3 Tips for Success at the Virtual Trade Show You’re Attending
Attending virtual trade shows is a new reality for most of us as we navigate this “new normal.” The playbook on this topic hasn’t been written yet. Most of us are figuring it out as we go.
The year 2020 has brought along many new challenges & hurdles that we have had to navigate through. For those of us in the event marketing space, virtual trade shows rank fairly high on that list of challenging experiences. These events are nothing short of intimidating to setup & oftentimes difficult to wade through as each event has varying rules & regulations. In the article below, we will attempt to answer the big question everyone is asking: What does it take to be successful at the virtual trade shows you’re attending?
The main takeaway from this article is that,
“a virtual trade show is still a trade show.”
You must prepare for this with the same passion, dedication & discipline that you would apply to an in-person trade show. Even though it is hosted virtually, you still have the valuable opportunity to gather qualified leads from around the world & create meaningful connections.
1: Think strategically about the reps you choose to “send” to the show
In the same way that you would plan for face-to-face trade shows, you must first analyze the expected audience and decide on which products or services you would like to highlight. From there, you can make knowledgeable decisions about which sales reps to “staff” your booth. While the standard qualifications for a qualified rep would include things such as advanced product knowledge and charisma, you also need to account for the reps that have the highest level of comfort with digital communication channels such as chat, email & video conferencing.
2: Have reps capture leads consistently in one place
Similar to F2F events, it is vital that your sales reps are capturing leads in a consistent manner and that all leads can flow into one location that is easily accessible. You also want to make sure that your Marketing Team is receiving leads in real-time so that follow-up can be done immediately while your brand is still top-of-mind for your potential client.
Lead Liaison makes this seamless by offering an easy-to-setup Lead Capture Form & native integrations with major CRMs & Marketing Automation Platforms such as Eloqua, Salesforce & more.
3: Invest in your virtual booth
Many virtual trade shows that we have attended recently feel slightly…boring… at times. You want to make sure that your booth stands out from the crowd. Find something that attracts, captures attention & ultimately converts your lead to a customer. Lead Liaison has recently launched an innovative way of accomplishing the goal listed above. The answer is simple: GAMES & GIVEAWAYS! Just as we’ve seen with traditional events, attendees are looking for different. They’re looking for swag. They’re looking for an incentive. We have over 20 fun & exciting games like whack-a-mole, spin-to-win & blackjack. These not only grab attention & create buzz about your brand, but they also capture lead contact information to help your sales reps and marketing team in their followup. All of these games are completely customizable & can fit your brand personality. Contact us to learn more.
It is our hope that the ideas listed above will spark your creativity & help your next virtual event to be a success. Keep in mind that, as with in-person trade shows, a virtual trade show doesn’t end when reps “leave” the show. Meet with your team. Get their feedback about what worked well, and what didn’t. Ask what they’ve heard from chatting with prospects or what they’ve seen in other booths. Any and all feedback will help you add to and refine your virtual trade show playbook.