the Center for Exhibition Research, there were approximately 9,400 B2B tradeshows and exhibitions held in the United States in 2019. However, due to the ongoing COVID-19 pandemic, thousands of tradeshows have been moved to a virtual format. This leaves exhibitors to change their approach as well. Gone are the days of shaking hands with attendees and handing out tchotchkes.
Keep these three tips in mind to maximize your virtual tradeshow booth experience.
PREPARE BEFORE THE EVENT
Since attendees can’t walk around the tradeshow floor, it’s even more crucial to capture the attendees’ attention before the event starts. Get in touch with the event host and ask about opportunities to promote your company. For example, can you sponsor a session or email communication?
Create a landing page on your website that is tailored to the attendees of the tradeshow. This page should include how to get in touch with you during the tradeshow, your tailored marketing materials and even an introductory video.
Lastly, be educated and comfortable in the platform that is being used to host the event (e.g. Zoom, Remo, Meetaway, etc.). Are there new features? Can you video chat with attendees? Is there a way to set up break-out rooms? Do this ahead of time to maximize your time during the event.
BE ACTIVE DURING THE EVENT
Once the tradeshow is live, it’s important to be responsive. Make sure to have your virtual booth staffed at all times and respond right away to any messages from attendees.
Similar to in-person tradeshows, staff your booth with your strongest players. Depending on the size of your company, this could be your company president, your marketing staff or your top sales representatives. Keep in mind, the selected staff should be aware/stick to the company talking points.
STAY IN COMMUNICATION AFTER THE EVENT
While you aren’t able to collect a physical business card from those that attended your tradeshow booth, that doesn’t mean you shouldn’t follow up.
Typically, event hosts will email out the attendee list. Do NOT send a mass email to the entire list. Instead, follow-up with the people you met by sending them personalized messages. For example, remind them what you discussed. Depending how the conversation went, you may even connect with them on LinkedIn, Twitter or Alignable.