Info point: Planning a virtual trade show Talk about online events with a partner. What do you think are possible advantages and disadvantages of going online for events like trade shows? Will virtual events replace traditional ones? Why? / Why not? Make a list of ideas to compare in class. Read the information about planning a successful virtual event and answer the questions on the next page. 27 a b Virtual trade shows allow exhibitors and attendees to interact at virtual stands, which are mini-websites built within the larger online event framework. Exhibitors host a webinar or webcast at their stand to share their regular sales pitch with an online audience that has registered for that event. Such online events are becoming increasingly popular. Issues like travel restrictions, difficult event planning, poor audience engagement, limited reach and inclusivity, and the high cost are the main reasons for switching to virtual events. Some of the advantages of virtual trade shows are increasing the event’s reach, enhancing accessibility, immense cost savings, and measurable results. All of this is possible when the event organiser knows what is required from the event. These are things to keep in mind: 1 Have a vision. An event without a vision can end in a complete waste of time and resources. To make your event a success, it is important to know what you want to achieve. For example, a vision for a sustainable fashion fair could be to sell the new collection to at least 50 clients during the show. This will become the basis of the event and everything else will be planned accordingly. 2 Come up with quality content. Based on the vision, formulate the content for the event. Before creating the content, answer questions such as: Why would potential customers want to attend the event? How will the event add value to their life? What are their needs and wants? What will capture their interest and keep them engaged during the event? Once you have answered these, and similar questions, you will know what to add to your event. Virtual trade fairs can have webinars, product pitches, presentations, audio/video chats, and other digital content. Webinars enhance the value of an event for both attendees and exhibitors. You can also upload promotional videos, brochures, white papers1, and datasheets. 3 Allocate responsibilities. Virtual events reduce the need for workforce. However, there are certain responsibilities that must be taken care of in a timely manner for an effective event. It is necessary to allocate the responsibility for important tasks to trusted employees beforehand and prepare them for the event. For example, decide who will be staffing the stands for group chats and who will make sure the speakers are ready for webinars. In addition, you will need tech support and information stands during the event. 4 Attract attendees and exhibitors. To make the most of a virtual trade fair, it is necessary to design effective marketing strategies to attract a maximum number of attendees and exhibitors. It pays off to use online platforms like social media channels to spread the word. Find out where your audience prefers to go for information or entertainment and capture them there. 5 Integrate engagement and networking opportunities. One of the biggest differences between an in-person trade show and a virtual trade show is the atmosphere in which your attendees interact. Typically, at trade shows you will strike up conversations with strangers, and there’s a certain buzz to the atmosphere. With virtual events it is all the more important to build opportunities into the events that allow people to virtually chat, share stories and network. These interactions add significant value to an event for attendees and can be achieved through enabling audience chat during events, hosting live Q&A sessions where audiences can vote questions up, or building breakout rooms for your audience. Using a mix of media and transcripts to engage everyone in your audience also makes your event more accessible. 6 Don’t forget to follow up your event. One advantage of virtual events is that all the data you collect about participants will help you to connect with them afterwards. 1 White paper: a report on a particular subject giving information about planned laws 42 Language skills Extras Explore 3 Entrepreneurship Nur zu Prüfzweck n – Eigent m des Verlags öbv
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