Virtual trade shows provide exhibitors with a space on the internet to connect with visitors. Showcasing products over a virtual trade fair platform allows companies to reach a wider audience and sell to a larger clientele. Employer-employee interactions through a virtual job fair platform aids swift recruitment and helps companies save costs and time. Additionally, companies can enlarge their candidate pipelines through the incorporation of diverse, well-rounded applicants. Companies across the globe have participated in such virtual events to connect with a worldwide consumer base and provide interactive as well as personalised solutions. These avant-garde ventures are only now beginning to gain traction and to benefit from their full potential, companies must undertake optimum planning strategies. Hence, companies should avoid making the following rudimentary mistakes-
- The Curse of Improper Planning
Hosting an event on any virtual fair platform without proper planning is not short of self-sabotage! Companies must prepare proper schedules and determine their objectives and agendas. Deciding upon the themes, speakers and events to be conducted is important because successful execution will require weeks of work by a dedicated project manager. Determining the duration of the trade show, for instance, is an important consideration that must be defined in advance because the nullification of constraints of cost and space can allow for companies to remain visible on the Internet for longer.
- Picking The Wrong Software.
An important facet of planning for the event is choosing the correct virtual exhibition platform. The software must service all needs of the company. Picking a software that can engage audiences through games, networking lounges, bilingual or multilingual communication, accessibility features and other special attributes can improve the quality of the trade show. Similarly, the allure of complicated online avatars and navigation fades fast and with it disappears the attention of visitors and audiences. Companies must pick user-friendly software. This will prove to be an advantage in the long run as audiences with varying technical, physical and socio-economic abilities will be able to access the event. As a result, more diverse talent can be approached.
- Time Not Managed, Time Not Saved
The virtual space provides audiences with the agency to switch platforms with the click of a button. Visitors will waste little time on a boring virtual job fair platform. Hence, companies must remain cautious in designating time for various events. Companies must shift the event’s focus to delivering quality content in a shorter frame of time.
- Less Variety, Little Diversity
Holding on to the attention of audiences for the duration of a trade show is a herculean task. Laborious speaker sessions and lengthy webinars will do little to keep visitors engaged. Subsiding such events with games and contests will improve engagement. Such endeavours have additional benefits. They propel the company’s brand value, make the experience of participating in a virtual trade fair platform memorable and allow for the development of connections between visitors and exhibitors. Additionally, the trade show must avoid monotony at all costs by switching between events and ensuring the use of diverse mediums to engage audiences.
- To Advertise or Not To Advertise?
Promoting events on social media and using audio-visual tools to interact with audiences is key to spreading the word about the event. Companies must use promo videos, Instagram lives and social media posts to get audiences excited about trade shows. The promise of a quality event will lure more visitors. Companies can attract more sponsors as well as promote their brand value. Additionally, leaving a digital footprint on the internet will allow for continuous engagement with new audiences. To market any event successfully, companies must utilise the power of speakers and sponsors to expand their reach and receive additional referrals and affiliations.
- Limiting Interactions
Communication between exhibitors and visitors is an important part of any virtual job fair platform. Going online provides companies with an opportunity to interact with visitors on a one-on-one basis. This promotes personal connections with multiple visitors. Companies can also use this platform to exhibit video demonstrations, take orders, job interviews and sales promotions.
- The Chaos of Not Scheduling
Events conducted over a virtual exhibition platform witness visits from audiences throughout the day because they tend to reach out to a broader demographic located in different parts of the world. Thus, companies must provide visitors with appointment scheduling alternatives to ensure traffic throughout the day as well as encourage longer engagement.
- Cancelling Is A Big No!
Most companies participating in virtual trade shows have been impacted by the pandemic. Cancelling entire trade shows hence would cause loss to all stakeholders involved. Most companies recognise the benefits of participating in a virtual fair platform and would be willing to collaborate and coordinate procedures with organisers.
- Tracking Progress
Interactions through a virtual exhibition platform helps companies keep better track of analytics. Through tracker apps, exhibitors can keep a check on the number of active attendees, participants in games and contests as well as those who visited booths, requested information, schedules or are to be contacted for further communication.
- Neglecting Visitor Experience
The success of any virtual trade show depends on the response from visitors. Hence, providing them with quality experience should be the top priority of every company. A right balance must be struck between sessions that disseminate information and those that focus on personal interaction. Companies must keep audiences engaged and active for only then will the virtual trade fair platform succeed. Simply ensuring that participants are provided with a list of booths, events, contests, presentations and speakers in advance for example, makes navigation easier and ensures a smoother experience.
The success of any virtual trade show lies in the mitigation of these errors. Perhaps the most important mistake companies make is to attempt and recreate an in-person experience. This makes the organization tedious and pushes company costs. The focus instead, should be to play to the many strengths of virtual setup which allow personal interactions, expand global reach and cut costs. The key to the success of a virtual trade show is to deliver quality and engaging content that holds the attention of its audience.
