35. Virtual Trade Show

What it is:

Current technology and high-speed Internet connections enable the creation of life-like happenings (complete with "lounges" and "exhibit areas"). Event managers can create Internet-based virtual trade shows to generate leads, increase event participation, drive revenue and improve communications with current and future customers.

A cool tool for:

• Overcoming the time and travel costs of hosting a live show
• Building an audience for live shows and/or creating interim experiences between live shows
• Coordinating activity among customers, vendors, suppliers, partners and channels

Not so hot for:

• Businesses in which raw transactions, rather than relationships, are of greater importance
• Markets without sufficient breadth to attract attendees
• Companies who aren't prepared to manage a new technology platform

SONY'S HD CREATION & WORKFLOW ONLINE EXPO	MS VIRTUAL SUMMIT
Sony brought customers, vendors, experts and partners together in a virtual trade show anyone could attend without leaving their desks.	Microsoft's WW Enterprise Marketing Virtual Summit strengthens the firm's relation-ships with its sales and marketing clients. See the project highlights here. Case study compliments of Viewstream.

3 key play points:

1. Most virtual shows use the "trade show" metaphor as the navigation model for the virtual show site
2. Just as live shows sell booths, you can sell sponsored presences at your virtual site (bring in your partners for added benefit)
3. For content, consider a mix of live, scheduled events and pre-recorded seminars that can be launched at the visitor's convenience. The content will bring attendees, not the booths

Bonus Links:

• How to Tackle a Virtual Trade Show via Forbes.com
  
•  Great Example - Digital Marketing World from MarketingProfs
  

Chapter 34 - Video

Chapter 36 - Social Bookmarking